| Summary: | MMO Series II KAP & Audience Measurement data show a
continued strong shift to preference for agricultural information
on TV.
• MMO amplified viewership grew from 1.9 million in Series I to
2.3 million in Series II.
• A third of MMO viewers said that they found TV to be the
most useful source of farming and agricultural information.
• Valued topics in MMO Series II were: pest & disease
management, climate information, improved seed varieties,
financial literacy, good agricultural practice and gender
considerations.
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