Bridging the information gap: How Munda Makeover is transforming agricultural learning in Zambia
This project note presents midline findings regarding the effects of Munda Makeover (MMO), a farm makeover TV show designed to disseminate agricultural knowledge to Zambian farmers in an entertaining way. IFPRI and partners designed and implemented a cluster randomized trial across 160 villages invo...
| Autores principales: | , , , |
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| Formato: | Brief |
| Lenguaje: | Inglés |
| Publicado: |
International Food Policy Research Institute
2025
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| Acceso en línea: | https://hdl.handle.net/10568/178817 |
| _version_ | 1855513902535671808 |
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| author | Owuor, Antonate Akinyi Kramer, Berber Ceballos, Francisco Sambo, Kingsley |
| author_browse | Ceballos, Francisco Kramer, Berber Owuor, Antonate Akinyi Sambo, Kingsley |
| author_facet | Owuor, Antonate Akinyi Kramer, Berber Ceballos, Francisco Sambo, Kingsley |
| author_sort | Owuor, Antonate Akinyi |
| collection | Repository of Agricultural Research Outputs (CGSpace) |
| description | This project note presents midline findings regarding the effects of Munda Makeover (MMO), a farm makeover TV show designed to disseminate agricultural knowledge to Zambian farmers in an entertaining way. IFPRI and partners designed and implemented a cluster randomized trial across 160 villages involving two main interventions: village screenings of MMO episodes, combined with weekly SMS reminders to watch the show; and agricultural roadshows or input fairs. Results from a phone survey with 976 farmers show that community screenings and SMS reminders significantly increased viewership and knowledge around innovations promoted in the TV show. However, the uptake of agricultural inputs sold during the roadshows remains limited, largely due to liquidity constraints. These findings offer critical insights for optimizing the delivery of agricultural extension content through mass media and improving farmers’ access to agricultural inputs. |
| format | Brief |
| id | CGSpace178817 |
| institution | CGIAR Consortium |
| language | Inglés |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | International Food Policy Research Institute |
| publisherStr | International Food Policy Research Institute |
| record_format | dspace |
| spelling | CGSpace1788172025-12-16T14:57:30Z Bridging the information gap: How Munda Makeover is transforming agricultural learning in Zambia Owuor, Antonate Akinyi Kramer, Berber Ceballos, Francisco Sambo, Kingsley capacity building information agricultural extension This project note presents midline findings regarding the effects of Munda Makeover (MMO), a farm makeover TV show designed to disseminate agricultural knowledge to Zambian farmers in an entertaining way. IFPRI and partners designed and implemented a cluster randomized trial across 160 villages involving two main interventions: village screenings of MMO episodes, combined with weekly SMS reminders to watch the show; and agricultural roadshows or input fairs. Results from a phone survey with 976 farmers show that community screenings and SMS reminders significantly increased viewership and knowledge around innovations promoted in the TV show. However, the uptake of agricultural inputs sold during the roadshows remains limited, largely due to liquidity constraints. These findings offer critical insights for optimizing the delivery of agricultural extension content through mass media and improving farmers’ access to agricultural inputs. 2025-12-15 2025-12-15T21:16:28Z 2025-12-15T21:16:28Z Brief https://hdl.handle.net/10568/178817 en https://hdl.handle.net/10568/128121 Open Access application/pdf International Food Policy Research Institute Owuor, Antonate Akinyi; Kramer, Berber; Ceballos, Francisco; and Sambo, Kingsley. 2025. Bridging the information gap: How Munda Makeover is transforming agricultural learning in Zambia. IFPRI Project Note. Washington, DC: International Food Policy Research Institute. https://hdl.handle.net/10568/178817 |
| spellingShingle | capacity building information agricultural extension Owuor, Antonate Akinyi Kramer, Berber Ceballos, Francisco Sambo, Kingsley Bridging the information gap: How Munda Makeover is transforming agricultural learning in Zambia |
| title | Bridging the information gap: How Munda Makeover is transforming agricultural learning in Zambia |
| title_full | Bridging the information gap: How Munda Makeover is transforming agricultural learning in Zambia |
| title_fullStr | Bridging the information gap: How Munda Makeover is transforming agricultural learning in Zambia |
| title_full_unstemmed | Bridging the information gap: How Munda Makeover is transforming agricultural learning in Zambia |
| title_short | Bridging the information gap: How Munda Makeover is transforming agricultural learning in Zambia |
| title_sort | bridging the information gap how munda makeover is transforming agricultural learning in zambia |
| topic | capacity building information agricultural extension |
| url | https://hdl.handle.net/10568/178817 |
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