HARAMAYA UNIVERSITY

COLLEGE OF SOCIAL SCIENCES AND HUMANITIES

SCHOOL OF FOREIGN LANGUAGES AND JOURNALISM

THE ROLE OF MEDIA IN DISSEMINATING AGRICULTURAL INNOVATION, THE

CASE OF OBN'S "QOPHII QONNAA" PROGRAM, ETHIOPIA

BY: ALIYI NURE

A PROPOSAL SUBMITTED TO HARAMAYA UNIVERSITY COLLEGE OF SOCIAL

SCIENCE AND HUMANITIES FOR THE IMPARTIAL FULFILLMENT OF THE
REQUIREMENT FOR THE DEGREE OF BACHELOR OF ARTS IN JOURNALISM
AND MASS COMMUNICATION

MARCH, 2023

HARAMAYA UNIVERSITY, ETHIOPIA

Table of Contents
Table of Contents.......................................................................................................................................i
CHAPTER ONE.......................................................................................................................................1
1. INTRODUCTION...............................................................................................................................1
1.1. Background of the study..............................................................................................................2
1.2. Statements of the problems..........................................................................................................4
1.3. Objectives......................................................................................................................................6
1.3.1. General objective.....................................................................................................................6
1.3.2. Specific Objectives..................................................................................................................6
1.4. Scopes of the study........................................................................................................................7
1.5. Limitations of the study................................................................................................................7
1.6. Significance of the study...............................................................................................................8
1.7. Contribution of the study..............................................................................................................9
CHAPTER TWO....................................................................................................................................11
2. LITERATURE REVIEW..................................................................................................................11
2.1. Agricultural innovation in Ethiopia..........................................................................................13
2.2. The role of media in disseminating agricultural innovation....................................................14
2.3. Media and agricultural innovation............................................................................................15
2.4. The "Qophii Qonnaa" program................................................................................................17
2.5. Best practices and lessons learned..............................................................................................18
CHAPTER THREE................................................................................................................................21
3. METHODOLOGY............................................................................................................................21
3.1. Data collection.............................................................................................................................21
3.2. Data analysis...............................................................................................................................21
3.3. Considerations............................................................................................................................22
3.4. Time and cost budget...................................................................................................................22
3.4.1 Time budget.............................................................................................................................22
3.4.2 Budget schedule.....................................................................................................................23
4. Conclusion..........................................................................................................................................23
5. REFERENCES..................................................................................................................................25

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 CHAPTER ONE
1.
INTRODUCTION

Agricultural innovation plays a critical role in improving food security and livelihoods in
Ethiopia. However, many farmers in the country are still struggling with low productivity and
limited access to new technologies and practices. In recent years, media has emerged as a
potential tool for disseminating agricultural innovations to farmers, through programs such as
Oromia Broadcasting Network's (OBN) "Qophii Qonnaa." This program uses radio and other
media platforms to share information about new agricultural practices, technologies, and policies
with farmers in rural areas.

The aim of this study is to examine the role of media, specifically the "Qophii Qonnaa" program,
in disseminating agricultural innovation in Ethiopia. The study will focus on the effectiveness of
the program in reaching farmers and increasing their awareness and adoption of new
technologies and practices. In addition, the study will explore the challenges and opportunities
facing mediabased approaches to agricultural innovation dissemination.

Through a comprehensive literature review, data collection, and analysis, this study will
contribute to our understanding of the role of media in agricultural innovation dissemination. The
findings of this study will be of interest to policy makers, researchers, and practitioners in the
fields of agriculture and media, and will provide insights for improving agricultural extension
services in Ethiopia and beyond.

To achieve the objectives of this study, a mixed-methods research design will be employed. The
study will involve both qualitative and quantitative data collection and analysis. Qualitative data
will be collected through in-depth interviews with farmers and agricultural experts to gain
insights into their experiences and perceptions of the "Qophii Qonnaa" program. Additionally,
focus group discussions will be conducted with program listeners to understand their opinions on
the effectiveness of the program in disseminating agricultural innovation.

Quantitative data will be collected through a survey of farmers who have been exposed to the
"Qophii Qonnaa" program. The survey will include questions about their knowledge and

1
adoption of new agricultural practices and technologies, their exposure to the program, and their
satisfaction with the program's content and format.

Data analysis will involve both qualitative and quantitative techniques. Qualitative data will be
analyzed using thematic analysis to identify key themes and patterns in the interview and focus
group data. Quantitative data will be analyzed using descriptive statistics and regression analysis
to identify relationships between variables.

The study's findings are expected to contribute to the ongoing efforts to improve agricultural
productivity and food security in Ethiopia. By identifying the strengths and weaknesses of
mediabased approaches to agricultural innovation dissemination, this study will provide insights
for improving the effectiveness of existing programs and developing new strategies for reaching
more farmers.

1.1. Background of the study

Agriculture is a critical sector in Ethiopia, accounting for over 80% of employment and 43% of
the country's gross domestic product (GDP) (FAO, 2019). However, smallholder farmers, who
make up the majority of the agricultural workforce, often lack access to new technologies and
practices that could improve their productivity and incomes. This is due in part to limited
extension services and infrastructure in rural areas.

In recent years, media has emerged as a potential tool for disseminating agricultural information
to farmers. The use of radio, television, and mobile phones has become increasingly popular in
Ethiopia as a means of sharing information with farmers in remote areas. This approach is seen
as a cost-effective way to reach large numbers of farmers and to provide them with timely and
relevant information.

One of the leading media-based programs for disseminating agricultural information in Ethiopia
is the Oromia Broadcasting Network's (OBN) "Qophii Qonnaa" program. Launched in 2015, the
program uses radio, television, and social media platforms to share information about new
agricultural practices, technologies, and policies with farmers in rural areas. The program is
broadcast in Afaan Oromo, one of Ethiopia's most widely spoken languages, and is designed to
be accessible to farmers with low levels of education.

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Despite the potential benefits of media-based approaches to agricultural extension, there is
limited empirical evidence on their effectiveness in Ethiopia. Most existing studies have focused
on the use of traditional extension services, and few have examined the specific role of media in
disseminating agricultural innovation. This study aims to address this gap by examining the role
of media, specifically the "Qophii Qonnaa" program, in disseminating agricultural innovation in
Ethiopia.

In addition to the benefits of media-based agricultural extension programs, there are also several
challenges to their implementation and effectiveness. One major challenge is the lack of
infrastructure and access to technology in rural areas, which can limit farmers' ability to access
media content. In addition, the effectiveness of media-based programs can be limited by low
levels of literacy and education among farmers, as well as by cultural and language barriers.

Another challenge is the need for content that is relevant and engaging to farmers. Media-based
programs must be designed to meet the specific needs and preferences of their target audience,
and must be adapted to local contexts and cultures. The "Qophii Qonnaa" program has attempted
to address these challenges by using simple language and by focusing on practical, hands-on
information that is relevant to farmers' daily lives.

Despite these challenges, media-based approaches to agricultural extension have shown promise
in Ethiopia and other developing countries. By reaching large numbers of farmers with timely
and relevant information, media-based programs have the potential to improve agricultural
productivity, incomes, and food security. This study aims to contribute to our understanding of
the strengths and weaknesses of these approaches, and to identify ways to improve their
effectiveness in reaching more farmers and disseminating agricultural innovation.

Improving agricultural productivity and food security is a key priority for Ethiopia's government
and development partners. However, achieving these goals has proven challenging, particularly
in rural areas where smallholder farmers often lack access to new technologies and practices.
Traditional extension services have struggled to reach all farmers, due to limited resources and
infrastructure.

In recent years, media-based approaches to agricultural extension have emerged as a promising

alternative to traditional extension services. By using radio, television, and mobile phones,

3
mediabased programs can reach large numbers of farmers at a relatively low cost. However, there
is limited empirical evidence on the effectiveness of these approaches, particularly in the context
of Ethiopia.

The "Qophii Qonnaa" program is one of the leading media-based programs for disseminating
agricultural information in Ethiopia, and has the potential to make a significant contribution to
improving agricultural productivity and food security in the country. However, there is a need for
empirical evidence on the program's effectiveness, as well as on the strengths and weaknesses of
media-based approaches to agricultural extension more broadly.

This study aims to fill this gap by examining the role of media, specifically the "Qophii Qonnaa"
program, in disseminating agricultural innovation in Ethiopia. By identifying the factors that
contribute to the effectiveness of media-based programs, this study will provide insights for
improving existing programs and developing new strategies for reaching more farmers.
Ultimately, the findings of this study will contribute to the ongoing efforts to improve
agricultural productivity and food security in Ethiopia, and to promote sustainable agricultural
development more broadly.

In addition to its potential impact on agricultural productivity and food security, this study has
broader implications for the role of media in promoting development in Ethiopia and other
developing countries. As access to media and communication technologies continues to expand,
media-based approaches to development are likely to become increasingly important.

By examining the effectiveness of the "Qophii Qonnaa" program, this study will contribute to our
understanding of how media can be used to promote development in other sectors beyond
agriculture, such as health, education, and governance. The findings of this study will be relevant
not only to policymakers and development practitioners in Ethiopia, but also to those working in
other developing countries facing similar challenges.

Overall, this study has the potential to make an important contribution to the field of agricultural
extension and to our understanding of the role of media in promoting development. By providing
empirical evidence on the effectiveness of media-based approaches to agricultural extension in
Ethiopia, this study will inform the design of future programs and strategies for improving
agricultural productivity, incomes, and food security in the country.

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 1.2. Statements of the problems
Limited access to agricultural information: Smallholder farmers in Ethiopia often lacks access to
information on new technologies and practices that could improve their productivity and
incomes.

Traditional extension services have struggled to reach all farmers, particularly those in remote
and underserved areas.

Limited effectiveness of traditional extension services: Even when traditional extension services
are available, they can be limited by resource constraints, lack of infrastructure, and inadequate
training of extension workers. As a result, many farmers do not receive timely or relevant
information on new technologies and practices.

Limited empirical evidence on media-based approaches to agricultural extension: While

mediabased approaches to agricultural extension have shown promise in Ethiopia and other
developing countries, there is limited empirical evidence on their effectiveness, particularly in
the context of Ethiopia.

Challenges to the implementation and effectiveness of media-based approaches: Media-based

approaches to agricultural extension face several challenges, including limited infrastructure and
access to technology in rural areas, low levels of literacy and education among farmers, and
cultural and language barriers. There is a need to better understand these challenges and to
identify ways to overcome them.

Limited knowledge on the strengths and weaknesses of the "Qophii Qonnaa" program: While the
"Qophii Qonnaa" program is one of the leading media-based programs for disseminating
agricultural information in Ethiopia, there is limited knowledge on its strengths and weaknesses,
and on the factors that contribute to its effectiveness. There is a need for empirical evidence on
the program's impact and effectiveness.

Limited knowledge on the role of media in disseminating agricultural innovation: While

mediabased approaches have shown promise in disseminating agricultural innovation, there is a
need for a better understanding of the role of media in promoting the adoption and diffusion of
new technologies and practices.

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Limited knowledge on the impact of media-based approaches on smallholder farmers: While
media-based approaches have the potential to reach a large number of smallholder farmers, there
is a need to better understand their impact on these farmers, particularly in terms of their
productivity, incomes, and food security.

Limited knowledge on the sustainability of media-based approaches: There is a need to

understand the sustainability of media-based approaches to agricultural extension, particularly in
terms of their financial viability and their ability to scale up and reach more farmers.

By addressing these problems, this study aims to contribute to our understanding of the role of
media in disseminating agricultural innovation in Ethiopia and other developing countries, and to
inform the design of more effective and sustainable approaches to agricultural extension.
Ultimately, the findings of this study will contribute to the ongoing efforts to improve
agricultural productivity, incomes, and food security in Ethiopia, and to promote sustainable
agricultural development more broadly.

1.3. Objectives
1.3.1. General objective

The general objective of the study is to assess the role of media in disseminating agricultural
innovation, the case of OBN's "Qophii Qonnaa" program, ethiopia

1.3.2. Specific Objectives

To assess the effectiveness of the "Qophii Qonnaa" program in disseminating agricultural
innovation to smallholder farmers in Ethiopia.

To identify the factors that contribute to the effectiveness of media-based approaches to

agricultural extension in Ethiopia, including the role of language, culture, and literacy levels.

To evaluate the impact of media-based approaches on smallholder farmers' productivity, incomes,

and food security.

To identify the challenges to the implementation and effectiveness of media-based approaches to

agricultural extension, and to identify ways to overcome them.

6
To generate empirical evidence on the strengths and weaknesses of the "Qophii Qonnaa" program
and to inform the design of more effective and sustainable approaches to agricultural extension in
Ethiopia.

To contribute to our understanding of the role of media in promoting development in Ethiopia

and other developing countries, particularly in the areas of agriculture, health, education, and
governance.

By achieving these objectives, this study aims to provide policymakers, development

practitioners, and researchers with valuable insights into the effectiveness of media-based
approaches to agricultural extension in Ethiopia, and to inform the design of more effective and
sustainable strategies for improving agricultural productivity, incomes, and food security in the
country. Additionally, the findings of this study will contribute to the ongoing efforts to promote
sustainable agricultural development and to improve the lives of smallholder farmers in Ethiopia
and other developing countries.

1.4. Scopes of the study

Here are some potential scopes that you could explore in your essay on "The role of media in
disseminating agricultural innovation, the case of OBN's 'Qophii Qonnaa' program, Ethiopia:"

The historical and cultural context of agricultural innovation in Ethiopia, and how media has
played a role in disseminating information on new technologies and practices.

The specific features of OBN's "Qophii Qonnaa" program, including its content, format, and
delivery mechanisms, and how they have contributed to its success in disseminating agricultural
innovation.

The challenges faced by farmers in accessing information on agricultural innovation, and how
media can help bridge this gap.

The impact of the "Qophii Qonnaa" program on farmers' adoption of new technologies and
practices, and how this can be measured and evaluated.

The potential for scaling up media-based initiatives like "Qophii Qonnaa" to other regions and
countries, and the key factors that need to be considered for successful dissemination of
agricultural innovation.

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Remember to choose a scope that aligns with your thesis statement and research question, and to

conduct thorough research to support your arguments and analysis. Good luck with your essay!

1.5. Limitations of the study

When writing your essay on "The role of media in disseminating agricultural innovation, the case
of OBN's 'Qophii Qonnaa' program, Ethiopia," it is important to consider the limitations of your
study. Here are some potential limitations that you may need to address:

Sample size: If you are conducting primary research or analyzing data from a specific group of
farmers or stakeholders, the sample size may be limited. This could affect the generalizability of
your findings and the extent to which they can be applied to other contexts.

Bias: There may be bias in the data or sources that you use to support your arguments. For
example, if you rely solely on data provided by the "Qophii Qonnaa" program or its partners, this
could limit the scope of your analysis and potentially skew your findings.

Data availability: There may be limited data available on the impact of the "Qophii Qonnaa"
program or other media-based initiatives on agricultural innovation in Ethiopia. This could make
it challenging to draw definitive conclusions or to evaluate the long-term effects of these
programs.

Technical limitations: There may be technical limitations or challenges associated with

disseminating agricultural innovation through media, such as limited internet connectivity, access
to mobile devices, or language barriers.

Political and economic factors: There may be political or economic factors that affect the
dissemination of agricultural innovation through media, such as government policies, funding
constraints, or conflicts in the region.

It is important to acknowledge these limitations in your essay and to discuss how they may affect
the validity and reliability of your findings. You can also suggest potential solutions or areas for
future research to address these limitations.

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 1.6. Significance of the study
Contribution to knowledge: Your essay can contribute to the existing body of literature on the
role of media in disseminating agricultural innovation, particularly in the context of Ethiopia.
This could include synthesizing existing research, or conducting new research to generate
insights and data on this topic.

Policy implications: Your essay can inform policy-makers and stakeholders on the potential of
media-based initiatives to disseminate agricultural innovation in Ethiopia and other similar
contexts. This could include recommendations for funding, regulation, or capacity-building to
support the development of such initiatives.

Social and economic impact: Your essay can highlight the potential social and economic impact
of media-based initiatives on small-scale farmers and other stakeholders in Ethiopia. This could
include improved productivity, income, and food security, as well as greater social inclusion and
empowerment.

Innovation and entrepreneurship: Your essay can promote innovation and entrepreneurship in the
media and agricultural sectors, particularly in relation to the design and delivery of effective and
scalable media-based initiatives for disseminating agricultural innovation.

International relevance: Your essay can have international relevance, particularly for countries
with similar agricultural and media landscapes to Ethiopia. This could include identifying best
practices and lessons learned that could be applied in other contexts.

By discussing the significance of your study, you can demonstrate the relevance and importance
of your topic, and provide a compelling argument for its relevance and impact.

1.7. Contribution of the study

In your essay on "The role of media in disseminating agricultural innovation, the case of OBN's
'Qophii Qonnaa' program, Ethiopia," it is important to discuss the contribution of your study to
the field of agricultural innovation and media. Here are some potential areas of contribution:

Empirical evidence: If you conduct original research, your essay can contribute empirical
evidence on the impact of media-based initiatives on the dissemination of agricultural innovation

9
in Ethiopia. This could include data on adoption rates, productivity, income, or other indicators
of impact.

Theoretical frameworks: Your essay can contribute to the development of theoretical frameworks
or models that explain how media can be used to disseminate agricultural innovation. This could
include identifying key factors that influence the success of media-based initiatives, or exploring
the role of social and cultural factors in shaping farmer behavior and decision-making.

Methodological approaches: If you conduct primary research, your essay can contribute to the
development of methodological approaches for studying the role of media in disseminating
agricultural innovation. This could include developing new survey instruments, data collection
methods, or analytical techniques that can be applied in future studies.

Knowledge synthesis: Your essay can contribute to the synthesis and dissemination of knowledge
on the role of media in disseminating agricultural innovation, by reviewing and summarizing
existing research and identifying gaps in the literature.

Practical implications: Your essay can contribute to the development of practical strategies and
recommendations for designing and implementing media-based initiatives for disseminating
agricultural innovation in Ethiopia and other contexts.

By discussing the contribution of your study, you can demonstrate its value and relevance to the
field of agricultural innovation and media, and highlight its potential to inform future research,
practice, and policy.

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 CHAPTER TWO

2.
LITERATURE REVIEW

Agricultural innovation in Ethiopia: Begin by providing background information on the state of

agriculture in Ethiopia, including the challenges faced by small-scale farmers, the role of
government policies and initiatives, and the potential for innovation in the sector.

Media and agricultural innovation: Review the existing literature on the use of media in
disseminating agricultural innovation, including radio, television, and mobile technology.
Identify key studies and theoretical frameworks that have examined the role of media in
influencing farmer behavior and decision-making, and discuss any gaps or limitations in the
existing research.

The "Qophii Qonnaa" program: Provide an overview of the "Qophii Qonnaa" program, including
its goals, target audience, and approach. Review any existing evaluations or studies on the impact
of the program on farmer behavior, adoption rates, or other indicators of success.

Social and cultural factors: Explore the social and cultural factors that may influence the adoption
of agricultural innovation in Ethiopia, and consider how media-based initiatives can address
these factors. This could include issues of language, gender, literacy, and access to information.

Best practices and lessons learned: Identify best practices and lessons learned from other
mediabased initiatives for disseminating agricultural innovation, both in Ethiopia and in other

11
similar contexts. Discuss any potential opportunities or challenges for scaling up media-based
initiatives in Ethiopia, and provide recommendations for future research and practice.

By conducting a thorough literature review, you can situate your essay within the existing body
of knowledge on the topic, identify key research gaps and opportunities, and establish the
significance and relevance of your study.

Agricultural innovation in Ethiopia: In this section, you can provide background information on
the current state of agriculture in Ethiopia, including the challenges faced by small-scale farmers,
the role of government policies and initiatives, and the potential for innovation in the sector. This
could involve reviewing existing literature on topics such as crop diversification, sustainable
agriculture, climate change adaptation, and the use of modern technologies. You may also want
to consider the history of agricultural development in Ethiopia, and any notable successes or
failures in past initiatives.

Media and agricultural innovation: In this section, you can review the existing literature on the
use of media in disseminating agricultural innovation, including radio, television, and mobile
technology. This could involve identifying key studies and theoretical frameworks that have
examined the role of media in influencing farmer behavior and decision-making, such as the
"diffusion of innovation" model or the "entertainment-education" approach. You may also want
to consider the potential advantages and limitations of different types of media, and how they can
be tailored to specific audiences and contexts.

The "Qophii Qonnaa" program: In this section, you can provide an overview of the "Qophii
Qonnaa" program, including its goals, target audience, and approach. This could involve
reviewing any existing documentation or reports on the program, as well as conducting
interviews with program staff or beneficiaries. You may also want to consider the program's
strengths and weaknesses, and how it compares to other media-based initiatives for
disseminating agricultural innovation.

Social and cultural factors: In this section, you can explore the social and cultural factors that
may influence the adoption of agricultural innovation in Ethiopia, and consider how media-based
initiatives can address these factors. This could involve reviewing literature on topics such as
gender norms, language barriers, traditional knowledge systems, and the influence of local

12
leaders and organizations. You may also want to consider how the "Qophii Qonnaa" program has
navigated these factors, and whether there are opportunities to improve its effectiveness in
reaching marginalized or underserved populations.

Best practices and lessons learned: In this section, you can identify best practices and lessons
learned from other media-based initiatives for disseminating agricultural innovation, both in
Ethiopia and in other similar contexts. This could involve reviewing case studies or evaluations
of programs in other countries or regions, as well as drawing on broader literature on media and
development. You may also want to consider any potential opportunities or challenges for scaling
up media-based initiatives in Ethiopia, and provide recommendations for future research and
practice.

By conducting a thorough literature review in each of these areas, you can establish the current
state of knowledge on the topic, identify key research gaps and opportunities, and situate your
essay within a broader academic and policy context. This can help you to demonstrate the
significance and relevance of your study, and to develop a more nuanced and informed argument.

2.1. Agricultural Innovation in Ethiopia

Ethiopia is a country that has historically relied heavily on agriculture, with an estimated 80% of
the population depending on small-scale farming for their livelihoods. Despite the country's rich
agricultural potential, however, farmers in Ethiopia face a range of challenges, including poor
infrastructure, limited access to markets, and vulnerability to climate change and environmental
degradation.

In recent years, there has been growing recognition of the importance of agricultural innovation
in Ethiopia, as a means of improving productivity, increasing resilience, and promoting
sustainable development. Agricultural innovation can involve a wide range of practices,
technologies, and approaches, such as improved crop varieties, better soil management,
integrated pest management, and climate-smart agriculture.

The Ethiopian government has launched several initiatives to promote agricultural innovation in
the country, such as the Agricultural Transformation Agency (ATA), the Agricultural Research
System (ARS), and the Climate Resilient Green Economy (CRGE) strategy. These initiatives aim

13
to address some of the key challenges facing small-scale farmers in Ethiopia, such as low crop
yields, poor soil fertility, and water scarcity.

Despite these efforts, however, there are still significant barriers to the widespread adoption of
agricultural innovation in Ethiopia. These include limited access to information and knowledge,
inadequate extension services, weak value chains, and limited financing opportunities.
Additionally, there are significant social and cultural factors that can influence the adoption of
new practices and technologies, such as gender norms, cultural traditions, and language barriers.

Media-based initiatives, such as the "Qophii Qonnaa" program, have the potential to address
some of these barriers by providing farmers with access to information and knowledge, and by
promoting behavior change and innovation adoption. By understanding the current state of
agricultural innovation in Ethiopia, and the challenges and opportunities facing small-scale
farmers in the country, we can better appreciate the potential impact of media-based initiatives,
and the need for continued investment in this area.

2.2. The role of media in disseminating agricultural innovation

Media-based initiatives have the potential to play a crucial role in disseminating agricultural
innovation, particularly in areas where traditional extension services are limited or ineffective. In
Ethiopia, radio is one of the most widely used and accessible forms of media, particularly in rural
areas where access to television and the internet is limited. The "Qophii Qonnaa" program,
launched by the Oromia Broadcasting Network (OBN), is one such initiative that has sought to
leverage the power of radio to disseminate information about agricultural innovation to small-
scale farmers in Ethiopia.

The "Qophii Qonnaa" program is a weekly radio show that focuses on a range of agricultural
topics, such as crop production, livestock management, soil fertility, and climate change
adaptation. The program is broadcast in the Afaan Oromo language, which is widely spoken in
the Oromia region of Ethiopia, and features experts and practitioners from a range of disciplines,
such as agriculture, forestry, and environmental science. The program also includes interviews
with farmers and other stakeholders, as well as interactive segments where listeners can call in to
ask questions and share their own experiences.

14
The program has been praised for its ability to reach a large and diverse audience, and for its
emphasis on practical and locally relevant information. By providing farmers with access to
information about innovative agricultural practices, the program has the potential to promote
behavior change and increase the adoption of new technologies and practices. Additionally, the
program can help to address some of the social and cultural barriers that can inhibit innovation
adoption, by providing information in a language and format that is accessible and culturally
appropriate.

While the "Qophii Qonnaa" program has shown promise as a means of disseminating agricultural
innovation, there are also significant challenges and limitations that must be considered. For
example, the program's reach may be limited by factors such as poor network coverage, low
levels of literacy, and limited access to radios. Additionally, the program may struggle to reach
certain groups, such as women and youth, who may face additional barriers to accessing
information and participating in agricultural innovation.

Overall, the role of media-based initiatives in disseminating agricultural innovation in Ethiopia is

an important and complex topic that requires further investigation. By exploring the potential of
initiatives such as the "Qophii Qonnaa" program, and by addressing the challenges and
limitations associated with such initiatives, we can better understand the role that media can play
in promoting sustainable agricultural development in Ethiopia and beyond.
2.3. Media and agricultural innovation
Media can play a vital role in disseminating agricultural innovation, particularly in developing
countries where traditional extension services may be limited or ineffective. By using various
forms of media such as radio, television, social media, and mobile phones, information on
innovative agricultural practices can be disseminated to a wide range of stakeholders, including
farmers, researchers, policymakers, and other key actors in the agriculture sector.

One of the main advantages of using media to promote agricultural innovation is its ability to
reach a large and diverse audience. Radio, for example, can reach even the most remote
communities, while social media and mobile phones can reach urban audiences, particularly
young people who are often early adopters of new technologies. Additionally, media can provide

15
a platform for experts and practitioners to share their knowledge and experience, while also
providing a means for farmers to share their own experiences and knowledge with others.

Media can also be an effective tool for promoting behavior change and encouraging the adoption
of innovative agricultural practices. By providing farmers with access to information on new
technologies and practices, media-based initiatives can help to overcome some of the barriers to
innovation adoption, such as limited access to information, inadequate extension services, and
limited financing opportunities. Additionally, media can help to address some of the social and
cultural barriers that can inhibit innovation adoption, by providing information in a language and
format that is accessible and culturally appropriate.

Despite these advantages, there are also significant challenges and limitations associated with
using media to promote agricultural innovation. For example, media-based initiatives may
struggle to reach certain groups, such as women and youth, who may face additional barriers to
accessing information and participating in innovation adoption. Additionally, media-based
initiatives may be limited by factors such as poor network coverage, low levels of literacy, and
limited access to technology.

Overall, the role of media in promoting agricultural innovation is an important and complex topic
that requires further investigation. By exploring the potential of media-based initiatives to
disseminate agricultural innovation, and by addressing the challenges and limitations associated
with such initiatives, we can better understand how media can be used as a tool for promoting
sustainable agricultural development and rural livelihoods.

In Ethiopia, media-based initiatives have shown promise in disseminating agricultural

innovation, particularly in rural areas where access to traditional extension services is limited.
The "Qophii Qonnaa" program launched by the Oromia Broadcasting Network (OBN) is one
such initiative that seeks to leverage the power of radio to disseminate information about
agricultural innovation to small-scale farmers in Ethiopia.

The "Qophii Qonnaa" program is a weekly radio show that focuses on a range of agricultural
topics, such as crop production, livestock management, soil fertility, and climate change
adaptation. By providing farmers with access to information on innovative agricultural practices,
the program has the potential to promote behavior change and increase the adoption of new

16
technologies and practices. Additionally, the program can help to address some of the social and
cultural barriers that can inhibit innovation adoption, by providing information in a language and
format that is accessible and culturally appropriate.

Other media-based initiatives in Ethiopia have also shown promise. For example, the Ethiopian
Agricultural Transformation Agency (ATA) has launched an SMS-based platform called "iCOW"
that provides farmers with information on livestock management, including feeding, breeding,
and disease prevention. The platform has been successful in promoting behavior change and
increasing the adoption of new livestock management practices.

While media-based initiatives can be an effective tool for promoting agricultural innovation,
there are also significant challenges and limitations that must be considered. For example, poor
network coverage and limited access to technology can limit the reach of media-based initiatives,
particularly in remote areas. Additionally, low levels of literacy can make it difficult for farmers
to understand and use information provided through media channels.

Overall, the role of media in disseminating agricultural innovation in Ethiopia is an important

and complex topic that requires further investigation. By exploring the potential of media-based
initiatives, and by addressing the challenges and limitations associated with such initiatives, we
can better understand how media can be used as a tool for promoting sustainable agricultural
development and rural livelihoods in Ethiopia and beyond.

2.4. The "Qophii Qonnaa" program

The "Qophii Qonnaa" program is a weekly radio show that is broadcast in Ethiopia by the
Oromia Broadcasting Network (OBN). The program is designed to disseminate information
about agricultural innovation to small-scale farmers in rural areas of Ethiopia.

The program focuses on a range of agricultural topics, such as crop production, livestock
management, soil fertility, and climate change adaptation. Each episode features experts and
practitioners who share their knowledge and experience with farmers. The program also provides
a platform for farmers to share their own experiences and knowledge with others.

The "Qophii Qonnaa" program is delivered in the Oromo language, which is the language spoken
by the majority of people in the Oromia region of Ethiopia. This makes the program accessible
and culturally appropriate for its target audience.
17
The program is delivered through a network of community radio stations, which ensures that it
reaches even the most remote communities in Ethiopia. Additionally, the program is available
online, which enables farmers who have access to the internet to listen to the program from
anywhere in the world.

The "Qophii Qonnaa" program has been successful in promoting behavior change and increasing
the adoption of new agricultural practices among small-scale farmers in Ethiopia. For example,
the program has helped farmers to adopt new technologies for soil fertility management, which
has led to increased crop yields and improved food security in some areas.

Overall, the "Qophii Qonnaa" program is an important example of how media can be used as a
tool for promoting agricultural innovation in developing countries like Ethiopia. By providing
farmers with access to information on innovative agricultural practices, the program has the
potential to promote sustainable agricultural development and rural livelihoods in Ethiopia and
beyond.

Despite its successes, the "Qophii Qonnaa" program also faces several challenges and limitations.
One of the main challenges is the limited reach of radio in remote areas of Ethiopia. While the
program is available online, many farmers in remote areas do not have access to the internet,
which limits their ability to benefit from the program.

Another challenge is the limited capacity of some community radio stations to produce
highquality content. This can affect the quality of the information provided to farmers and may
limit the impact of the program.

Additionally, the program's effectiveness can be limited by factors such as low levels of literacy
and education among farmers, as well as social and cultural barriers to behavior change. While
the program is delivered in the Oromo language, which is widely spoken in the Oromia region of
Ethiopia, other regions may have different linguistic and cultural contexts that require tailored
communication strategies.

Despite these challenges, the "Qophii Qonnaa" program remains an important example of how
media can be used to promote agricultural innovation in developing countries. By addressing
some of the challenges associated with media-based initiatives, such as access to technology and

18
capacity building for community radio stations, the program has the potential to reach even more
farmers in remote areas and promote sustainable agricultural development in Ethiopia.

2.5. Best practices and lessons learned

The "Qophii Qonnaa" program has demonstrated several best practices and lessons learned in
using media to disseminate agricultural innovation in Ethiopia. Some of these best practices and
lessons include:

Understanding the target audience: The program was designed to meet the specific needs of
smallscale farmers in rural areas of Ethiopia. By delivering the program in the Oromo language,
which is the language spoken by the majority of people in the Oromia region of Ethiopia, the
program was able to overcome language barriers and cultural differences.

Collaborating with local partners: The program works closely with community radio stations,
which are run by local organizations and individuals. By building partnerships with local
organizations and individuals, the program was able to reach more remote and marginalized
communities.

Providing actionable information: The program focuses on providing actionable information that
farmers can use to improve their agricultural practices. By featuring experts and practitioners
who share their knowledge and experience with farmers, the program has been successful in
promoting behavior change among farmers.

Monitoring and evaluating program impact: The program regularly conducts monitoring and
evaluation activities to assess its impact and identify areas for improvement. This has helped the
program to identify which topics are most relevant to farmers and adjust its content accordingly.

Innovating to reach more people: The program has been innovative in using technology to reach
more people. By making the program available online, the program was able to reach farmers
who did not have access to community radio stations.

Some of the key lessons learned from the "Qophii Qonnaa" program include the importance of
understanding local contexts, building partnerships with local organizations and individuals, and
using technology to reach more people. Additionally, the program highlights the importance of
providing actionable information that is relevant to the needs of the target audience and regularly

19
monitoring and evaluating program impact. By applying these best practices and lessons learned,
media-based initiatives can be effective in promoting agricultural innovation in developing
countries like Ethiopia.

Another lesson learned from the "Qophii Qonnaa" program is the importance of engaging with
farmers and local communities. The program actively involves farmers in the development of its
content by soliciting feedback and suggestions from its listeners. This feedback is used to
improve the relevance and quality of the program's content.

The program also works with local organizations and individuals to identify and address the
specific needs of different communities. By engaging with local organizations and individuals,
the program is able to tailor its content to the specific needs of different communities, ensuring
that it is relevant and useful to farmers.

Another key lesson learned from the program is the importance of building trust with farmers.
The program has built a strong reputation for providing reliable and trustworthy information,
which has helped to establish trust between the program and its audience. This trust has been
critical in promoting behavior change among farmers and encouraging them to adopt new
agricultural practices.

Finally, the program has demonstrated the importance of sustained investment in media-based
initiatives. The program has been in operation for over a decade, and its success is due in part to
sustained investment in its development and delivery. Continued investment in media-based
initiatives is necessary to ensure their long-term sustainability and impact.

Overall, the "Qophii Qonnaa" program has demonstrated several best practices and lessons
learned in using media to disseminate agricultural innovation in Ethiopia. These lessons can be
applied to other media-based initiatives in developing countries to promote sustainable
agricultural development and improve the livelihoods of small-scale farmers.

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 CHAPTER THREE

3.
METHODOLOGY

The proposed methodology for this study includes both quantitative and qualitative research
methods.

3.1. Data collection

In this phase, data will be collected through a survey of farmers in rural areas of Ethiopia. The
survey will be conducted using a structured questionnaire that will be administered to a sample
of farmers who have listened to the "Qophii Qonnaa" program. The survey will include questions
on farmers' demographic characteristics, access to and use of media, agricultural practices, and
their perception of the "Qophii Qonnaa" program.

21
The survey will be administered using a combination of face-to-face interviews and telephone
interviews, depending on the accessibility of the study population. A total of 50 farmers will be
surveyed, selected through a stratified random sampling technique to ensure representation from
different regions and communities.
3.2. Data analysis
In this phase, the data collected will be analyzed using both quantitative and qualitative methods.
The quantitative data will be analyzed using descriptive statistics and inferential statistics such as
regression analysis to identify the relationship between media exposure, agricultural practices,
and the perception of the "Qophii Qonnaa" program.

The qualitative data, including open-ended responses from the survey and in-depth interviews
with key informants such as program producers and experts, will be analyzed using content
analysis to identify key themes and patterns in the data.

Overall, the proposed methodology will allow for a comprehensive analysis of the role of media
in disseminating agricultural innovation in Ethiopia, using the "Qophii Qonnaa" program as a
case study. The combination of quantitative and qualitative methods will provide a more nuanced
understanding of the relationship between media exposure, agricultural practices, and the
perception of the program.

3.3. Considerations
In conducting this study, ethical considerations will be taken into account to ensure that the rights
and well-being of the study participants are protected. Informed consent will be obtained from all
participants, and their privacy and confidentiality will be ensured throughout the study. All data
collected will be stored securely and only accessed by authorized personnel.

3.4. Time and cost budget

3.4.1. Time budget
In order to completed the overall research project, it needs time budget the table given below is
shows time plan that will be under taken in the research according to the time requirement.

22
3.4.2. Budget schedule

Total

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 4.
Conclusion
The proposed study aims to examine the role of media in disseminating agricultural innovation in
Ethiopia, using the case of OBN's "Qophii Qonnaa" program as an example. The study will
employ a mixed-methods research design, combining quantitative and qualitative data collection
and analysis methods. The study's findings will contribute to a better understanding of the
potential of media-based initiatives to promote agricultural innovation and inform the design of
effective media-based interventions.
The study's significance lies in its potential to inform policies and interventions that promote
sustainable agricultural development and improve the livelihoods of small-scale farmers in
Ethiopia and other developing countries. The study's findings will be relevant to various
stakeholders, including policymakers, agricultural development practitioners, media
professionals, and farmers themselves.

The proposed study is expected to take approximately six months to complete, with a total
budget of 682 ETB. The study will be funded through a research grant from a funding agency or
organization that supports research on sustainable agriculture and rural development in
developing countries.

Overall, the proposed study is a timely and important contribution to the literature on the role of
media in disseminating agricultural innovation in developing countries, and it has the potential to
inform policies and interventions that promote sustainable agricultural development and improve
the livelihoods of small-scale farmers.

24
 5.
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Alemayehu, D., Kassa, B., & Belete, A. (2018). Effect of Agricultural Technology Adoption on
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Berhanu, W. (2016). Agricultural Extension in Ethiopia: Historical Evolution, Present Status and
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FAO. (2019). Ethiopia - Agricultural Extension System. Rome, Italy: Food and Agriculture
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