Radio for coffee growing and production: a case study of “Akazindaro K’omuhingi N’omuriisa” programme on Radio West

Abstract

There are several coffee growing and production constraints faced by smallholder farmers in south western Uganda. Despite the potential for agricultural technologies/practices to increase coffee production, adoption by farmers has remained low due to limited access agricultural information. Radio is increasingly becoming crucial for the dissemination of agricultural information. This current study sought to examine how radio has contributed to coffee growing and production in Uganda using a case study of the “Akazindaro k’omuhingi n’omuriisa” programme aired on Radio west. Radio west is one of Vision Group’s FM radio stations broadcasting in Runyakitara and targeting south western Uganda. Building on uses, gratifications and dependency theories, the study employed qualitative content analysis, in-depth interviews with 12 key informants and 4 focus group discussion. A total of 62 programme segments that aired during three months from January to march 202o were selected, to assess the type of coffee growing and production content on the programme, the relevance of the programme content to coffee farmers, and the challenges encountered in using radio to promote coffee growing. The findings of the study indicate that radio has contributed to the dissemination of coffee growing and production. It also emerged that the content aired on the radio is very useful in coffee growing and production. It was also observed that most farmers have adapted to the different styles of coffee growing and production, owing to the knowledge they acquire from the radios. The researcher recommends that the line ministries which are; the ministry of Agriculture, Animal industry and Fisheries, ministry of ICT & National Guidance together with the Uganda coffee Development Authority should come up with a media plan for training, briefing among others to equip journalists with information so that they can broadcast well packaged and timely agriculture programmes.