Impact of interactive radio programming on agricultural technology adoption and crop diversification in Malawi

This article contributes new empirical evidence on the impact of interactive radio programming on agricultural technology adoption and crop diversification in Malawi. It uses a nationally representative household panel data, complemented by 52 focus group discussions. Radio programming is the preferred source of agricultural and nutrition advice among the rural population. Radio programming has strong positive impact on technology awareness, but a limited impact on actual adoption of most agricultural practices being promoted. Other components of the interactive programming - listening clubs and call-in services - have limited coverage and effectiveness to date.

Automated summary

The study shows that interactive radio programming is widely accepted in rural areas as a source of agricultural and nutrition advice. However, while the programming has a positive impact on technology awareness, its influence on the actual adoption of agricultural practices is limited.