Shamba Shape Up Series 3 Impact of Watching Shamba Shape Up on Farmers’ Knowledge, Attitudes And Practices in Uganda
2024
Mediae’s Shamba Shape Up (SSU) Uganda has successfully completed its third season. Broadcast on New Vision on Bukedde TV 1 and 2 (Swahili) and Urban TV (English) between March and September 2024, SSU continues to demonstrate a high degree of success in improving the knowledge, attitudes, practices and livelihoods of its target audience of smallholder farmers.
Shamba Shape Up Series 3 reached 26% of the national audience, including 28% of farmers, equivalent to 650,000 farmers. Among viewers, 69% implemented changes on their farms, such as efficient pest control, improved soil fertility management, and crop rotation. About 61% of viewers reported improved incomes and livelihoods. The program also increased awareness and adoption of critical practices like soil testing (up from 29% to 37%), lime usage (from 16% to 27%), and cattle management (with 75% gaining knowledge). Viewers benefited from insights on poultry farming (59% improved practices), coffee management (73% learned better techniques), and banana pest control (65% gained knowledge). Financial literacy improved modestly, with 34% of viewers keeping farming records compared to 26% of non-viewers.
DownloadShamba Shape Up Series 2 Small-Scale Farmers’ Knowledge, Attitudes And Practices In Selected Districts Of The Central Region Of Uganda
2023
In this second series (SSU 2 Uganda) presenters and subject matter experts visited small-holder farms, of up to 10 acres in size, to demonstrate practical solutions to solve farmers’ problems and improve farming methods through demonstrations and on-site ‘make-overs’. The series aired weekly between 25 th March and 20 th August 2023 in Luganda on Bukedde Television on Thursday evenings at 20.00 and in English on Urban Television on Friday evenings at 20.00.
The Shamba Shape Up Series 2 in Uganda had a significant impact on smallholder farmers, reaching 9.3% of the adult television audience (660,000 viewers). Among farmers, the series achieved a 12.9% reach, with 85% of viewers recognizing television as their most trusted source of farming information. Eight in ten viewers made changes to their farming practices due to the program, with 70% reporting better incomes as a result. Key improvements were noted in soil testing awareness, financial record-keeping, and sustainable practices like agroforestry. Additionally, the program raised awareness about cooking with electric pressure cookers and advanced livestock management practices. While the program drove positive change, areas such as chicken vaccination and climate adaptation require further attention.
DownloadShamba Shape Up Series 1 Small-Scale Farmers’ Knowledge, Attitudes And Practices In Selected Districts Of The Central Region Of Uganda
2022
Shamba Shape Up (SSU) Series 1 Uganda was filmed on small-holder farms in the Central region of the country using the same edutainment ‘make-over’ format as the long-running Kenya series. The aim of this first series was to illustrate new methods and solutions and to give small-holder farmers practical advice to help them increase production, improve their farming practices, turn their farms into viable businesses through improved financial literacy and improve their own and their families’ knowledge and practice of healthy eating and nutrition.
The first series of Shamba Shape Up (SSU) in Uganda demonstrated significant impact on smallholder farmers. Television became the leading source of trusted agricultural information for 90% of the farmers, marking a 35% increase from the baseline. Financial literacy improvements were notable, with record-keeping increasing by 5%, primarily among women. Kitchen garden ownership rose from 44% to 51%, reflecting a 7% increase. Farmers embraced dietary diversity, incorporating more fruits, vegetables, and proteins into meals. Sustainable practices like planting indigenous trees and adopting solar irrigation gained traction. SSU effectively combined education and entertainment to promote agricultural development and practical solutions.
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