The Impact of Media and ICT on Agricultural Value Chain Analysis

Agriculture has always been an information-intensive activity. From knowing when to sow seeds to understanding market prices at harvest, farmers depend on timely, accurate information at every stage. Today, media and Information and Communication Technology (ICT) are reshaping how this information flows across the agricultural value chain – from input procurement and production to processing, marketing, and final sale. These tools are not just improving efficiency; they are fundamentally changing how farmers participate in and benefit from value chains.

What is an agricultural value chain, and why does information matter? 🔗

An agricultural value chain covers all the steps a product goes through – from the farm where it is grown to the consumer’s plate. This includes input supply, production, post-harvest handling, processing, distribution, and retail. At each stage, decisions are made based on available information: Which seeds to buy? When to irrigate? Where to sell? At what price?

Historically, farmers – especially smallholders in developing countries – have operated with severe information asymmetry. They often lacked access to real-time market prices, weather data, and best practices. This gap has kept them at a disadvantage, often forced to sell to local middlemen at unfavourable rates. Media and ICT tools are closing this gap by making critical information accessible, affordable, and timely.

The role of traditional media: radio and television 🔗

Even in the age of smartphones, traditional broadcast media remains a powerful channel for agricultural information – particularly in rural and remote areas with limited internet connectivity.

Radio: the farmer’s most trusted companion 🔗

Radio has long been one of the most accessible and cost-effective communication tools for farming communities. It does not require electricity from the grid (battery-operated sets work fine), literacy, or internet access. According to research published through the University of Dar es Salaam, radio is among the top sources of agricultural knowledge for rural farmers, with over 80% of surveyed farmers using it regularly for farm-related information.

In India, All India Radio (AIR) runs a dedicated initiative called Kisanvani, which broadcasts localised agricultural content – including daily market prices, weather reports, and micro-level advisories – from 96 AIR stations across the country. Programmes like Kisanvani, Krishi Jagat, and Suno Kisan have become trusted sources for millions of farmers who rely on them for planning their daily activities, from sowing to harvesting.

Television: visual learning for better practices 🔗

Television adds a visual dimension that radio cannot offer. Farmers can watch demonstrations of new farming techniques, pest management strategies, and equipment usage. Agricultural shows on Doordarshan and regional channels have played a significant role in exposing farmers to improved practices. Research from ResearchGate confirms that broadcast media, especially radio and television together, are considered the most effective channels for disseminating knowledge and information to farmers at scale.

The advantage of TV-based agricultural programming is that it can demonstrate complex techniques visually – something that text or audio alone may struggle to convey. This is especially useful for farmers dealing with new crop varieties, integrated pest management, or post-harvest storage methods.

Mobile phones and digital platforms: the ICT revolution 🔗

While radio and TV broadcast information in a one-to-many format, mobile phones and digital platforms have introduced two-way, personalised communication in agriculture. This shift has been transformative.

Mobile-based advisory services 🔗

Smartphone penetration in rural areas has expanded the scope of ICT services far beyond simple voice calls or SMS. Today, farmers can access crop-specific advisories, weather forecasts, and pest alerts through dedicated mobile applications. The Food and Agriculture Organization (FAO) notes that ICTs play a significant role in agricultural value chains, though the impact varies depending on the type of technology and the context in which it is applied.

In India, the government has launched several mobile applications to support farmers directly. Kisan Suvidha offers information on weather, market prices, plant protection, and expert advisories. Meghdoot, developed jointly by the India Meteorological Department (IMD), IITM, and ICAR, delivers critical weather information tailored to farmers’ locations. These apps provide actionable intelligence that was previously unavailable or delayed by days.

eNAM: connecting farmers to national markets 🔗

One of the most impactful ICT interventions in India’s agricultural value chain is the National Agriculture Market (eNAM) – an electronic trading portal that connects regulated wholesale markets (mandis) across the country. Launched in 2016, eNAM enables farmers to sell their produce to buyers beyond their local mandi, promoting price transparency and competitive bidding. According to available data, the platform is linked with over 1,000 mandis across 18 states and has registered more than 1.7 crore farmers.

The eNAM mobile app allows farmers to track bidding in real time, receive gate entry updates, and process payments digitally through UPI and NEFT. By reducing dependence on middlemen and enabling direct market access, eNAM addresses one of the oldest problems in agricultural value chains – the gap between what the consumer pays and what the farmer earns.

Social media and online communities: peer-to-peer knowledge exchange 🔗

Social media platforms – including Facebook, WhatsApp, YouTube, and even Twitter – have emerged as informal but highly effective channels for agricultural knowledge sharing. Farmer groups on WhatsApp exchange tips on crop management, share images of pest damage for quick diagnosis, and discuss local market conditions in real time.

YouTube has become a particularly valuable resource, with thousands of agricultural channels offering practical demonstrations in regional languages. Farmers can learn everything from drip irrigation setup to organic composting techniques by watching short videos on their smartphones.

Dedicated online communities and platforms also facilitate structured knowledge exchange. Platforms like Digital Green use locally produced videos featuring peer farmers to disseminate agricultural best practices. This approach – where farmers learn from farmers – has shown higher adoption rates than conventional extension services because the information comes from a trusted, relatable source.

ICT for market linkages and price discovery 🔗

Accessing fair prices has been a persistent challenge for farmers, particularly smallholders. ICT tools are addressing this by providing real-time market information and creating direct connections between producers and buyers.

Market price information systems 🔗

Platforms like Agmarknet aggregate daily price and arrival data from over 3,000 mandis across India, helping farmers compare prices before deciding where to sell. Mobile apps like AgriMarket show crop prices from markets within a 50-kilometre radius of the farmer’s location. These tools reduce the information gap that middlemen have traditionally exploited.

Globally, platforms such as Esoko in Africa provide pricing and weather information via SMS and voice calls, reaching farmers who may not have smartphones or internet access. The principle is the same everywhere: when farmers know prevailing market prices, they negotiate better and earn more.

Direct buyer-farmer platforms 🔗

Several private-sector platforms in India now connect farmers directly with institutional buyers, retailers, and consumers. Apps like DeHaat provide end-to-end solutions – from agricultural inputs and advisory to market linkages. AgroStar offers personalised agronomy advice alongside a marketplace for purchasing quality seeds and fertilisers. These platforms are creating shorter, more transparent value chains where farmers retain a larger share of the final price.

ICT in post-harvest management and traceability 🔗

The value chain does not end at the farmgate. Post-harvest losses – estimated at 20-30% in many developing countries – significantly reduce the income farmers actually realise. ICT tools are helping address this through better supply chain management and traceability.

IoT and precision monitoring 🔗

Internet of Things (IoT) devices, such as sensors and GPS-enabled trackers, can monitor storage conditions (temperature, humidity) and track produce movement from farm to retail. This data helps identify where losses occur and enables corrective action. For high-value perishable products like fruits, vegetables, and dairy, real-time monitoring can mean the difference between profitable sale and total spoilage.

Blockchain for supply chain transparency 🔗

Blockchain technology is being explored to create immutable records of a product’s journey through the value chain. This supports food safety, quality assurance, and compliance with export standards. The Indian government’s Digital Agriculture Mission, approved with an outlay of ₹2,817 crore, includes plans to use AgriStack and blockchain-based systems to ensure traceability and improve service delivery to farmers.

Challenges in ICT adoption for agriculture 🔗

Despite the clear benefits, adopting media and ICT tools across agricultural value chains is not without challenges. Understanding these barriers is essential for designing effective interventions.

Digital literacy and access 🔗

Many smallholder farmers, especially older generations, lack familiarity with smartphones, apps, and digital workflows. A literature review published in Agriculture & Food Security found that key barriers to ICT adoption in African agriculture include poor technological infrastructure, low digital capacity among farmers, and unfavourable policy environments. These challenges are equally relevant in many parts of South Asia.

Connectivity and infrastructure gaps 🔗

Reliable internet connectivity remains a challenge in many rural areas. Without stable networks, mobile apps and online platforms become unusable. Expanding broadband and mobile network coverage to underserved rural regions is a prerequisite for ICT-enabled agricultural transformation.

Language and content localisation 🔗

Agricultural information delivered in English or even national languages may not reach farmers who are most comfortable in regional dialects. Effective ICT tools must offer content in local languages, ideally with audio and video formats to accommodate varying literacy levels.

Trust and behavioural change 🔗

Farmers who have relied on traditional practices for generations may be hesitant to adopt new technologies. Building trust requires demonstration, peer endorsement, and consistent positive outcomes. Research from Future Business Journal highlights that while ICT infrastructure shows positive long-term effects on agricultural performance, the short-term impact may be less apparent – suggesting that sustained investment and education are necessary.

The road ahead: integrating media and ICT for stronger value chains 🔗

The future of media and ICT in agriculture lies in integration – combining the broad reach of radio and television with the precision of mobile apps, the analytical power of data platforms, and the transparency of blockchain. No single tool is sufficient on its own. A farmer might hear about a new pest management technique on a radio programme, look up a video demonstration on YouTube, consult a mobile advisory app for dosage recommendations, and then sell the resulting harvest through eNAM – all within a single crop cycle.

Government initiatives like India’s Digital Agriculture Mission, along with private-sector innovations from agri-tech startups, are building the infrastructure for this integrated approach. However, the focus must remain on the farmer – ensuring that technology serves as an enabler, not a barrier. Training programmes, local-language content, community-based digital literacy initiatives, and reliable rural connectivity are all essential pieces of the puzzle.

What do you think? How can media and ICT tools be better designed to serve smallholder farmers who lack digital literacy or reliable internet access? And as agriculture becomes more technology-driven, what role should traditional extension services play alongside digital platforms?

References

1. https://files.eric.ed.gov/fulltext/EJ1201501.pdf
2. https://www.abrinternationaljournal.org/articles/impact-of-mass-media-in-agriculture-an-overview-110379.html
3. https://www.researchgate.net/publication/288440021_The_role_of_television_in_the_enhancement_of_farmers_agricultural_knowledge
4. https://www.fao.org/e-agriculture/agricultural-value-chains-and-ict
5. https://en.wikipedia.org/wiki/E-NAM
6. https://www.ictworks.org/ict-changing-face-agriculture/
7. https://www.drishtiias.com/daily-updates/daily-news-editorials/advancing-indian-farms-with-digital-solutions
8. https://link.springer.com/article/10.1186/s40066-022-00364-7
9. https://fbj.springeropen.com/articles/10.1186/s43093-022-00130-y