Enhanced Media Use

The traditional delivery methods of Extension programming- conferences, printed material, press releases, radio, and county meetings-are still important. But, the new communications technologies offer interesting ways to enhance traditional deliveries by broadening the audience, including more educators in the delivery process, and improving the timeliness of the information. Since 1987, the University of Minnesota has explored these possibilities with products developed from a video capture of its annual agricultural situation and outlook conference.

The first experiment, which began in 1987, focuses on a video capture of the conference presentations plus preparation of a conference highlights version. Savings in terms of time, transportation, and lodging of a specialist on the road have been considerable. And, the product is especially versatile.

County agents can augment other programs with a short video segment at their convenience. Many county agents use the materials for professional development, essentially experiencing the conference at their convenience. Considerable classroom use has been made by technical institute and vocational agriculture instructors. Local demand for video checkout from county Extension offices, local libraries, or local video stores by farmers and local agribusiness has been highly variable. It's most popular with farmers, bankers, and elevator managers who are members of local marketing clubs. It serves as a focus for at least one or two of their periodic meetings.

The highlights version of the conference has found six satisfied television stations in Minnesota and the Dakotas, including the satellite-based RFD-TV. Although no formal evaluation has been made, the audience is presumed to be larger than the traditional local meeting.

In a joint venture with the Minnesota Vocational Technical Institute (MVTI), MVTI facilities were used to uplink to satellite and downlink to numerous local MVTI facilities around Minnesota. Local Extension agents and MVTI instructors were invited to co-sponsor local programs centered on the conference event. The conference essentially was available live statewide.

A preliminary test of the concept using the USDA Annual Outlook Conference was conducted in November 1989. Local participants were enthusiastic about the program. The fact it was live was important to the positive evaluation we received. The excellent MVTI facilities allowed a video projection of a 20-foot square image creating an almost moviehouse atmosphere, thereby adding to the enthusiasm.

Television, video, and satellite-based programming have worked well to augment the traditional delivery of the University of Minnesota agricultural outlook program. The audience has been expanded. Other educators have been included in the delivery process. The delivery time of voluminous and perishable information has been shortened.