Shamba Shape Up Series 13: Impact of viewing on farmers' knowledge, attitude and practices

-Population projections for SSU 13 shows that the programme is estimated to have reached over 8-9 million viewers every week.
• More than a third (37%) of the women interviewed said that they are involved in decision making
on farming activities.
• The Swahili version is the most popular version of the programme. Slightly more than half of
respondents (55%) said that they watch the Swahili version only. 21% of respondents said that they
watched the English version only. 24% of the respondents said that they watch both versions of the
programme.
• There is a small number of people who are watching the programme online (2% of respondents).
This an important channel since the viewers do not have to watch at a specified time, data from the
YouTube analytics show an average of 2,469 views per each episode.
• Around 9% of viewers say that have signed up to iShamba, which is in line with the iShamba
subscription base of 550,000 sign ups.
• Findings from the youth segment show very positive mindset about agriculture: 87% said they
would like to engage in it as a business, while three quarters (75%) said they would change the
crops /livestock they are currently growing or keeping. Interestingly 92% of those who are not
currently farming on their own other than the household farms said that they would like to start
farming in the next 3 years. One key area that needs improvement is record keeping as only half
(51%) of respondents aged 18-35 said they keep records.
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• In future, the content of Shamba Shape Up could include topics on market access (52%), especially
for the young viewers, there is an urge to transform agriculture from subsistence to more of a
business venture.