This paper introduces a system to disseminate targeted agricultural information to small and marginal farmers in India through digital video. The system, called Digital Green, sustains relevancy in a community by developing a framework for participatory learning. The system includes a digital video database, which is produced by farmers and experts. The content within this repository is of various types, and sequencing enables farmers to progressively become better farmers. Content is produced and distributed over a hub and spokes-based architecture in which farmers are motivated and trained by the recorded experiences of local peers and extension staff. In contrast to traditional extension systems, we follow two important principles: (1) cost realism, essential if we are to scale the system up to a significant number of villages and farmers; and (2) building systems that solve end-to-end agricultural issues with interactivity that develops relationships between people and content.

Like farmer field schools, the Digital Green system provides structure to a traditional, informally-trained vocation. The system improves the efficiency of extension programs by delivering targeted content to a wider audience and enabling farmers to better manage their farming operations with reduced field support. We experimented with various approaches to achieve these goals in partnership with a grassroots-level NGO, GREEN Foundation, in Karnataka, India. Early results indicate that at least five times more farmers attempted better agricultural practices after integration of the Digital Green system over the NGO's previous efforts.