Mediae is Impactful

We create, design and produce media for sustainable impact

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Mediae Company

Over our 20+ year history, we have been focused on supplying vital knowledge in forms that can be widely accessed and understood and thereby improving the lives of millions of viewers through improved incomes, better nutrition and numerous other ways.

Edutainment: driving scale and impact through entertainment platforms

This Mastercard and Mercy Corps Agrifin funded study measures the impact that Mediae's Edutainment approach has made, including:

  • Edutainment can drive affordable scale: 12 million users in 3 countries are being reached through Mediae channels, with high content-based engagement shown by youth segments. Overall, pushing advice through digital edutainment channels is shown to be an effective and low-cost option.
  • Edutainment can trigger meaningful farmer behavioural change: Overall conversion rates of knowledge translated into practice are high across categories. 56% of practices were influenced by SSU, with viewers more likely to be engaged in 10 out of 12 promoted practices.
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GeoPoll Study of Kenya's Agriculture Sector

The impact of mobile phone technology on the agricultural sector in Kenya cannot be overstated. Now more than ever, farmers need up-to-date information on weather patterns, food and livestock production tips, modern farming methods, market conditions amidst fluctuating food prices, and access to credit that is customized to their needs. Mediae and iShamba are focused on closing this information gap.

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Budget Mkononi Evidence Summary

To improve budget keeping practices, Mediae developed an innovative online agricultural budgeting tool that allows farmers to build personalized budgets on a range of commodities and view estimated costs and profits of each. This document summarizes the utilization and impact.

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The Power Of Television In Triggering Feedback Through Mobile Phones

A study conducted by CGIAR and funded by the Bill & Melinda Gates Foundation. This study aimed at identifying innovative ways to reach farmers through testing the effectiveness of Mediae's approach of integrating TV and mobile phone technology in enhancing feedback mechanisms among smallholder farmers. They found that viewers from 96% of the counties in Kenya watched the show and wrote back feedback during the aired episodes.

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Shamba Shape Up

Shamba Shape Up (SSU) is our most popular and award winning program. With 12 million viewers and more than 10 seasons running, Shamba Shape Up has taught millions of farmers how to improve their operations in very practical and easy to implement ways. Numerous internal and external research publications have been published, as shown here.

University of Reading Impact Research

The AECF commissioned an independent study by the University of Reading and Wageningen University to investigate the impact of Shamba Shape Up. The 83 page report documents the significant impacts that the program made on its viewers income and quality of life, including:

  • Nearly three quarters (71%) of SSU viewers reported that SSU has had a positive impact on their household food situation. Those viewers who reported being influenced by SSU reported that the programme helped them to learn new things about farming (88%), gave them new ideas (89%) and helped them to make decisions (84%).
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TV's Impact on Farmer Behaviors

The aim of this study was to understand and measure the effect of a novel form of edutainment that uses this makeover format of reality TV, and to investigate the processes by which it influences farmers. An estimated 428,566 households (14.7% of households in the survey area) reported that they had benefited from Shamba Shape Up. Economically, maize farmers who had been influenced by Shamba Shape Up had benefited by an average gross margin increase of $288 per acre (based on results of the participatory budgets) and dairy farmers had improved their gross margins by $260 per cow.

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Knowledge Attitude and Practices: Season 9

GeoPoll's annual study of the changes in Knowledge, Attitude and Practices amongst viewers.

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Knowledge Attitude and Practices: Season 8

GeoPoll's annual study of the changes in Knowledge, Attitude and Practices amongst viewers.

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Knowledge Attitude and Practices: Season 6

Our annual study of the changes in Knowledge, Attitude and Practices amongst viewers.

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Knowledge Attitude and Practices: Season 5

Our annual study of the changes in Knowledge, Attitude and Practices amongst viewers.

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Knowledge Attitude and Practices: Season 4

Our annual study of the changes in Knowledge, Attitude and Practices amongst viewers.

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Knowledge Attitude and Practices: Seasons 2-3

Our annual study of the changes in Knowledge, Attitude and Practices amongst viewers.

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Knowledge Attitude and Practices: Season 1

Our annual study of the changes in Knowledge, Attitude and Practices amongst viewers.

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iShamba

iShamba is a call centre of agricultural experts where farers can SMS or call in with their questions for instant help. Once signed up, they also receive agri tips on crop and livestock, market prices and weather forecasts. iShamba supplements the broadcast TV and Radio programming to provide direct 1:1 farmer support.

Etchells Dissertation on iShamba Impact on Farmers

This paper explores whether iShamba makes a positive difference to the livelihoods of Kenyan smallholder farmers. The study found that farmers received positive benefits including higher yields by gaining access to improved inputs, more bargaining power through the provision of market price information and improved ROI by receiving information from iShamba on how to reduce their costs.

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Tracking Change in Productivity Amongst iShamba Subscribers

This reports presents the production outcomes for baseline and follow up across subscribers and non- subscribers on different two crops, maize and potato, and two livestock, dairy and poultry.

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Don't Lose the Plot

In Don't Lose the Plot, four youth enter a competition to see who can make the most profit from one acre of farmland. The program was funded by USAID Feed the Future in an effort to show rural youth that farming can be a profitable venture. The show was extremely popular with 4.1 million viewers.

Evaluation of the ‘Don’t Lose the Plot’ Television Program

USAID Feed the Future, in partnership with Kantar Public (TNS) researchers, conducted an independent impact study to determine the effectiveness of the Don't Lose the Plot program. Conclusions from this evaluation indicate that Don’t Lose the Plot succeeded in increasing knowledge related to farming and agribusiness in Kenya and Tanzania, which resulted in improved farming and agribusiness practices among viewers. The findings suggest that improvements in knowledge, attitudes, and behavior associated with DLTP occurred mostly among youth already engaged in farming. In total, the evaluation estimated that 4.1 million youth in Kenya and Tanzania watched the pilot season of DLTP, of which 1.4 million were estimated to be high-intensity viewers.

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