Rebong, D. B., II (2014). An integrated media approach to increase technology adoption among rice farmers in Region 02 (Unpublished master's thesis). Public Management Development Program, Development Academy of the Philippines.

Public Management Development Program Middle Manager Class Batch 3: Class Bulawan Thesis (MMC)--Development Academy of the Philippines.

This re-entry project identified low adoption of technologies by farmers leading to low farm productivity as the most significant gap to address. This gap is most vital since it is the mission of the Philippine Rice Research Institute to help increase productivity and profitability of rice farmers to help the country attain rice self-sufficiency and contribute to the Department of Agriculture's ultimate goal of food self-sufficiency. Upon initial review of existing promotion condition in the subject area, the scholar found the creation and implementation of an effective communication plan using an integrated media approach as the most needed intervention to improve awareness of rice farmers on PhilRice technologies and information. As an expected output, this re-entry project should help escalate rice farmers' level of adoption of new technologies and information. This was done by intensifying farmers' awareness on available and helpful farming techniques, which would eventually lead to adoption and increase in rice yield and profitability. Several activities were implemented to meet the goal of the project. A total of five barangays with 68 farmers from three provinces of Region 2 participated in the promotion of PalayCheck and other rice technologies. Some activities involved the use of school-on-the-air radio program; distribution of information; education and communications materials; technical briefings; mobile advisories; radio interviews; publications in local newspaper; news releases in on line websites; and use of social media. Majority of farmers in all participating sites said they learned PalayCheck and other technologies promoted through the various forms of media used in the project. In Cordon, Isabela, the importance of balance fertilization using both organic and inorganic fertilizers to produce a higher yield at a lower cost was recorded as the major learning. In Maddela, Quirino, it was utilization of the land after planting rice to get additional income and at the same time maintain the fertility of the soil (e.g. planting legumes like munbean). In Solana, Cagayan, farmers best appreciated knowing the quality seeds to plant and the right amount of seeds enough per unit area to increase yield and lessen production cost. However, it is imperative to conduct further activities to confirm the ultimate outcome of this re-entry project. It could be on identifying the technologies farmers will actually adopt in their fields, measuring farmers' technology adoption rate, and exploring the increase in farmers' yields as a direct result of rice technology application. Given enough funding, this re-entry project is also recommended to be institutionalized or duplicated in other PhilRice stations due to its positive results in creating awareness and adoption among farmers and other rice stakeholders.