By Innocent Chunga

Nkhotakota, February 25, Mana: Farm Radio International has urged community broadcasting media houses to prioritize more on agriculture related programs, adding that farmers are not fully adopting modern farming technologies due to information gaps in the country.

Consultant for Farm Radio International Dr. Patrick Mphaka said this on Saturday during a presentation of the George Atkins Communication Award to Umunthu FM's Programs Manager and Agricultural Producer, Victor Asumani in Nkhotakota district.

Mphaka emphasized the need for broadcasting houses to incorporate beyond their limit agricultural related programs in their media outlets, saying the country survives because most of the population is dependent on agriculture.

"We are able to survive because famers are feeding and bringing forex to the country since 80 percent of the country's population depends on agriculture and the media industry should strive for impactful agriculture related programs", said Mphaka.

He said the award needs radio producers of agriculture programs to include all reliable information which farmers might need in their farming business.

In his remarks, Victor Asumani encouraged other radio producers and reporters in various media houses to strive for teamwork if they are to scoop more international awards in the country.

"Media practitioners in the country should learn from what I have done this year to continue putting the country on the map in terms of international awards", said Asumani.

Representative for District Coordinator for CISP organization Alifeyo Mwalukomo, described the award as a success story for implementing partners on Climate Smart projects being implemented in the district.

Since the award started in 2001, media practitioners in the country have scooped the award twice first by Gladson Makowa who won in 2009 for Story Workshop, seconded by Sakina Majawa of Chanco Community Radio in 2023 and now Victor Asumani is the third winner in 2024 with a certificate and 500 Canadian dollars.

George Atkins Communication Award focuses on awarding outstanding individuals who have achieved excellence in rural radio broadcasting houses globally.