Special Service for Primary Producers

Radio Record, Volume III, Issue 3, 2 August 1929, Page 4

Special Service for Primary Producers

American Technique may be Adapted to Our Needs

N the accompanying articles emphasis is laid upon the growing part that radio is likely to play in catering for the roan on the land. Mr. A. R. Harris, in explaining the company’s objective, quotes a typical case of how America is introducing life into the radio presentation of scientific facts. Following that article there is given the. major portion of Dr. Chilton’s explanation of the company’s objective for New Zealand producers.

R. A. R. HARRIS, General } -Manager of the -Broadcast‘ing -Company, ‘advises that 1 the- .Primary Productions ‘i. Committee recently organis--ed at Christchurch under the. company’s ‘public relations scheme, gives promise of accomplishing service of great value to the community. A meeting of the subcommittee set up to prepare a schedule of broadcasts has been held, and the. loeal office of the Department of Agriculture and the Agricultural Collége at Lincoln have each undertaken to prepare at least one talk each month. A comprehensive report will be presented to the general committee at its mééting next week, and it is anticipated that a schedule of broadcasts will be completed shortly. HE Company is keeping in close touch with development in other countries, and has just received from its New York consultant, Mr, Edgay: H. Felix, a considerable amount of material, including talks furnished by Mr. Morse Salisbury, of the United States Department of Agriculture. In_ his covering letter Mr. Felix says: "This work is based on several years of experience with broadcasting to farmers, and represents the development of a. specialised technique which has demonstrated itself as increasingly effec- tive. It must be remembered that any type of educational material is decidedly lacking in entertainment value unless it is especially prepared for broadcasting presentation. Naturally thik technique is not limited to agricultural talks, and it is not difficult to adapt it to other fields of education. The important point is that, by the introduction of dialogue and the injection of personalities, much more effective radio presentation is secured." The material received provides a most interesting and instructive study, _and includes a st of American stations through which talks are broadeast, and samples of "Talks to Far-

mers," "Housekeepers’ Chats," a series entitled "Outdoors With the: Scientist," "Farm Science Snapshots," "Pyjmer for. Town .Farmers," "Farm Flashes," and "4H Club Crier," the last mentioned being talks to juvenile agricultural clubs. A Sample Talk. HP specialised .technique referred to which may be adaptable to New Zealand conditions presents talks in the form of‘a story or dialogue, or in’ some cases in the form of a discussion. For example, one of the "Outdoors with the Scientist" series commences as follows :- "Announcement: We have a message from the weather man in the United States Department of Agriculture’s "Outdoors with ,the Scientist" radic programme to-day. This station’s farm audience will be especially interested, as the talk deals: with how the U.S. Weather Bureau helps fruit growers protect their crops from frost.": The lecturer then continues: The other day the Weather. Man and I were driving through a_ beautiful stretch of rolling orchard country. Buds were already beginning to burst on some of the trees. Things felt good. ..." We came to Jed Brown’s place. Mr. Brown’s a farmer who owns a thriying orchard. He has. money in the bank. Jed was standing by the front gate. The Weather Man threw the car out of gear and braked ‘it to a stop. "Hello; Brown," he called, "how do the crops look?"

"Fine," said Brown. "How's thé weather ?" Then. we all grinned. We knew that ‘these are two of the oldest greetings, in the world. "Well, Brown," said the Weather Man, "I think I can promise you fain weather for to-morrow." "Crops are fair, too," said Brown. We were all feeling. free and easy. Brown came and sat on the running board. | That meant he had time for afew words. We also had 10 minutes to spare, The Weather Man turned to Brown. "I know why you fellows are always asking about. the weather," he began, "It’s a natural thing to do. An extra quarter of an inch of rain at the right time may add thousands of bushels to your corn crop. A few degrees. lower temperature may give the potato-grower a bank account. The direction of the wind is sometimes more important than the cost of farm labour. The weather’s. a matter of business to you fellows-you farmers. Am I right?" "You're right," said Brown, "and I know why you scientists are interested in crops, too. A larger wheat crop will méan cheaper bread, A good crop year will also mean a good year for you. Am J right?" The Man smiled and nodded his head. I figured it was time for me to get into this-palaver. "If you fellows are through patting each other on the back," [ said, "I’d like to ask a question." They both turned to me. "Listen," I said, "what would happen. to this orchard if a good frost hit it to-night? Where would your science be then? What could you do about it?" "T can’t answer that in ten words," the Weather Man said. "It’s quite a story. — _ "Go. ahead and tell it," I said. "In the old days," he began, "the prosperity of the fruit growers depended almost entirely on the weather. Good growing weather-no late frosts -meant a good fruit crop as a rule. Of course insect pests had to be considered. And the orchardist had to pay attention to his markets. © But Jaek Frost used to.take a whale of a lot of profit Sut of fruit growing. "Well, we haven’t conquered frost, of course. But we have learned to take advantage of it. Nowadays, the big practical orchardists let the frost come-but they prepare for the. freeze with oil ‘burners and frost ‘warnings. A battéry of heaters in the orchard is generally enough to get Jack Frost down and hogtie him."

"That's all very well," I said, "but how do you know when to expect a visit?" "That’s where the Weather Bureau steps in," the Weather Man explained. "Last winter, in one very. important fruit-growing district, weather observers made 91 distinct-~ low-temperature forecasts. Ninety per cent, of these forecasts wére correct to within one degree. Ninety-seven per cent. of were right to within two dex When temperatures are to fall as low as 82 degrees in atiy district during the night a forecast is made and spread widely through that district. This forecast contains a definite statement, sometimes. to tenths of a degree, ag to just how low the temperature is expected to fall. Bight specially trained Weather Bureau men are assigned to frost work, Their forecasts.are. amazingly agcurate. " ‘Real Work to be Dorie, H® talk then goes on to discuss. methods of combating frosts in the fruit districts. It will be seen that this method of address is much easier to listen to than a straight lecture, and will holé the attention and interets of listeners. Very encouraging reports ‘have been received by the company with regard to work already accomplished in the. direction of assisting primary progincers, and as this branch of broadcasting -represents a very real service to the country, it is: res isp to amplify and extend it as far as racticable, the. organising of Primary ons Committees marking an important step in this direction. Science Applied to the Farm. ON bk a en July 25, Dr. Chilton, ng from 8YA, outlined the company’s objective in relation to the man on the land, — "You are probably aware that the Radio Broadcasting Company is desirous of making its service as beneficial as possible to all clagses of people. por this purpoe they have established they call public relations in Me jon with which comimitteés have been set, up at the main broadcasting stations for the purpose of advertising the company as'to the matter to be broadcast, For example, they have committees connected with the churchés consisting of representatives of the more important churches. ‘These committees are purely voluntary, . but are found’ to be very useful in suggesting to the company which services should be broadcast from time to time. Similarly, there are musical and dramatic committees, and others concerned with the children’s. session. "In addition to this, the company, is desirous. of extending its service ‘to all those engaged in any way in agricultural pursuits, and for this purpose a conference was held on July 2, at which ‘there were present representatives of the main bodies concerned with agriculture, including Mr. John Deans and Ms. R. HW. Alexander. of the Can-

terbury Agricultural College; Mr. J. :G, Herdman, president, and Mr. M. HB. Lyons, secretary, of:the A. and P. Association; Mr. O. W. B. Anderson, Hor‘ticultural Society; Mr, A. H. Cockayne, Department of Agriculture, Palmerston North; Mr. R. McGillivray, .De-. partment of Agriculture, Christchurch ; ‘Mr. C. McIntosh, Farmers’ Union; Mr. H. 8. B. Turner, Chamber of Commerce; Mr. H. G. Denham, Department of Scientific and. Industrial. Research; Mr. P.: R. Climie, Canterbury Progress League;-Mr. ©. 'T. Aschman, Board of Governors, Canterbury College; Mr. A. R. Harris, general manager, the Radio Broadcasting Company. Apologies were received from Sir R. Heaton Rhodes; jae James Deans, Homebush ; Mr. J. 1. Strachan, of Rangiora, and Col. G. J. Smith. At the conference, the Agricultural Department was represeni by Mr, A. H. Cockayne, who has recently been appointed Assistant Director -General of Agriculture, and had , been specially asked by the Minister © of Agriculture to attend. -He promised: to give every assistance in his power in. connection with the proposals, and so did the representatives of the Canterbury Agricultural College at Lingoln, and the other bodies. represented at the conference. It was recognised that it is most important to carry the benefits of broadcasting to. farmers and others, because they naturally have to

live in the country, and are more isolated. than many of the rest of the community. Moreover, their work is of ‘more direct benefit to:the Dominion and it is extremely important that the ‘results of scientific research as applied to farming should be communicated to those. who are’actually: engaged in agricultural -pursuits. Some friends of mine. tell me: that farmers are rather thick-headed, and that it is difficult to get them to appreciate new ideas. I cannot admit that this is the correct description, and from what I. know:of Canterbury farmers in. particular, I feel pretty sure that they will listen to advice given, and will be very ready to apply it when they. see that it is to their benefit to do so. A Regular Programme. "Much work of this kind in the education of the farmers has already been done by the: Agricultural Department, at Wellington, which has broadcast a lecture by one of the officers of. the Department once a week for some time past, and by the Canterbury Progress League which, during the last two years, has arranged to have a lecture on some agricultural subject broadeast once a fortnight. These talks have been very useful, and there is no intention of interfering or overlapping with them, but there has often in the

past been difficulty in getting lecturers. at the time required owing to the fact that so many officers of the Agricultural Department have to'be away in different parts of the country on their special duties, ' An attempt is therefore being to organise these talks so that they may cover as mue ground as possible, and be deliver- — ed at the seasons of the year when they will be of most benefit. It is hoped to arrange. a definite programme for the whole year which can be announced well in advance, so that all will know what subjects will be discussed as time goes on. The lecturers will all ‘be well-known authorities on ‘their different subjects, and will be able to put: the information which they have to give in a form which will be easily) understood by those who are listening. The Agricultural Department in Christchurch’ has promised to give a lecture on the last Thursday of each month, and the Canterbury Agricultural College one on the second Thursday: ‘The other two or three Thursdays of each month will ' be filled with lectures from the Forestry, Horticultural, Poultry, and other Divisions, and it is proposed on one evening a month to give a short ac-

count of the most important articles that appear in the "Journal of Agriculture. It may be possible. oceasionally to have talks from some of the farmers themselves. The successful man may be able to explain how he has succeeded, and the unsuccessful one to ask why he has not. Co-operation Desired. "EF{JOWEVER good and. thorough these talks may be, they will produce little permanent benefit unless we have the co-operation and. assistanceof all the listeners and various sug- . gestions have been made by which this" may be secured. It is hoped, for example, that farmers. and others ‘will send in any suggestions they may have’ as to the subjects on which they specially require information and if there: are any points in the talks they listen’ to which they do not quite understand, or on which they would like fuller in-" formation, they are invited to write to. the Radio Broadcasting Company and: their questions will-be attended to and either answered direct by letter or, if they are of general-importance, dealt with in some subsequent talk. "The talks will be. given on Thursday evenings at about half-past seven, as it is hoped-that this will be the most | convenient time for:those who are con-: {Concluded on. page 12.).

’ en ervies Extension -_-_---| ‘\ (Continued from page 6. ) cored. Probably many of the, talks will: afterwards be reported either in the "Radio Record,’ or in some of the local. papers, so that those who are interested will be able to have a .permanent record of what was said and atady. it at their leisure. ‘Special Weather Services, PHOER are other special points as that will be dealt with, for exdiate, it is hoped that the weather forecasts will be obtained from the Meteorolo#ical Department and broadcast as early as possible to those living in the country, especially when there is: anything of importance affecting the operations of the farm. .During last harvest special weather forecasts were sent- out to the farmers and proved to be ‘of considerable benefit, and it ,i thought that by extension of method, warning may be given of approaching cold snaps of ba« weather that should be likely to be injurious

during the lambing season or at other critical periods in farm operations, "Another question that is being considered is the broadcast ‘of the market prices of stock and farm preduce generally. These are already broadcast from Christchurch on Wednesday evenings, and it may be possible : to. ‘use other information from other centres and to give useful information on the changes in the world’s markets in the price of the primary products of New Zealand. . ‘ Aid of Commerce: , "THE Christchurch Chamber ‘of Commerce in conjnnction with the Department of Hconomics of Canterbury College has recently commenced a series of agricultyral bulletins which are being published in the local newsspapers. Two of these have already appeared, and they seem likely to be of much interest and benefit to the agricultural community. While they will usually be too full of figures to give broadcast, it is hoped that it will be possible to give brief summaries of them, setting out the more important -points dealt with and indicating where the bulletins can be

seen ‘by those who wish to consult them for themselves. Development in the States. "THE system of broadcasting information for farmers has been developed to a very great extent in the United States of America, where last year the educational programmes of the Agricultural Department reached the listening public from 149 broadcasting stations. These stations devoted altogether more than 1000 hours each month for the broadcasting of information. Many of the stations co-operat-ed in transmitting special series of weekly lectures on different points that arose, such as special pests that were attacking grain or other farm produce, and were thus the means of. much actual profit to the farmers by telling them how to deal in good time with such pests. Advantage has been taken in the United States’ of America of the existence of boys’ and girls’ clubs’ and in addition to the usual listeners approximately 300,000 members and leaders of these clubs heard an even ing’s programme that was broadcast from the National Club Camp held ‘by them. Other information useful for housewives has also been broadcast in America, and I have just been look. ing through samples of the talks and find that they deal with a great variety of subjects affecting not only the or. dinary farm operations, the injurious animals and insects and so cn, but they give information on many subsidiary subjects such as ‘How to get rid of house ilies,’ or ‘How to preserve fruit’ and many other similar things.

"HIS will give you some idea of the various ways in which the broadcasting .service can be used for the benefit of our primary producers and of the kind of thing it is hoped will be achieved in New Zealand, if we can only secure the assistance and co-oper-ation of the listeners. I can assure you that any suggestions you may send in for making the service more useful to you individually will be welcomed and most’ carefully . considered, and they will be adopted if it is practicable to do so."