South Radio and Television Agency (SRTA) has broadcasted extensive coverage of SEARI’s community-based goat breeding program in Gofa Zone, highlighting its transformative potential for livestock development and pastoral livelihoods. The coverage, which aired on both radio and television platforms, featured in-depth interviews with SEARI Director General Dr. Abiyot Mebrate, Sawla Agricultural Research Center Director Mr. Tefara Ashine, and participating farming families. The broadcast documented the program’s launch in Zaba Kebele, Uba Debretsehay District, where 54 organized households are now benefiting from improved goat genetics, selective breeding techniques, and comprehensive training in animal health management. The coverage showcased the program’s innovative approach to livestock improvement, which combines modern breeding science with local knowledge and community participation.

The SRTA coverage has significantly raised awareness of SEARI’s livestock research and development activities, reaching audiences across South Ethiopia and beyond. The broadcast emphasized the program’s potential to transform goat productivity in the region, with the Gofa Zone alone home to over 1.1 million goats that could benefit from genetic improvement. The coverage also highlighted the program’s contribution to enhancing household incomes and building resilience among pastoral and agro-pastoral communities. The national media attention has generated considerable interest in the program, with other zones expressing interest in adopting similar approaches. SEARI views this media coverage as an important opportunity to share its work with a wider audience and attract potential partners and supporters for its livestock development initiatives.