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COMMUNICATION STRATEGIES FOR RURAL MARKETS
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CHAPTER 9
215
Mass media options
in rural areas include
communicating through
radio, television, press/print,
and cinema.
easily. It continues to be an important source of information for many rural people,
either through habit or through choice. Earlier, the Indian radio industry was limited to
the state broadcaster—All India Radio (AIR); today, with the rise in the number of FM
radio stations, the radio has truly matured as a medium of rural communication. The
total reach through radio in rural India today is pegged at 18 per cent.
4
However, listening is generally limited to news, ...
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