Using Mass Media reaching Rural Market is easy - Sandeep Singh Karki

The Rural Market Communication has recently emerged as a major key of concern for communicators of both profit-oriented corporations exploring rural areas to expand and market their products, and also by those in social service institutions who are trying to reach social (especially) health related messages in rural, areas in the countryside.

                                                                              

Generally media can be expressed as of two types:

1.          Mass Media (conventional), including television, radio, print, cinema/theatres, word of mouth, and video on wheels.
2.         Traditional (non-conventional), Media including puppetry, folk theatres, demonstrations, Melas, wall paintings, post cards, posters, etc.

There is a growth in conventional media and it has been quite significant; however, it is not substantial enough. Rural India which consists of about 127 million households, only 54% comes in contact with any of the conventional media, like TV, Press, satellite, cinema, radio etc. That means around 58 million are waiting to be tapped by any form of conventional media. No wonder, rural India is El Drado of marketers and advertisers. The importance and  utility of mass-media in rural communication is enormous. However, unconventional or traditional media is often seen to be more effective among the rural audience. Rural communication is best applied when it follows a participatory approach, which involves participation of rural audience generally catered through the BTL activities which are being conducted.

It should be acknowledged that a different media mix is needed to convey messages to the rural consumers at the end of the value chain. It is needed to understand what appeals to urban customers may not be appropriate for their rural counterparts owing to their different lifestyle. The entire communication and also the vehicles for the communicated message thus have to be different.