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ASSIGNMENT 2 OF ADVERTISING AND SALES MANAGEMENT

ROLE OF MEDIA IN RURAL DEVELOPMENT

SUBMITTED TO: Mr. HARPREET SINGH (Assistant Professor)

SUBMITTED BY: SUNIL KUMAR CLASS- MBA 2(D) ROLL NO. 6332

INTRODUCTION
Now a days media has made a very special place for itself in our lives media has become as important as food and clothing.Through various mediums of media whether it is Radio, Television, Newspaper or Internet. We are able to connect with large number of people around us. Facebook, Orkut and Twitter have occupied such special place in our lives that if we are not a part of it, then there is something really important that we are missing. Media plays a vital role in every one's life. In today's modern society media has become a part and parcel of our life. Its duty is to inform, educate and entertain. It is considered as the 4th pillar of our society.Media plays a very important role in the building of a society. Media has changed the societies of world so much that we can't ignore its importance

What is Media?
Media (communication), tools used to store and deliver information or data. It is for the people ,by the people ,of the people. Media refers to various means of communication. For example, Television, Radio, and the Newspaper are different types of media.

TYPES OF MEDIA

1.PRINT MEDIA: (A) Newspaper (B) Magzines (C) Direct advertising 2.BROADCAST MEDIA: (A) Radio (B) Television (C) Narrow cast media 3. OUTDOOR MEDIA 4. TRANSIT ADVERTISING MEDIA 5. OTHER MEDIA (A) Direct advertising (B) Internet (C) Seciality media

ROLE OF MEDIA IN RURAL DEVELOPMENT


Rural development in general is used to denote the actions and initiatives taken to improve the standard of living in non-Urban neighbourhoods, countryside, and remote villages. These communities can be exemplified with a low ratio of inhabitants to open space. Agricultural activities may be prominent in this case whereas economic activities would relate to the primary sector, production of foodstuffs and raw materials. The plight of rural masses deserves national understanding and Press Is the best agency to bring them about. Not that the Press needs to be educated but these are important pointers: It should spare more space to discuss bottlenecks and progress concerning rural development and also provide more rural statistics so that development agencies working in rural areas are well informed. Also press can help the farming community to keep itself abreast of the modern agricultural practices and rural artisans shout the availability of improved techniques and tools, the employment of which can help raise their real income by publishing information on them regularly. India has probably the largest network of agricultural research and field extension services. They are ignorant of the kind of technology that exists and which they can easily adapt. Press can contribute its mite in disseminating the right, kind of information among farmers. Landlords, moneylenders and members of high castes continue to exploit rural poor in one way or another. Whatever the high-handedness of these exploiting classes has come to light, remedial measures have been, to some extent, possible.

Press should deem it its duty to ensure that injustice perpetrated by one section of society against another does not remain is secret in an open, democratic society like ours. EIGHTY per cent of India problems are in rural areas. Except devoting some spare to agricultural statistics, Media mediates by and large, silent on such issues as Rural credit, Rural banking and Insurance, Rural roads, Rural transport and communication, Rural industrialisation and electrification, Rural water, Rural health, Rural housing, Rural marketing and various Rural schemes.

Role of Press

The Rural Press is a link between the policy makers, development bureaucracy and farmers. It is a second line of conversion of scientific knowledge into information for utilization in the field situations. Its importance as a vehicle for reinforcing the literacy habit and for promoting social awareness and development is being increasingly recognized. The rural press is a promising medium for disseminating information and knowledge about nutrition, health, hygiene, improved farm practices, family planning measures and development plans to those sections of society where the information is mostly needed. Rural newspaper has been defined as one that is primarily publishes from a rural area devoting at least 50 per cent of its contents to the problems relating to the rural community, in a language akin to the ideas of the rural readers. One of the pioneers on the subject of communication and change in the developing countries, L.R. Nair says Sometimes it has been asked whether the host of small district newspapers which have come out in recent years serve any

useful purpose. The district newspapers have exercised considerable influence on local administration and have helped to build local opinion on political and economic issues. If any development requires local participation these district papers have to play an important role in mobilizing local effort but, as a whole they are of great assistance to rural and local development. The Indian press is by and large urban oriented. Newspapers are mostly concentrated in metropolitan and big cities and cater primarily for city dwellers and only marginally for readers in the rural areas. Majority of newspapers have a wide circulation but have no relevance for rural readers. Politics is their favorable subject; next comes crime or violence. They devote little attention to rural coverage. The most important aspect of the rural press is its contents. The rural newspapers should be the mirror of the local people, their anxieties, their troubles and tribulations; hence they should deal with development programmes initiated by the government for the alleviation of poverty of the rural people. They should highlight the integrated rural development programme for peoples participation. They may make efforts to revamp the rural co-operatives, integrated scheme of rural credit and the primary land development bank projects. In the context of the conditions of village India the journalists have a great role to play to bring about a new climate of social change. Journalism is a social trust and journalists are social workers. They should give the message of hopes and aspirations to the teeming million who live under the clouds of frustration in rural areas. They should guide people to change the quality of life through better agriculture and environment, health and education.

Role of Radio

One of the most disquieting features of the contemporary media scenario in India is the steady neglect of radio broadcasting. It is because of the unbridled, misplaced enthusiasm, skewed policies and wrong priorities that in their zeal to

promote television during the past decade, radio has been neglected by default. The neglect of AIR is based on a popular misconception that radio in the age of television has no future. This has been disproved by the experience in the West where television could not dislodge radio as a means of communication. In America, for instance, a ten-year-old census showed that the number of radio sets was more than double that of the population. India has a rich tradition of the use of radio for non-formal education programme, rural development and also for providing various types of learning opportunities and information to their people. A large number of countries including China, Australia, Canada, Italy, Nigeria and Pakistan have reported using radio successfully in reaching hard to reach rural audiences quickly and quite inexpensively. The relevance of the radio as the most effective way of establishing continuous contact with the rural population has been established. Because of the enormous size of the country radio is still the cheapest and fastest reaching technique for beginning a communication process. The extensive reach, effectiveness, popularity and acceptability of the radio programmes for rural development are evident from the fact that many of the crop varieties are known in the villages at some places as radio varieties, since information on the new grains reached the illiterate cultivators through the radio. As a part of the process of bringing the media closer to the heads and hearts of the people and to ensure their greater involvement in the media programmes, the concept of local radio stations has proved most effective. The local radio stations are ideally suited to the dissemination of farm techniques according to agro-climatic regions. Farming essentially is a regional industry. It draws talent rooted in the genius of the area and produces programmes suiting their socio-cultural environment. The programmes produced at these radio stations are mainly in the areas of agricultural extension, nutrition, home and family improvement including food storage, fruit and vegetable preservation and employment generation to rural women etc. The Indian experiment in establishing local radio stations began when All India Radio ventured into a new phase of broadcasting with the establishment of the first local station of Nagarcoil in Kanyakumari district in Tamil Nadu, in October 1984. It encouraged the producers to experiment and innovative a new format of broadcasting. Writing about the local radio

stations Anjaneyulu (1989) says: Though small in number, the Nagarcoil local radio producers geared up to face the challenges posed by the first ever local radio station in a very short period of time. The success of Nagarcoil radio broadcasting was possible largely because of the attitudes of freedom allowed by the station. Since a local station serves a small area its aim should be to reach right into the heart of the community of people.

Role of Television

When television was introduced in India during 1959 the official policy stressed the use of television as medium of social education as well as an instrument to support programmes of social and economic development. The original aim seems to have been lost in the glitter of the showbiz and soap operas. Television expansion in several third world countries in recent years has been phenomenal. Today television covers over 85.4 per cent of the countrys population and only 38 centers have television programme production facilities. About 4.5 crore television sets was estimated to be in the country, but most of the sets are in metropolitan cities and towns. During the VIII Plan, number of community TV sets was estimated to be about 2 lakhs; yet the developmental programmes covering the rural areas in television continues to be very limited. The basic objective of the television programme is to familiarize the rural audience with the latest technical and scientific knowledge about farming practices, agricultural implements, animal husbandry and rural development programmes. It aims at acquainting the viewers with the growing importance of health, family planning, hygiene, and sanitation and also to provide entertainment. In order to evaluate the effectiveness of the Krishidarshan programme in three villages of Hissar district, the hinterland of Haryana, two faculty members of the Haryana Agriculture University conducted a survey. The objective of the survey was to study the TV viewing pattern of rural audience

to ascertain the usefulness of Krishidarshan programme by the rural community. But the results of the study were startling, because, 1) The villagers could not witness the programme due to non-availability of electricity; 2) It was not very appealing as most of the programmes were studio based monologues with low visual content; 3) The majority of the recommendations of specialists on TV were more related to big rather than small farmers.

The Role of Non-Governmental Organisations in Television Programmes

The involvement of Non-Governmental Organisations (NGOs) in the making of development programmes show what can be done with adequate resources for community development? Bangladesh, with its very large NGO sector, is a good example. NGOs were kept out of the official media in the 1980s. There was a feeling that it was the governments responsibility to handle development communications, even though it worked with NGOs on particular projects. In the 1990s, this government attitude began to change and NGOs in Bangladesh invested heavily in communications. By the end of the decade, some NGOs were ahead of the government in communication technology and its use. They were beginning to use audio-visual techniques for training, for programme communication and advocacy. Government remained jealous of its prerogatives, but some NGO productions, particularly those funded by international agencies, were accepted for re-broadcasting on State Television. A small number of NGOs also emerged as trendsetters in communication hardware, with on-line editing and other digital facilities.One public service success to emerge from this sort of collaboration was the Voters Education Programme

broadcast before the national elections of 1996. These programmes, which were funded by UNDP and made by independent production houses, were designed to encourage women to vote and view television for a month before the polls. They were also backed up by the activities of NGOs in the field. West Bengals share of the Indian development budget certainly does not compare itself with resources available across the border and NGOs in West Bengal are not be enough to the able to afford the mass media. If they use the audio-visual medium, they prefer to restrict their communication activities to low cost measures like organising public screenings of films. Only when there is a specific campaign, which incorporates a budget for, media intervention is the mass media used. There are some countervailing trends. Some of UNICEFs global messages are now being carried on BBC and CNN. Rana Syed, a development communications expert, told us: BBC has set the trend in social issue programmes. There is also a trend to take up and cover special days like UN Environment Day. These are positive signs. However, there are dangers too. In the new financial climate, the fact that some international NGOs can afford to pay competitive prices for TV exposure means that they are seen as fulfilling revenue as well as a development requirement, and in the process are acting as substitute for the devotion of state sector resources to development issues. Media Strategies for Rural Development Communication experts in many developing countries including India adopted a model plan as their communication media strategies. Media strategies for rural development will have to be essentially geared to the ethos and the relevance to the people whom development plans is intended to benefit. The basis of media strategies should highlight the localness of approach and dissemination of culturally appropriate and user-friendly technology. The media strategy would succeed in creating the right kind of climate and environment of development with in the parameters and constraints, which are associated with the rural population. These strategies would have to be innovative, realistic, chiseled and shaped to fine-tune the aspirations of the people and preferably be adopted by the local resource persons in tune with the sensibilities of the clientele. The media strategies for rural development would therefore, essentially include the rural press, local radio stations, rural programmes on television and reinforcement through extension

agencies, so as to facilitate and reinforce the adoption interpersonal and face-to-face communication process.

process

through

Conclusion

The Media in India has undergone a spectacular change since independence. From the era of bullock cart we have traveled down the modern age of satellite technology. And yet the progress achieved is inadequate, because our rural areas are still without proper media and communication network. The role of media in the process of development has been recognised, ever since the beginning of planned development in India. Media technology is important resource input in the process of gradual and orderly change in the tradition bound rural areas. It has been well recognised that communication plays a crucial role in the process of development. The western countries and super powers have proved that an effective media strategy is a sine qua non for development.

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