Broadcasting Media: An Uprising in the World of Rural Marketing

The rural markets of India are growing progressively over the past few years and in some parts of the country, are even bigger than the urban markets. They are both, fascinating and challenging, for the marketers. They offer large scope because of the size and potential, but at the same time there are certain setbacks in the rural markets like, customers are less educated, market is huge and heterogeneous. Therefore, looking at the prospects, which rural markets offer to the marketers, it can be said that the future is very favorable but for those who can understand the dynamics of rural markets and exploit them to their best advantage by breaking all the barriers. And this revolution is finally being made with the help of broadcasting media. It is playing a major role in the emergence of rural markets as a chief arcade for all the industries in India. All the products and services can now be marketed to the farthest and inaccessible rural areas of India, with the help of broadcasting mediums of advertising like television, radio and internet. It is evolving as the most powerful tool of communication for the rural markets of India because it is widespread and highly influential, especially to the adolescents and young adults.

In this paper, effort has been made to analyze importance, benefits and setbacks of broadcasting media in the rural sector and it's effort for overcoming all the flaws and proving to be the much loved by both buyer and seller. The paper envisages, the uprising made by this advertising medium in the rural market sector and the affects it has on the buying preferences of the target audience.