Indian Commission stresses importance of radio in rural areas

India’s Administrative Reforms Commission has recommended radio as the most effective means for reaching out to the rural areas.

In its sixth report, ‘Local Governance’, the Commission stresses the importance of effective media campaigns.

The Head of the Commission, Veerappa Moily, said the visual media such as television has a limited utility on account of the lack of rural electrification. The print medium is handicapped because of poor literacy in rural areas, which is 59.4 per cent according to Census of India.

“This underlines the importance of medium of propagation through radio broadcasting both in terms of reach, which is 99.13 per cent of local population, as well as cost involved,” the Commission said.

Source: Media Network, Economic Times