Mass media has undergone a remarkable transformation in rural India, beginning with All India Radio (AIR) and Doordarshan, followed by the introduction of cable TV in the 1990s, which revolutionized rural thinking and lifestyles. Television played a pivotal role in spreading new technologies and ideas, with TV viewership in rural areas witnessing a substantial rise. The number of male TV viewers increased by 6.9%, while female viewers grew by 7.5%, reflecting the medium’s expanding reach.
The vernacular press further catalyzed this change by offering local editions and niche content like agriculture, dairy, and machinery. By 2017, approximately 31% of rural India were daily newspaper readers, a sharp rise from 22% in 2014. With 62,000 newspapers in India, 90% published in local languages, rural readers became a critical audience.
Despite the growing dominance of online media with live coverage and local-language content, traditional newspapers maintain their relevance, creating a unique blend of old and new media. This synergy has not only informed but also empowered rural populations, making mass media an essential tool for societal growth and economic development in rural India.