Media Fragmentation And Rural Market Potentiality

Today a radical transformation has been taking place in media space, media time and media motion. The culture of new communication technologies transforms the three-dimensional media space and sequential time into presence erasing distances. Along with the new inventions and upliftment of existing media a fragmentation process is blanketed across all types of media. And with this incessant change in the media, world marketing nowadays is struggling to keep up with media fragmentation. On account of the green revolution in India, the rural areas started to consume a large quantity of industrial and urban manufactured products and as a result a special marketing strategy, namely, rural marketing has taken shape gradually that involves delivering manufactured or processed inputs or services to rural consumers or producers. The question now arises whether in this newly emerging rural market places different media substitutes each other or they are the complements in rural marketing context leaves a space for quest. The book tried to portray whether the traditional rural media will be ahead of modern communication channel.