Rural Broadcasting Defination


What is rural broadcasting?

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The need to study rural broadcasting and other basic things to know cannot be overemphasized, and it is important for the following reasons;

  •  Rural broadcasting is used as a tool take government policies to the rural areas.
  • For development; it is worthy of note that you cannot bring development to the rural areas without the participation of the dwellers in those rural areas.
  •  As well as the ultimate goal to bring about societal change through development.

The media determines the development of the society in any country

Communication experts, have argued that the extent to which a society is developed or not, is largely determined by the degree of contributions made by the mass media in the society. In essence, this is hinged on the idea that the media is a major contributor to every positive development in the society.


Rural in the African context, conjures certain images in the minds. These images, center around acute under-development and poverty and they manifest themselves/find expression in the form of bad roads, lack of power supply, poor housing, diseases, poor sanitation, lack of electricity, malnutrition, hunger and illiteracy.
On the other hand, “RURAL” brings to mind a geographical location where those living together often share close language, social, cultural, and even economic ties.


 Rural Broadcasting is a powerful and effective medium for widespread education in the rural areas. Thus, it can be used to bring about positive attitudinal change among rural dwellers.
This, is more so as figures from the national database, showed that majority of the Nigerian population, reside in the rural areas where access to basic amenities is grossly in short supply (Meaning that it is not enough).

Furthermore, broadcasting is the transmission of information through radio waves or television stations to the audience in far or near places through their receivers which help in decoding such information.

  • It is also understood as the dissemination of information by an organization through the use of (radio, television or newspaper) To a wide and largely dispersed audience.
  • Understand that the concepts-local, community, and rural mean one and the same thing. After all, every community is local within its context or environment.

To cut this short, rural broadcasting represents one of the best ways of reaching the rural people with development messages. Rural broadcasting therefore becomes an appropriate for reaching the rural people in rural areas which at the moment are still lagging behind in accessing events and activities via modern communication devices which tend to be urban oriented in program content.


Community broadcasting is broadcasting which is for, by and about the community which pursues a social development agenda, that is non-profit.
The rationale reason behind rural broadcasting is to ensure development messages are communicated to the rural people.


  • Rural broadcasting is to enlighten rural people to appreciate the need for personal hygiene and general environmental sanitation
  • Rural broadcasting deals with the sensitization of rural people towards appreciating themselves and their environment and how to improve it.
  • It helps  to enable citizens, participate in political decision-making processes.
  •  Rural broadcasting helps to enlighten rural people to participate in their civic duties and to enable them to understand their rights and obligations as citizens of the country (Nigeria or any other country)
  •  To enable rural people, take rational and judicious economic decisions based on the information they obtain from the broadcast media (particularly radio) and other means of communication.
  •  To enable the rural farmer appreciate the use of modern agricultural innovations for more and increased yield.


  • When it comes to rural broadcasting, Adverts in rural broadcast stations are usually about the local shop, marriage announcement, naming ceremonies, or any other activity in the community. Payments made in respect to these adverts, are usually cheap and considerate.
  • In rural broadcasting, Indigenous languages and dialects of the host community are largely used. This, is to say that the people’s language, is the one in use.
  •  Program contents in rural broadcasting are usually dominated by materials that are aimed at addressing cultural, economic, and social needs of the host communities. This is because they are responsible for the origination and production of almost ninety percent of the broadcast content.
  • Rural broadcasting especially radio is not too expensive to establish and maintain. Experts believe that low powered rural radio in Nigeria, will cost between five hundred thousand (#500,000) to five million naira. This is cheap compared to conventional radio (FM) or (AM) stations which cost between 20 to 30 million naira for setup.
  •  Staffing a rural broadcasting station or radio, is usually dominated by volunteers and ADHOC staff. Staffs are paid little amount, although most of them have other businesses since it is assumed that they work on part time basis.

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