MEDIA IN

URBAN AND
The
RURAL favouritism of
media in
AREA Bangladesh
CONCEPT

rural
• Village, Mofussil, Hilly Areas
• Customary rituals
• Moderate population
• Mostly freelance workers
urban
• City, metropolitan
• Open to modern rituals
• Overpopulation
• Employed population

WOODGROVE 2
BANK
OBJECTIVES

• to determine if the people of the urban area are privileged than

the rural area in the use of the internet,
• to unroll the coverage difference of media for people
• to determine if the urban people are getting more priority in
the news stories and programs than the rural people
• to discover if the media is performing its responsibility on both
urban and rural people equally.
• to find out the difference between media usage of rural and
urban people,

WOODGROVE 3
BANK
INTERNET USERS
100% 4%
90%
80%
70%
72%
60%
50% 96% NO
40% Yes

30%
20%
28%
10%
0%
Urban Rural

• 94% urbans find internet useful

• 40% rurales find internet useful

WOODGROVE 4
BANK
USAGE OF COMMON INTERNET FACILITIES

Downloading/streaming movie,song,video 0%
80%

Agricultural News 14%

0%

online banking 14%

14%

Medical Informatin 6%
22%

Games 2%
44%

Youtube 16%
72%
Rural
Facebook 26% Urban
84%

Video Calling 22%

78%

Instant messaging 26%

72%

Online calling 8%
74%

Sending and Receiving Email 12%

72%

Search engines(google,bing etc) 18%

82%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

WOODGROVE 5
BANK
LEARNING FROM THE INTERNET

12 76%
Rural
Yes
No
69% 31%
Urban

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

 60% of urban sample mentioned-  18% of rural people mentioned-

 They learn about outside world  They learn about foreign countries
 They follow important international  They watch international videos
issues  They collect international information
 They follow foreign celebrities

WOODGROVE 6
BANK
WATCHING CONTENT OF THE VIEWERS

Others 1% 13%

Children Shows 19%

11%
Educational Program 14%
11%
Entertainment Program 50% Rural
45%
18% Urban
Talk Show 13%
Sports 20%
27%
News 43%
37%
0% 10% 20% 30% 40% 50% 60%

• 82% rurales thinks TV fulfills their watching preference

• 78% urbans think TV can’t represent their watching preference
WOODGROVE 7
BANK
Rural people Urban people
66% of rural people says they are getting occupational 38% urbans say the same.
help from tv
78% rurales think tv is helping improve their 16% of urbans thinks the same.
problematic conditions.

88% rurales think in tv only urban image is shown 74% urbans people thinks that as well.

Majority rurales took help from tv to improve their Urban people don’t think the same.
lifestyle, solve family problems, get answers of health
issues, get educational based news

Urban viewers expressed that rural culture is mentioned The rurales said rural culture is shown enough
slightly in daily soaps and advertises.

WOODGROVE 8
BANK
VIEWERS OPINION ON ADEQUATE COVERAGE

100%
66%
80%
90%
60% No Yes

40%
34%
20% 10%

0%
Urban Rural

More than 80% urban and rurales thinks, rural programs are not shown in prime time
More than 60% people in urban and rural areas watch tv at night

WOODGROVE 9
BANK
 STEREOTYPE IMAGE OF THE RURAL PEOPLE

42% 50%
Rural
Yes
No
71% 29%
Urban

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Both rural and urban people think tv shows based on rural people is fake and they use rural
culture to boost their TRP

WOODGROVE 10
BANK
NEWS VIEWERS

Rural 92% 8%

Yes No

Urban 86% 14%

75% 80% 85% 90% 95% 100% 105%

more than 40% of rural and urban people access to news at least once a day.
Both rural and urban people watch tv news on the prime time

WOODGROVE 11
BANK
ONLINE NEWSPAPER READERS

100% 38%
80%
90%
NO
60%
Yes
62%
40%

20% 10%

0%
Urban Rural

 Majority of urban respondents read online newspaper and majority of the rurales don’t
 Urban reading rate is equal for both genders but in rural areas female respondents don’t read
online newspaper at all.
 Urbans read- prothom alo, bdnews24, kalerkontho, purbokon, somokal the most
rurales mostly read prothom alo and bdnews24
WOODGROVE 12
BANK
CATEGORIZED NEWS CONTENT
 URBAN NEWS  RURAL NEWS  BOTH  OTHERS
• town-based news • Mufassil and village- • National Budget • Sports,
based news, • Obituary,
• Political news, • Parliament,
• rural accidents,
• election news • Eid transportation, • Health,
• crime, Composite stories,
• city disasters • survey reports on
• disaster, • Road accident global and national
• quota reform protest
events,
• death, • Legislation,
• city crime • weather news,
• natural calamities, • Immigrant
• political promises, • natural beauty,
Problems,
• migrant workers,
• city election tourism,
• Disease
• River Erosion
• plane crash • global agreements,
• Hepatitis E, • global diplomacy,
• medical negligence, • UN,
• anti-drug drive, • Film,
• Share Market • Bangabandhu
Satellite
WOODGROVE 13
BANK
NEWS CONTENTS ON TV

• Difference of telecasted news content  Total news program watched: 100

 Total news calculated:1513
 Total urban news: 787
 Total rural news: 161
27%
 news is on rural people. Among the 161
rural news stories 57 news story was on risen
floodwater, erosion and ruined of rural
52% people caused by natural disaster,
 63 news story was on random death of rural
10%
people and accidents and the rest was on
rural politics, rural infrastructure, the
11% miserable life of Rohingyas, contempt of
women, disabled village people, rape victims,
physical abuse, safe fish sanctuary,
Urban Rural cultivation of fish, jute and rice etc.
Rural+ Urban Others

WOODGROVE 14
BANK
VIEWERSHIP OF RURAL-BASED PROGRAMS ON TV
• According to department of agricultural 60
extension there are 19 programs telecasted on
rural people on 10 prominent channels 50
• 98 people answered that they watch ‘Mati O
Manus’ released in BTV regularly.
40
• 31 people said they watch Krishi Dibanishi
(BTV),
30
• 11 people said they watch Deepto Krishi
(Deepto TV),
20
• 48 people said they watch Hridoye Mati O
Manush (Channel I),
• 2 Person said they watch Matir Shubash 10
(ATN Bangla).
0
Mati O Hridoye Krishi Deepto Matir
Manus Mati O Dibanish Krishi Subas
Manus
WOODGROVE
BANK
 RESULTS

• Rural peoples media literacy is inferior than the city people

• Rural areas are ignored by the mainstream national media
• There is a digital divide between modernized urban people and developing rural people
• Media is focused on urban area
• Rural news is mostly news of natural calamities and random deaths
• People learn from tv
• Rural people watch tv more than the urbans
• The gift of new media still is waiting to reach to the rurales

WOODGROVE 16
BANK
SO WHAT???

17
 WOODGROVE
BANK

THANK YOU