Media Campaign for Rural Development

Introduction India as an Agrarian Economy Dependence on Agriculture is tremendous Policies targeted towards Rural India Benefits of Development Rural Credit in India Microfinance Focus

Marketing Microfinance Optimum Use of Funds Role of Media in highlighting major developments Spreading awareness about the availability of credit, and sources. Understanding and Analysing the strengths, weaknesses, opportunities and threats.

Role of Microfinance Role of eliminating poverty through self-employment and encourage savings Micro-insurance and Money transfer also enabled. Origins in the Irish Fund System of Jonathan Swift People’s Credit Banks in Indonesia

Origin and Pioneers India: Syndicate Bank and NABARD. Pioneers: A.ACCION International, Brazil, 1973 B. SEWA, Gujarat, 1974 C. Grameen Bank, Bangladesh, 1983 Professor Muhammad Yunus won Nobel Laureate

Current Scenario Under IRDP, more than Rs. 106 Million disbursed, badly managed. South Zone most prosperous in forms of Self-Help Groups SHG-Bank Linkage programme success Other forms of Microfinance Institutions APMAS and MYRADA in India Grameen Bank and PRASAC in Bangladesh and Cambodia

Role of Media Lack of awareness is main issue BANDHAN, Kolkata-based, using Marketing and Financial literacy programs to get through to Rural poor. BASIX, Vijay Mahajan – Business Development solutions Media spending can be difficult due to inconsistent profit margins Channels of Distribution

Understanding the Role of Media Promoting Inclusive Growth as an objective Long-run approach can be beneficial Target marketing and Market Segmentation to improve insight Entry of Commercial banks, as a cue for the Media Using haats and other village resources to make the best Need-based Modules

Important Points Need Assessment Recovery of Costs Effective Utilisation of Funds Effective use of Media Encouraging availing of micro credit services Promotion of need-based modules

Prospective Role of Media Crucial Role of Media must be recognised Innovations in fields of distribution and Marketing the need of the hour Increasing number of MFIs looking at marketing and media options For the ultimate cause of Rural development

Marketing Microfinance Use of Media, conventional and unconventional forms to be put to use Region-wise, taluka-wise surveys can be conducted for research Unconventional Media: (1) Panchayati Promotion Model (2) Representative Model (3) Street Plays and Short film screenings (4) Cellular Phones

Conventional Media for Marketing Radio Jingles Newspapers, Local and State Publications, Periodicals Television Using Media to Aid Social and Philanthropic Projects Volunteer Recruitment and Fund Raisers/Fairs Serve as a link of Communication

Highlighting Opportunities Publicizing Developments Promotion of Rural and Developmental Schemes Publishing Research Findings Agri-Business Information Dissemination Technological Assistance Highlighting the Problems of Rural poor Ushering in Transparency in Trading and Credit Informative and Interactive Programs for TV

Conclusion

Made By: Rushikesh Kulkarni Anirudh Tagat Thank You Made By: Rushikesh Kulkarni Anirudh Tagat