Published Paper Details:

Abstract Women's empowerment is essential for the development of the country. However, the role of media in bringing the information that women need most to excel in their life is equally important. Among them newspaper and television play a major role. In this context, a study is undertaken to know the media utilization levels by rural women, and to find out the reasons for using media. The study also sought to understand their information needs, and to know to what level adequate information is given by the media for empowering the rural women's lives. A survey research was conducted among 200 women in Tumkur, Shimoga, Hasan, Beluru, Chikkamagalore, Raichur, Koppal, Gadag and Haveri districts of Karnataka State through questionnaire. The information needs for their empowerment was mostly related to social and political rights, government schemes, Panchayath schemes and bank loan facilities. The study showed that majority respondents were dependent on television for their information needs, while only one-third relied on newspaper. Though the utilisation of television was majorly about gratifying entertainment needs, information was stated to be the second. All the respondents were happy with the coverage of necessary information that they were getting from the both media that resulted in well-being in life.