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AI and Automation in Rural and Community-Centric Broadcasting: Innovation, Ethics, and Sustainability

Dr Tejaswini Devakumar , MSc, PhD, Faculty, Bengaluru City University, Bengaluru

Dr Mariswamy, MA, PhD, Faculty, Dept Of Mass Communication and Journalism , Bengaluru City, University , Bangalore

Abstract

Artificial Intelligence (AI) and automation are reshaping the global media ecosystem, ushering in transformative possibilities for rural and community-centric broadcasting. These technologies offer promising avenues to bridge information divides, enhance operational efficiency, and foster participatory media environments in traditionally underserved regions. This paper provides a comprehensive analysis of the role AI plays in driving innovation, upholding ethical standards, and promoting the sustainability of community media ecosystems. By integrating global development frameworks such as the Sustainable Development Goals (SDGs), with real-world case studies and emerging technological practices, the paper explores how AI applications—from automated content generation and voice synthesis to predictive analytics and audience personalization—can be strategically employed in rural broadcast systems.

The study critically examines the ethical dimensions of deploying AI, addressing concerns over algorithmic biases, surveillance, digital colonialism, and the potential erosion of editorial independence. Special attention is given to the challenges of language inclusivity, cultural relevance, and the safeguarding of indigenous and local voices in algorithm-driven platforms. Furthermore, the paper assesses the infrastructural and skill-related barriers that rural broadcasters must navigate in adopting AI-based solutions.

Findings from this study reveal that a thoughtful, community-first deployment of AI—anchored in ethical guidelines, participatory design, and contextual adaptability—can not only expand the reach and quality of rural broadcasting but also reinvigorate local storytelling traditions and civic engagement. The paper concludes that AI, when harnessed with sensitivity to local realities and human-centered design principles, holds the potential to democratize media production, foster media pluralism, and ensure the resilience of rural communication systems in the face of digital transformation.