I think Rural areas watch more regional channels .. if u see scrutiny data , then channels like Zee Anmol , Zee marathi and other regional ones hv seen drastic jumps and giving competition to other GECs ... so its clear rural areas prefer regional channels or channels which air old shows ..
So thats why most shows trps after taknig rural ones hv declined
I guess scenario will change again once TAM and BARC collaborates which is happening soon