A more coordinated lobbying effort is needed if additional public funding is to be secured for rural broadband services, it has been claimed.
Speaking to ISPreview.co.uk, Annette Burgess, Managing Director of broadband provider eXwavia, noted that more groups, organisations and media outlets are calling on the government to step up efforts to improve broadband provision in the countryside.
She noted that organisations such as the Federation of Small Businesses, farming unions, Country, Land & Business Association and others have mounted "great campaigns" to push for improvements.
"But we must now work much more closely together to ensure the voices of residents and businesses in the countryside are heard and the government understands the strength of feeling for good, fast and reliable broadband," Ms Burgess stated.
She added that "much more needs to be done" to get the required infrastructure in place, and this can only be achieved with everyone working together.