A campaign to make a sustainable impact on rural living through improved telecommunications was launched at the Royal Highland Show yesterday, and got the backing of EU Farm Commissioner Phil Hogan.

This year's Show is hosted by the Stirling area, which, in common with many other areas in Scotland, includes many communities with poor telecommunication services that essentially exclude them from the opportunities associated with high-speed broadband.

Led by this year's President, the Rt. Hon Lord Forsyth, the 2015 President's Initiative aims to engage with the UK's largest telecommunications businesses to highlight the situation of rural communities. The message from this year's Presidential team is "Let's get Digital". In this age of revolutionary technological change, getting fast broadband and decent mobile phone coverage is as vital as being hooked up to mains electricity was in the last century.

Government departments, HMRC, banking, financial services and everyday retail transactions increasingly assume good access to the internet. If coverage is unreliable or non-existent you're at a disadvantage. Everyone - farmers, vets, tradesmen, doctors, teachers, students and hoteliers faces added costs and inefficiency in a communications black-spot.

Addressing an invited audience at a seminar in Ingliston House yesterday, Commissioner Hogan said: "A plethora of small and medium-sized business opportunities will be available to any given area when full connectivity is realised. This will incentivise rural dwellers to stay in their local areas as well as attracting new residents."

Mr Hogan explained that fast internet connectivity can lead to a new influx of jobs and growth. Furthermore, affordable fast internet access in the countryside will benefit society as a whole via new developments such as tele-medicine or tele-learning services - areas of research which cannot be rolled out in most European countries until greater rural connectivity is developed.

"Bringing fibre to the hardest to reach places first will also stimulate existing providers to invest in their own infrastructure before they start to lose customers," Mr Hogan added.

The Commissioner went on: "One of the aims of the EU Digital Single Market package is to close the digital gap between urban and rural areas, with the ambition of providing fast or ultra-fast broadband across the EU by 2020.

"Roughly €21,4bn from the five EU Structural and Investment Funds will be devoted to Information and Communication Technologies. Within this, approximately €6.4bn will finance the roll-out of high-speed broadband.

"The estimated contribution from Rural Development funding will be between 1.6 and 2bn Euros.

"I have placed the prioritisation of high-speed broadband for rural areas as an important policy objective for my mandate. I am working closely with the Commissioner for Regional Development Corina Cretu to deliver a good result.

"These amounts will all be co-financed from other private or public sources."

Show results so far:

Sheep

North Country Cheviots: Champion (C) W&T Thomson, Roxburghshire; Reserve (R) Mr W D Allen (Humblebeugh), Alnwick.

Blackfaces: (C) John Wight & Son, Biggar; (R) W Ramsay & Sons.

Lleyn: (C) J A & R Geldard & Sons, Kendal; (R) Farmstock Genetics, Selkirk.

Cattle

Beef Shorthorn: (C) Alvie Farm, Kincraig; (R) M D Mcmillan, Perth.

Hereford: (C) Miss Heather Whittaker, Halifax; (R) J R B Williamson & Sons, Kelso.

British Blonde: (C) Mr William McElroy, Dromara; (R) Lyle Laird & Sons, East Wemyss.

Salers: (C) J & E A Elliot, Newton Stewart; (R) Mr D M Lyle & Sons.

Heavy Horses

Clydesdale Males: (C) Miss Charlotte Young; (R) Robert Hamilton, Lanark.

Highland ponies in hand - overall: (C) Mr John A Reid, Inverurie; (R) Mrs Tracy McMillan, Accrington.

Shetland ponies: (C) H P Sleigh & Son, Turiff; (R) Mrs Donna Lochtie, Tillicoultry.

Hunters in hand: (C) Martin & Walsh, Mesdames P & D; (R) Mr Peter Richmond, Rippon.

Working hunter: First prize - Miss Kirsty Aird, Glenrothes.

Sport horses in hand: (C) Mrs Emma Auld, Ayr; (R) Miss Ashley Anderson, Halkirk.

Market round-up

The Cumberland and Dumfriesshire Farmers Mart had 12 prime cattle forward in Dumfries on Wednesday when heifers sold to 237.5p per kg and averaged 228.8p, while bullocks peaked at 190.5p and levelled at 188.1p.

There were 60 OTM cattle presented in the rough ring when beef cows averaged 132.8p and dairy cows levelled at 105.2p.

The firm also sold 544 prime lambs to a top of £88 per head and 206p per kg to average 183p (-13.4p on the week).

The 207 cast sheep forward saw heavy ewes sell to £126.50 for Texels and average £78.70, while light ewes peaked at £71.50 for Blackfaces and levelled at £53.40.

United Auctions sold 76 store heifers at Stirling on Wednesday to a top of 266.8p and an average of 239.7p (+19.6p), while 127 store bullocks peaked at 269.9p and levelled at 222.9p (-7.5p).

In the rough ring 91 cows averaged 134.5p.

Messrs Craig Wilson Ltd sold 41 store heifers at Ayr yesterday to a top of £1150 per head and 243.1p per kg to average £869.27 and 212.1p, while 58 store, beef-bred bullocks peaked at £1250 and 264.7p to level at £935.43 and 225.2p. Sixteen store, B&W bullocks averaged £782.81 and 169.4p.

The Cumberland and Dumfriesshire Farmers Mart report that trade was easier at their weekly sale in Longtown yesterday as a result of many Muslim firms not operating due to Ramadam. The 2227 prime lambs forward sold to a top of £102 and 230p to average 180.7p (-19.3p), while 705 hoggs levelled at 148.8p (+2.2p).

A much larger show of 3915 cast sheep saw heavy ewes sell to £143 for Texels and average £83.48 (-£1.65), while light ewes peaked at £84 for Hill Cheviots and levelled at £57.59 (-£2.26). Rams sold to £200 for a Charollais and averaged £115.34 (+£12.63).