Re-regulate rural bus services in England

Although running interurban bus services on a deregulated market works well for bus companies at cities, large towns and seaside resorts because they're profitable, running most rural bus services commercially on a deregulated market isn't working for bus companies because when services get reduced or withdrawn, this can have a massive impact on passengers who rely on the buses to commute to work, hospital appointments or leisure trips, especially when the timetable is inadequate; ie not frequent enough nor running into the late evening or doesn't run every day; ie it runs Monday to Saturday, but it doesn't run on Sundays and Bank Holidays.