Impact of Multichannel Cable Network on the Nature of Viewing and Social Interactions

Abstract

The impact of multichannel electronic media is assuming a varied effect on the India population as there is a vast cultural and social diversity in the country. While metropolitans had already been influenced by Western culture, the suburbs and rural areas were relatively free from it. This segment of Indian society, ingrained with orthodox values, was not ready for the invasion by Western culture, which is being propa gated by the multichannel electronic media.