India experienced incredible changes in the electronic media after the live telecast of Gulf War in 1991. the unprecedented spiraling growth of foreign television channels provoked a debate over the consequences of viewing of such programmes on the cultural values and behaviour of the viewers, particularly children and youth. This research is an attempt in providing empirical verification for the much discussed cultural invasion. What do the young viewers learn from the Western programmes? Whether these programmes influence the attitudes of the youth if they watch heavily. Answers to these questions were researched through an extensive field study on college students. Some of the topics discussed in the book are: Globalization of TV in the country and the government’s reaction to the challenges posed by foreign TV, values in East and West gender differences in decoding TV messages, global insight into TV use to the youth, influence on local cultures, change in attitudes of young viewers towards family norms, social roles of Indian women, lifestyles, sex norms and music habits. The book is useful to students, professionals and researchers who are in the field of mass communication, journalism, sociology and cultural studies.
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