The structure of Indian society changed with mergers and acquisitions done through the relaxed and transformed government policies after 1991, this globalization of social values transformed the societal patterns and culture in India that redefined the relationship between globalized media and Indian cultural-situations. The present paper tried to explore the role of international media in disseminating the global cultural values with the lightening pace in India. For the present research paper a sample of Indian media experts was incorporated after employing the snowball sampling technique for their visionary inputs. The findings show that the existing Indian television industry is carrying weight in terms of ownership, technology, content and programming patterns and representations of western-lifestyle which are reshaping the new kind of value system in Indian society.
Volume 11 | 03-Special Issue
Pages: 826-832