The edutainment and infotainment had received increasing attention through radio, television, comic books and popular music over the few decades (Bouman, 2002). The early form of edutainment and infotainment programmes was to address the health issues and used radio and television as a medium. The edutainment and infotainment strategy at large for the educative programs, proved an especially desirable tool for programmes (Montogomery, 1990). Such programmes over the concerned issues did not only deliver messages about educational issues but did prove effective in changing behaviours directly (Singhal and Rogers, 1999). Edutainment and infotainment are a relatively new concept although combining entertainment with education is not new. Its use in radio, television, comic books and rock music was a matter of the past 25 years at least when designed according to communication and social psychological theories. The first well-known illustration of the education strategy occurred in 1951. For this study a total 500 viewers were selected and has been attempted to identify the important factors related to infotainment channels in terms of timely information, credibility & reliability, brand value, observational learning, knowledge sharing, analytical approach and retention of information through the application of factor analysis.

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Keywords: Edutainment & Infotainment, Credibility & Reliability, Observational Learning.