Television has changed the life style of the people have an intense impact on society and culture. The effect television was almost immediate but like print media, which took several years to have its impact on the culture. As a result, Television has occupied a significant place in homes and it is certain to make an effect and impact on the youths, individuals and society. Television when it was first introduced in India was a bizarre thing. The objective of Television was to educate the people and create awareness among the people about the scenario of the present society. However, apart from providing knowledge and creating awareness today Indian television also provides entertainment. It is many ways with its various programs influencing the society. Television also has some negative effect like any other technology or development, but its positive effect cannot be forgotten or overlooked. By providing news and information it helps us to remain connected with the world about the happenings in the society for updating the recent events. Television today, in shaping the society plays a major role. Television has helped in getting new information and has created awareness among the youths and public. It helped in in abolishing social evils as well as breaking the social barriers. It is a platform for showcasing and grooming new talents. In totally television has helped to globalizing of various Indian cultures. For this study 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 Independent T-Test and One-Way ANOVA.

KEYWORDS: Timely Information, Credibility & Reliability, Brand Value, Observational Learning, Knowledge Sharing, Analytical Approach and Retention of Information.