With the advent of cable channels in India after the late nineties and its rapid consequent growth in society, television owning people are now having more access to a number of various channels including Doordarshan channels at a time. There is now catering of severe programmes by various channels almost overnight 24 hours Telecast, thus has brought about remarkable change in the transmission hours. While, earlier there was only Doordarshan channels particularly before the advent of cable and satellite channels in India and the transmission hours was fixed and never continued overnight except for film on holiday. Indeed change in programme contents, number of channels including longer duration of programmes telecast through out the day and night, easy and wide access to different channels and different varieties of programmes etc. might have resulted into changes in viewing options vis-a-vis viewing patterns. And television viewing people are now viewing the Television for more duration due to easy and wider access to a good number of various available Television channels and a wider variety of programmes. Thereby, it is important to find out the extent of effect of 24 hours telecast vis-a-vis watching to television for longer duration upon the viewers under such changed scenario. This book is the product of a comprehensive study which offers empirical analysis of the extent of effect of television watching among the viewers. Besides, detailed growth of television and its network i.e. its historical growth along with growth of Doordarshan network and other cable and satellite television channels In India are delineated to look into the history of development of television medium in the country. General television viewing pattern and exposure of viewers to Doordarshan and Cable and Satellite channels in detail along with the effects of television watching among the viewers are examined in view to have a grasp over the general television viewing trend and its effects in the society. This has been important as it contributes towards planning for programme and media advertisement. This book may become useful source of reference for students, teachers and researchers. Moreover, the programme planners, and policy makers of electronic media may find the book of special interests too.