The current paper aims to highlight the transforming impact of radio and television on Indian society. Nineteenth century brought revolutionary changes in the lifestyle, behavior, attitude of Indian citizens with emergence of radio and television. Radio played a vital role in the nationalism movement in India before independence. Radio and television were instruments of change as they offered new perspectives, new realities and new experience with their audio and audio-visual appeal respectively through programs of different genres. They blurred the distinction between masses and classes. Television, in particular, has gained supreme power over the other media of mass communication, especially in urban India but radio is also an effective medium through which millions of people are able to become unified in urban as well as rural India. Radio and television have introduced innovative methods to inform, educate and entertain. They have reached out to a huge portion of population. At the same time with the technological inventions mass media became more accessible to people. The mass media, especially the electronic media, is quicker in making its impact on the people and the impact is also long lasting. Television is a powerful medium for appealing to mass audiences it reaches people regardless of age, sex, income, or educational level. In addition, television offers sight and sound, and it makes dramatic and life-like representations of people and products.

Over the years, radio and TV have evolved in variety and content. They have become hugely popular over the years and have had a tremendous impact on molding popular taste in art and culture. Increasing impact of radio and television has proliferated a kind of homogenization that strives to minimize cultural diversity. To support the research topic reference of models of communication given by eminent scholar in the area of communication Dennis McQuail and research findings are included in the paper.