This paper ‘Diffusion of Cable Television in Mizoram’ looks at the Television viewing pattern among viewers in Mizoram; and aims at exploring the socio-cultural implications of Cable Television programmes on Audiences. It also aims at examining the popularity of local originated programmes among audiences and what factors contributed to their popularity and try to answer certain questions whether “Genders plays a significant role in channels preference among Audiences in Mizoram”, “The preference for sports programmes is greater among male viewers than female viewers” and whether “The preference for serials is greater among female viewers than male viewers”. The study concludes that language/dialect familiarity, access to local news and the presence of ‘local flavours’ in programmes are all together a strong factor for the popularity of local-based channels. It is also noticeable from this study that advertisements on television have greater effect on female than male viewers.
