Abstract
Mass media, the world over, has undergone dramatic changes in form, content and substance. New media and the concomitant information and communication technology, has shifted the traditional communication from one-to-many to many-to-many; media ownership patterns are converging, cross media ownership is the order of the day especially in countries like India. Media habits of the audience are constantly evolving; ‘the primary unit in which the media consumption takes place’ — the family is also undergoing remarkable changes. (Bryant & Miron, 2004, p. 662).