The theme of the present paper is based on the concept of International media and culture in which researcher tried to explore the role of the international media in disseminating and establishing the international cultural forces through the television. With the advancement of technology, television has been credited to bringing about the globalization process because of its extensive international reach of programs.In a country like India since 1991 the policies of liberalization, privatization and globalization, television channels and media companies are investing in India. It is believed that Global media promoting the business of transnational and multi-national corporations. The foremost purpose of the research paper is to understand the primary drivers of transformation of Western beliefs which might be responsible for altering and transforming the traditional value system in Indian society. For the present paper researcher interviewed the media professionals method and findings show that the existing Indian television industry is carrying weight in terms of factors like free market, globalization, ownership, technology, content and programming patterns and representations of western-lifestyle which are reshaping the value system in Indian society.