SUMMARY
Television in India has proven a most influential infotainment media powerful and popular among its audience. Television plays a vital role in the telecast entertaining program. Fiction has been a popular genre on Indian Television. A common habit among most of the Indian families is watching drama serials in the evening as one of the best time-pass activities i.e. why serials have become part and parcel of most of its viewer's lives. TV drama serials have become one of the most popular offerings. It affects people irrespective of gender, age, and other demographic variables. The study was conducted to throw light towards various Television viewing habits among the Telugu audience. A sample of 316 respondents from Amravati the new capital of the newly formed state of Andhra Pradesh was selected for survey analysis. Structured questioners were distributed to them and the responses were collected. A Chi-square test is used to analyze the collected data. The study also highlighted the opinions of viewers on Telugu drama serials. Focused group discussions have been conducted.