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In the eighties India took a giant leap to provide media for development at both national and local levels. One such effort at local level is Kheda Communications Project India's first rural television system meant for education and development. Kheda Communictions Project was a part of Satellite instructional Television Experiment (1975-76). In Kheda television, the planners aimed at affecting behavioural changes among the rural poor by evolving a participatory medium to create a window to the outside world and to fulfil the informational needs of the viewers. For studying the effect of television on the rural viewers research using an anthropological approach of 13 months intensive field work was done. This study provides an indepth analysis of the effect of television on the Kheda rural viewers. It was observed that TV porgrammes on agriculture, animal husbandry and poultry raised viewers level of awareness, created desire to do new things and raised their consciousness about the availability of infrastructure which they could use for their development. The major role of TV, it seems, is raising the awareness for high expectations from the existing facilities and provoking empathy an Sense of Efficacy among the viewers.