350 Proceedings of the Annual Research Symposium, University of Colombo. Sri Lanka, 16 th , 17 th , 2012. Influence of Satellite Culture on Social and Cultural Conditions of South Asian Region Dr. DharmaKeerthi Sri Ranjan, Faculty of Mass Media, SriPalee Campus, University of Colombo Sri Lanka ranjan@spc.cmb.ac.lk / ranjan2007@gmail.com Abstract 1.1 Introduction: Satellite media culture has excessively transformed the whole media landscape and it has made an amazing and unequal impact on the communal consciousness, material conditions and social context of the audience in South Asia. The satellite telecasting system has offered multi faceted media implications to the national broadcasters of the South Asian countries and generalizes it in a variety of fields of the life of the masses. These new kinds of telemedia, multimedia and latterly hypermedia have transmitted and presented a large amount of modern type of information in a non linear way. Though this communication system has always been implied relationships between center and periphery or sender and recipient, the mutual understanding between them has not always been reached or even aimed at. The new media consumers of the South Asian countries are facing a new world of socio - cultural symbols, processes and effects that can be able to shape and reshape the perception of the masses. This digital identity at the periphery countries has extended their potential challenge and has created problems in the traditional, social and moral integration of the people. But the traditional media and the source which were invariably bound to the socio-cultural roots, not based on the atomistic competition and profit coverage orientation (DharmaKeerti, 2010). 1.2 Research Problem: How far has the satellite culture influenced on the social and cultural conditions of the South Asian Masses 1.3 Objective of the study: To investigate the Influence of Satellite Culture on the Social and Cultural Conditions in South Asian Region 1.4 Results and Discussion: The satellite era can engender a popular culture which would be more fascinated, increasingly independent and it creates controversial autonomy in the socio-cultural basis of the South Asian countries. The northern pedestal satellite TV of India has loaded their programs, drawing attention on the middle range audience from their basis of provincial and national TV. This would formulate a greater terrestrial competition for the nationalized broadcasting systems. Indian TV has been accelerating its own impact on the audience since 1990s with the latest technology in the global context. Doordarshan and its virtually