Cultivation theory suggests that extensive television viewing shapes people's understanding of social reality, especially for topics they have little direct experience with. It was developed by George Gerbner to study television's long-term influence. While effects are small and gradual, the cumulative impact of television exposure can significantly influence viewers' ideas of everyday life. In Odisha, weddings have shifted from one-day events at homes or temples to more elaborate multi-day affairs, adopting rituals like henna application and 7 phere ceremonies popularized on television serials, showing how televised messages can amplify cultivation effects by influencing social norms.