Grounded in the uses and gratifications theoretical framework, cultural proximity and social identity theories, researchers uncovered specific themes emerging from viewers of Indian television programming. The immigrant viewers actively chose ethnic programming, specifically Indian television available via the satellite dish, to feel a sense of gratification. That gratification came in the form of reinforcing their ethnic identity. One hundred Asian Indian immigrants from five major metropolitan U.S. cities (New York, Washington, DC, San Francisco, Chicago, and Houston) were interviewed. These participants had an average age of 68 and an average family income of 50,000. In spite of the fact that they have resided in the United States for 40-50 years, they still felt attracted to Indian programming, as it allowed them to stay informed about India and feel connected to their cultural roots.