Abstract
Mass media have become a socio-cultural phenomenon as they have a strong influence on public consciousness.Television is an ambitious actor in mass media.Using the case of Kazakhstan, we discuss the impact that television makes on developing the population's cultural and spiritual values.The study research method includes the comparative analysis and dialectical approach.We explored the need that society has in social information to influence personality development through various social communication channels.The carried out analysis makes it possible to summarize that Kazakhstan television has not yet established the system to perform cultural, educational, and social functions.TV channels fill more than 80% of their airtime with entertainment programs.Television programs hardly touch upon relevant public issues.They are monotonous in genre and presentation style.The findings point out the fact that airtime scheduling is not efficient.Only entertainment programs and light show projects are prime, which does not correspond to the public demand.The study proposes revising mass media's editorial policies and absorbing entertainment contents, focusing on the socially relevant and culturally cognitive broadcasting format.