Ninety-four children, aged 5 to 12 years, were subjects of a study of recall of television literacy messages (drop-ins). The 30-second "How To Watch TV" (HTWTV) segments were designed for broadcast on Saturday mornings by the National Broadcasting Company (NBC) to convey to children some information and values about television (e.g., animals do…

Most educators argue that the time children spend watching television detracts from their homework time and leisure time reading, that television watching cultivates skills different from those needed for print literacy and encourages preference for its easier means of acquiring information, and that television content is often nonintellectual and…