Barriers to the use of The Electric Company (TEC) instructional television (ITV) series in primary education classrooms are examined. Findings from interviews with teachers in classrooms where ITV facilities are available and professional ITV spokespersons are summarized. Based upon the findings from these interviews and past ITV research, the author's recommendations for the promotion and utilization of TEC include: (1) promoting the interest and awareness of the TEC series through general publicity and by messages within the TEC programs themselves, (2) developing and distributing promotion packages geared to the special needs of target audiences, (3) developing inexpensive user guides for distribution to teachers one to three months before their school year starts, and (4) communicating to users TEC research and effective usage ideas. (CMV)