During the last three decades there has been growing dissatisfaction with remedial mental health approaches and a greater tendency to focus on primary prevention in mental health programs. A recent development in Canadian radio broadcasting is media psychology, whereby the masses are exposed to new attempts to disseminate psychoeducational information. The radio program "That's Living" is a preventative radio counseling program which increases the flow of information from the psychologist or psychiatrist to the general public. The program offers listeners what they want and what they need. Radio talk-back programs disseminate information, facilitate social networks, teach, advise, and simply communicate in a cost-effective manner. A concern about media psychology is that problems may be exploited or trivialized for entertainment value. Various talk-show hosts may be biased. However, most criticism revolves around the question of whether the medium should be considered therapy or counseling. Calls involve personal decision making, requests for expert opinions, explanations of professional matters, fulfilling a need for a listener, resource information, and analytic questions. The major role of the counselor is educational rather than therapeutic. Media psychology is here to stay and this has dramatic implications for the concepts of mental health services delivery and education. (ABL)