Examples from the data of a study of television programing for adolescents in Sweden illustrate some of the differences in the ways programs address their male and female viewers. Whereas boy and girl characters in television programs are roughly equal in number, the distribution changes when only leading roles are considered. A marked imbalance occurs among characters 10 to 15 years of age. By the age of approximately 10 years, viewers are led to believe that girls are secondary, accessory figures. When girls do occupy leading roles, it may well be "in partnership" with a boy. Program content is such that preteen and teen-aged boys can identify with TV figures who are active, inquisitive, determined individuals. Girls of the same ages can identify with subordinate figures or with girls with problems. The suspicion cannot be dismissed that such programs instill self-confidence, initiative, and faith in the future in boys, and that they caution girls to passivity. Data from a study of television programs produced or purchased by the Educational Broadcasting Company reveal a similar tendency. Programs for upper-level primary and secondary school classes were extremely male-dominated. Even foreign language training films used in Swedish upper-level primary schools exhibit sex bias. All of the young male characters are in school or training, whereas none of the girls are. (RH)