Fourteen second and third grade children viewed "The Electric Company" television series pilot shows while color slides flashed on a nearby screen competed for their attention. The children's visual attention was monitored and recorded. Bits from the shows were then ranked according to percentage of attention they received, and the highest and lowest scoring bits were studied to determine general attributes which had particularly high or low appeal to children. After attributes were identified and defined, a list of all the bits in the shows was examined to find those denoted by the definition and to reassess the general appeal by studying the attention span scores. Finally the attribute definitions were refined or modified. Nine major attributes appear to control children's visual attention. High appeal attributes were functionally relevant actions, electronic bridges, involvement of children, onstage correcting of verbal performance, and "Do It One Better" themes. Low appeal attributes were comprehensible spoken scripts, message monologues, and starting and ending bits. (CH)