The operation of the Swedish Broadcasting Corporation is almost exclusively based upon "instructional television" programing and production. The corporation operates one of the two Swedish television channels and is state-sponsored; thus, its failure to develop high quality programing is particularly distressing. Reasons for dull and other wise low quality programing lie in the inadequate understanding of the full nature of audiovisual communication and in the low level of visual literacy on the part of television production specialists. Educational films made for Swedish television need to take into account the emotional and nonverbal qualities of television as well as the rational and verbal facets of the medium that are presently stressed. Audiences, too, must be made aware of the manipulative powers of mass media, espeially television. The goal for Swedish educational television should be the creation of lively, relevant, and honest programing content. (CH)