Despite growing calls for media education in different parts of the world, little consensus has been reached over what to teach and how to teach. The implementation of related initiatives varies across different contexts as well as cultures. The outcomes depend largely on the beliefs, attitudes and efforts of individual teachers. This study aims to identify and discuss teachers' beliefs about media through an analysis of documents related to school media. It examines how 13 secondary schools in Hong Kong justified their applications for funding to set up a school television station. Using methods in documentary research, the study analyses the claims made for school media. The hidden assumptions held by schools towards school media, new media, mass media, media education and media literacy are discussed. (Contains 6 tables.)