Television has a uniqueness that is shared by no other communication media, and its impact on human behavior is similarly unique. George Cornell reporting in the March 19, 1977 edition of the Chicago Tribune, described America’s passion for television as the "electronic religion" (because of its pervasiveness in our lives). The Committee on Social Issues Group for the Advancement of Psychiatry, more than a decade ago, responded to the question of "What’s So Different About TV?"

"What’s so different? The answer is plain. Television is ubiquitous and continuously accessible and, in this regard, unique. Television is viewed in almost every home by members of every social and ethnic class and every age group, by the preliterate and the senile, by the prisoner and the school - child, by the executive and the laborer. Because it is ubiquitous, television’s effects, both positive and negative, are far more significant than if it affected only small numbers of people in isolated sectors. Coupled with the intensity of viewing by a substantial part of the audience and the extended periods of time over which these audiences view television, the size of the audience deepens our concern for their psychosocial health and development." "Television has the largest global audience ever assembled simultaneously and regularly for any experience, including church. Well over half the people on earth are said to be exposed to it. Television sets now outnumber telephones (364 million compared to 360 million). Precisely because of these dimensions, television is different from any other form of communication. It is , in our opening words, unique in human experience."

It has been estimated that more than 95 percent of all homes in the United States and 99 percent of those homes with young children have at least one television set. On any given night, it has been estimated that more than 20 million 2 to 17-year-olds are watching TV at 9:00 p.m., 13 million at 10:00 p.m. and 5.3 million at 11:00 p.m. "By the time children in the United States become high school seniors, they will have spent approximately 14,000 hours in school and 16,000 to 20,000 hours viewing television programs." Children ages 2 to 12 years spend more than 25 hours of television viewing each week! (The cable-viewer probably watches more than 25 hours).

It is now readily apparent that television can have a profound impact on child and adolescent development and behaviors. Research on TV-viewing by children and adolescents suggests a "cause and effect" relationship with knowledge, attitudes and behavior. Television for children is addictive and promotes:

• Aggressive behaviors
• Racial and sex role stereotypes
• Decreased interest in reading and school activities
• Poorer health habits and attitudes

In a report from the American Academy of Pediatrics Task Force on Children and Television, it was concluded that TV viewing:

• Promotes an inclination toward violence
• Promotes an apathy when actual violence is seen
• Is associated with obesity because of "high caloric snacks" consumption
• Promotes passive learning
• Provides unrealistic messages regarding substance abuse (drugs, alcohol, and tobacco)
• Encourages the use of drugs, alcohol, and tobacco
• Delivers an unrealistic view of problem-solving and/or conflict resoluti

Strasburger (1985) poignantly summarized the problem in his article on "Television and Adolescents:" "For centuries, physicians have fought disease. Now, pediatricians face a new morbidity: childhood accidents and violence (homicide and suicide) are the leading causes of death after one year of age, and sexual activity and drug use among teenagers are sources of major morbidity. This new morbidity requires a new breed of pediatrician; one that is more sensitive to cultural influences on children and adolescents, willing to do counseling with families about psychological issues, and perhaps, even do "soft" (i.e., non-"bench") research. As data is gathered, perhaps every television set will one day bear the label: "Caution: Too much or inappropriate viewing maybe hazardous to your health."

The role of healthcare providers in counseling parents regarding television-viewing, is a critical educational responsibility. The following guidelines are recommended by the American Academy of Pediatrics (1995):

Set Limits: No more than one to two quality hours per day. Join child in TV - viewing and be an actual participant. Offer alternatives to television - viewing (e.g., sports, reading, talking, hobbies, etc.)

Plan TV Menu: Help choose positive programs --- avoid "remote control station flipping". Turn TV on only for specific programs.

Participate: Parents are role models for their children - sharing their reviews of TV programs is a significant message for the child. Parents should know what their children watch.

Resist Commercials: The volume of ads for snack foods, toys, and candy are often "brainwashing" children. Don't let TV make decisions for you.

Express Views: Parents should communicate their views of offensive programs with station managers. Don't call or write just to complain - be specific.

Talk with Children: Help child appreciate the differences between reality and fantasy on TV programming.

In summary, television-viewing has a significant impact on child development and behavior. The need for providing quality-oriented programming for children and adolescents is obvious. It is the responsibility of healthcare providers to be aware of the ‘hazards’ and to promote the benefits. TV-viewing does not require censorship of the industry, but, judicious control of its use by parents is essential.