ABSTRACT
Amidst all the concern in recent years about children's exposure to potentially harmful TV programmes, there has been surprisingly little attention paid to what children actually watch. The assumption is that the bulk of what children see on TV is accounted for by Saturday morning kids' programme on the networks, with PBS and Nickelodeon programmes rounding out the rest of the picture. As a proportion of the total audience, however, the Saturday morning time period provides the greatest concentration of children. Slightly more than a quarter of the total Saturday-morning viewing audience is children, compared to 15 percent of the Monday-Friday late afternoon/early evening audience and just 10 percent of the prime-time audience. But even though kids make up a smaller proportion of the total TV audience in these latter two time periods, the fact remains that just as many kids are watching at these times as are watching on Saturday mornings.
