When concerned parents protest the excessive sex or violence on television, they often seek control of television from some outside agency. Our research, however, suggests that the most effective control of TV' s influence on children can be exerted from within the home. We have found that there is major obstacle that parents need to overcome in connection with TV viewing. Surprisingly enough, we are going to advocate that parents act rudely—at least as fat' as the TV set is concerned. Most of us have been socialized all our lives with the warning 'Don' t interrupt when someone else is speaking.' Yet our ancestors never imagined a mechanical visitor sitting in the middle of our home who talks without stop and never allows the listener an opportunity to put a word in edgewise. During our research, we found upon questioning parents that they usually reacted to TV content they disliked or disagreed with by remaining silent. This brings to mind an old saying that parents might well be advised to consider, 'Silence gives consent.' We advocate loud reactions and exclamations of disapproval when something is presented on TV which is in opposition to the family' s values or offends them in any way. Similarly, when a program is in accordance with the family' s views, parents should approve of its content and applaud loudly. There is much that Shakespearean audiences of old could teach us in regard to such spontaneous, public reactions. Silence is misleading to our children. This process of direct intervention vocal approval or disapproval of TV content—is highly effective with young children, because they ant curious, lemming rapidly and ready to place a great deal of confidence in the information and attitudes of their parents and other significant adults, such as teachers. For teenagers indirect intervention is recommended, because this group is more resistant to adult statements and does not like to be 'Iectured.' Indirect intervention is the practice of making comments about TV to other members of the family, but in such a way that teenager is sure to overhear the comments. Our research shows that through such parental comments of approval or disapproval, adults can dramatically influence the information their children receive and retain from watching TV. We may infer from the first paragraph that parents______.