1 Problem : It is necessary to clarify qualitative and quantitative changes in children's attitude for viewing TV after viewing a film. This study is to examine the qualitative and quantitative behavioral changes in the selection of TV programs. 2 Purpose : It was to examine children's attitudinal effect from viewing the film "The Boy Who Was Embarrased by TV" and to clarify it by the measurement of a attitude scale (VA), the amount of TV viewing (VH) and the values for selecting TV programs (VP). 3 Working Hypotheses : (1) Children's VA will be desirably changed through viewing the film "The Boy Who Was Embarrased by TV". And their VH and VP scores will be decreased through viewing this film. (2) This change will persist for two weeks. 4 Procedure : (1) Subjects : 165 of 4th grade children from an elementary school in Morioka City, who were divided into an experimental and a control group. The 103 children who were assigned the experimental group were shown the film. The 62 children in the control group were not shown the film. (2) Research Content : Measurement of the scale value on viewing attitude (VA), the amount of TV viewing (VH) and the values for selecting TV programs (VP) on the 4 scale points. The scale points were allocated in the following manner: 1 to news program, 2 to educational ones, 3 to sport ones, 4 to entertainment ones which the children viewed on the previous day. (3) Sequence : Sept. 6, 1985 Measurement of VA, VH and VP (Pre-test) Sept. 12, 1985 Film and measurement of VA (Post-test) Sept. 13, 1985 Measurement of VH and VP (Post-test) Sept. 27, 1985 Measurement of VA, VH and VP (After-2-weeks-test) 5 Result : (1) The VA, VH and VP scores of the children in the experimental group tended to decrease. These tendencies, with the exception of the VP scores of the boys, were statistically significant. The control group, however, showed no change in VA scores, but their VH and VP scores tended to increase through the three measurements. Both sets of tendencies persisted for two weeks. (2) The VA, VH and VP scores of heavy viewers in the experimental group tended to decrease. On the other hand on the VP scores of heavy viewers in the control group, there were no change in their VA and VP scores through the three measurements. The tendencies also persisted for two weeks. 6 Conclusion : (1) The film "The Boy Who Was Embarrased by TV" had the significant effect on the formation of the desirable attitude for viewing TV. It effected a decrease not only the VA scores but also in the VH and VP scores. The results show that viewing the film effected the children's TV viewing behavior. (2) The effect of the film persisted for two weeks. (3) Greater changes were observed in the behavior of heavy viewers.