TO DETERMINE WHICH TEACHING METHOD WAS MORE EFFECTIVE, STUDENT ATTITUDE AND STUDENT ACHIEVEMENT WERE COMPARED BETWEEN TELEVISION (TV) LECTURES AND DIRECT CLASS LECTURES GIVEN BY THE SAME INSTRUCTOR AND COVERING THE SAME MATERIAL. THE LECTURE GROUP (126 STUDENTS) HAD SIGNIFICANTLY GREATER NUMBERS OF UPPERCLASSMEN, AND MORE OF THE STUDENTS PLANNED TO STUDY EDUCATION THAN BUSINESS ADMINISTRATION IN LATER EDUCATION. THE TV GROUP (543) HAD MORE MALES. THERE WERE NO SIGNIFICANT DIFFERENCES IN OTHER FACTORS. TO TEST DIFFERENCE IN ATTITUDE, AN ATTITUDE SCALE WAS DEVELOPED. FORMS WERE FILLED OUT BY THE STUDENTS AND ANALYZED BY A COMPUTER. ACHIEVEMENT WAS EVALUATED BY COMPARISONS OF SCORES ON A MIDTERM EXAM. THE MEAN ACHIEVEMENT FOR THE DIRECT LECTURE GROUP WAS HIGHER WITH A STUDENT'S RATIO ANALYSIS INDICATING SIGNIFICANT DIFFERENCE (.001 LEVEL). A FINAL EXAMINATION OF 100 QUESTIONS WAS ALSO ANALYZED. AGAIN, THE MEAN DIFFERENCE WAS SIGNIFICANTLY DIFFERENT AND FAVORED THE DIRECT LECTURE GROUP. THE DIRECT LECTURE METHOD WAS SIGNIFICANLY SUPERIOR TO TV. AS A RESULT, BIOLOGY CLASSES (FALL OF 1964) WERE TAUGHT BY DIRECT LECTURE METHOD WITH TV USED ONLY FOR SPECIAL DEMONSTRATIONS.