THE OBJECTIVES OF THIS STUDY WERE TO DISCOVER WHETHER THE DOCUMENTARY TV FILM SERIES, "COUNTY AGENT," HAD APPEAL FOR AND IMPACT UPON A GENERAL AUDIENCE AND WHETHER A SIGNIFICANT RELATIONSHIP EXISTED BETWEEN THE METHODS OF PROGRAM EVALUATION USED. THE TV SERIES, BROADCAST OVER WKAR-TV, CONSISTED OF 13 PROGRAMS ABOUT PROJECTS SPONSORED BY THE AGRICULTURAL EXPERIMENT STATION. ITS PURPOSE WAS TO INFORM AND INFLUENCE ATTITUDES IN FAVOR OF AGRICULTURAL RESEARCH. IN THE EXPERIMENT, 120 ADULTS VIEWED 2 SAMPLE PROGRAMS FROM THE SERIES, ONE ON SOIL TILLAGE AND ONE ON HUMAN NUTRITION. THE SUBJECTS WERE DIVIDED BY SEX AND PLACE OF RESIDENCE INTO SIMILAR GROUPS OF 10. THE SUBJECTS WERE TESTED BEFORE AND AFTER VIEWING. LEARNING WAS MEASURED BY CLOZE PROCEDURE (SENTENCE COMPLETION), ATTITUDE SHIFT BY THE SEMANTIC DIFFERENTIAL (EVALUATIVE SCALES OF GOOD-BAD AND NICE-AWFUL). THE WKAR-TV PROGRAM ANALYZER MEASURED PROGRAM APPEAL AND EVALUATION OF SEGMENTS WITHIN EACH PROGRAM ON A LIKE-DISLIKE SCALE. THE DIFFERENCE IN PRE- AND POSTTEST SCORES REVEALED SIGNIFICANT LEARNING FROM BOTH PROGRAMS IN ALL SUBJECT GROUPS. ANALYSIS OF VARIANCE REVEALED NO SIGNIFICANT DIFFERENCES AMONG SEX AND RESIDENCE CATEGORIES. SIGNIFICANT POSITIVE ATTITUDE SHIFTS OCCURRED TOWARDS CONCEPTS CONTAINED IN THE PROGRAMS. NO RELATIONSHIP APPEARED BETWEEN RESULTS OF THE SEMANTIC DIFFERENTIAL AND PROGRAM ANALYZER EVALUATIONS. (MS)