Generalizing from his experiences in educational television in Uganda, the author argues that in developing nations, where resources are slim, educators who have the opportunity to use television should not expend their limited time and money trying to reach a nonexistent audience, but rather should concentrate on reaching the audience that is already there, the regular viewer. Suggesting that economy and efficiency be the major criteria in programing decisions, he emphasizes the virtues of interviews or discussion shows as opposed to feature productions. (LS)