A survey of teachers in the province of Alberta was conducted to assess which variables they felt were most important in influencing their decisions to use an educational television (ETV) program with their classes for the first time. Respondents were asked to rate the six following variables as to their influence on the teacher's decision-making process: (1) a program description in prospectus or catalog, (2) recommendations by other teachers, (3) recommendations by administrators, (4) recommendations by consultants or media experts, (5) availability of television or video equipment, and (6) availability of support materials. A factor analysis on the responses received from 189 teachers indicated that increasing utilization rates of ETV among teachers appears to depend upon good technical quality, suitable content, availability of equipment, and the program description in a catalog. (MER)