A study of the preschool television audience in Ontario, Canada, investigated the types of programs children aged two through six years old watch; in what kinds of households preschool children view TV Ontario (TVO), the Canadian public television network; and the kind of strategies that might best capture the potential preschool market. Information was obtained through interviews with parents in 634 households with preschool children, in half of which the children viewed TVO and in half of which they did not view TVO. Among the results suggested by analyses of the data were that TVO viewing correlated with a richer family media environment, higher socioeconomic status, and parental awareness of TVO, awareness of and attention to children's television viewing, and positive attitudes toward television; and that only the attitudinal variables significantly predicted levels of TVO viewing among TVO households. The data also suggested that strategies designed to increase the TVO viewing of preschool children should focus on increasing TVO availability, on increasing knowledge and awareness about TVO, on appealing to concerns about the educational value of television programing, and on developing positive attitudes about TVO and television in general. (GT)