Despite the prevailing vulgarity of its most notorious programming, television today has moved toward more traditional values. As a result of market realities, TV programming has become more diverse politically and thematically in recent years, and that has opened the door for traditional values to return to the nation's TV screens and even dominate viewing choices. Those who object to the agenda of political correctness and ideological prejudice that currently dominate institutions of higher education could look to the entertainment media for some possible solutions. In this article, the author argues that market forces transformed television completely in just a few years, and an effort to make higher education similarly responsive to its customers could be just as successful. (Contains 2 footnotes.)