This paper reviews the research that examines the content of television, especially in its portrayal of women. Studies reporting on the viewing habits of the general population and particularly children are summarized. Also recounted is research that explores the relationship between sex role development in children and the presentation of sex roles on television. This research identifies television as a socializing agent that reinforces traditional sexist stereotypes and, it is said, has a definite impact on children's sex role perception and behavior. The findings from studies that analyzed both programming for children and adults are presented. These research efforts, the paper states, show that neither the programs, nor the commercials designed for both audiences provide suitable models or messages about sex roles for youngsters growing up in this culture. (Author/APM)