Ninety-four children, aged 5 to 12 years, were subjects of a study of recall of television literacy messages (drop-ins). The 30-second "How To Watch TV" (HTWTV) segments were designed for broadcast on Saturday mornings by the National Broadcasting Company (NBC) to convey to children some information and values about television (e.g., animals do not really die in television filming). On the first two days of the study, children viewed two different episodes of a half-hour prosocial children's program, with two different HTWTV "drop-ins." On the third day, they viewed a different program, with no drop-ins. Questionnaires and interviews were completed on the fourth day, when no viewing occurred, and on the fifth day, immediately after viewing a final episode of the first program, with another drop-in. The results indicated that the HTWTV drop-ins were clearly a positive contribution to children's television viewing experience. Slightly more than 80% of the children tested were aware of having seen one or more drop-ins, and nearly two-thirds of those were able to recall correct information from a drop-in and to recognize from among three alternatives a summary of the main point. Results suggest that the television industry itself can develop and distribute television literacy materials. (Tables of findings are appended.) (HTH)