Despite recommendations by the American Academy of Pediatrics for limited media use in childhood, children are watching increasing amounts of television. Ethnically and racially diverse children are watching more TV than their Caucasian peers. While there has been intense debate regarding rates of TV viewing and the concomitant risks or benefits, there has been less discussion about why ethnically and racially diverse children are watching more TV. This article covers some of the theories behind the increase in viewing time overall, and it presents some interesting exploratory findings highlighting similarities and differences in the viewing program choices of preschool-aged children and their families from several racial and ethnic backgrounds. Finally, the article suggests recommendations for researchers, clinicians, educators, and others working with families with young children to make more informed recommendations on early childhood viewing.