To determine whether the structure of religious programs helps develop ethos (the image held of a communicator at a given time by a receiver) in terms of character, intelligence, goodwill, and charisma, an analysis was made of four religious programs: "The PTL Club", "The 700 Club", "Jimmy Swaggart," and "The Hour of Power." A coding sheet was used to record the following production concerns: (1) program segment, (2) length of segment, (3) number of camera shots in the segment, (4) symbolic significance of camera to the speaker, (5) music (entertainment), (6) graphics, (7) audience reaction shots, and (8) audience analysis. Data analysis revealed that all four programs attempted to establish ethos. However, two programs appeared to be more successful than the others. The structures of "The Hour of Power" and "The 700 Club" contributed to the programs' character, intelligence, goodwill, and charisma. Both programs contained program segments that gave a balance of diversity to the program. A further contributing feature of each of these programs was the lower number of camera shots. But the strongest point for both programs was the appearance of organization, preparation, and well-informed participants. (The coding sheet used in the study is appended.) (HOD)