The airing of "Sesame Street" on Israeli television in 1971 provided an opportunity to study the effects of a sophisticated media format on a media naive audience. Samples of 93 kindergarteners and 224 second and third graders of mixed socioeconomic background were pre- and posttested for cognitive skills and media literacy. After viewing the program, data were collected, and researchers attempted to define the relationships between viewing time, enjoyment, comprehension, and demographic characteristics. This volume summarizes in detail: (1) the background of the study and its subjects; (2) the research design; (3) measurement techniques; and (4) results of the research. (EMH)