This study explores children's and parents' perspectives on television viewing in Jammu, India. The research involved 50 children aged 6-12 years and their mothers. The findings indicate that all children prefer watching television, with cartoons, sports, and reality shows being their favorites. Children enjoy TV advertisements, particularly those for food, toys, and cosmetics. Parents believe that excessive TV viewing negatively affects children's behavior, concentration, and health. They also note that TV advertisements influence children's purchasing decisions and eating habits. Children spend significant time watching TV, often more than 4 hours daily, which reduces time for social interaction, physical activity, and academic tasks. TV viewing is linked to attention problems, sleep disturbances, and poor academic performance. However, some educational programs on channels like Discovery and National Geographic can enhance children's knowledge. Parents are advised to monitor and limit TV viewing to ensure children's well-being. The study recommends that parents regulate children's TV time, accompany them while watching, and discuss the content they watch. Parents should also control TV viewing to prevent attention problems and unhealthy eating habits. Overall, the study highlights the dual impact of television on children, emphasizing the need for balanced media consumption and parental guidance.This study explores children's and parents' perspectives on television viewing in Jammu, India. The research involved 50 children aged 6-12 years and their mothers. The findings indicate that all children prefer watching television, with cartoons, sports, and reality shows being their favorites. Children enjoy TV advertisements, particularly those for food, toys, and cosmetics. Parents believe that excessive TV viewing negatively affects children's behavior, concentration, and health. They also note that TV advertisements influence children's purchasing decisions and eating habits. Children spend significant time watching TV, often more than 4 hours daily, which reduces time for social interaction, physical activity, and academic tasks. TV viewing is linked to attention problems, sleep disturbances, and poor academic performance. However, some educational programs on channels like Discovery and National Geographic can enhance children's knowledge. Parents are advised to monitor and limit TV viewing to ensure children's well-being. The study recommends that parents regulate children's TV time, accompany them while watching, and discuss the content they watch. Parents should also control TV viewing to prevent attention problems and unhealthy eating habits. Overall, the study highlights the dual impact of television on children, emphasizing the need for balanced media consumption and parental guidance.