This study examines the perspectives of children and parents regarding television viewing in Jammu, India. The research involved 50 children aged 6-12 years from Gole, Talab Tillo, Jammu, using a self-devised interview schedule and observation methods. The findings indicate that all children in the sample watch television, with cartoons, sports programs, and reality shows being their favorite genres. Children also showed a strong interest in food, toy, and cosmetic advertisements. Parents reported that their children spend varying amounts of time watching TV daily and weekly, with boys generally spending more time than girls. The study highlights the negative impacts of excessive TV viewing on children's behavior, academic performance, and health, while also noting the positive effects of educational and informative programs. Parents expressed concerns about the influence of TV advertisements on their children's purchasing behavior and the impact of late-night TV viewing on sleep patterns. The study concludes that active parenting is crucial to ensure that children have a positive experience with TV and to mitigate its negative effects.This study examines the perspectives of children and parents regarding television viewing in Jammu, India. The research involved 50 children aged 6-12 years from Gole, Talab Tillo, Jammu, using a self-devised interview schedule and observation methods. The findings indicate that all children in the sample watch television, with cartoons, sports programs, and reality shows being their favorite genres. Children also showed a strong interest in food, toy, and cosmetic advertisements. Parents reported that their children spend varying amounts of time watching TV daily and weekly, with boys generally spending more time than girls. The study highlights the negative impacts of excessive TV viewing on children's behavior, academic performance, and health, while also noting the positive effects of educational and informative programs. Parents expressed concerns about the influence of TV advertisements on their children's purchasing behavior and the impact of late-night TV viewing on sleep patterns. The study concludes that active parenting is crucial to ensure that children have a positive experience with TV and to mitigate its negative effects.