THE PURPOSE WAS AN INVESTIGATION OF THE EFFECTS OF 1 YEAR'S UTILIZATION OF EDUCATION TELEVISION UPON THE ATTITUDES OF A SELECTED SAMPLE OF TEACHERS AND PUPILS AT BOTH THE ELEMENTARY AND SECONDARY LEVELS. ATTITUDE SCALES WERE DEVELOPED FOR OBJECTIVE MEASUREMENTS OF THE ATTITUDES OF PUPILS AND TEACHERS. EACH SCALE ENCOMPASSED (1) CURRICULAR CONTENT, (2) INSTRUCTIONAL EFFECTIVENESS, (3) ROLE OF THE TEACHER, AND (4) ROLE OF THE PUPIL. THE SCALE ITEMS REQUIRED FORCED-CHOICE ANSWERS. THEY WERE TESTED AND REVISED. THE SCALES WERE ADMINISTERED BEFORE AND AFTER TELEVISION PRESENTATIONS TO 1,633 ELEMENTARY PUPILS, 1,487 SECONDARY PUPILS, AND 401 TEACHERS FROM SOUTHWESTERN INDIANA AND SOUTHEASTERN ILLINOIS. USABLE DATA WERE RECEIVED FROM 10 ELEMENTARY AND 10 SECONDARY SCHOOLS. TOTALS AND MEANS WERE COMPUTED FOR EACH SCHOOL, GRADE, AND SUBJECT AREA. DATA ON TEACHERS WERE PROCESSED TO DETERMINE (1) TOTAL SCORE, (2) GRADE LEVEL TAUGHT, SEX, TV SUBJECT TAUGHT, YEARS OF EXPERIENCE, RESPONSE TO EACH ITEM, AND (3) WHETHER OR NOT THE TEACHER HAD PARTICIPATED IN A COURSE OR WORKSHOP ON THE UTILIZATION OF INSTRUCTIONAL TELEVISION. CONFIDENTIAL FORMS WERE SENT TO 20 SCHOOL ADMINISTRATORS FOR THEIR RATING OF TEACHERS ON A 6-POINT SCALE. IN GENERAL, THE FINDS ARE CONSISTENT WITH THOSE OF OTHER ATTITUDINAL STUDIES IN INSTRUCTIONAL TELEVISION AND OTHER EDUCATIONAL INNOVATIONS. AFTER A 1-YEAR USE, RESULTS WERE EQUIVOCAL. (HB)