A project designed to develop a television teacher rating instrument, and to study relationships between ratings of teachers, measures of student personality, and student reports of mood associated with instruction utilized over 2,300 undergraduates: 618 of them described an ideal teacher on an adjectival rating scale and the remainder rated professors in five television teaching experiments on semantic differential scales. Factor analytic procedures identified ten television teacher traits: communicative ability, stimulation, control, assertiveness, composure, dynamism, friendliness, wit, profundity, and intimacy. The teacher was rated higher on the factors of intimacy and assertiveness on television than in the classroom. The television presentation eliminated differences in teacher ratings due to student seating. The teacher achieved identical mood complexes over television and in the classroom. Two professors were rated higher on many factors than their colleagues but these variations occurred independently of other variables. Significant correlations were obtained (1) between student personality characteristics and reports of mood before and after television lessons and (2) between postlesson moods and teacher traits. Major changes in affective behavior occurred during experimental lectures, but the mood changes occurred independently of student personality characteristics. (The rating scale and semantic differential are appended.) (Author/JS)