This paper discusses the need for innovative research paradigms in assessing the impact of television on children. Past research has shown that television, as part of a child's environment, can influence the social behavior of young children in positive and negative ways. It is suggested that researchers now study ways in which children's programing can become a medium which interacts with the child, performing a type of "surrogate" function. It is also suggested that effective programing would allow the child to learn about himself in relation to what he sees on television, leading to growth in self concept and self esteem. One such television program for children, "Fat Albert and The Cosby Kids" is presented as an example of an attempt to look at issues, problems and concerns faced by children as they grow and develop. A study which investigated the Fat Albert series to determine to what extent the prosocial messages of the program were communicated to children found that almost nine out of ten children (89.3 percent) received one or more specific prosocial messages from viewing an episode of Fat Albert. The findings do not indicate whether the messages were accepted or if they modified subsequent behavior. Research models and methodologies aimed at improving the theory and evaluation of television as it relates to the child are called for. (BRT)