Since verbal responses are a salient and easily documented index of acquisition of learning skills, a project was undertaken in 1972 to collect and analyze the verbal response of viewers of "The Electric Company." A data collection instrument was designed to tally: (1) reading of print on a television screen; (2) spoken anticipation of print to appear on the screen; (3) instruction-related verbalization; (4) oral participation in songs; and (5)irrelevant verbalization. Data were collected during the course of 60 shows, and results were correlated with factors such as: viewing conditions, pre- and postviewing reinforcement activities, and production format. This report discusses the results in detail. (EMH)