The requirement of television for educational purposes arises when specific educational objectives are not achieved through traditional way of teaching. There are a number of things television can do better than the average teacher and traditional educational institutions, but situations where both teacher and educational institutions are not available, television is the answer to obtain educational objectives, Lochte, (1993). This research paper investigates relationship between TV broadcast time, day and duration and student achievement. Data was collected from 197 from urban and rural, male and female students of the Allama Iqbal Open University, enrolled in the spring 2006 Semester in the selected courses. No strong relationship was found between Learning from TV and academic achievement in the AIOU situation. Use of television in the AIOU Situation will be more effective if transmission day, time and duration are adjusted according to the students' demand and when students' assignments are based on both textbook and TV programs. (Contains 4 tables and 2 figures.)