Television viewing has been linked to the increasing problem of obesity in young children, as well as to the development of inappropriate eating behaviours, yet the mechanism behind this link remains unclear. This study investigated the messages about food and eating that appear in a sample of preschool children's television shows and found that non-nutritious foods are as common as nutritious foods and the consumption of non-nutritious food is usually reinforced. Snacking is more common than proper meals, and eating is often shown as rushed. Possible implications of these messages on children's developing eating habits are discussed. (Contains 7 tables.)