Thirty-four second grade children were asked to watch one and a half hours of pre-recorded television program. consisting of either traditional or non-traditional format regarding household sex role, stereotyping. They were administered pre- and post-experimental questionnaires concerning attitudes toward play activities, careers, and television program preference. Data indicate that boys watching the traditional format judged more occupations as belonging to -men, whereas boys and girls viewing the non-traditional programs saw the occupations as more appropriately belonging to both sexes. The data indicate the power of television in shaping children's attitudes, both positively and negatively.