In the move towards a multi-channel, commercially led, global media system, children have emerged as a significant new market: there is now more children's television available than there has ever been. At the same time, critics have argued that the boundaries between childhood and adulthood are becoming blurred. Children's television may be changing, but so are views of the audience for which it is designed. Many commentators have condemned the anti-educational influence of programmes such as Teletubbies; the dangerous sensuality of Live and Kicking and the violence and vulgarity of American cartoons. This publication challenges those views by taking a serious look at what they have to offer.