An understanding of how we learn to watch television and why we watch television is integral in any examination of television history, industry or regulation. A comprehension of what audiences bring to the televiewing experience and what the television industry does to keep its audience attending is essential in the exploration of what they take away. This text fills this void in the literature. It is specifically designed to complement existing texts from a wide variety of related fields of study. Each chapter ends with a summary that recaps the main points of interest and provides a logical transition to the next chapter.