The average child born today will, by age 15, have spent more time watching television than going to school. Research has shown that heavy doses of TV violence viewing are associated with the development of aggressive attitudes and behavior. TV viewing also appears to cultivate stereotypic views of gender roles and race. Finally, television commercials often capitalize on children's naivete, and also can foster and reinforce overly materialistic attitudes. All of these adverse effects can be minimized if parents restrict the amount of overall viewing, encourage some programs and discourage others, and talk to children frequently about the meaning of what they see on television.