This essay is a personal reflection on the implementation of "Creating Critical Viewers," a national media literacy program sponsored by the National Academy of Television Arts and Sciences (NATAS), an industry association, in 1995. The television industry's decision to develop a media literacy curriculum in the 1990s was a powerful…

The experience of Thames Television in presenting an educational series during prime time is described. "The Botanic Man," a series on ecology, is a rating success. Several difficulties encountered in collaboration efforts and follow-up activities, including courses and workbook publications, are identified. (JMF)