Abstract
The use of television to promote social development has generated ethical dilemmas that will affect several billion television viewers during 1990s. Development is defined as a widely participatory process of directed social change in a society, intended to bring about both social and material advancement (Rogers, 1976). Television has a greater potential impact on social development now than ever before in human history. Several countries are systematically producing television programs with prosocial messages. Prosocial television content refers to televised performances that depict cognitive, affective, or behavioral activities considered to be socially desirable by most members of a television audience (Rushton, 1982). Ethical concerns regarding the responsible use of television are prompting television producers and officials to reduce the antisocial effects of television by increasing the prosocial content of television programs.
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