The paper deals with the role of media in education and socialization of elementary school children, that is, with a specific type of transfer that is acquired through alternative forms of learning, especially through television as a medium. Apart from the process of education, the focus of the paper is on the process of socialization of primary school children, because television as a medium and media in general affect behavior, hab- its, emotional development, and social relations of children and youth. The research problem is related to children’s preferences in choosing media contents and their parents’ role in this process. The basic hypothesis of the research is that the role of mass media, specially television, in the transfer of knowledge of elementary school children is significant. Within the framework of specific hypotheses, the existence of both positive and negative effects of the transfer of knowledge acquired through media on the socialization of elementary school children was assumed, as well as the fact that parents have a significant role in the process. A combined method was used in the research: quantitative survey research and quali- tative focus group research. The survey sample of 246 respondents included children from two schools, one rural and one urban (64 from each school), and parents from one rural and one urban schools (58 from both schools). The focus group sample consisted of two groups of parents from these schools (eight from the rural school and ten from the urban one). Techniques of descriptive statistics and qualitative analysis of respondents’ answers were used to process the obtained data. The results of the research showed that the role of mass media communication in the transfer of knowledge is significant for the socialization of children, but also that the role of media (television) is less pronounced when it comes to the education of children, because children are more focused on the entertainment content. The lack of restrictions in media industry and the introduction of the market principle as media regulatory mechanism was expected to be sufficient for achieving the public interest; however, the educational role of media was neglected at the expense of the entertainment role, which becomes a profit generator. Hence, the children’s choice of TV programs can be assumed to be caused by the lack of production-designed educational programs in commercial media, intended for children. The fact that almost half of the children involved in the research (attending higher grades of elementary school) watch educational documentaries on foreign channels shows that there is interest in educational programs; however, younger children are not able to follow complex formats, therefore the content needs to be simplified and made suitable for different ages. In addition, the contents should be selected in such a way that they correlate with school curricula.