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Television is very much taken for granted in today's society it is very rare for children in the Western world not to have access to at least one television. Television is a powerful medium, being able to reach a large audience and to influence them. It seems that children are regarded more as potential consumers than as impressionable young people who need protecting. It is not surprising, then, to see so much advertising targeted at children whose ability to use 'pester power' to get their own way with their parents is unrivalled.

The impact of television on the levels of consumerism has to be one of the most negative aspects of the prevalence of television-watching by children. Children are highly suggestible creatures who are attracted to bright colours, cartoon figures, jaunty tunes, and the latest gadgets and gizmos that are all the rage. When they are continually exposed to the idea that they must want such an item they are led to believe it, especially when all their friends are exposed to the same advertisements. Children want to fit in, and they are given the impression that owning the latest toy will help them do so, whilst failing to acquire it may result in a certain level of exclusion and isolation.

Concern has also been expressed over advertising and the marketing strategies employed by fast-food companies and junk-food manufacturers who are marketing food high in calories, fat, salt and sugar to children who know no better, and simply want to try a tasty-looking treat. In the United Kingdom and other European countries the advertising of unhealthy' foods targeted at children have been banned or at least restricted from being shown on television, particularly when children's programming is most likely to be shown.

Although advertising cannot solely be to blame for the rising levels of obesity amongst children, marketing consultants clearly do not have the health of children at the forefront of their minds when designing their campaigns. They are focused on the fact that once children try a sugar-laden, fatty product, the taste and the chemicals will make them want more, creating customers who will remain loyal well into their adulthood.

Another problem which has been created by television is the exposure that children are getting to programmes of an adult nature, or with themes which may not be suitable for youngsters. Parents are failing to control the programmes that their children watch, which is particularly true of parents who allow their children to have televisions in their room.

With more channels available than ever before at all times of the day, children are able to watch films and shows full of sex and violence. This may not necessarily have a negative impact on their behaviour, but surely it would be better for children to watch such material only when they are old enough to actually understand it.

Television has many benefits, enabling individuals to see what is going on in the rest of the world, and there are many educational programmes from which everybody can learn. However, television has made people lazier children no longer spend the majority of their time playing outside, and parents are also reluctant to be more active. Children are also lazier in the fact that they are less likely to invest time in reading a book when they can watch the film, or get a similar level of fulfilment from watching their favourite television programme. Ultimately, though, it is up to parents to control how much television their children watch as well as the content. Television should be regarded as a luxury not a necessity.

Learn more about this author, Michelle Wilkinson.
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