The authors adopt a socialization explanation for young viewers’ attitude toward television programs. Attitude is theorized as an outcome of socialization process, involving two socialization agents: parents and mass media. In particular, it is hypothesized that family communication (socio-oriented communication and concept-oriented communication), parental television mediation (active mediation, restrictive mediation and co-viewing), preference for watching television programs, extent of television viewing along with socio-structural variables (age, gender and pocket money) are related to attitude. The results suggest that the proposed socialization model of young viewers’ attitude toward television programs is supported by data from a sample of school and college students except for two variables age and pocket money. Finally, implications for marketers are presented.