A number of negative health consequences in children have been associated with overexposure to media. The goal of this research was to better understand parental approaches to influencing children's use of media (television, video and computer). An office-based survey was administered to parents to collect data on demographics, reported media behaviors, parental awareness about media effects, television in the bedroom and parental concern. A study sample of 1,831 children between the ages of 2 and 11 years old was drawn from children presenting for well-child office visits in participating American Academy of Pediatrics clinics in the U.S., Ontario and Puerto Rico. Restrictive, instructive and unlimited parental mediation approaches were studied in relation to the outcomes of interest.