The 77 drama and comedy episodes were all part of the 1984 television season used in an earlier study. The analysis focused on the circumstances under which alcohol was shown and on the consequences for plot and character development. Twelve of the 48 series involved used alcohol images in the credit sequences. Alcohol were used as part of sets involving both private homes and bars. Central characters on series often drank before, during and after meals. Alcohol was also usually shown in party and celebration scenes. Wine was strongly associated with women as a cocktail, while a preference for beer often indicated working-class status or indicated a rural setting. A few characters, usually because of a history of alcohol problems, ordered nonalcoholic drinks. Television seldom showed heavy drinking or drunkenness, although it often showed its consequences. Pretending to be drunk also sometimes served a strategic purpose. Solitary drinking, drinking in response to stress, drinking excessively, and drinking at inappropriate times were shown as expressions of characters' internal states without the connotation of problem drinking. Consequences of heavy drinking rarely reflected those described from a public health perspective. Further research is needed to determine the effects these portrayals have on viewers. Tables, notes, and 9 references.