Research shows that audiences do not consume any type of television program homogeneously; e.g. young teenagers in Britain have a higher rate of consumption of action adventure than other age groups. The amount of viewing action adventure as well as violent films in Britain does not exceed one-fifth or one-sixth of the overall viewing diet per week. In examining personality attributes, the author cites evidence indicating that more timid people who are lower on sensation seeking and higher on external locus of control view more action adventure. Moreover, these programs tend to be rated as having relatively low impact and attention value. Other research suggests that high violence content is not a factor in attracting larger audiences. The paper concludes that more timid, rather than more aggressive, people view violence-containing programs for their arousal-inducing and retribution-dealing attributes. Tables and approximately 30 references. (Author abstract modified)