The author, in what appear to be introductory remarks to a conference addressing violence in the media, cites numerous statistics reflecting violence in the media, concluding that the question of violence in the media should be considered a health care and child protection issue, rather than as a free speech issue. Basing his conclusion on studies on the effects of television violence, the author states that viewing television violence contributes to a child's anti-social behavior and probably increases a child's aggressive tendencies. The author, however, warns that other behavioral variables such as poverty, joblessness, drugs, parental neglect, decay of the city, breakdown of family life, lack of education and jobs, and the proliferation of guns also contribute to the increasing violence in society. Media are not to blame for all of the violence. Self-regulation of the media, rather than governmental regulation, is advocated. Also encouraged are increased support for research by introducing the study of violence into the curriculum and the publication of articles, books, and speeches about the dynamics of the effects of violence in the media; notification of advertisers that the public does not welcome violent content in its media; increased interaction between media principals and researchers, psychologists, and others to develop creative alternative strategies to violent programming; and the development of a code of ethics that addresses the portrayal of violence by the media. Legislative efforts should be limited to soliciting funds for education and research. This paper includes six tables. Three tables summarize the results of consumer surveys concerning viewing habits of television shows containing sex and violence and impressions of products advertised on shows containing sex and violence. Three tables summarize advertisers' reactions concerning an organized rating system for violent content on television programming, their use of ratings on violence on television in making advertising purchase decisions, and the likelihood of their restricting advertising purchases in programming with high violence ratings. 17 references