The world is flooded with American media products, especially television programs. This study examined how American television viewing affects Thai college students' perception of Thai traditional culture, and how Thai television viewing affects their perception of it.Two hundred sixty-one Thai college students were given a survey in three communication classes at Chulalongkorn University, in Bangkok, Thailand during June/July, 2006. Results were analyzed by means of ANOVA with accompanying Scheffe test. The hypotheses were rejected. Hypothesis one stated American television viewing affects Thai collage students' perception of Thai traditional culture negatively. Hypothesis two stated Thai television viewing affects Thai college students' perception of Thai traditional culture positively.