Abstract: This paper examines the impact of television viewing in shaping adolescents sexual behaviour. The paper found that sexual content in the television has a ‘profound real-life effect’. This is because Sexual initiation is an important social and health issue and that portrayals of sex on entertainment Television (TV) in Kenya may contribute to precocious adolescent sex.Television viewing can either reinforce norms or offer insights into alternative ways of thinking. The paper sought to investigate TV influence on the sexual behaviour of adolescents by addressing the following three fundamental concerns, (1) how television influences sexual behaviour of adolescents,(2) the extent to which TV viewing may determine the sexual behaviour of adolescents, and (3) the potential dangers associated with exposure to sexual content on TV. The paper found that adolescents often seek sexual information from television content rather than their parents or other adults by being attracted to programs with sexual content. The paper concluded by focusing on the urgent need to address television influence on adolescents sexual behaviour by providing them with critical interpretation and communication skills in multimedia environments.