Formal features (i.e., rapid action, dialogue, and animation) and content variables (i.e., violence, theme, and sex of characters) were analyzed as possible determinants of gender differences in children's television viewing. Two studies are reported. In Study 1, 5- and 7-year-old boys' and girls' visual attention was observed during four animated programs representing four combinations of high and low action with high and low violence. Boys' visual attention was greater than girls'. Attention was higher to high violence than to low violence. Boys' attention did not vary across treatments, but girls attended more to programs with low action than with high action. In Study 2, nine earlier laboratory studies, each with an independent sample, were subjected to a secondary analysis. The procedures were similar to Study 1; the samples ranged from 3 to 11 years old. Across experiments, boys attended significantly more than girls. The secondary analysis was designed to identify program form and content variables that might account for gender differences. Most content and form attributes failed to account for the pattern of gender differences in attention across or within studies. There was weak support for the notion that violent content and animation appeals more to boys than girls. Boys' greater visual attention was not associated with greater comprehension relative to girls'. It was proposed that girls focus more on the verbal auditory content of television, and boys focus more on the visual content.