TV watching : A menace

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TV watching has become a menace for children these days. If we try to persuade them affectionately,they tend to be adamant. If we become strict, they feel miserably. When expert opinion is sought, they advise that the children should be asked their most favourite programs and their TV watching should be restricted to those programs only. But when the children go to school or to play they learn about many other programs. If they are denied access to those, they try to watch them at their friend's house or elsewhere. Keeping them under observation alll the time is neither possible nor advisable. I have tried every alternative but all in vain. Is there a simpler way other than the expert's opinion?