The goal of this article is to present some conceptual elements for a "political agenda" for Brazilian mass media, and television in particular. We initially put forth some considerations on the importance of societal participation in formulating what is shown on tv, in such a way as to create citizen-building participation; this is followed by a discussion of what such participation, and a public agenda for television could entail, as based on the testimony of academics and service professionals. The text concludes with the consideration that, unlike what most communications area professionals argue, Brazil does have a demand for affirmative television, that is, a kind of television that works with long-term social interests in a reflexive and transforming manner.
television; political agenda; public policy; electronic media