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It is believed that with the efficiency of educational systems it shall be possible to evaluate the efficiency of states in international competition, since human resources represent a major competitive factor in the world market of goods and services and knowledge and skills. Due to this fact education represents a crucial process in distribution of social influence and power. It is the most contemporary tools in distribution the world's scientific and technical possibilities. In the process of reforming educational systems the need for participation of television and other electronic media in permanent education of adults (life-long education) is more and more obvious but also as a complementary supplement in our school education of the young. In Europe the first in this respect is BBS ((BBC-Digital Teaching Program, BBC for Schools, SOS Teacher, BBC Open University). In the horizon of expectations of the Serbian public the educational function of television is very important (66.7% of population considers it to be the most suitable medium as the supplement and tools for improvement of knowledge of both the employed and even more students). Students gladly watch especially foreign educational programs on television (National Geographic, History channel, Discovery, Animal planet, Travel channel) which fulfill their needs not only in terms of knowledge but also communication (clarity, simplicity of explanation, obvious examples, synthesis, amusement and interesting contents and dramaturgically well conceived method of presentation). Young people do not like much domestic educational, documentary and scientific programs predominantly due to the lack of communication quality. Target auditorium (teachers, students) have brought up their attitudes concerning issues in teaching as well as proposals for possible cooperation of schools and television. They are respectable and can be very useful in improving educational reforms in our country. Even more so as the following data show: 52% of students do not know how to learn correctly and efficiently; 86% of them have different objections to the work of teachers; about 75% of students object to the quality and appropriateness of students' books - which arises the need for more efficient solving of issues in the process of reforming our educational system and in synergy of all competent institutions. [ABSTRACT FROM AUTHOR]