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Objective. To determine Latino parents’ beliefs regarding the effects of television viewing on infants and toddlers. Methods. We conducted interviews with 26 Latino parents of infants and toddlers. We evaluated parents’ beliefs about the health effects of television viewing, sources of information on this topic and facilitators and barriers to following the American Academy of Pediatrics (AAP) screen-time guidelines. Results. Parents believed that television viewing was educational for children but were concerned that watching television could worsen children’s vision. Parents would be motivated to limit television viewing by children if it were recommended by a health care provider. Most parents were confident that they could limit their children’s television viewing, although some perceived logistical challenges to following guidelines. Conclusions. Parents in our study had limited knowledge of the effects of television. Counseling on television by health care providers for Latino parents may decrease Latino infants and toddlers’ television exposure.