The study aims to understand ho the residents in Kaohsiung city and county perceive and evaluate Taiwan's television performance and reform. The third-person effect as also as other possible influential factors are also taken into account and empirically examined in a telephone survey. According to the statistical results of a path analysis, residents with a higher education, media efficacy, and regulatory views tend to support television reform. Contrary to the hypothesis of the third-person effect, the study argues that the less negative impacts on both themselves and others are presumed by those respondents, the more likely that they will support television reform. And social movement model has been tested and suggested as a better approach to comprehend television reform in southern Taiwan.