Summary The language of television represents a burning problem which is somewhat underemphasized, in particular with respect to the language of children programs. Television inevitably influences children and contributes to the formation of their language skills. Therefore, the language of TV programs intended for children must be as clear, accurate and comprehensive as possible and the word carried in the ether shall be vivid, expressive and conform to the rules of standard language. The subject matter of this study is the borrowed vocabulary used in TV programs for children. Based on the material collected from programs „Gustavo enciklopedija“ and „Tele bim bam“ (the study material covers eight shows of „Gustavo enciklopedija“ program and eight shows of „Tele bim bam“ program broadcast over Lithuanian TV channel in the period from September 20, 2003 to February 1, 2004), the study has attempted at defining and describing the specifics of loanwords in oral language of children programs as well as at analyzing and comparing the structure of borrowed vocabulary and its use tendencies observed with respect to TV programs „Gustavo enciklopedija“ and „Tele bim bam“. The above shall be considered as constituting the study objective. It should be noted that the language of children programs is not homogeneous. Apart from the native words, the language of children programs uses quite a number of loanwords, including the international words, new borrowings, barbarisms and... [to full text]