This study focuses on media for development; using television as a mass medium to serve education in Egypt. The study in hand is a case study concerned with the instructional television programs for the primary stage students in Egypt. The researcher focused on three pillars that are: education, media and more importantly, students and their parents. The study is guided by a learning system: Rich Environment for Active Learning. There is an effort exerted for producing a large number of programs annually. Yet, there are several problems that hold the programs back, such as the tight budget, lack of coordination and bureaucracy. Primary stage students lack the culture of active learning. The students and their parents are not aware of the programs, or they may watch them to memorize samples of questions expected to appear in the exams and their model answers. Students have to take private lessons. When the students watched a sample of the instructional programs and a sample of the Egyptian Sesame Street, for comparison.