RESUMEN
OBJECTIVE: To explore the views of British 10-11 year old children towards reducing their screen-viewing and their screen-viewing reduction strategies. METHOD: 10 focus groups were conducted with 55 10-11 year old children (30 girls, 25 boys) in Bristol (UK) in 2010. Data were transcribed and transcripts were analysed using thematic analysis. RESULTS: Three main themes were developed: Reaction to Reduction; Reduction: What, when and what else instead?; and Strategies to reduce screen-viewing. Participants reacted largely positively to reducing their screen-viewing although enjoyment, established routines and favourite TV programmes presented barriers. A range of screen-viewing modes were put forward as candidates for reduction and participants believed they would replace screen-viewing with both physically active and non-screen sedentary behaviours. Reduction strategies identified comprised the provision of alternative activities, facilities and after school clubs, peer-led educational interventions, behavioural strategies such as the use of rewards, charts and time limits which involved children's parents and parent-child collaboration. Unexpectedly, participants identified the focus group itself as a means of encouraging self-reflection and initiating change. CONCLUSION: Children appeared open to screen-viewing reduction and identified the strategies that they may respond to best. This can inform the development of interventions designed to reduce screen-viewing.