Purpose- The researchers have attempted to examine the attitude of viewers of television towards television advertising by Mobile Network Operators in terms of its hedonic/pleasure value, societal, personal, ethical, economic consequences and regulatory aspects. Methodology- The attitudes towards economic, ethical, personal, societal consequences, and regulatory aspects were measured using Polly and Mittal (1993), attitudes towards Hedonic/pleasure value were measured using a 3 item scale for measuring the same by Ramaprasad and Thurwanger (1998) while general attitudes towards television advertising by mobile network operators were measured using a 3 item scale by Muehling (1987). A five point Likert scale has been used in order to measure the respondent’s attitudes. Data- A total of 200 hundred questionnaires were personally administered among the students of two universities in Islamabad and one in Rawalpindi, out of the 195 questionnaires returned 6 were rejected and 189 were selected for final analysis. Results- The chi square test results of general attitudes of the respondents towards television advertising by Mobile Network Operators were not encouraging as the general attitudes of the viewers are not positive. Among the most important contributions of the television advertising perceived by respondents were the hedonic/pleasure aspect of the television advertising and the resulting increase in competition providing quality services at reduced rates. However the respondents generally rated television advertising by Mobile Network Operators as unbelievable, deceptive and damaging the values of the youth of the society. Main Contribution- This study is the first of its kind in Pakistan which gives valuable insight into the attitudes of mobile phone users towards multiple dimensions of television advertising by Mobile Network Operators in Pakistan. This study will help the Mobile Network Operators to shape their advertising strategies in order to make them more effective