An analysis of content is not enough to illuminate the exceptional vitality and segmentation of the TV press in France. The author therefore explores the enunciative strategies of this sector, from its beginnings in 1950 to the present, with reference to the diversity of visions and the multiplicity of relations offered to readers and roles attributed to television. This study, focused on the discourse of seven programme guides, reveals that the success of TV magazines in France stems from their capacity to display functions of prescription and escapism, while defining a specific register of popular culture for each title.