In most of the predominantly subtitling countries across Europe, children’s TV programmes are very often revoiced because of the age-range of their expected audience and because of the need to preserve their visual integrity. In Greece, however, it has been discovered that in the same years under study (1994-1995) only 55% of the total children’s TV programmes were released dubbed, whereas 45 % were released subtitled. So what are the motivations that drive the commissioners into deciding to subtitle children’s TV programmes too? In order to investigate this normative phenomenon the author follows a systematic approach and tries to account for all the factors participating in the formulation and perpetuation of normative situations in audiovisual translation. These factors are classified under a) the products themselves (children’s TV programmes), b) the audiovisual mode in question (TV), c) the targeted audience/ recipients (children), and d) the human agents / commissioners involved (in children’s TV programmes).