I don't usually think of television executives as being modest, shy and retiring. But for a decade or two, the same souls who have bragged about their success in selling products have been positively humble about their success in selling messages.

Yes indeed, they would tell advertisers, children see, children do . . . do buy candy bars and cereals and toys. But no, no, they would tell parents, children see, but children don't . . . imitate mangling and mayhem.

But now the government has released another study on TV and violence. The predictable conclusion is that "violence on television does lead to aggressive behavior by children and teen-agers who watch the programs." After analyzing 2,500 studies and publications since 1970, the "overwhelming" scientific evidence is that "excessive" violence on the screen produces violence off the screen.

Somehow or other, I feel like I have been here before. By now, the protestations of the networks sound like those of the cigarette manufacturers who will deny the link between cigarettes and lung disease to their (and our) last breath. By now, studies come and go, but the problem remains.

Today the average kid sits in front of the tube for 26 hours a week. The kids don't begin with a love of violence. Even today, one runaway favorite in the Saturday morning line-up is about the benign "Smurfs." But eventually they learn from grown-ups.

In the incredible shrinking world of kidvid, there is no regularly scheduled program for kids on any of the three networks between the hours of 7 a.m. and 6 p.m. A full 80 percent of the programs kids watch are adult television. For those who choose adventures, the broadcasters offer endless sagas of terror, chase, murder, rescue.

As Peggy Charren, who has watched this scene for a long time as head of Action for Children's Television, puts it: "Broadcasters believe that the more violent the problems, the more attractive the adventure to audiences in terms of sitting there and not turning it off. The ultimate adventure is doing away with someone's life. The ultimate excitement is death."

The government, in its report, listed some theories about why there is this link between violence on TV and violence in kids' behavior. One theory was that TV is a how-to lesson in aggression. Children learn "how to" hit and hurt from watching the way they learn how to count and read. Another theory is that kids who see a world full of violence accept it as normal behavior.

But I wonder whether violence isn't accepted because it is normalized -- sanitized and packaged. We don't see violence on television in terms of pain and suffering, but in terms of excitement. In cartoons, characters are smashed with boulders, and dropped from airplanes only to get up unscathed. In adventure shows, people are killed all the time, but they are rarely "hurt."

As Charren put it, "There is no feeling badly about violence on television." We don't bear witness to the pain of a single gunshot wound. We don't see the broken hand and teeth that come from one blow to the jaw. We don't share the blood or the guilt, the anguish or the mourning. We don't see the labor of rebuilding a car, a window, a family.

Our television stars brush themselves off and return same time, same station, next week without a single bruise. Cars are replaced. The dead are carted off and forgotten.

In Japan I am told there is an unwritten rule that if you show violence on television, you show the result of that violence. Such a program is, I am sure, much more disturbing. But maybe it should be. Maybe that's what's missing.

In the real world, people repress aggression because they know the consequences. But on television, there are no consequences. In the end kids may be less affected by the presence of violence than by the absence of pain. They learn that violence is okay. That nobody gets hurt.

So, if the broadcasters refuse to curb their profitable adventures in hurting, their national contribution to violence, then let them add something to the mix: equal time for truth and consequences.