The ways in which television viewing affects sexual attitudes and behaviors may vary by gender. Collins et al (2004) concluded from a telephone survey of teenagers that watching sexual content on television predicts earlier initiation of sexual behaviors. Interestingly, more time watching television was associated with later noncoital activity for males, but not females. Aubrey et al (2003) found that sexual content on television had different effects on college men and women: men tended to expect more variety in sexual acts, whereas women expected to begin sex earlier in a relationship. L. Monique Ward (2002) found that television viewing had a stronger effect on women's endorsement of sexual stereotypes than men's, although men endorsed the studied stereotypes more strongly in general.
The biggest issue that I have with the Collins study is that the survey was performed by telephone in the teens' homes. I suspect that fear of their parents hearing their responses may have influenced some of the answers, especially considering that some (12) of the teens responded reported having had sex at the first interview, and being virgins at the follow-up. Both Aubrey and Ward used the favorite captive audience of psychological research: college undergraduates. One stereotype that Ward used that surprised me was "dating as a game"; if dating isn't a game, I'm not sure what it is. I didn't see any studies on whether people who watch a lot of television have higher or lower sex drives than those who watch less, which surprised me.
Edit: After reading the "dating as game" survey questions (see comments), I have issues with the use of the word "game" in this context, and agree that it is a harmful stereotype. Games are good. The "battle of manipulation" described by Ward is not.