This study applies generational cohort theory, as well as uses and gratifications theory, to investigate the media program preferences of China's Generation X (Gen X) consumers. Using syndicated data from a large random sample of urban Chinese consumers, we find that the Gen X cohort consumers, compared with their preceding generational cohorts, tend to pay more attention to entertainment-based media programs such as television drama series and radio pop music, and shun information-based topics such as news or business reports. Furthermore, while cohort effects on preferences for media program types exist, the effects are less pronounced in more developed regions in China. Compared with their counterparts in Xi'an, a less developed city, Gen X consumers living in Guangzhou, a more developed city, are more attentive to information-based programs on television and in newspapers, and show less preference for entertainment-based content.