Low-income children are at greater risk for excess screen time and negative correlates associated with screen media use. The goal of this study is to increase our understanding of low-income mothers’ beliefs and practices around their children’s television (TV) use (parental mediation). We administered semi-structured interviews to 296 low-income mothers of children ages four–eight years old in the United States. Five themes emerged from the qualitative analysis: (1) mothers are confident in restriction of TV content; (2) time limits are not as important as TV content and are only necessary in extreme situations; (3) mothers make meaning of child learning from TV content; (4) mothers identified individual differences in child TV overuse; and (5) mothers’ policy on TV during mealtime depends on how they believe TV to affect child mealtime behaviors and mothers’ mealtime goals. We discuss the implications of these themes for promoting parental mediation in low-income families.