Gender ideologies were essential elements of the socialist project and provided important mechanisms to support the ideal of women's emancipation and equality between the sexes. Television content was seen as a critical tool to promote the new social order and was strategically used for its educational and cultural potential to mobilize and propagate an image of the woman as a producer of goods and reproducer of the labor force. In the West, TV has also been shown to support gender stereotypes aligned with the social expectations of men and women in a given period. A historical overview of the gender stereotypes on Bulgarian television during socialism and in the postsocialist transition illustrates that while portrayals of women in the early days of socialism focused on the “tough girl” female heroine who successfully manages the double burden of motherhood and work, as socialism began to falter, the image of the TV woman began to change, although never directly challenging the ideology of gender equality. Analysis of current Bulgarian female TV characters demonstrates that in the postsocialist period, a new heroine has emerged, stripped of socialist consciousness and fully immersed in the realities of the market, using her sexuality as a currency and actively retrenching from public life and political participation.