Get it right: its
People often confuse its and it's.
The form its is the possessive form of 'it':
✗ Television has it's own gods and heroes.
✓ Television has its own gods and heroes.
✗ Society should not punish it's criminals but rehabilitate them.
✓ Society should not punish its criminals but rehabilitate them.
The form it's is the short form of 'it is' or 'it has':
✗ Its true that men are naturally stronger than women.
✓ It's true that men are naturally stronger than women.
Its is used in all types of text, but the short form it's is used mainly in speech and informal writing, not usually in formal writing:
It's too bad that you can't come with us.