Authorities are urging Victorians to pay attention around roads and avoid getting distracted by their phones.

Transport Accident Commission chief executive Joe Calafiore said 196 pedestrians had been killed on Victoria's roads over the past five years, with distraction emerging as a major factor.

Pay attention: Pedestrians are being told to watch the road, not their phones. Credit:Paul Jeffers

"That number is far too high and we have to do something about it," he said.

"Victorians are starting to get the message when it comes to the dangers of driving while on the phone but unfortunately too many people seem unaware of how dangerous distraction can be when you're on foot."