Sesame Street:  Educating Young Children Around the World M is for Mobile Conference  March 2011
<ul><li>Harness the power of media to help children around the world reach their highest potential. </li></ul>Sesame Works...
The 1960s THE BEGINNING
Sesame Workshop Model <ul><li>Sesame Workshop programs are designed to be both educational and entertaining </li></ul>
Reaching Audiences  Through Multiple Media  Platforms Linear Television Home Video Live Shows Website Visits Digital Media...
Afghanistan Kosovo Bangladesh Brazil Canada China Denmark Egypt France Germany Netherlands India Indonesia Israel USA Japa...
40 Years of Educational Content Whole Child Curriculum Cognitive Learning Social & Emotional Learning Physical & Mental He...
SESAME WORKSHOP PROCESS Content  Seminar/ Education  Advisors Distribution (broadcast, materials’  dissemination, etc.) Su...
<ul><li>Bangladesh: </li></ul><ul><ul><li>Girls’ Education </li></ul></ul><ul><ul><li>Basic Skills </li></ul></ul><ul><ul>...
<ul><li>Eradicate extreme poverty and hunger </li></ul><ul><li>Achieve universal   primary education </li></ul><ul><li>Pro...
ACHIEVING MAXIMUM REACH and IMPACT Low Technology High Technology Community Mass Reach Digital Initiatives Community Viewi...
Community Outreach <ul><li>Through Community Outreach, we address the needs of the most underserved populations by: </li><...
ALTERNATIVE DISTRIBUTION METHODS Community Viewing in Bangladesh Bioscope in India “ Story Pond” in India Denti-Bus in Ban...
Formative Research:  Ensuring Appeal and Comprehension <ul><li>Solicit child’s perspective </li></ul><ul><li>Conduct one-o...
Measuring Impact <ul><li>Sesame Street  is the most extensively researched program in the history of television </li></ul>...
Reach <ul><ul><li>Even children living in deep rural areas have access to  Sesame Street . </li></ul></ul><ul><ul><li>EGYP...
<ul><li>Gains in literacy & math </li></ul><ul><ul><li>Bangladesh  [ACPR, 2007, see graph) </li></ul></ul><ul><ul><li>Indi...
Joan Ganz Cooney Center <ul><li>Our Mission  </li></ul><ul><li>To foster innovation in children’s learning through digital...
Recent Research Reports
Ready-To-Learn Cell Phone Study <ul><li>Goal </li></ul><ul><li>To investigate  the effectiveness  of using mobile technolo...
THANK YOU!
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  • Time of Turbulence Controversial war Riots in our inner cities Assassinations Great Texan – LBJ launched the War on Poverty Head Start PBS Vista – Job Corps GATES FOUNDATION MISSION: To reduce inequity Founded on the belief that “all lives have equal value”
  • An innovative method of applying and integrating expertise in production, in educational content, and in research Effective for more than 36 years with evident benefits for children around the world
  • The Workshop develops innovative and engaging educational content delivered in a variety of ways — including television, radio, books, magazines, interactive media, and community outreach. Taking advantage of all forms of media and using those that are best suited to delivering a particular curriculum, the Workshop effectively and efficiently reaches millions of children, parents, caregivers, and educators — locally, nationally and globally. Expansion of our digital distribution and broadband content over the last few years: iTunes, Vcast, Hulu, YouTube, Sprout VOD, Sesame Street podcasts SesameStreet.org, Warner Bros games , Wii, DS platforms SST Audiences TV: 6.3MM avg wekly viewers Hispanic audience indexes 73% higher and African-American audience indexes 25% higher than that of total U.S. television households* Web : 113MM yearly digital impression (2009: iTunes, Vcast YouTube, Hulu PBS Kids, podcasts 24MM Sprout VOD downloads Theme Parks : Over 30MM yearly vistors SST Live : 1.3 MM attendance Home Video 3.8 MM yearly units Toys : 17.2MM yearly units Outreach : 7.7MM kits distributed (4 yr. period) *based on Nov 09-Jan 10, HHLD Live+7 AA(000) verses 09-10 season UE
  • MENTION HISTORY IN CHINA Big Bird in China Co-produced with CCTV. One-hour special broadcast on CCTV and NBC in 1983. Critically acclaimed. Memorable and still recognizable in the minds of Chinese audience. Sesame English Co-produced with STV, 52 half-hour episodes. 1-year broadcast on STV (2000-2001), 2-year broadcast on TVBS (2000-2002), Sponsored by P &amp; G and TransAsia. Emphasizes “conversational” English. 1-2-3-4-5 Co-produced with STV, 104 20-minute episodes. 2-year broadcasts on STV and CETV (1999-2001.) Winner of prestigious Golden Child Award in China Sponsored by P &amp;G Math game show for 8- to 12- year-olds I Love Science Co-produced with CETV 2 year broadcasts on STV and CETV (1998-2000.) Highly praised by panel members of China’s Ministry of Education Sponsored by KFC Motivates science inquiry and exploration
  • Sesame Street continues to stand out as the most thoroughly developed and researched preschool television program and media offering with a comprehensive curriculum that focuses on the development of the whole child.
  • This is not a mere stepped process. The Sesame Workshop Model permeates every aspect of the development and production process.
  • Vary from Country: Bangladesh – Basic education Egypt – Girls South Africa - HIV
  • We use comprehensive strategies across multiple platforms that address both reach and impact, tailored to country-specific conditions Delivery mechanisms – across two dimensions (scale of technology and scale of reach)
  • TV series is flagship but strengthened by community outreach.
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  • Sesame workshop overview charlotte cole

    1. 1. Sesame Street: Educating Young Children Around the World M is for Mobile Conference March 2011
    2. 2. <ul><li>Harness the power of media to help children around the world reach their highest potential. </li></ul>Sesame Workshop’s MISSION
    3. 3. The 1960s THE BEGINNING
    4. 4. Sesame Workshop Model <ul><li>Sesame Workshop programs are designed to be both educational and entertaining </li></ul>
    5. 5. Reaching Audiences Through Multiple Media Platforms Linear Television Home Video Live Shows Website Visits Digital Media Theme Parks Products Outreach Publishing radio
    6. 6. Afghanistan Kosovo Bangladesh Brazil Canada China Denmark Egypt France Germany Netherlands India Indonesia Israel USA Japan Jordan Kuwait Mexico Northern Ireland Palestine Russia South Africa Namibia Botswana Lesotho Swaziland Tanzania The Longest Street in the World Nigeria Portugal Philippines Poland Turkey Norway Sweden Spain Colombia Pakistan
    7. 7. 40 Years of Educational Content Whole Child Curriculum Cognitive Learning Social & Emotional Learning Physical & Mental Health 21 st Century Skills Alphabet/Letters Vocabulary Rhyming Mathematics Thinking Skills Science Health & Safety Resilience Getting Along with Others Feelings Self Confidence Disabilities Cultural Appreciation Spanish Language Music, Art & Creativity Global Awareness
    8. 8. SESAME WORKSHOP PROCESS Content Seminar/ Education Advisors Distribution (broadcast, materials’ dissemination, etc.) Summative Evaluation Production (Workshops, Script Review Material Review, Taping, etc.) Formative Research Assessment of Need Set Educational Objectives
    9. 9. <ul><li>Bangladesh: </li></ul><ul><ul><li>Girls’ Education </li></ul></ul><ul><ul><li>Basic Skills </li></ul></ul><ul><ul><li>Critical Thinking </li></ul></ul><ul><li>Egypt: </li></ul><ul><ul><li>Girls’ Education </li></ul></ul><ul><ul><li>Basic Skills </li></ul></ul><ul><ul><li>Health </li></ul></ul><ul><li>Mexico: </li></ul><ul><ul><li>Health, Safety, Nutrition </li></ul></ul><ul><ul><li>Environment </li></ul></ul><ul><ul><li>Gender Equity </li></ul></ul><ul><ul><li>Literacy </li></ul></ul>Meeting Local Educational Needs <ul><li>Northern Ireland: </li></ul><ul><ul><li>Mutual Respect & Understanding </li></ul></ul><ul><li>Palestine: </li></ul><ul><ul><li>Self Esteem </li></ul></ul><ul><ul><li>Boys ’ Empowerment </li></ul></ul><ul><li>Russia: </li></ul><ul><ul><li>Diversity </li></ul></ul><ul><ul><li>Preparation for Life in an Open Society </li></ul></ul><ul><li>South Africa: </li></ul><ul><ul><li>Diversity </li></ul></ul><ul><ul><li>Literacy, Numeracy, & Life Skills </li></ul></ul><ul><ul><li>HIV/AIDS </li></ul></ul>
    10. 10. <ul><li>Eradicate extreme poverty and hunger </li></ul><ul><li>Achieve universal primary education </li></ul><ul><li>Promote gender equality and empower women </li></ul><ul><li>Reduce child mortality </li></ul><ul><li>Improve maternal health </li></ul><ul><li>Combat HIV/AIDS, malaria and other diseases </li></ul><ul><li>Ensure environmental sustainability </li></ul><ul><li>Develop a global partnership for development </li></ul>SUPPORT THE UNITED NATIONS MILLENNIUM DEVELOPMENT GOALS
    11. 11. ACHIEVING MAXIMUM REACH and IMPACT Low Technology High Technology Community Mass Reach Digital Initiatives Community Viewing Training & Child Care Center Initiatives Print Alternative Visual Media On-Product Messaging Alternative Broadcast (EDUSAT) Radio TV PR & Advocacy
    12. 12. Community Outreach <ul><li>Through Community Outreach, we address the needs of the most underserved populations by: </li></ul><ul><ul><li>Training caregivers, parents, and local educators to use media as an educational tool </li></ul></ul><ul><ul><li>Providing educational materials to extend the impact of TV and radio </li></ul></ul><ul><li>Materials: </li></ul><ul><ul><li>Teachers’ Guides </li></ul></ul><ul><ul><li>Videotapes/DVDs </li></ul></ul><ul><ul><li>Posters </li></ul></ul><ul><ul><li>Classroom Kits </li></ul></ul><ul><ul><li>Activity Books </li></ul></ul><ul><ul><li>Storybooks </li></ul></ul><ul><ul><li>Public Service Announcements </li></ul></ul>
    13. 13. ALTERNATIVE DISTRIBUTION METHODS Community Viewing in Bangladesh Bioscope in India “ Story Pond” in India Denti-Bus in Bangladesh
    14. 14. Formative Research: Ensuring Appeal and Comprehension <ul><li>Solicit child’s perspective </li></ul><ul><li>Conduct one-on-one interviews (before and after viewing) </li></ul><ul><li>Observe children as they view segments and episodes </li></ul><ul><li>Execute background research to inform materials/curriculum development </li></ul>
    15. 15. Measuring Impact <ul><li>Sesame Street is the most extensively researched program in the history of television </li></ul><ul><li>Across the globe, studies have shown that Sesame Street productions have: </li></ul><ul><ul><li>EXTENSIVE REACH: Children have access to the series even in rural and low income areas; </li></ul></ul><ul><ul><li>POSITIVE EDUCATIONAL IMPACT: Children learn literacy, numeracy, health, interpersonal relations, and other skills that prepare them for the future. </li></ul></ul>
    16. 16. Reach <ul><ul><li>Even children living in deep rural areas have access to Sesame Street . </li></ul></ul><ul><ul><li>EGYPT: A multi-wave study in Egypt (Synovate, 2004) found that ALAM SIMSIM reached over 85% of Egyptian preschoolers in both rural and urban areas. </li></ul></ul>BANGLADESH: A study of SISIMPUR indicated the series reached as much as 70% of the target audience of 4- to 7-year-olds (ACPR, 2007), including 87% of urban children and 62% of rural children. Viewing, especially in rural areas, is augmented by outreach efforts such as mobile community viewings INDONESIA: Researchers found that viewership of the JALAN SESAMA television program is high among children living in both urban (71%) and rural (65%) areas (Synovate, 2010).
    17. 17. <ul><li>Gains in literacy & math </li></ul><ul><ul><li>Bangladesh [ACPR, 2007, see graph) </li></ul></ul><ul><ul><li>India [GyanVriksh, 2008] </li></ul></ul><ul><ul><li>Mexico [SEP, 1999] </li></ul></ul><ul><ul><li>Russia [Ulitsa Sezam Res Team, 1998] </li></ul></ul><ul><li>Promoting respect & understanding across Cultural Divides </li></ul><ul><ul><li>Kosovo [Fluent, 2007] </li></ul></ul><ul><ul><li>Israel/Palestine [IJBD, 2002] </li></ul></ul><ul><ul><li>Northern Ireland [Queens University, 2009] </li></ul></ul><ul><li>Increased health knowledge </li></ul><ul><ul><li>Egypt [SPAAC, 2002] </li></ul></ul><ul><li>Changes in knowledge and attitudes about HIV/AIDS </li></ul><ul><ul><li>South Africa [Khulisa, 2005, see graph] </li></ul></ul><ul><ul><li>Tanzania [Borzekowski & Macha, 2009 ] </li></ul></ul><ul><li>Gains in knowledge about malaria prevention and care </li></ul><ul><ul><li>Tanzania [Borzekowski & Macha, 2009, see graph] </li></ul></ul>Bangladesh South Africa Basic knowledge Blood Safety De-Stigmatization Coping with Illness Tanzania International Impact: Evidence from Research
    18. 18. Joan Ganz Cooney Center <ul><li>Our Mission </li></ul><ul><li>To foster innovation in children’s learning through digital media </li></ul><ul><li>Commitment to: </li></ul><ul><li>Championing children’s potential </li></ul><ul><li>Research-based innovation </li></ul><ul><li>Multidisciplinary collaboration </li></ul><ul><li>Engaging the creative community </li></ul>Leveraging a Unique Legacy
    19. 19. Recent Research Reports
    20. 20. Ready-To-Learn Cell Phone Study <ul><li>Goal </li></ul><ul><li>To investigate the effectiveness of using mobile technology to encourage parents to engage children in daily literacy activities </li></ul><ul><li>Sample </li></ul><ul><li>248 families of young children </li></ul><ul><li>Results </li></ul><ul><li>75% of lower-income parents and half of middle-income parents reported alphabet video clips helped children learn letters </li></ul><ul><li>All participants more likely to initiate letter recognition activities with children after participation, and lower-income participants more likely to initiate letter sound activities as well </li></ul>Funded by US Dept. of Education through PBS Ready-To-Learn funds
    21. 21.
    22. 22. THANK YOU!
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