CHILDREN’S TELEVISIONThe Changing Face of Children’s Television | Norma Pecora   Home is Where the Brand is | Sarah Banet-...
THE 1950STV restores family unity in post-war America
WHAT HAPPENED?     Television in the 1950s was like the     iPad of today—everybody wanted     one.     Children’s TV show...
THE 1960SGood Saturday Morning!
WHAT HAPPENED?     TV shifted from singular sponsorship to     participating sponsorship. (Hello,     commercials!)     Th...
THE 1970SBrought to you by the letters P-B-S
WHAT HAPPENED?     “Mr. Rogers’ Neighborhood” and “Sesame     Street” succeeded on PBS, proving that     preschoolers woul...
THE 1980SSaturday Morning Redux, Cable Gets the Hookup,               Baby’s First VCR
WHAT HAPPENED?     The new independent TV stations filled     their programming hours with cheaply     made first-run animat...
THE 1990STeens, Tweens, and Teletubbies
WHAT HAPPENED?                               Commercial children’s TV broadened to cover                               chi...
THE 2000S AND BEYOND   TV and the Internet: It’s complicated
WHAT’S HAPPENING?      Kids today engage with television in a      completely different way, in a number of      different...
POLKAROO! Just a little breather!
GENRE THEORY AND CHILDREN’S TV      Or, age is more than just a number                    For example, adventure stories  ...
EXAMINING THE GOLDEN GOOSE        TV for kids age 6-11                 Kids this age are immensely                curious ...
GENDER PROGRAMMING                          TV for kids age 6-11The Real Ghostbusters                      My Little Pony ...
OLDER CHILDREN         Bringing cult status to TVMost older kids watch adult programming and MTV. But they also fall deepl...
HOCUS POCUS ALIMAGOCUS!       Just a little breather!
MARKETING AND CHILDREN’S TV                       There’s nothing new under the sun                                       ...
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Children's Television | Seminar Presentation

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A seminar on the history of children's television, and how it grew from post-war TV (and a reason for families to buy a TV set), to the marketing and branding juggernaut it has become. Plus, fun links to some of the best kids TV shows ever. Yay, nostalgia!

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  • The readings presented a largely historical overview of children’s television, and then moved into an explanation of how marketing is so closely matched with children’s television, and how that relationship has changed from the network era to today. The explosion of media has created an explosion of branding opportunities for advertisers—and the networks and shows they help pay for. \n\n
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  • There’s limited research and data on children’s television, and what is out there is usually in the context of violent content. \n\nChildren’s television cuts across numerous formats, which reflect adult programming—action adventure, comedy, drama, etc. The defining characteristic of children’s TV as a genre is age (e.g. TV for preschoolers, 6-11 year olds, teens or tweens). Gendered programming is also common. \n\n
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  • “children are the future not as citizens in a democracy but as consumers in an economic system that targets their purchasing power” Thoughts on this? \n
  • Children's Television | Seminar Presentation

    1. 1. CHILDREN’S TELEVISIONThe Changing Face of Children’s Television | Norma Pecora Home is Where the Brand is | Sarah Banet-Weiser FTVS 512 | September 22, 2011 Rachel Brethauer
    2. 2. THE 1950STV restores family unity in post-war America
    3. 3. WHAT HAPPENED? Television in the 1950s was like the iPad of today—everybody wanted one. Children’s TV shows aired during the evening to encourage the family to gather around the set. The first interactive TV show aired: “Winky Dink and You”
    4. 4. THE 1960SGood Saturday Morning!
    5. 5. WHAT HAPPENED? TV shifted from singular sponsorship to participating sponsorship. (Hello, commercials!) The “TV is good for the family” pitch was a success. Kids shows no longer needed to occupy prime time slots, and were moved to someplace (a lot) cheaper: Saturday mornings. Hanna-Barbera simplified the animation process, making it far more cost-effective. For example: “Scooby-Doo”
    6. 6. THE 1970SBrought to you by the letters P-B-S
    7. 7. WHAT HAPPENED? “Mr. Rogers’ Neighborhood” and “Sesame Street” succeeded on PBS, proving that preschoolers would watch high-quality educational programming. The networks completely ignored this, to chase the golden goose of children’s TV demos: 6- to 11-year-olds. Government legislation in the late ‘70s created a large number of independent TV stations with many programming hours to fill.
    8. 8. THE 1980SSaturday Morning Redux, Cable Gets the Hookup, Baby’s First VCR
    9. 9. WHAT HAPPENED? The new independent TV stations filled their programming hours with cheaply made first-run animation created in partnership with toy companies. “Jem! And the Holograms” “Care Bears” “G.I. Joe” Aggressive marketing to children continued with the explosion of the children’s home video market and widespread adoption of cable TV.
    10. 10. THE 1990STeens, Tweens, and Teletubbies
    11. 11. WHAT HAPPENED? Commercial children’s TV broadened to cover children of all ages, from pre-preschool to late- teens. Teen girls contributed to the creation of new netlets like The WB. And shows like Dawson’s Creek sold them clothes by J. Crew and American Eagle. The Three Hour Rule required the networks to air three hours of educational programming per week.Dawson Leery: Crying all the way to the bank ABC brought in shows from parent company Disney, CBS brought in shows from fellow Viacom property Nickelodeon, and NBC aired shows from Discovery.
    12. 12. THE 2000S AND BEYOND TV and the Internet: It’s complicated
    13. 13. WHAT’S HAPPENING? Kids today engage with television in a completely different way, in a number of different formats. Or, it’s more than just TV. Audiences are no longer just passive. iCarly viewers can create videos that may be used in the fictional webcast on the actual program. Web 2.0 and social media properties for TV shows make you write sentences like the one above. Traditional models of understanding children as media watchers no longer apply.
    14. 14. POLKAROO! Just a little breather!
    15. 15. GENRE THEORY AND CHILDREN’S TV Or, age is more than just a number For example, adventure stories for preschoolers must have uncomplicated plots, bright colors, and simple language. Fun fact: Nick, Jr. used to air just one episode of “Blue’s Clues” a week—in the same time slot every day.
    16. 16. EXAMINING THE GOLDEN GOOSE TV for kids age 6-11 Kids this age are immensely curious about the world, and are interested in...action adventures with heroes who are involved in morality plays between good and evil.
    17. 17. GENDER PROGRAMMING TV for kids age 6-11The Real Ghostbusters My Little Pony The hero as our equal The heroine as our better half Hierarchical group Democracy of peers Emotions masked Emotions valued as truth Playful attitude about work Play put aside to save others Fear as enjoyable Overcoming fears Blast enemy away Persuade enemy to change Violent contact Moral persuasion Technology Nature Urban setting Pastoral setting Dystopia Utopia
    18. 18. OLDER CHILDREN Bringing cult status to TVMost older kids watch adult programming and MTV. But they also fall deeply in love with shows like:
    19. 19. HOCUS POCUS ALIMAGOCUS! Just a little breather!
    20. 20. MARKETING AND CHILDREN’S TV There’s nothing new under the sun Marketing has been served up to kids since the advent of TV. It continues on a broader scale in the post-network era. It will continue to evolve alongside the media childrenFun fact: In the first four years after his use in the practice of watchingintroduction SpongeBob SquarePants television.merchandising earned over $3 billion.No wonder he’s so happy.

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