Role of Childrens Television in the Global Marketplace...

Abstract It was not long ago that there was wide agreement among broadcasters, scholars, educators and parents concerning the ultimate goal of childrens television programming: to educate. Today, it would be difficult to find even two people to agree on such terms. Popular opinion would lead us to believe that broadcasters now seek to exploit the youngest members of their audience--turning them into life-long viewers (and consumers). Scholars and educators woefully condemn television for the dumbing down of America. Parents, no longer present during all television viewing hours, may not even be aware of what their children are watching. When we add an international perspective into the mix, we inevitably invite phrases such†¦show more content†¦The first (and most common) is Open Sesame. In this format, the opening and closing segments of the show are made locally, but the rest of the program is compiled from material produced by the United States and leased to the foreign country.2 The second method (and the one most commonly touted by CTW ambassadors) is co-production. In this method, foreign nations play a larger role in the compilation of footage for the show: some is produced locally, some is from the United States. As of 1988, there were 15 co-productions worldwide, and that number has remained quite constant since that time.3 The U.S. version uses little, if any, foreign material.4 CTW remains a not-for-profit U.S. corporation with a 1994 operations reserve fund of $34 million and an endowment of $71 million.5. Foreign franchisers of Sesame Street are restricted by an agreement with CTW that does not permit the program to be aired with commercials. All profit comes, in turn, from toy sales and is immediately turned over and utilized by the extensive research-design system that is unique to CTW and Sesame Street.6 It is, in fact, the CTW research system that has drawn the most criticism from the global front. The system implements two types of testing: formative and summative. Formative tests are those conducted prior to broadcast, andShow MoreRelatedThe Media And Its Effects On The Global World1550 Words   |  7 Pagesa globalized society, commodities, ideologies, and hegemonic forces are constantly transferred from a dominating power onto other cultures with lesser global influence. The Disney media conglomerate yields an unprecedented amount of control over the means of media consumption on a global scale. 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