Satellite Tv Brings Childrens Programming To China
Kids from around the world have grown up with the show Sesame Street
, or one of its many reincarnations. With colorful characters invented by the Muppets genius creator Jim Henson kids learn valuable lessons about words, numbers, growing up and staying safe in their own environments. Now, after he took his first trip to China in 1983 Big Bird will finally be returning to China for good. Whereas in the past the tall yellow star only made it into a singular movie called Big Bird in China now he will be headed for the small screen in a prime timeslot for viewing Chinese families and children. In a modern China the consumer base has much more say as to what it wants to see than it did in the 80s, giving the folks from Sesame Workshop, the nonprofit behind the show and a whole bunch of other good deeds worldwide, a fighting chance.At the moment its possible to get a great deal of childrens programming in China, even Spongebob Squarepants is quite popular amongst kids these days, but without satellite TV its hard to access international media. What many television studios and producers want more than anything is to do exactly that and achieve the dream of breaching the market for Chinese children under five, which they estimate to include nearly 90 million kids. Whats the problem then? If in China today more and more families can make their voices heard with their financial contributions and personal television watching preferences, then why is it still so hard to break into that market? For one, the State Administration of Radio, Film and Television in China is hesitant to promote foreign programming which comes from foreign sources. Another top reason is the wish to monitor what young Chinese children are watching. In the American media market it can seem like networks throw just about anything colorful onto an HD screen and feel fine about young children watching.
What does Sesame Street have that it is succeeding in breaking into the Chinese childrens entertainment sector where others failed? For starters, the program prides itself on being education based, not entertainment based. Out of all the programs on regular and satellite TV worldwide, none has taken such a local approach to childhood education either. In other countries where the show airs in various reincarnations, the puppet cast has taught kids and families valuable safety information like HIV/AIDS awareness in South Africa. In the United States it has tackled serious topics like dealing with a parent going to war, and in China the local flavor will remain consistent with the China Youth Development Foundation having say on teaching kids emergency readiness. The show will have lots of local input, giving it the local flair that the Chinese government wants, while still providing the appeal of the internationally recognized characters, plus some new fuzzy and furry friends of course!
Families in China can expect the show to come to satellite TV channels sometime in 2011. In the meanwhile, families in the US and all over the world have a whole lot of Sesame Street and other educational programming to enjoy. Tune into the many kids channels available for the most entertaining family programming out there!
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