Smart Television Alliance Begins Initiative to Address Spike in Children’s Media Use During Summer Months
May 18, 2009
Washington, DC and Philadelphia, PA – May 18, 2009 – The Smart Television Alliance (STA) today announced a new effort to help parents deal with the significant increase in children’s media and television use over the summer. Sprout, the first 24-hour preschool destination available on TV, on demand and online for kids ages 2-5 and their parents and caregivers, is the campaign’s exclusive preschool television sponsor and first to join this new initiative.
The campaign will encourage parents to take control of their children’s electronic media use, and provide them with tips, tools and other options for a more balanced media diet.
Children’s television viewing increases by 150 percent throughout the summer months, according to Nielsen ratings. With school almost out, this new effort will help provide busy parents with peace of mind that there are fun and engaging ways through programming and other activities that will add to – not detract from – what their children learn over the summer. For example, Sprout has created a “Smart Summer” microsite at SproutOnline.com featuring activities, healthy summer recipes, crafts and the “Mr. Mailman’s Summer Adventure Contest,” where families can enter to win prizes, including a chance to travel to Philadelphia to meet the hosts of the network’s popular, live morning program, The Sunny Side Up Show.
“There are good alternatives to feeling guilty about your child’s television consumption; we want to give parents constructive options this summer,” said Susan Scanlan, chair of the National Council of Women’s Organizations and Co-Chair of the Smart Television Alliance. “We are excited that Sprout, as a leader in safe, educational and fun programming for preschoolers, is working with us on this effort.”
“Our mission has always been to foster parent-preschooler interaction with our unique programming strategy,” said Sandy Wax, President of Sprout. “All of our shows – which are delivered in 5-10 minute bites to make it easier for parents to use Sprout when and how they need it – inspire conversation, activity, play and learning. Sprout believes in quality content for kids and we are honored to partner with STA on this important project.”
Sprout’s contribution to the “Smart Summer” effort includes:
Links through STA’s homepage, www.smarttelevisionalliance.org, to a special section on SproutOnline.com dedicated to the campaign which features games, activities, healthy recipes and more for parents to engage in with their children;
On-air and online promotion of the Smart Summer initiative, in addition to promoting it through electronic member newsletters;
The “Mr. Mailman’s Summer Adventure Contest,” where families can enter to win prizes. For more information and the complete set of contest rules, go to SproutOnline.com.
“We are delighted that Sprout is playing a leadership role in this important effort,” said Scanlan. “We are working with our other members and companies that care about our children to expand this initiative. We expect to expand our outreach to parents and our special summer content in the coming weeks.”
About Smart Television Alliance (STA)
The Smart Television Alliance is a coalition of national nonprofit organizations united by a shared commitment to improving what our nation’s children watch on television. STA is committed to guiding parents in understanding that smart television watching is not just about elimination – they can control their televisions and give their children a balance of educational and entertaining programming. Their mission is to help parents and caregivers use technology, online tools, and program recommendations from trusted children’s media experts to make smart television viewing choices. By promoting the viewing of educational and informational programming, STA will build a market for more high quality children’s TV shows.
About Sprout®
PBS KIDS Sprout, the first 24-hour preschool destination available on TV, on demand and online for kids ages 2-5 and their parents and caregivers, was created as a partnership among Comcast Corporation, HIT Entertainment, PBS and Sesame Workshop. Since debuting its video on demand (VOD) service in April 2005, Sprout has become the #1 On Demand service for younger children, generating over half a billion views. The 24-hour digital channel, which launched in September 2005 along with the website SproutOnline.com, is the only channel that follows the day of child from breakfast to bedtime with its distinctive programming. Currently, Sprout is available in 45 million unique households.
The network’s program lineup of gold-standard, curriculum-based children’s shows includes: Sesame Street®, Bob the Builder™, Barney & Friends™, Thomas & Friends™, Angelina Ballerina™, Caillou®, The Berenstain Bears™, Dragon Tales™, Make Way For Noddy™, The Hoobs™, Fifi and the Flowertots™ and more.
