Word: workshop
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Dates: during 1970-1970
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...alphabet and numbers. Its chief target is "disadvantaged" children, its announced goal the teaching of "recognition of letters, numbers and simple counting ability; beginning reasoning skills, vocabulary and an increased awareness of self and the world." Its originator, Joan Ganz Cooney, now president of the Children's Television Workshop, created a McLuhanesque environment for the show without having read the man because, she admits, "I can't understand his writing." A profusion of aims, a confusion of techniques; how could such a show possibly succeed? Answer: spectacularly well...
...recommendation: "Spend a lot of money on this." It was hardly the first occasion that funders had heard such a plea. But it was the first time they had ever met a persuader of Mrs. Cooney's talents. By the time she was through, her Children's Television Workshop had been granted $8,000,000 by the Carnegie Corporation, the Ford Foundation, the U.S. Office of Education, and related Government agencies...
...Sesame Street really wrought profound changes in commercial TVor merely defensive cosmetics? Says a Workshop executive, who was formerly a network programmer: "The networks appointed the veeps to keep the mothers' groups quiet. None of the men has anything to do with buying kids' TV shows. Listen, the networks are delighted with Sesame Street. They figure if it's around, they won't really have to do anything." Sociologist Wilbur Schramm, whose specialty is communications, agrees: "The media dare small changes, but not fundamental ones; their whole impact is to retain the status...
...target age was from three to five, the ideal target group, the culturally deprived. Inundated by enthusiastic mail and ecstatic reviews, Sesame Street became an indisputable hit. But does a "switched-on" classroom educate or merely entertain? To measure the results of the series, the Children's Television Workshop commissioned a nationwide study by the Educational Testing Service of Princeton, N.J. The report card has just come in, and Sesame Street has earned straight...
...lower the age group, the better the show did, scoring its highest gains with three-year-olds. Says Joan Ganz Cooney, Workshop president: "We placed our bets and we won. I hope that the word keeps spreading to mothers in the inner city. The study has vindicated TV-it can teach, and teach well...