CHILDRENS' ADVOCACY GROUP ATTACKS CARTOON
NETWORK
Blasts New Programming Aimed at
2-Year-Olds
August 22, 2005
By Ira Teinowitz and Abbey Klaassen
WASHINGTON
(AdAge.com) As Time Warner's Cartoon Network today launched a new daily
two-hour block of programming aimed at 2- to 5-year olds, the Campaign for a
Commercial-Free Childhood led by Harvard psychiatrist Susan Linn publicly
attacked the move as a cynical marketing ploy.
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Cartoon Network's new 'Tickle U' is aimed at 2- to
5-year-olds. Related Story: |
'Tickle U'
Cartoon Network's new tot-targeted show is called Tickle U and airs at 9
a.m. on weekdays. The network described the content as “fun, funny and fearless
animated programming presented by Marty, an adult with a kid’s unlimited
imagination and big heart. Marty will inspire kids to sing along, play and,
most importantly, laugh with him and his characters."
Ms. Linn blasted
Tickle U as "the latest attempt to get young children in front of screens
-- which is exactly where marketers want them," and said "We should
not be fooled by network executives’ claims about the benefits of this
commercial venture."
National
coalition
Headquartered at the Judge Baker Children's Center in Boston, CCFC is a
national coalition of health care professionals, educators, advocacy groups and
parents concerned about the impact of marketing activities aimed at young
children.
Ms. Linn said there
is growing concern that young children are being exposed to too much TV and
quoted Wheelock College professor Diane Levin, the author of Remote Control
Childhood.
“Children don’t
need TV to develop a sense of humor. It comes from play and their natural
interactions with the world around them,” Ms. Levin writes. “This is a classic
case of marketers trying to create a need where none exists and to dupe parents
into thinking that watching more TV is good for their children.”
Product
placement ban
Cartoon Networks says its motives are far more favorable and noted it has
imposed restrictions on the marketing in the programming including a ban on
product placement.
“We know this is a
special vulnerable audience, so not only is programming designed with
children’s developmental needs in time but there are clear distinctions between
programmatic material and commercial material,” said Alice Cahn, vice president
of development and programming
Ms. Cahn, a former
educator and a public broadcasting executive, also said children that learn
humor skills do better in school and social situations and are less likely to
lash out when an obstacle comes their way.
Ms. Linn says there
is little evidence of that.
Basis of claims
challenged
“The issue is whether there's any research showing that watching TV contributes
to children developing a sense of humor. (Network executives are) claiming that
their programs are promoting the development of a sense of humor -- what basis
do they have for claiming that?” she said.
Ms. Cahn,
meanwhile, says she’s received e-mails of support for Tickle U’s concept
including some from experts like David Kleeman, executive director of the
American Center for Children and Media, and Dr. Kathy Hirsh-Pasek, professor of
developmental psychology at Temple University.