Tubbies bring new charges of commercialism to PBS
Originally published in Current, May 4, 1998
It didn't take long for the media frenzy over four alien "technological babies" to generate criticism that PBS erred gravely by acquiring Teletubbies.
The American Academy of Pediatrics, children's TV experts, and the New York Times have questioned whether PBS's decision to bring the popular British TV series to its airwaves was driven by commercial considerations, rather than the best interests of babes and toddlers.
"The AAP is concerned about the language and developmental impact of television programming intended for children younger than age two," the academy said in a news release. "The AAP strongly opposes programming that targets children younger than age two, which also may be designed to market products." [Similar views were expressed by some European broadcasters; a PBS executive's quip in response made headlines.]
"There is no excuse for targeting children under two," said Victor Strasburger, a professor of pediatrics and a member of AAP's communications committee. "They should not be watching television, and to target them with a show is immoral."
"[T]he prospect of a marketing windfall may have gotten in the way of cool, unfettered judgment about the value of what they are certifying as wholesome goods," commented Walter Goodman in the New York Times on April 23. "[T]his project exudes so powerful an odor of commercialism that PBS may come out smelling just a little."
The Times has run several reports on Teletubbies since mid-April, including a report that quoted a product licensing executive praising the brand as the first to serve the "one-to-two-year old niche" on a "very large scale."
"I know from talking to some people within public TV that there's an increasing need for product tie-ins" to children's programs, said Kathryn Montgomery, president of the Center for Media Education, a public-interest group based in Washington. She values public TV's role in serving children and fears it will find itself on a "slippery slope" to becoming more like commercial networks.
Commercialism was "not a factor whatsoever" in PBS's editorial decision on Teletubbies, said Tom Epstein, spokesman. PBS determines whether to acquire a program "based on the merits of the show and how it fits into our schedule." Business details are not discussed until after a project gets the green light.
The last time PBS introduced a fantastically popular children's TV show, Barney & Friends, public TV was attacked in Congress for not negotiating a big enough share of ancillary revenues. Without offering specifics, Epstein said PBS's share of Teletubbies home video revenues will be "important." PBS has "modest participation" in some other products. He summed up the dilemma: "We're damned if we do and damned if we don't, and that's the reality."
Alice in Blunderland
Originally published in Current, March 16, 1998
When Teletubbies came under heavy attack at the World Summit on Children's Television in London last week, PBS kidvid director Alice Cahn, who acquired the show for public TV, responded to the criticism with her trademark humor. And proved that humor doesn't travel reliably.
Broadcasters from several countries criticized Teletubbies, a BBC series that debuts on PBS next month, during the opening days of the summit last week. Patricia Edgar, an esteemed children's TV programmer from Australia, said the show was "regressive for children who are beyond the babbling stage," according to London's Evening Standard. Others called the show "regressive, uneducational and uninspired."
But the most "withering attack" came from Ada Haug, head of children's programming for Norway's NRK, who called Teletubbies a blatant attempt to force merchandise on toddlers, according to the Standard. Haug said the show is beautifully designed, but has no educational value because it has no storyline.
In replying, Cahn called her "an ignorant slut"--presumably a joking reference to a 1970s Saturday Night Live catch-phrase apparently not widely known in Europe. But the words "astounded delegates," the Standard reported. Cahn tried to explain herself, but reporters at least misunderstood. The Standard had Cahn explaining that "slut" was not an offensive word in America. According to Agence France-Presse, Cahn said she was "referring to a U.S. television series of the same name."
"It was an attempt at humor gone awry," said Stu Kantor, PBS spokesman. Cahn apologized to Haug, and later, over tea, discussed potential projects to work together on.
Outside link: PBS's official Teletubbies web site.
Web page created May 4, 1998
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