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Bogotá. Nearly half a century ago, Elmo, Abelardo and Lucas Comegalletas first appeared on American television in 30-second capsules to support early childhood education. Today, Sesame Street reaches more than 150 countries and develops more than 30 regional productions supported by resources such as social networks, applications, video on demand, collaboration with other brands, theme parks and advertising strategies. and social collaborations to build loyalty.
Lewis Kofsky, vice president of Sesame Workshop for Latin America, says that in 50 years, Sesame Street has diversified its platforms, allowing interaction with users.
In the conference "Sesame Street: How to stay up to date", in the Audiovisual Market of Bogotá – which brings together the producers and talents of this market in AL-, Kofsky spoke about his experiences.
-How has the public changed and how is it adapted to these changes? 19659002] – The preschool media market has many actors today: Netflix, Nickelodeon, Disney … Our methodology is to have a presence wherever we go. There are children, be it on television, in theme parks, in applications, in toys. Our goal is to continue talking with parents. They know that they can trust our content. Another important point is our social impact programs; we reach communities that need our support, in countries traumatized by natural disasters or conflicts. We have helped displaced people for political reasons with resources. In this case, we give resources that help to train children in school, which encourage their imagination and lead them to become successful adults.
– How do they work together to promote a culture of peace?
knowledge of the field, infrastructure to control logistics. And we bring our proven model. We do research with them. Then we create media products and provide resources to support the interventions.
– In Mexico, how can Sesame Street intervene?
"We work very hard with several allies to convey messages of community, cooperation, care and mutual respect. We are at the Museum of Memory and Tolerance. There, children who visit us receive a pbadport to enter the island of Panwapa, where they learn, through group exercises, how to communicate and respect differences. The child leaves after an hour and a half with an apprenticeship. This exercise was considered a pilot program for favelas in Rio de Janeiro
– Do social networks replace public television channels?
– There are still two-thirds of the world's population without access to the Internet. We will never let radio and television open, but we must also be on digital platforms.
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