What's the Latest Development?
The YouTube channel for the long-running children's show "Sesame Street" is nearing 1 billion views, and last week it posted a video encouraging viewers to help it reach that goal. The video features a monster, Telly, who says that a "top-secret video" will be unlocked once the milestone is hit. It will be the first time any nonprofit organization or American children's media outlet has attained this number of views on the video site.
What's the Big Idea?
The milestone represents the change in how "Sesame Street" and other children's media organizations disseminate content and attract their audiences. Sesame Workshop executive vice president Terry Fitzpatrick says integration of digital media into TV production is key: "[I]f we get content on multiple platforms and devices, it gives kids and families a chance to reinforce and experience the curriculum multiple times." Education-based content is one of the fastest-growing categories on YouTube, and YouTube EDU strategic partner Caitlin Hendrickson says that the show's view count reflects "their outstanding leadership in this space."