A Teletubbies Christmas

On December 6, 1998 a Chicago-based PBS affiliate broadcast five back-to-back "holiday themed" episodes of the "Teletubbies" TV show - a program which is aimed at children aged between 18-months and two-years-old.

This Teletubbies marathon sparked a lively debate amongst participants in the media-l listserve, which is worthwhile sharing with students.

Each of the three participants in this debate represented a different perspective on this issue. The first posting regarding the Teletubbies came from Jean Lotus, editor of White Dot Survival Guide for the TV-Free, a British television industry watchdog group.

Dear Friend of White Dot:

"Teletubbies" is a television program aimed at children aged between 18-months and two-years-old. PBS has aired this program daily since April and has licensed merchandise and dolls based on the show's characters. This is the first Christmas the dolls have been for sale in the U.S. PBS' Signals magazine sells these dolls for more than $40 each.

On December 6, 1998, WTTW, (Channel 11) our Chicago PBS affiliate will broadcast, back-to-back, five "holiday themed" episodes of the "Teletubbies" TV show.

White Dot opposes this broadcast.

The American Academy of Pediatrics "strongly opposes programming that targets children younger than age 2, which also may be designed to market products." According to an April policy statement, the AAP recommends no television watching for children under age two, saying parents should focus on interaction with children instead.

Marathon viewing is exactly what child development experts and doctors warn against for children under age two. WTTW is defying warnings from educators and doctors in pursuit of more toy sales.

Even worse, by running five "holiday" episodes back-to-back, PBS is hammering home the link between Teletubbies and Christmas.

In other words, our local "educational" channel has become a big-ticket toy vendor and as a Christmas gift to the city of Chicago, is broadcasting a 2 1/2 hour toy commercial - aimed at one-year-olds - three weeks before Christmas.

White Dot needs your help to oppose this misuse of television aimed at our most vulnerable citizens.

Terry Dugas, a Director of Programming for Public Broadcasting from Southwest Florida, responded to this list:

At some point, we must separate reality from theory. The American Academy of Pediatrics may "recommend" that children under 2 not watch television. But will that stop parents from using TV as a baby sitter?

Should PBS follow the AAP recommendation, step back and abandon the minds of our youngest children to commercial and network fare? How useful to child development is "Rugrats" or "Ren and Stimpy" or "Aladdin" or "Power Rangers"?

As a public broadcaster, I'm proud to offer at least one program for the very youngest children specifically designed to nurture developing minds. If parents must allow these children to watch TV, I sincerely pray they let them watch PBS and Teletubbies.

As to pledge drives, the argument that PBS is "selling" to 2-year-olds is, to me, silly. My two boys, (now aged 5 and 7), are as smart and creative as any on this earth (oops, slipped into "daddy" mode). But at 2-years-old they were not articulate (nor annoying) enough to be demanding specific toys.

Pledge drives are specifically targeted at parents and grandparents. Whether stations pledge "Teletubbies" or "Barney" or "Sesame Street" or "Arthur," the message is not "buy toys" but "help us help your children to grow." And, frankly, I'm darned proud of what my station does and how my station does it. And if I have to beg for help to continue with this work, I'm proud to do that as well.

The third voice in the debate belonged to Bob McCannon, Director of the New Mexico Literacy Project:

Before replying to Terry Dugas, let me say that I have great respect for PBS in general and Terry in particular. I have visited his station, lunched with his staff, and know the fine work of this dedicated group. They mean the best for children.

I do, however, believe that we can respectfully disagree about this program. This is a complicated issue, and there will be many opinions. I look forward to hearing the views of others.

I believe that the tubbies are an unfortunate marketing device. The people who control this show knew it was going to be a big commercial success. Too me, that makes it "commercial," and such potential made the show very hard to resist. Everyone knew the toy sales would be huge. The synergy between toy buying, parents, and the show was and is obvious and powerful.

Furthermore, I don't think the commercial networks could have done this show. Criticism (exploiting the most defenseless kids for commerce and ratings) would have been very strong. So, PBS does the show. That mutes the criticism, and tubbies becomes a massive (commercial) success.

And, PBS needs ratings, too. All concerned figured the show was going to be a success. Why? Because it was the first show to be paced so slow as to appeal to such young kids. Let's face it; that success means job security and $$$ for PBS folks, owners, developers, consultants, and, of course, toy manufacturers. That means commerce with a capital "C."

Now, are there beneficial differences with PBS doing this commercial venture. Sure, and I appreciate them. The content is better, and, perhaps most importantly, kids do not have to look at ads for wrestling in the middle of the show (or Bruce Willis movies, shopping Barbie, etc.). PBS IS less commercial; the ads are fewer and less violent, and PBS is far more careful about content. Great!

Nonetheless, the show creates a culture which reinforces the notion that "things" make life worth living. This happens at a deep emotional level and at a particularly vulnerable age when children (and parents) need to be doing things other than watching TV.

Class Discussion

As a class, summarize the main arguments that are made by each participant. What is the perspective of
- a watchdog organization representative
- an industry representative
- a media educator
Which argument to students find most persuasive? Why?
Show excerpts from a "Teletubbies" episode to students. How does this program differ from the childrens' programs that they grew up with?
- What aspects of this program make it particularly appealing to very young children?
Do you support the creation of programming that is oriented to babies and toddlers? Why or why not?
- Do you feel that these "marathon" episodes of "Teletubbies" right before Christmas were exploitative?
- Terry Dugas believes that the Teletubbies offer a quality, educational alternative to children who would otherwise be watching less desirable children's programming. Do you agree with this statement? Why or why not?
Survey parents of small children in your neighborhood. How do the parents feel about "Teletubbies"? Share your results with the class.

This teachable moment was developed by MNet's Jane Tallim, based on an exchange on the media-l listserve between Bob McCannon, Director of the New Mexico Media Literacy Project, Terry Dugas, Director of Programming for Southwest Florida Public Broadcasting, and Jean Lotus, editor of White Dot Survival Guide for the TV-Free.

Listserve postings are printed with permission.