"we share" - PBS KIDS Sprout

This case recounts the research and establishment of PBS KIDS Sprout, an educational TV, Video-on-Demand and online channel for pre-school children.

“we share” – PBS KIDS Sprout

In the summer of 2004, Comcast, HIT Entertainment, Sesame Workshop, and PBS joined forces. They sought answers to the following questions: In today's frenetic world full of emerging distribution channels, is there a way to provide quality preschool kids television programming to parents 24 hours a day, seven days a week, whenever and wherever they want it? In a cable universe already crowded with “edutainment” brands, could this new partnership identify and articulate a unique positioning for a new brand that differentiates it from competitors, resonates with key audiences, and ultimately aligns with the...

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