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SWOT Analysis PBS Network

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McKenna Mender

on 15 November 2013

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Transcript of SWOT Analysis PBS Network

Many people argue that the success of Sesame Street is a tribute to it's proven educational benefits rather than it's clever marketing and publicity.
SWOT Analysis PBS Network
Sesame Street

Public Broadcasting Service
Sesame Street was first created in 1966, it is now on its 44th season.
It is the pioneer series, incorporating children's fundamental education with television entertainment
Sesame Street is now aired in over 12 countries world-wide.
Over the years, Sesame Street has won 8 Grammy Awards and 153 Emmy's.
Mission Statement: Sesame Workshop’s mission is to use the educational power of media to help children everywhere reach their highest potential.
International Sesame Street Characters
Kami and Zobi (Nigeria)-
Kami was the 1st HIV positive Muppet, and Zobi, the Nigerian Cookie Monster, educated the children about malaria. However, since many children do not have access to cookies, Zobi craved a staple food: yams!
Chamki (India)- Chamki, is a female detective, focuses on boosting female literacy rates in India. She serves as a strong role model to many of the girls in India, and because of her generic garb, it is easy for girls of all ethnicity to be able to identify with Chamiki, despite possible personal backgrounds.
International Characters (con't)
the international productions undertake issues specific to that country or region.
Griotte (France)- Rue Sesame hoped to incorporate children with disabilities, Griotte is a 7-year old girl in a wheelchair who hosts sign-language segment that often features children with hearing impairments.
International Characters (con't)
International Characters (con't)
Mahboub (Israel)- Mahboub is fluent in Hebrew and Arabic, in hopes of teaching the children of this turbulent area tolerance and love. He frequently interacts with the diverse characters on the show, including native Israeli Muppet and an Israeli-Russian magic store owner.

The National Educational Television (NET) dominated the airwaves, in the early years of the television. Later The Public Broadcasting Act of 1967 was passed, this allowed Corporation for Public Broadcasting to be established, it was funded by the government. In 1969 CPB declared that PBS would be the successor to NET; PBS then debuted in 1970 and became one of the most prominent provider for television programs in the United States. The Public Broadcasting Station is one of the oldest television networks in the United States. PBS is a nonprofit public broadcasting station.
Lack of animation throughout the show
Broadcast on a local channel/no rebroadcasting or syndication
$6,000,000 losses in revenue for the 2010-2011 fiscal year
No commercials = No funding
Not-for-profit organization disables it from competing with other for-profit shows that get extra funding from commericials
• Over and over again, research shows that Sesame Street can and does make a difference in preparing children for academic success.
Children who frequently view Sesame Street at age 2 score higher on school-readiness tests in kindergarten than those who do not
Frequent Sesame Street viewing in preschool is associated with grade point averages in high school that are almost 16% higher than those of children who didn’t grow up watching the show.
53% to 60% of public television's revenues come from private membership donations and grants.

PBS solicit most donations by fundraising, pledge drives or telethons which can disrupt regularly scheduled programming.

This has become problematic because some viewers find this a source of annoyance since normal programming is often replaced with specials aimed at a wider audience to solicit new members and donations.

Commercials from business donors are aired, which seems to contradict the non-profit purpose of the network.
Technological Availability
Sesame Street reaches 16.5 children across the world through various digital platforms
55 million every quarter
30% higher from January 2011
Digital Platform Availability
United States:
Mobile Carriers

35% of Children, ages 1-8 interact with Sesame Street via non-TV platforms
Sesame Street is broadcasted to over 140 countries
Season 43 in America
Season 41 in Austrialia
Season 38 in Germany
Season 36 in the Netherlands
Season 15 in Mexico
Over 90% of parents report a positive change in their children’s interest in counting, sorting, and matching.
Sesame Street video content increases word knowledge among children from families with low income up to 22%
Bangladeshi children who watch the local version of Sesame Street, Sisimpur, show faster attainment of academic skills such as literacy and math, with literacy scores of 4-year-old viewers 67% higher than those who don’t watch.
Explore the use of new technologies - products for teachers, apps for parents

Sesame Street is now viewed as trusted brand - its products have a high potential in the market.

Partnerships - parenting classes, family parks or museums.
Everyday parents have new concerns with their children´s education and very often new conflicts arise all around the world like the recent one in Syria
There has been well over 600 Celebrity Appearances on Sesame Street. Helping to keep the show relevant across a much larger audience.
Some of the marketing techniques Sesame Street uses include:

Social Media
Parodies & Spoofs
Full transcript