Why Television has Become "Baby Crack"

Are your preschoolers glued to the screen every time Dora the Explorer shouts on screen? Do you plan your coffee break around your infant gazing dreamily at Baby Einstein videos? If so, don't feel alone. You are part of the calculated preschool entertainment media frenzy - all to achieve your child's addition to and resulting purchase of products resulting from these creations.

I just finished the new book Anytime Playdate - Inside the Preschool Entertainment Boom or How Television Became Baby's Best Friend by Dade Hayes. Mr. Hayes uses his prowess as journalist and curiousness as the father of a preschooler to investigate how and why preschool television has become so popular and pervasive.

Reading through the process and research that new shows much go through before they hit the airwaves is thought-provoking and scary. Millions and millions of dollars go into creating marketing machines designed to hook our little ones before they even know how to differentiate reality from fiction. Times have definitely changed since Sesame Street started in the 1960's and 1970's to education young children through media. There are very interesting interviews with Julie Clark, creator of Baby Einstein, as well as television executives from Nickelodeon and more.

"More is always better for the audience. Kids over 6 don't buy toys,

they're turning to technology. They don't buy dolls. They don't buy

plush." says the president of Nickelodeon Preschool about why they target

kids under six.

My own children are addicts. There, I've said it. The plan their days and nights around offerings from Nickolodeon, Disney and sometimes, PBS. They didn't use to watch so much, but then the at home business got going and more and more of former "mommy-time" became "entertain yourself time".

After reading this book, I'm moved to make changes. I have always cringed at the commercials and marketing of the media machines, especially Disney. But I always thought of it as basically harmless. When you read about the calculations that go into making sure your two to five year old will not just watch, but buy products from these shows, you too might just want to pull the plug.

I was a marketing major many, many moons ago - back then, there was nothing like this! This book is extremely eye-opening. Give a read and learn more about current media and your child. If you've read this so far and are interested - please post a thoughtful comment and I'll be happy to share my review copy with you!