Children's Programming

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  • The notion of children as an audience sector germinated in the 1930s in the radio industry. Like adult programs, children's programs were used as vehicles for sponsors, but many addressed social issues and concerns. After World War II and throughout the 1950s, the “Golden Age of Television” witnessed the development of children's programs that would assuage the growing backlash against what the public and lawmakers saw as too much violence on television. Shows such as Howdy Doody; Kukla, Fran and Ollie; and Super Circus were shown in the evening and were watched by both children and adult audiences.

    In the 1960s, sponsors reassessed their advertising techniques and as prime-time slots became more expensive to advertisers, children's programs were moved to Saturday mornings. Dominated by superhero cartoons, ...

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