The History of Sprout: part 1 - The First Generation, 2005-2009

Madeline Fretz - NBCUniversal is big: it has many networks (NBC1, NBC2, NBC3, NBC4, NBC News, NBC Sports, Universal Kids, and the upcoming Peacock streaming service), launched in 1926. But PBS is also a growing company - it has different stations with their own schedules in each state, launched in 1970. Meanwhile, Sesame Workshop and Mattel's HiT Entertainment are both owners of growing children's brands (from Sesame Street and Dragon Tales to Thomas and Bob the Builder).

Over the years, there have been many children's networks just for them in America - PBS Kids, PBS Kids GO!, the long-running Noggin, Nick Jr. (Noggin's rebrand), Playhouse Disney, Disney Junior, Nickelodeon, Nicktoons, Cartoon Network, Disney Channel, Disney XD, Qubo, The Hub, Discovery Kids, Discovery Family, Universal Kids, and my personal favorite - PBS Kids Sprout - the first 24/7 children's channel of its kind. (before it dumbed down in 2015 in my opinion).

But we're gonna talk about the first generation (2005-2009) and the second generation (2009-2015), which featured many PBS shows like Sesame Street, Barney & Friends, and Caillou.

So, here is the history of Sprout.

In October 2004, rumors started circulating about PBS and Comcast together launching a 24/7 cable brand for kids alongside an on-demand service which offered 50+ hours of programming, allowing kids to choose whatever shows they want any time of day, according to articles like this one. The key people of each company had this to say about the then-upcoming service:

"We're thrilled to announce this partnership with the leading providers of family-friendly, educational children's programming," said Brian L. Roberts, Chairman and Chief Executive Officer of Comcast. 

"This channel will be a resource for parents and caregivers, who will be able to depend on it to always offer age-appropriate viewing options that present positive, enriching messages. We're committed to launching this new channel in a significant number of our markets, and we will work with other cable and satellite companies to reach as many customers as possible.""The new channel brings together a wonderful lineup of children's content that will delight and inspire young children and their families for generations to come," said Peter Orton, Chairman of HIT Entertainment. "This is a transforming deal for HIT as we make our first move into broadcasting. And we are delighted to be in partnership with Comcast, PBS and Sesame Workshop, each of whom brings their own tremendous and unique strengths to this ground-breaking venture.

"PBS is committed to maintaining its leadership role in delivering the best educational programming to as many children and parents as possible," said Pat Mitchell, President and CEO of PBS. "This unique public/private partnership not only assures a strong, viable PBS KIDS programming block on PBS stations, available free over-the-air, but also extends PBS' mission into different platforms. We are happy to be in a mutually beneficial partnership with Sesame Workshop, HIT Entertainment and Comcast.

"For 36 years, Sesame Workshop has achieved enormous success in fulfilling its mission to use television and other media to help children reach their highest potential," said Gary E. Knell, President and CEO, of the nonprofit educational organization Sesame Workshop. "We are thrilled to be joining with our primary broadcaster, PBS, and extending our footprint together through this exciting new venture with leading content and distribution partners."

 

In April of next year, Comcast itself announced the new channel would be called PBS Kids Sprout. I don't know why they chose that name. According to the channel's former president Sandy Wax, "Launching the video-on-demand channel first was a good way to get the word out and get the brand out." (according to https://www.tvweek.com/in-depth/2005/12/saluting-sprouts-launch-pbs-sp/). At launch, PBS Kids Sprout was available for no additional charge in Comcast markets with VOD service and is being brought to viewers in association with local PBS stations. Well-known shows were in its own categories, but there was one for lesser-knowns like Boohbah and Kipper called "Children's Favourites." The VOD service also featured Spanish dubs as well as Sesame Street's co-production Plaza Sesamo. Once again, the owners of each company had this to say about the VOD service.

"Children's programming is one of the most popular VOD categories, and now Comcast is offering customers even more of the programs they enjoy anytime they want," said Brian Roberts, Chairman and Chief Executive Officer of Comcast. "Families can depend on PBS KIDS Sprout for the programs kids love and parents trust."

"Bringing together shows children love and parents trust - from Bob the Builder to Barney & Friends to Sesame Street - PBS KIDS Sprout is the ultimate destination for preschoolers and their families," said Charlie Caminada, Chief Operating Officer, HIT Entertainment. "This unprecedented partnership couples quality programming from the leaders in children's content with the leading US cable provider and the most trusted name in children's television, PBS KIDS."

"This partnership provides a second home for the popular, award-winning children's programming block that PBS stations premiere in every home in America, free and over-the-air," added Pat Mitchell, PBS President and CEO. "Delivered locally on cable in association with our stations, and via satellite, the new service extends the access to these programs that children love and parents trust to 24 hours a day, seven days a week."

"Imagine laughing and learning with Elmo, Big Bird and even Oscar any time of day," said Gary E. Knell, President and CEO of Sesame Workshop. "PBS KIDS Sprout offers parents an opportunity to set up a playdate for their kids with some feathered and furry friends, and a chance for a new generation of children to enjoy engaging shows at their convenience."

 On September 26th, 2005, after months of preparation, the four companies finally launched the 24/7 digital linear channel alongside its website, which was then called Sproutletsgrow.com!

As a result, the 24/7 PBS Kids channel, as well as many local PBS Kids stations, shut down and redirected to PBS Kids Sprout.

At that time, the channel had presenters, similar to CBeebies in the UK. At launch day, there was Melanie Martinez (who was fired the following year for appearing in an inappropriate PSA) and Kevin Yamada (the voice of Rexy on Caillou). The former presented The Good Night Show, a block with slow-paced programming, educational themes, stretches, and crafts helping kids get ready to sleep, while the latter presented The Birthday Show, a segment which featured sent-in birthday cards and recipes. It later became a block in 2006.

Unlike the VOD service, the cable channel had different types of programming morning, noon, and night. Morning programming featured shows designed for kids to get ready for the day, late Morning and Afternoon programming featured educational shows for kids staying home from school, Noon programming featured shows aimed at kids returning from school, and evening programming was The Good Night Show.

The idents for the channel were designed by a company called Primal Screen, who later did idents for PBS Kids and Cartoon Network. These idents were meant to resemble a classic children's picture book, and followed the typical day of a preschooler (Breakfast, Bathtime, Bedtime etc), and often featured Sprout characters (Caillou, Bob the Builder, Elmo etc).

One of the sponsors for the new network was Kimberly-Clark's Huggies.

In summer 2007, Sprout launched The Let's Go Show, a block encouraging viewers to appreciate music and science, airing on weekend mornings and afternoons, and hosted by Miles and puppy puppet Banjo. That was before the end of the beginning in September of that year.

Sprout launched two other new blocks. Musical Mornings with Coo, a block produced by Jim Henson Digital Studios and hosted by a cuckoo bird named Coo (Julianne Buescher) as well as Elizabeth Balzano, who hosted the DTV autism series Bounce, airing from 6:00am to 9:00am.

The other block was The Sunny Side Up Show, presented by none other than Yamada of The Birthday Show, who suggested someone be another presenter - none other than Kelly Vrooman (Sean Roach later joined that year). Yamada and Vrooman were joined by Chica the Chicken, performed by Forrest Harding. The latter block aired live from 9:00am to 12:00pm, and featured material sent in by viewers (similar to the non-Sprout PBS show ZOOM) like birthday cards and weather reports, as well as guest appearances from characters like Big Bird and Barney.

In 2008, Sprout launched The Sprout Sharing Show, which featured puppets (Patty the Pig (Vrooman), Ricky the Rabbit (Yamada), and Curtis E. Owl (Brendan Gawell)). The block aired from 3:00pm to 6:00pm, and, like The Sunny Side Up Show, featured viewer submissions like videos and drawings. PICMe was an Irish show in which children would put their faces into the episodes.

Also in that year, Bright House Networks Digital Cable (now Spectrum) acquired Sprout.

Sprout also launched a new campaign called "Sprout Please," which encouraged people to ask for Sprout in their neighborhood by calling 1-866-9-SPROUT. One promo featured Elizabeth Mitchell's cover of Bob Marley's "Three Little Birds..

Sprout teamed up with Mott's for Tots to promote "Sprout Smart," focusing on Healthy Living and Nutrition. “With the multitude of messages that parents are regularly exposed to regarding their child’s development, we know that it can be overwhelming to families with preschoolers,” said Eileen Diskin, vice president of marketing for PBS KIDS Sprout. “Sprout Smart offers expert guidance in the form of fun and credible tips, tools and resources that are easily accessible to parents and meaningful to preschoolers.”

Sprout collaborated with the Pajama Program to launch The Great Sprout Tuck-In, which was a prosocial initiative that extended Sprout's "Good Night" mission and encouraged families to share in the spirit of giving through PSAs appropriate for adult and preschool audiences, nighttime programming and a donation-match program.

TO BE CONTINUED...