As a result of a new focus, children’s television programming now appears to favour younger viewers, with teenagers put at a great disadvantage.
Some television dramas about school life have been stuffed with storylines about drugs, gangs, violence, and so on. Outraged parents have worked to squeeze out this kind of programming for teenage viewers. As a consequence, there will be more innocent plotlines, nowadays slanted to an audience of under 12s.
The arrival of multi-channel digital television and the increased widespread subscriptions to cable television cater especially to the youngest children. They currently are spending the overwhelming part of their viewing time on digital television, or if available, on special cable programs. Parents are particularly pleased by the new recognition of very young viewers.
The ban on advertising junk food during young people’s shows has meant less commissioning of expensive shows for that older group. As a consequence, pre-schoolers are getting the best part of what is left over. Then, too, these youths are more likely to watch television with their parents, so advertisers will pay more to sponsor such programs.
The increased attention to very young children is taking place at the expense of older youngsters. With fewer telecasts for more mature children, the television-minded over-12s, therefore, have as alternatives only adult-oriented programs.
Most of the objectionable adult or pre-adult programs come from the United States. Here in Canada we have developed some excellent programs for the very young, for example, Ernie Coombs’ Mr. Dressup or the late Bob Hommes’ The Friendly Giant. The CBC has made a commendable effort to appeal to the under-12s with replacements for the above-mentioned shows, which have been discontinued.
That means that all television producers must make more of an effort to generate new programs for older juvenile audiences. That should take the place of the junk now imported, or the silly cartoons that dominate broadcasting networks on Saturday or Sunday mornings.
On public broadcasting and cable television, there is a great variety of worthwhile fare, but not many that accommodate teenagers’ interests. One must hope that our entertainment community will fill this gap, help to mould our national identity, and provide more beneficial television programs. Opportunities exist, but they can and should be exploited.