Amid recession, massive social change, 'Sesame Street' embraces 40

By Bill Brioux, The Canadian Press

 

Forty years later, viewers are still asking: "Can you tell me how to get to Sesame Street?"

The landmark children's series helped establish PBS when it premiered on Nov. 10, 1969. Since then, it has appeared in over 140 different countries in many different languages. Grover, Cookie Monster and Big Bird have become as iconic as Bugs Bunny and Mickey Mouse, with millions of Tickle Me Elmo dolls finding their way under Christmas trees each December.

More important, the series is recognized as helping generations of preschoolers learn to read and count, all the while promoting awareness and diversity. It all sprang from a simple idea, put forward by Sesame Workshop (formerly Children's Television Workshop) co-founder Joan Ganz Cooney, who wondered, "if we can use advertising to teach children to drink Pepsi or go to McDonald's, why can't we use that attractive medium to teach kids letters and numbers?"

The series premiered days after Richard Nixon was elected U.S. president, months after the moon landing and a year after the assassinations of Martin Luther King, Jr., and Robert Kennedy. American society was churning and streets were places of protest and fear.

"Sesame Street" changed that for kids, providing a more grounded and realistic backdrop than the simple, single-host fantasy worlds "Captain Kangaroo" and "The Friendly Giant" had provided up until that time.

All that is being celebrated this Nov. 10 as the series returns for a 40th season. The episode finds Big Bird looking for a new habitat. Kids and parents may find the scenery has already changed dramatically from the "Sesame Street" they remember. The show is entering a digital age with new CGI effects, especially in the "Abby's Flying Fairy School" segment.

Miranda Barry, executive V.P. of content for Sesame Workshop, told critics in Los Angeles last summer that the world has changed and "Sesame Street" is changing along with it. Back in 1969, "Rowan & Martin's Laugh-In" was the most popular show on TV and "Sesame Street" found inspiration in that comedy's rapid fire format.

"Now kids are more accustomed to seeing longer form programming, full stories," she says, pointing to 20 years of Disney features being available to kids at home on VCRs and DVDs.

"Sesame Street" has always been visited by big name guest stars and this season is no exception, starting with U.S. First Lady Michelle Obama, who will pass along gardening tips for kids on the premiere. Other celebrities including Kobe Bryant, Hugh Jackman, Ricky Gervais, Eva Longoria, Cameron Diaz and Jason Mraz, visit this season. There's even a "Mad Men" parody coming up. How can a preschool show address such an adult drama?

"We work on two levels," says Barry, who reminded critics the show also did a "Desperate Houseplants" sketch a few years back.

The show's iconic characters are even working the talk show circuit, with Big Bird dropping by "Jimmy Kimmel Live" this week and Elmo and Rosita scheduled to visit Jimmy Fallon on Monday. You'll even spot cartoon Cookie Monsters and other Muppets every time you log onto Google right up until Nov. 10.

Not that everything is A-OK in Sesame land. The hilarious Broadway musical "Avenue Q" lampooned the notions of equality and togetherness long held sacred on the children's series. The show has also suffered a steady decline in ratings since the '90s as more competition from network and children's cable channels emerged.

"Sesame Street" was the only game in town for parents looking for something smart to sit their child in front of in 1969. Today, Barry calculates, there are 47 preschool shows on television.

The recession has also reached the "Street." Sesame Workshop laid off several employees earlier this year.

"This is a tough economy that's affecting everyone in the country," says Barry.

All the dark clouds disappear as puppeteers Eric Jacobson and David Rudman mingled with reporters. The two brought the characters they play, Grover and Cookie Monster, both originally voiced and operated by Frank Oz.

Suddenly reporters in their 40s and 50s are four or five again, pointing their digital recorders directly at the furry Muppets. Grover and Cookie are happy to talk, knowing that critics are just big kids after all.

Told he does not look 40, Cookie replies: "Monster years different from human years. Me not sure how it works."

Asked what celebrities he met this year, Grover mentioned Cameron Diaz. "She's pretty hot," it was suggested. "I dunno," said Grover, "I did not touch her."

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Bill Brioux is a freelance TV columnist based in Brampton, Ont