“as a child of egyptian immigrants,downloads.cdn.sesame.org/sw/sworg/documents/annual... ·...
TRANSCRIPT
“As a chi ld of Egyptian immigrants,growing up was a very d i f f icu l tth ing. I a lways fe l t l i ke I d idn’ tquite f i t in. Sesame Street was my place of refuge. I t was a happyplace. I remember feel ing that i twas okay to be different; that onSesame Street it didn’t matter ifyou were blue or if you were greenor i f you were yel low.”
– t e a c h e r a n d l i f e l o n g S e s a m e S t r e e t f a n
2 0 0 4 A n n u a l R e p o r t
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Respec t and Unders tand ing
“Today we plant the seed; tomorrow is in our hands. We know a better world is up to us.”
These words, sung by children in Hebrew and Arabic, are part of the theme song
that opens and closes every episode of Sesame Stories, the groundbreaking
media initiative helping Jordanian, Palestinian, and Israeli children learn about
themselves and one another as a bridge to a better tomorrow.
We know, of course, that it’s never that simple. But we also know that media can
be used effectively to foster respect and understanding among children across
and within cultures and countries. For the last three decades, Sesame Workshop
has been at the forefront of this effort: using Sesame Street in the United States
and in coproductions around the world to help children develop the skills to
challenge ignorance, dispel stereotypes and champion diversity – skills that
contribute, in no small way, to sustaining peace in an increasingly complex
and interconnected world.
In addition to Sesame Stories, targeted efforts to promote respect and under-
standing include Rruga Sesam and Ulica Sezam, a Sesame Street adaptation in
Albanian and Serbian respectively, that helps children from different backgrounds
in Kosovo learn about one another. And here in the United States “Global Grover,”
a daily segment of Sesame Street, introduces children to the ways in which their
counterparts live around the world.
Grover USA >
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“Sesame Street has meant the worldto me! As a chi ld i t was my f irstteacher, my f irst Engl ish tutor…. As an only chi ld in a new country i t was also my best fr iend; i t gaveme a sense of belonging…. As a parent, I see the enthusiasm on my son and daughter ’s [faces] asthey watch Elmo and crew…. Theyhave learned so much – colors,alphabet, numbers, sharing, l i fe…[The show is] [rein]forcing theirdesire to learn….”
– p a r e n t a n d S e s a m e S t r e e t g r a d u a t e
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Schoo l Read iness
Entering school “ready to learn” requires more than recognizing letters and
numbers. It requires physical skills and the abilities to listen, get along with
others, and develop friendships. It requires a sense of mastery over behavior
and emotions and the abilities to predict and recognize the consequences of
actions. It requires enthusiasm for learning.
Sesame Workshop is unique in its focus on the full range of child development.
We embrace the “whole child,” helping develop the cognitive, social, emotional,
and physical skills necessary for children not only to be ready for school but to
reach for a bigger, better world.
This approach is as central to Sesame Street abroad as it is domestically,
particularly in places where access to educational opportunity is limited. Our
coproductions in Egypt and Mexico promote school readiness for all children
and soon in Bangladesh and India, our work will support a new focus on the
importance of early childhood education.
Here at home, we’re in the early stages of a new educational outreach project
for children in rural America. Created in collaboration with the Early Childhood
Institute at Mississippi State University and “Between the Lions” producers WGBH
and Sirius Thinking, Ltd., the Rural Literacy Project will consist of video, audio,
DVD, and print materials for children, caregivers, and teachers to help redress
gaps in school readiness among children in rural regions.
< Abelardo Mexico
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“My fr iend…is Nomfundo.. . . Hermom died a few weeks ago…. Ifeel sad because my fr iend is HIV posit ive. Other chi ldren they don’tplay with her and they don’t loveher. My fr iend is st i l l my fr iendand I love her. Everyday I ’mwatching Takalani Sesame with my fr iend. Moshe and Kami onTakalani Sesame they care aboutpeople who are HIV posit ive…”
– y o u n g Ta k a l a n i S e s a m e f a n f r o m E s h o w e To w n s h i p , S o u t h A f r i c a
Ta k a l a n i S e s a m e i s t h e S o u t h A f r i c a n a d a p t a t i o n o f S e s a m e S t r e e t
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HIV/A IDS Educat ion
Kami, the vibrant Muppet on Takalani Sesame, the South African adaptation ofSesame Street, is sad and doesn’t want to play. “Why not?” asks her Muppetfriend, Zuzu, curious and concerned. “The other children at school don’t want to play with me because I’ve got HIV,” Kami explains. “They don’t want to touchme because they think I will make them sick.” Throwing her arms around Kami,Zuzu exclaims, “…but you can’t get HIV just by touching someone. We’re notscared to play with you, because we know that we can’t get HIV just by beingyour friend!”
Clear, simple statements spoken by characters children love and trust, state-
ments that empower children with age-appropriate information to cope with the
consequences of HIV/AIDS – these are the hallmarks of Takalani Sesame and its
pioneering HIV/AIDS curriculum, launched in 2002 to address the devastating
impact of the disease on South Africa’s children.
Developed in collaboration with coproducing partners, the curriculum centers on
the adventures of Kami and provides children and their caregivers with basic
knowledge about the disease, skills for coping with profound loss, and a basis
for altering behaviors that perpetuate HIV- and AIDS-related stigmas. Since her
debut, Kami has been warmly received and widely recognized, helping to increase
public discourse on issues typically constrained by prejudice and silence.
Kami South Af r ica >
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“I learn everyday something newfrom my fr iends Khokha, F i l f i l , and Nimnim, which helps me tobecome a better person.”
“I l ike Khokha because she encourages us to go to school…”
– y o u n g v i e w e r s o f A l a m S i m s i m
A l a m S i m s i m i s t h e E g y p t i a n a d a p t a t i o n o f S e s a m e S t r e e t
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Gi r l s ’ Educat ion
“My name is Khokha. I am a young girl. When I grow up, I’ll be a doctor. I’ll be a pilot or a ship captain or I could also be a lawyer….” So sings Khokha, thebubbly female Muppet in Alam Simsim, the Egyptian adaptation of SesameStreet, as she imagines what she’ll be when she grows up. Central to the sceneis something subtle but equally powerful: As Khokha happily sings, the malecast around her – two men, a boy, and two Muppets – affirm each choice, lending support and encouragement to a young girl’s sense of possibility.
On Sesame Street, as in all Workshop productions, we strive to help all children
reach their highest potential by modeling a sense of what’s possible and making
sure girls, Muppets, and everyone else, no matter their color, gender, size – or
stripe – are not defined by stereotypes.
This is particularly potent in those parts of the world newly committed to lifting
the status of women. In Egypt, for example, where illiteracy among girls is
disproportionately higher than among boys, one of the central themes of Alam
Simsim is to promote girls’ education. The same is true in Afghanistan where
Koche Sesame, the Afghani adaptation of Sesame Street, endorses equal access
to educational opportunity.
By modeling girls engaged in academic pursuits such as reading, studying,
and going to the library, the program helps girls – and just as important, boys –
broaden their sense of what constitutes a woman’s role in society. After all, for
many children, media is the lens through which they view the world; it is both
the reflector and the definer of cultural norms.
Khokha Egypt >
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300,000chi ldren under the age of 18 are d i rec t ly
invo lved in armed conf l i c ts wor ldwide
6,000,000chi ldren in the Uni ted S ta tes are obese
800,000South Af r ican ch i ldren became HIV-pos i t i ve in 2002
1,000,000women in Egypt cannot read or wr i te
2,000,000mil l ion Mexican ch i ldren do not a t tend school
500,000Afghan g i r l s a t tended school under the Ta l iban
1,000,000women in Egypt cannot read or wr i te
2,000,000mil l ion Mexican ch i ldren do not a t tend school
“Sesame Workshop’s. . . ’HealthyHabits’ campaign offers a new and welcome opportunity to.. .help address one of our nation’sgreatest publ ic health threats.. . .By helping preschool-aged childrenlearn lessons about healthy eatingand exercise.. .we can.. . improvethe health of our next generation.”
– S e n a t e M a j o r i t y L e a d e rB i l l F r i s t , R - Te n n .
M a y 2 0 0 4 l a u n c h o f S e s a m e W o r k s h o p ’s “ H e a l t h y H a b i t s f o r L i f e ” i n i t i a t i v e
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Hea l thy Hab i t s fo r L i fe
Sesame Workshop has long modeled strategies to promote good health on
Sesame Street and in other Workshop endeavors. But in response to alarming
trends in childhood obesity and its attendant illnesses, the Workshop has
turned up the volume, launching a comprehensive, multiyear initiative to help
preschoolers and their families develop “Healthy Habits for Life.”
Recognizing that maintaining good health is as central to a child’s success as
learning ABCs and 123s, the Workshop – in partnership with the US Department
of Health and Human Services, PBS Kids, The Parenting Group, the National
Association for the Education of Young Children, The Ad Council, and the YMCA
of America – is creating content in various media to help children learn how to
take care of their bodies, and help parents help their children do so.
Informed by an advisory board of top health, nutrition, fitness, and education
experts, the “Healthy Habits for Life” curriculum will span the 36th season of
Sesame Street. It will also include public service announcements; new book
titles and Sesame Street Magazine content; a bilingual, educational outreach
kit; an interactive museum exhibit in fifteen cities; a new online area on
SesameStreet.com; theme-based entertainment; and new home video, DVD,
and audio releases – all providing extended opportunities for children to
establish healthy habits now, to last a lifetime.
15,000,000chi ldren have been orphaned by HIV/AIDS, as o f 2003.
Nowhere is th is ep idemic more devastat ing to ch i ldren than in sub-Saharan Af r ica , home to 80% of those orphaned by the d isease.UNICEF Repor t : "Ch i ldhood Under Threat : The S tate o f the Wor ld ’s Ch i ldren 2005"
17,600,000chi ldren under age 5 wor ldwide are es t imated to be overweight .
In the Uni ted S ta tes , the preva lence of obese ch i ldren aged 6 to 1 1 years has doubled s ince the 1960s.Wor ld Heal th Organizat ion : G lobal S t ra tegy on D ie t , Phys ica l Ac t i v i ty and Heal th , 2003.
20,000,000chi ldren have been forced by conf l i c t or human r ights v io la t ions to leave the i r homes in the las t decade.UNICEF Repor t : "Ch i ldhood Under Threat : The S tate o f the Wor ld ’s Ch i ldren 2005"
65,000,000of the wor ld ’s pr imary-school-age g i r l s do not a t tend school .Implementat ion of the Uni ted Nat ions Mi l lenn ium Dec larat ion , Repor t o f the Secretary-Genera l , 2004.
< Zoe USA
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Making a difference – one child at a time, millions of children the world over. That’s
what it’s about for us: effecting change on a scale unique to mass media, yes, but
change that moreover takes hold and grows, one child at a time.
Nothing expresses this more clearly than the letters, e-mails, drawings, and other direct
contact we have with our audiences, young and old, here and around the world.
This year’s annual report features quotes from several such exchanges. Each is a
reflection of the impact of our work on one individual, which also calls attention to
children’s greater needs – needs that go beyond learning ABCs and 123s.
After all, children live in no less “real” a world than adults do. From its inception, the
Workshop has recognized and honored the way children experience their environments.
We do this not by holding fast to an unchanging view of children or the challenges
they face but by embracing and incorporating new issues into our programming as
new needs arise.
Pres ident ’s Le t ter
Sesame Workshop 2004 Annual Repor t 13
progress is poss ib le…
onechi ld at a t ime
a message from the President
millionsof ch i ldren each and everyday
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This is why, in addition to promoting school readiness in more than 120 countries,
our work includes initiatives to reduce the stigma associated with HIV/AIDS in South
Africa; encourage gender equality in Egypt and Afghanistan; prevent childhood
obesity and promote healthy lifestyles in the United States; and foster cross-cultural
respect and understanding among children in Israel, Jordan, and Palestine, as well
as among Albanian- and Serbian-speaking children in Kosovo.
Our ability to address children’s needs derives from a process first pioneered with
Sesame Street in 1969, a dynamic collaboration among educators, researchers, and
producers to set goals, establish curricula, monitor impact, and continually raise the
bar. The Sesame Workshop Model has proven effective around the world as a flexible
framework for the expression of local norms and indigenous social practices, producing
a range of educational outcomes in different countries to meet different needs.
And it’s more than television. We apply the model across multiple media – radio,
books, magazines, computers, film, video, and educational outreach – to reach
children wherever they are and with whatever resources are available to them.
We serve as a catalyst for change that brings together local stakeholders in the public
and private sectors. Government ministries, development agencies, foundations, civic
groups, corporations, philanthropists, educators, broadcasters, and many others
coalesce around our projects, united in the shared purpose of using media to make
a difference in children’s lives.
If there is one factor responsible for our success, besides a strict adherence to mis-
sion, it is research – research that helps us understand children’s changing needs
and how media can best address them. The same spirit of innovation and experi-
mentation that suffused this organization 36 years ago continues today, perhaps
even more so, with research called on to maximize the educational potential of mul-
tiple media across multiple continents and multiple cultures.
Of course, the truest measure of our success will always be the meaningful differ-
ences we make in children’s lives. More than 1,000 studies on record speak to this
efficacy, but none more powerfully than the letters and comments we cite here.
They give us great hope that progress is possible. And there are so many more
encouraging signs: The schoolgirl in Paghman, Afghanistan who learns not only
about letters and numbers from Koche Sesame, the Afghani adaptation of Sesame
Street, but is also encouraged to believe in herself and all she can achieve; the
daughter of Egyptian immigrants to this country, who credits watching Sesame Street
as a child with her sense of belonging as well as her career choice as a teacher;
Pres ident ’s Le t ter
Sesame Workshop 2004 Annual Repor t 15
Pres ident ’s Le t ter
2004 Annual Repor t Sesame Workshop 14
“…a dynamic collaboration among educators, researchers, and producers to set goals, establish curricula, monitorimpact, and continually raise the bar.”
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the 6-year-old Iraqi girl who, in the midst of war, writes to tell us that she and her
younger brother love and want to be friends with the characters on Alam Simsim,
our Egyptian production broadcast via satellite to Iraq and 21 other Arab nations.
Each is an example of progress – one child at a time.
I think we can all agree that education changes the course of history, that through
education we can make measurable differences here and around the world, now
and for generations to come. This was the conviction and idealism that sparked the
creation of Sesame Street and the Workshop in the late 1960s, and even now with
the world a different place, continues to sustain us. Despite all the changes of the
last four decades, our vision, our values, our focus on helping children learn have
remained constant. One child at a time, millions of children the world over.
Pres ident ’s Le t ter
16
G a r y E . K n e l lP r e s i d e n t a n d C h i e f E x e c u t i v e O f f i c e r
For more than 35 years , Sesame Workshophas been he lp ing ch i ld ren learn , grow andreach the i r h ighest potent ia l . F rom Brook lynto Kabul , we connect with mi l l ions of chi ldrenand ef fec t change where i t mat ters most .
“…through education we canmake measurable differenceshere and around the world, nowand for generations to come.”
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Sesame S t reet
Now celebrating its 35th consecutive season, Sesame Streetcontinues to set the gold standard for excellence in educationalmedia, helping children in the United States develop the cognitive,emotional, physical, and social skills essential for today’s world.
Par tners
Broadcast:PBSNoggin
Funding:Corporation for Public BroadcastingMcDonald’s CorporationThe Quaker Oats CompanyUnique Vacations, Inc., worldwide representatives for Beaches ResortsUS Department of Education (Ready-to-Learn)
B rook lyn, New York
<
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Plaza Sésamo
Premiering in Mexico in 1972, this Spanish-language adaptationof Sesame Street now broadcast throughout Latin America, theCaribbean, and the United States, promotes school readinesswhile showcasing cultural diversity.
Par tners
Broadcast / Project:Discovery Kids Latin AmericaTelefuturaTelevisa
San Sa lvador, E l Sa lvador
>
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Koche Sesame
Launched in 2004, Koche Sesame, the Afghani adaptation ofSesame Street, is an educational outreach initiative that brings tolife basic lessons on literacy, numeracy, gender equity, and globalcultural awareness for Afghani children. The Egyptian adaptationof Sesame Street, based on the television series Alam Simsim andtranslated and dubbed into Dari, includes print and video materialssupported by classroom supplies that together advance educa-tional reconstruction in Afghanistan.
Par tners
Project / Funding:The Government of QatarRAND
Paghman, Afghanis tan
®
<
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Sesamstrasse
Premiering in 1973, the German adaptation of Sesame Street isamong our earliest international coproductions. Airing seven daysa week, the program remains popular among Germany’s youngestcitizens. Throughout the years, Sesamstrasse has helped childrenlearn through discovery. More recently the program has includeda special focus on helping children develop awareness of andrespect for Germany's increasingly diverse population.
Par tners
Broadcast:Norddeutscher Rundfunk (NDR)KiKa (Der Kinderkanal)ARD
Ber l in , Germany
>
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Rot terdam, The Nether lands Sesamstraat
Looking forward to celebrating its 30th anniversary in 2006, theDutch coproduction of Sesame Street focuses on children’s socio-emotional development with an emphasis on music and the arts,closing every evening broadcast with a signature bedtime story.
Par tners
Broadcast:Nederlandse Programma Stichting (NPS)Nederlandse Omroep Stichting (NOS)
<
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Amman, JordanSesame S tor ies
This groundbreaking media initiative helps Jordanian, Israeli, andPalestinian children learn about themselves and one another asa bridge to a better tomorrow in the region.
Par tners
Broadcast:HOP! ChannelJordan Radio and TelevisionMa’an Network
Project:Al-Quds Educational TelevisionHOP! ChannelJordan Pioneers (JP) for TV ProductionMiddle East Nonviolence and Democracy (MEND)
Funding:European UnionThe Kahanoff FoundationThe Ford FoundationThe Atlantic PhilanthropiesCharles H. Revson FoundationThe Netherlands Ministry of Foreign AffairsJoseph and Harvey MeyerhoffFamily Charitable FundsForeign Affairs CanadaThe Double H Foundation, Inc.Alan B. Slifka FoundationThe Zanvyl and Isabelle Krieger FundThe Wolfensohn Family Foundation
>
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New London, South Af r ica Takalan i Sesame
Through television, radio, and community outreach programs, theSouth African adaptation of Sesame Street helps preschoolersdevelop basic literacy and numeracy skills. And, in a country wherethe devastation of HIV/AIDS impacts so many children’s lives,Kami, a Muppet who is HIV-positive, conveys age-appropriatemessages designed to reduce the fear and stigma associatedwith the disease and help children cope.
Par tners
Broadcast:South African Broadcasting Corporation (SABC)
Project:South African National Department of Education
Funding:SANLAM Life Insurance LimitedUnited States Agency for International Development (USAID)
<
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Moscow, Russ iaUl i tsa Sezam
First broadcast in 1996, this Russian coproduction focuses onhelping that nation’s youngest citizens develop the skills to thrivein an open society, maintain a healthy lifestyle, and gain anawareness of and appreciation for diversity.
Par tners
Broadcast:CTCNTV
Project:Ministry of Education and Science of the Russian FederationRitm TV, a subsidiary of DIXI-TV Productions
Funding:Nestlé Food LLC
>
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Rruga Sesam and Ul ica Sezam
Debuting in November 2004, this Sesame Street coproduction –Rruga Sesam in Albanian and Ulica Sezam in Serbian – provideschildren in Kosovo with critical early education skills. At the sametime they promote awareness and understanding of their ownculture and the multiethnic society in which they live.
Par tners
Shkabaj , Kosovo
Broadcast:Radio Television of Kosovo (RTK)Children’s Television Station (DTV)TV HerpceTV Most
Project:CMB ProductionsUNICEF
Funding:Canadian InternationalDevelopment Agency (CIDA)The German Institute for ForeignCultural Relations (ifa) The Netherlands Ministry ofForeign Affairs Organization for Security andCooperation in Europe (OSCE)UNICEF
<
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Alam S imsim
Airing daily on Egyptian television since 2000 and throughoutNorth Africa and the Middle East via satellite since 2003, thisEgyptian adaptation of Sesame Street mobilizes media in theservice of children with a particular emphasis on educating girls.An extensive outreach program deepens and extends the on-airmessages, with recent research documenting gains in the areasof health, hygiene, and nutrition among children, parents, care-givers, and families.
Par tners
Broadcast:Egyptian TelevisionMiddle East Broadcasting Corporation (MBC)
Project:AlKarma Edutainment Egyptian Ministry of Education
Funding:United States Agency for International Development (USAID)
S ina i , Egypt
>
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Sesame S t reet Japan
In September 2004, Japanese children and families, who had longbenefited from the United States version of Sesame Street, celebratedthe launch of their own entirely original coproduction. Using natureas a thematic springboard for showcasing Japan's unique culturalheritage, the series helps Japanese children use their imagination,think independently, appreciate diversity, and learn simple Englishphrases.
Par tners
Broadcast:TV TOKYO Corporation
Project:ASATSU-DK Inc.Kyodo Television, Ltd.Nikkeisha, Inc.Odyssey Communications, Inc Sesame Street Partners Japan Television Tokyo Broadband Entertainment Inc.We’ve, Inc.
Locat ion to come
<
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Jossure , BangladeshS is impur
Set to launch in April 2005, this widely anticipated adaptation ofSesame Street will provide access to educational opportunity forall Bangladeshi children. And to help build the capacity to developand sustain such programming for generations to come, theWorkshop will forge partnerships with local stakeholders, includinggovernment ministries, development agencies, foundations, civilsociety groups, corporations, educators, and broadcasters.
Par tners
Broadcast:Bangladesh Television
Project:Nayantara Communications
Funding:United States Agency for International Development (USAID)
>
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Dragon Ta les
The number-one rated television show for preschoolers in theUnited States for two years running,* Dragon Tales helps childrenhere and around the world with the “three Rs” of early childhoodeducation: resilience, relationships, and readiness. New this yearare 13 original episodes using folk stories, music and streetgames to highlight the Hispanic American experience.
Par tners
Broadcast:PBS
Project:Sony Pictures Television
Funding:Corporation for Public BroadcastingKellogg USA Inc.US Department of Education (Ready-to-Learn)
* Source: Nielsen, PBS PP, AA% K2-5, average of September 2002-August 2003 and September 2003-August 2004, ratings may include viewing to more than one telecast per program per day; GalaxyExplorer/PNF, AA% K2-5, total U.S. coverage, 08/26/02-08/31/03 and 09/01/03-08/29/04, 6A-6P;Dragon Tales versus all regularly scheduled children's programs 6AM-6PM, 120+ episodes M-F.
Houston, Texas
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Phi lde lph ia , Pennsy lvan iaHappy, Heal thy, Ready for School
Part of the “PNC Grow Up Great” program funded by The PNCFinancial Services Group, Inc., this educational outreach initiativeis a collection of print materials and a DVD designed to improveschool readiness for children up to age 5 in Pennsylvania, Delaware,Kentucky, New Jersey, and Ohio.
Par tners
Funding:The PNC Financial Services Group, Inc.
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Corporations, Foundations, Government, and Donor Agencies
$1,000,000 +
Campbell Soup Company
Corporation for Public Broadcasting
European Union
Federal EmergencyManagement Agency
The Kahanoff Foundation
Kellogg USA, Inc.
McDonald’s Corporation
National Science Foundation
Nestlé Food LLC
The PNC Financial Services Group, Inc.
Prudential Foundation
The Quaker Oats Company
Charles H. Revson Foundation
SANLAM Life Insurance Limited
South African BroadcastingCorporation
Unique Vacations, Inc., worldwide representatives for Beaches Resorts
U.S. Agency for InternationalDevelopment (USAID)
U.S. Department of Education
$500,000 - $999,999
The Atlantic Philanthropies
The Ford Foundation
The NetherlandsMinistry of Foreign Affairs
Bernard van Leer Foundation
$250,000 - $499,999
American Institutes for Research
Merrill Lynch & Co., Foundation, Inc.
Joseph and Harvey MeyerhoffFamily Charitable Funds
NAMM (International MusicProducts Association)
Stavros S. Niarchos Foundation
$100,000 - $249,999
Foreign Affairs Canada
Organization for Security &Cooperation in Europe (OSCE)
W.L.S. Spencer Foundation
United Nations Children’s Fund(UNICEF)
$50,000 - $99,999
Canadian InternationalDevelopment Agency (CIDA)
Fisher-Price
Merrill Lynch & Co., Inc.
National Conference forCommunity and Justice
Nexsam Technologies
Sony Music Entertainment
Anonymous
$25,000 - $49,999
Bank of America
The German Institute for ForeignCultural Relations (ifa)
The Double H Foundation
The Helen Hotze HaasFoundation
ICTV
Markle Foundation
McKinsey & Company, Inc.
Nickelodeon Networks
RAND
Alan B. Slifka Foundation
Starbucks Coffee Company
StorageTek
Toys "R" Us Children’s Fund, Inc.
$15,000 - $24,999
The Cole Family Foundation
The Zanvyl and Isabelle Krieger Fund
Macy’s Parade
The Parenting Group
Simpson Thacher & Bartlett LLP
Thirteen/WNET
VEE Corporation
Wolfensohn Family Foundation
$7,500 - $14,999
AEA Investors
American Greetings Corporationand the Employees of AmericanGreetings Corporation
Amtrak
Lisbeth R. Barron on behalf ofBear, Stearns & Co. Inc.
Busch EntertainmentCorporation/ Sesame Place
The Gina and David ChuFoundation
Davis Wright Tremaine LLP
Deloitte
The Walt Disney Company
Foote Cone & Belding
HIT Entertainment plc
J.P. Morgan Chase & Co.
Kaufman Astoria Studios
MGM Home Entertainment
New School University
Novell, Inc.
Prudential Financial
Public Broadcasting Service
Random House Children’s Books
Sidley Austin Brown & Wood
Transworld Television Corporation
UBS
$2,500 - $7,499
The Bloomingdale’s Fund of theFederated Department StoresFoundation
The Mark & Anla ChengKingdon Foundation
The Children’s Health Fund
Credit Suisse First Boston
Hasbro, Inc.
HBO
Investcorp International Inc.
Kauff McClain & McGuire LLP
The Leonard and Evelyn LauderFoundation
MetLife Foundation
National Geographic Society
The Pierre and Pamela Omidyar Fund
Peninsula Community Fund
Piper Rudnick LLP
Steven Rattner and P. MaureenWhite Foundation
Ross Stores, Inc.
Scholastic
Sony Corporation of America
Warner Brothers ConsumerProducts
Waste Management CharitableFoundation
We Are Family Foundation
$1,000 - $2,499
The Archstone Partnerships
Bloomingdale’s
Broadway Video
James E. and Diane W. BurkeFoundation, Inc.
KL Felicitas Foundation
Fox Family Foundation
Sesame Workshop gratefully acknowledges the generous support ofpartners around the world who share our vision. Their commitmentmakes our endeavors on behalf of children possible and enables us to bring our mission to life.
Major Suppor ters
Friedman Kaplan Seiler &Adelman LLP
Hallmark Cards, Inc.
The Jim Henson Company
The Jim Henson Legacy
Leventhal, Senter & Lerman PLLC
Magno Sound & Video
Mele Companies, Inc.
Morgan, Lewis & Bockius LLP
Proskauer Rose LLP
Robinson Lerer & Montgomery, LLC
Rosie’s For All Kids Foundation
WNYC Radio
Anonymous
Individuals
$50,000 - $99,999
Joan Ganz Cooney and Peter G. Peterson
Vincent and Anne Mai
$25,000 - $49,999
Jane Hartley and Ralph Schlosstein
$15,000 - $24,999
Richard Beattie
Toni and Dwight Bush
Judy and Steven Gluckstern
Jessica and Jerry Seinfeld
Scott and Lisa Stuart
Rodney and Sukey Wagner
$7,500 - $14,999
Afsaneh Beschloss
Rachel Hines and Michael Cembalest
Margaret Loesch and The Hatchery, LLC
David Westin
Anonymous
$2,500 - $7,499
David and Mary Boies
Marcia M. Carlucci
Jessica Reif Cohen and Bob Cohen
Edith Cooper and Robert Taylor
Irwin and Concepción Federman
Theodore J. Forstmann
Robert Goldberg and Betsy MacIsaac
Martín Gómez
Mr. and Mrs. Henry Grunwald
Mr. and Mrs. Murray Halpern
Cheryl and Fred Halpern
Kati Marton and Richard Holbrooke
Ann and Vernon Jordan
Gary E. Knell and Kim Larson
Deborah Slaner Larkin
Evelyn G. Lipper
Sanford M. Litvack, Esq.
Jamie and Michael Lynton
Catie and Donald B. Marron
Maurice and Elizabeth Myers
Lionel I. Pincus and HRH Princess Firyal
David Rockefeller
Jeanne and Nicolas Rohatyn
Wendy and Eric Schmidt
Kenneth and Marisa Starr
Preston Robert Tisch
Anastasia Vournas and J. William Uhrig
Joanne and Cyrus Walker
Jeffrey and Lynn Watanabe
The Honorable Kimba M. Woodand Frank E. Richardson
Ann and Bill Ziff
Anonymous
$1,000 - $2,499
Maya Ajmera
Mr. and Mrs. Luis Alvarez
Gigi Arledge
Joanna Barsh and David Garbasz
Candice Bergen and Marshall Rose
Mr. and Mrs. John Bolger
Marie Brenner and Ernest Pomerantz
Steve and Gretchen Burke
Daniel Burstein and Julie O’Connor
Christopher B. Cerf
Connie Chung and Maury Povich
Kevin Clash
Patricia Cook, Ph.D.
Peggy Dulany
Mr. and Mrs. Lewis Eisenberg
Barbara D. Finberg
Mark Gallogly
Sarah and Seth Glickenhaus
Agnes Gund and Daniel Shapiro
Phyllis Harrison-Ross, M.D.
Cheryl Henson and Ed Finn
Anne and John Herrmann
Peter Jennings and Kayce Freed
Carol Kane
Mr. and Mrs. Hans W. Kertess
Mr. and Mrs. Brad Klatt
Mr. and Mrs. Murray Kushner
Karyn and Kevin T. Lamb
Joan Lombardi
Dr. Loretta Long
Lili Lynton and Michael Ryan
Mona Mangan
Cynthia McFadden
Mr. and Mrs. Lloyd Morrisett
George B. and Elinor Bunin Munroe
George and Joan Newcombe
Hannah Pakula
Kimberly and Jean Putzer
Deborah Roberts and Al Roker
Senator and Mrs. John D. Rockefeller IV
Mr. and Mrs. Felix Rohatyn
Dr. and Mrs. Mitchell Rosenthal
Glenn Ross
Lizzie and Jeffrey Rudnick
Richard E. Salomon
Julienne Scanlon
Phil Schlein
Frances Schultz
Kenneth W. Schwab
Steven Shamah
Neal Shapiro and Juju Chang
Mr. and Mrs. Peter Solomon
Melissa and Robert Soros
George Stephanopoulos andAlexandra Wentworth
Ben Stiller
Rose Styron
Paul A. Volcker
Ellen Wartella
Alan and Barbara Washkowitz
Mr. and Mrs. LesterWunderman
$500 - $999
Susan Akbarpour and Faraj Aalaei
Ralph Bartel
David Brown and Helen Gurley Brown
Amanda Burden
Amy Entelis
Dr. and Mrs. Yale Fisher
Clarence Fogelstrom
Mr. and Mrs. Steven Goldby
Gould Shenfeld Family
Linda and Morton Janklow
Sheryl Leach
Gina Maya and Richard Capelouto
Mr. and Mrs. Chris Ream
Marcia Robbins-Wilf
John G. Roche
Robert C. Sheehan
Mr. and Mrs. Kevin Steinberg
Annalee Van Kleeck
For more information about how you can support Sesame Workshop please contact:
Jaime GreenbergVice President, Philanthropic Development(212) 875-6451
Anita StewartVice President, Corporate Sponsorship(212) 875-6889
Or visit:sesameworkshop.org/edonations
Major Suppor ters
Sesame Workshop 2004 Annual Repor t 332004 Annual Repor t Sesame Workshop 32
SW_AR04_01.13_1222 1/20/05 6:30 PM Page 54
Sesame Workshop ’s F inanc ia l S t ra teg ies
To sustain long-term viability and support its educational initiatives here at home and around the world, Sesame
Workshop employs three financial strategies. The first is to assemble public and private funding partnerships.
This strategy was applied from the start with Sesame Street, the Workshop’s flagship preschool series, whose
initial funding partners included the US Department of Education, the Corporation for Public Broadcasting, the
Carnegie Corporation of New York, and the Ford Foundation. Over the years, funding alliances have been formed
with a variety of government, corporate, and philanthropic partners to support other mission-related endeavors.
Sesame Workshop’s second financial strategy depends on self-generated revenue. In this arena, the organization
has successfully undertaken a range of activities that enable it to generate revenue while remaining true to its
educational mission. These activities include domestic and foreign distribution of local-language television programs,
international coproductions, global product licensing, book and magazine publishing, and overseas syndication
of our television series Sesame Street; Dragon Tales; Sagwa, The Chinese Siamese Cat; Out There; and Play With
Me Sesame.
The Workshop’s third financial strategy, similar to other nonprofit educational institutions, is to maintain an invest-
ment portfolio to ensure the organization’s long-term financial viability and to provide financing for educational
activities that are otherwise difficult to fund.
Sesame Workshop’s future financial vitality depends on its abilities to develop new sources of revenue for current
and future educational projects. Therefore, the Workshop has stepped up its efforts to secure funding from
government agencies and institutional and individual donors. In a competitive marketplace dominated by large,
for-profit media companies, this shift in funding strategy is the most effective way to support the Workshop’s
programs and initiatives for years to come.
Management D iscuss ion and Analys i s
Sesame Workshop 2004 Annual Repor t 352004 Annual Repor t Sesame Workshop 34
pub l i c suppor t and revenue
17%institutional &individual giving
9%government &other agencies
6%program reimbursements
68%net from licensing
L i cens ing to Suppor t Educat iona l P rograms
As a nonprofit organization, Sesame Workshop relies not only on philanthropic support but also on the income from the sales of Sesame Street and other Workshop products to fund educational programs that help children everywhere learn and grow.
We partner with best-in-class licensees that believe in our brands and share our vision. Long-term and committed partners like SonyWonder, Fisher-Price, Random House, The Parenting Group (SesameStreet Magazine), Busch Entertainment Corporation (Sesame Place), and VEE Corporation (Sesame Street Live), are essential to advancing our educational initiatives around the world.
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SW_AR04_01.13_1222 1/20/05 6:30 PM Page 56
Sesame Workshop 2004 Annual Repor t 372004 Annual Repor t Sesame Workshop 36
The second significant transaction in fiscal year 2003 was the prepayment of the $56.0 million outstanding loan due
to EM.TV/Henson at a discount rate of 11.2%, resulting in a nonoperating gain of $5.2 million. This loan was part
of the Workshop’s acquisition of the Muppet characters of Sesame Street from EM.TV/Henson in fiscal year 2001.
In fiscal year 2004, Total Assets increased by $2.2 million. Cash and Marketable Securities rose by $15.7 million,
or 10%, primarily due to investment income of $9.1 million. This increase was partially offset by lower programs in
process of $4.0 million due to prepaid program costs recorded as expenses in 2004, and lower intangible assets
due to the annual amortization of $6.9 million.
In fiscal year 2004, Total Liabilities were reduced by $3.8 million based on lower accrued expenses and accounts
payable as compared to fiscal year 2003.
For the year ending June 30, 2004, Total Net Assets on our Consolidated Statement of Activities were $217.6 mil-
lion, $6.0 million higher than the $211.6 million for the year ending June 30, 2003. The fiscal year net operating
loss was $1.8 million, and interest expense was $1.2 million. This net loss of $3.1 million was more than offset by
investment income of $9.1 million.
S ign i f i cant S t ra teg i c Transac t ions
In December 2000, the Workshop acquired the Muppet characters of Sesame Street from the Jim Henson
Company, a subsidiary of EM.TV & Merchandising AG. Full ownership of the Muppet characters of Sesame Street
allows for greater creative freedom, control of content, and enhanced revenue opportunities. In September 2002,
the Workshop sold its 50% ownership interest in the Noggin joint venture to its partner, MTV Networks/Viacom,
providing capital to expand its mission internationally, remain strong in a highly competitive domestic market-
place, and retire a portion of existing debt.
The following statements are an extract of Sesame Workshop’s audited financial statements for the fiscal years
2004 and 2003.
Management D iscuss ion and Analys i s
programexpenses
28%international
production
10%research
5%outreach
48%domestic
production
6%interactivemedia
2%creativedevelopment
1%publishing
Management D iscuss ion and Analys i s
F i sca l Year 2004 F inanc ia l Cond i t ions and L iqu id i t y
The financial condition of Sesame Workshop continued to be strong in fiscal year 2004. The Consolidated
Statement of Activities reflects an operating loss of $1.8 million, which is $0.7 million higher than fiscal year 2003.
Revenues increased by $3.8 million, or 4%, due to stronger global product licensing, primarily from higher sales
in Japan. There also was a onetime improvement in fiscal year 2004 from the impact of a change in the compa-
ny’s method of accounting for guaranteed licensing revenue. These increases were partially offset by reduced
grant revenues, a decline in cable retransmission royalties received from PBS, and international program sales,
which were higher in fiscal year 2003 due to the launch of Out There.
Expenses increased by $4.5 million, or 5%, in fiscal year 2004 compared to fiscal 2003. Program production
costs were up $2.4 million, or 7%, primarily due to increased production activity such as Sesame Stories, the
Israel-Palestine-Jordan coproduction. International marketing and development expenses were higher based
on expanded licensing initiatives and the establishment of an International Business Development group respon-
sible for coordinating all projects in foreign countries. Marketing and promotion costs were up due to enhanced
Sesame Street promotion and the cost of promotional materials related to sponsored outreach projects. In addition,
Corporate Affairs, Education, and Development costs increased due to the launch of a direct-mail fund-raising
campaign.
Two significant transactions affected the financial position of the company in fiscal year 2003. The first was the
sale of the Workshop’s 50% interest in Noggin to MTV Networks in September 2002. The transaction resulted in
1) a $61.2 million nonoperating gain and 2) an imputed deferred royalty value of $5.4 million attributed to the
continued use of Sesame Workshop’s program library by Noggin for a three-year term commencing with the
sale. Of this, $1.8 million was reflected in Program Sales and Royalties revenue in each of the fiscal years 2003
and 2004, while the remaining amount is included in Deferred Program and Product License Revenues on the
Consolidated Statement of Financial Position and will be recognized over the remaining term.
expenses
73%programs
13%administrative
9%amortization
5%fund-raising
SW_AR04_01.13_1222 1/20/05 6:30 PM Page 58
Conso l idated S tatement o f F inanc ia l Pos i t ion For the years ended June 30 (000s omi t ted)
‘04 ‘03
Assets
Cash and Short-Term Investments $ 16,824 $ 3,147
Receivables
Programs and Product Licenses and Contracts in Support of Programs,
Net of Allowance for Doubtful Accounts 21,269 20,328
Grants 2,975 5,522
24,244 25,850
Programs in Process 6,693 10,718
Marketable Securities 152,325 150,312
Intangible Assets 113,585 120,530
Fixed Assets 9,298 8,619
Other Assets 2,320 3,878
Total Assets $ 325,289 $ 323,054
Liabilities and Net Assets
Accounts Payable and Accrued Expenses $ 24,134 $ 27,550
Deferred Program and Product License Revenues 18,434 18,465
Deferred Rent Payable 5,080 5,466
Debt Payable 60,000 60,000
Total Liabilities 107,648 111,481
Net Assets
Unrestricted 217,143 207,412
Temporarily Restricted 498 4,161
Total Net Assets 217,641 211,573
Total Liabilities and Net Assets $ 325,289 $ 323,054
Sesame Workshop 2004 Annual Repor t 392004 Annual Repor t Sesame Workshop 38
Conso l idated S tatement o f Act i v i t ies For the years ended June 30 (000s omi t ted)
‘04 ‘03
Revenues
Program Support $ 23,960 $ 24,962
Program Sales and Royalties 6,809 10,900
Publishing and Licensing 66,043 57,185
Total Operating Revenues 96,812 93,047
Expenses
Program Production 34,939 32,490
Publishing, Product Licensing, Development, and Distribution 19,327 17,365
Interactive Media 2,616 4,047
Corporate Affairs, Education, and Development 15,652 13,145
General and Administrative 19,169 19,798
Amortization 6,945 7,361
Total Operating Expenses 98,648 94,206
Operating Loss (1,836) (1,159)
Net Investment Income 9,124 4,123
Equity Earnings – 967
Interest Expense (1,217) (3,023)
Other Nonoperating (Losses) Income (3) 67,235
Increase (Decrease) in Net Assets $ 6,068 $ 68,143
SW_AR04_01.13_1222 1/20/05 6:30 PM Page 60
Board of Trus tees
Mr. Vincent A. MaiChairman of the BoardSesame WorkshopChairmanAEA Investors, Inc.
Mrs. Joan Ganz CooneyCo-Founder and Chairman of the Executive CommitteeSesame Workshop
Ms. Joanna BarshDirectorMcKinsey & Company, Inc.
Richard I. Beattie, Esq.ChairmanSimpson Thacher & Bartlett LLP
Mrs. Afsaneh M. BeschlossPresident and Chief Executive OfficerRock Creek Group
Mr. David C. ColeChairman, President and Chief Executive OfficerMaui Land and Pineapple Co., Inc.
Mr. Martín GómezPresident and Chief Executive OfficerUrban Libraries Council
Ms. Jane HartleyChief Executive OfficerG7 Group, Inc.
Ms. Rachel HinesFormer Managing Director, J.P. Morgan Chase & Co. Inc.Member, Council on Foreign Relations
Mr. Gary E. KnellPresident and Chief Executive OfficerSesame Workshop
Sanford M. Litvack, Esq.PartnerHogan & Hartson L.L.P.
Ms. Margaret LoeschManaging PartnerThe Hatchery
Mr. Lloyd N. MorrisettCo-Founder and Chairman Emeritus of the BoardSesame Workshop
Dr. Kyle PruettClinical Professor, Child Psychiatry and Nursing Yale University School of Medicine
Dr. Linda G. RobertsNational ConsultantFormer Director, Office of Educational TechnologyU.S. Department of Education
Mr. Richard Steadman
Mr. Rodney B. WagnerFormer Vice Chairman of the BoardJ.P. Morgan Chase & Co. Inc.
Dr. Ellen WartellaExecutive Vice President and ProvostUniversity of California - Riverside
Jeffrey N. Watanabe, Esq.PartnerWatanabe, Ing, Kawashima & Komeiji
Mrs. Joan Ganz Cooney
Mr. Vincent A. Mai
Sesame Workshop 2004 Annual Repor t 412004 Annual Repor t Sesame Workshop 40
Conso l idated S tatement o f Cash F low For the years ended June 30 (000s omi t ted)
‘04 ‘03
Cash Flows from Operating Activities:
Increase (Decrease) in Net Assets $ 6,068 $ 68,143
Adjustments to Reconcile (Decrease) Increase in Net Assets
to Net Cash (Used in) Provided by Operating Activities
Depreciation and Amortization 9,245 9,960
Amortization of Programs in Process 20,548 12,622
(Increase) in Net Unrealized Appreciation on Marketable Securities (8,288) (1,478)
Loss (gain) on Sale of Marketable Securities 243 (178)
(Gain) on Disposal of Joint Venture — (61,234)
(Gain) on Early Extinguishment of Debt — (5,152)
(Gain) on Disposal of Magazine Subscriber Lists — (852)
(Gain) on Investment in Joint Venture — (967)
Decrease (Increase) in Receivables 1,606 (8,954)
(Increase) in Programs in Process (16,523) (11,195)
(Increase) in Other Assets 1,387 (1,971)
(Decrease) Increase in Accounts Payable and Accrued Expenses (3,416) 5,245
(Decrease) Increase in Program and Product License Revenues (31) 1,597
(Decrease) in Deferred Rent Payable (386) (385)
Net Cash Provided by Operating Activities 10,453 5,201
Cash Flows from Investing Activities
Additions to Property and Equipment (2,808) (1,728)
Purchases of Marketable Securities (43,138) (113,598)
Proceeds from the Sale of Marketable Securities 49,170 54,297
Proceeds from the Sale of Joint Venture Interest — 93,788
Net Cash Provided by Investing Activities 3,224 32,759
Cash Flows From Financing Activities
(Payments) on Note Payable — (39,191)
Net Cash (Used in) Financing Activities — (39,191)
Cash (Used in) Discontinued Operations — (72)
Net Increase (Decrease) in Cash and Short-Term Investments 13,667 (1,303)
Cash and Short-Term Investments, Beginning of Period 3,147 4,450
Cash and Short-Term Investments, End of Period $ 16,824 $ 3,147
SW_AR04_01.13_1222 1/20/05 6:30 PM Page 62
©2005 Sesame Workshop.
Sesame Workshop ® Sesame Street ® and internat ional Sesame Street coproduct ions, and al l of thei r associated characters , t rademarks, and design e lements are owned and l icensed by Sesame Workshop. ©2005 Sesame Workshop. Al l r ights reserved.
©2005 Sesame Workshop/Columbia Tr is tar Telev is ion Dist r ibut ion. “Dragon Tales” and i ts logo are t rademarks of Sesame Workshop and ColumbiaTr is tar Telev is ion Dist r ibut ion. Al l r ights reserved. Funded in part by a grant f rom the Corporat ion for Publ ic Broadcast ing through funds f rom the U.S. Department of Educat ion.
©2005 CinéGroupe Sagwa Inc. Characters and Or ig inal Story ©2005 Amy Tan. I l lust rat ions ©2005 Gretchen Schie lds. “Sagwa” and i ts logo are t rademarks of CinéGroupe Sagwa Inc. Al l r ights reserved. Sagwa, The Chinese S iamese Cat is produced by CinéGroupe Sagwa Inc. in associat ion with Sesame Workshop, based on the book wr i t ten by Amy Tan and i l lustrated by Gretchen Schie lds.
Out There ™ and associated characters , t rademarks, and design e lements are owned and l icensed by Sesame Workshop. ©2005 Sesame Workshop. Al l r ights reserved
Muppets ™ is a t rademark of Muppets Holding Company, LLC.
2004 Annual Repor t Sesame Workshop 42
Execut ive Management
Gary E. KnellPresident and Chief Executive Officer
H. Melvin MingChief Operating Officer
Karen GruenbergExecutive Vice President, Content
Liz KalodnerExecutive Vice President and GeneralManager, Global Consumer Products
Michael LombardiExecutive Vice President,Chief Financial Officer
Janet RobertsonExecutive Vice President, InternationalBusiness Development
Daniel VictorExecutive Vice President, Legal andBusiness Affairs, General Counsel andSecretary
Sherrie Rollins Westin Executive Vice President, CorporateAffairs, Education and Development
Gary E. Knell
H. Melvin Ming
Karen Gruenberg
Sherrie Rollins Westin
Daniel VictorMichael Lombardi
Janet Robertson
Liz Kalodner
Many thanks to staff and partners who contributed these great candid shots of children
in our coproducing countries around the world: Ginger Brown; Nada Elattar; Joe Fisher,
RAND Initiative for Middle Eastern Youth; Robert Knezevic; Linda Goldstein Knowlton;
Nicole Toutounji, UNICEF.
SW_AR04_01.13_1222 1/20/05 6:30 PM Page 64
00
O n e L i n c o l n P l a z a N e w Y o r k , N e w Y o r k 1 0 0 2 32 1 2 . 5 9 5 . 3 4 5 6 w w w . s e s a m e w o r k s h o p . o r g
“…in our country which has beentorn by violence, your program[Sippuray Sumsum] could possiblybe the last one of i ts kind to por-tray people as human beings….”
– I s r a e l i f a t h e r
S i p p u r a y S u m s u m i s t h e I s r a e l i a d a p t a t i o n o f S e s a m e S t r e e t
SW_AR04_01.13_1222 1/20/05 6:30 PM Page 66
00
< Brosh I s rae l
Sesame S t reet works .
Among the more than 1,000 studies on record are those telling us that
Sesame Street reaches children in every demographic group, that preschoolers
who watch are more likely to show signs of emerging literacy and numeracy
skills than nonviewers, and that the Sesame Street advantage lasts: Teens who
watched as children had better grades in high school, read more books for
pleasure, placed higher value on academic achievement, and expressed less
aggressive attitudes than those who watched rarely or not at all.
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