How PBS tried to capture the attention of older elementary school children
In short: For years, PBS focused on preschoolers, but a gap remained for older kids. To bridge this, they launched PBS Kids Go!, a dedicated brand designed to age up their audience through specialized programming and interactive digital tools, attempting to expand their reach beyond the youngest viewers.
Launched on October 11, 2004, PBS Kids Go! was designed to serve an audience of early elementary school children, specifically ages 6 to 8. This was a strategic move by PBS to address a lack of educational content for this age group, as most existing programming targeted preschoolers. The brand debuted alongside new series like Maya & Miguel and Postcards from Buster, while also incorporating existing hits like Arthur and Cyberchase.
The brand's ambitions extended beyond the afternoon weekday block, which typically aired between 3 and 6 pm. In 2006, PBS announced plans for a dedicated 24-hour PBS Kids Go! Channel. This network would have featured exclusive content, including a Spanish-language block called "PBS Kids Vayan!" and specialized segments like "Go! Figure." However, the channel never launched; local stations found the licensing fees too high, especially when weighed against the costs of increasing high-definition broadcasts. Consequently, only one-third of PBS stations initially committed to the network.
Despite the failed expansion, the brand remained a staple of PBS programming for nearly a decade. It introduced new series such as Fetch! with Ruff Ruffman, WordGirl, and Wild Kratts. In 2008, PBS also introduced an innovative video streaming platform on its website to link video clips with interactive games. The brand was eventually discontinued on October 6, 2013, as PBS moved toward a universal branding design. While the effort to age up the audience was considered successful, studies indicated that the brand did not significantly differentiate itself from the core PBS Kids brand in terms of recognition.
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Sources
- Summary by Intellect · source: PBS Kids Go!
- Also: Wikidata — PBS Kids Go! · CC0
- Also: Wikidata — PBS Kids Go! Writers Contest · CC0
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