11 Apr 2012
Children’s Television in Philadelphia
What were your favorite TV shows growing up? Did you watch local children’s television programming? Children’s television show hosts in the Delaware Valley left an indelible mark on the children of the era who were comforted by the hosts’ warmth and charm. Vibiana Bowman Cvetkovic, a reference librarian at Rutgers-Camden’s Paul Robeson Library, and Brandi Scardilli, a Rutgers–Camden graduate, wrote an essay on the topic about for the Encyclopedia of Greater Philadelphia. Here is an excerpt:
Local children’s programming in the Philadelphia area flourished during the “Golden Age of Television,” from the rise of commercial broadcasting after World War II to the early 1970s. During its heyday the hosted children’s show was a mainstay of locally produced programming. In the Philadelphia area, original children’s shows were produced by the three local broadcast affiliates – WPZT (later KYW), Channel 3 (NBC, now CBS), WFIL (later WPVI) Channel 6 (ABC), and WCAU Channel 10 (CBS, now NBC) – and reached viewers throughout Pennsylvania, southern New Jersey, Delaware, and even northern Maryland. The Philadelphia shows were not only financially successful, garnering large audience shares for their time slots and generating substantial advertising income for the stations, but were also critically well-received by reviewers, children, and parents.
When commercial television began, national networks typically did not begin their weekday broadcasts until after seven o’clock at night. Local stations had to fill the rest of the air time during each weekday. Children’s shows became a popular choice for economic reasons. The local children’s programs kept their production costs very low: the sets were minimal; there were no writers (most shows were ad-libbed); and the star (the host) performed live.


