PBS Kids on the duty of gaming platforms to boost kids’ social skills
Sara DeWitt, senior VP and general manager at US pubcaster PBS Kids, and VP of content Adriano Schmid on why social gaming platforms should act to boost youngsters’ social skills.
PBS Kids’ Sara DeWitt and Adriano Schmid
What are the biggest challenges and opportunities for kids’ TV in 2025?
SD: In this incredibly fragmented landscape, the biggest challenges are discoverability and making sure our trusted, educational content is distributed in all the places kids are looking for it. There are so many opportunities to tell stories in new and innovative ways across platforms and there’s so much talent in the children’s media space ready to meet that creative challenge.
What programming trends do you expect to see this year?
AS: Our approach is always to provide a mirror and a window to our audience – allow them to see themselves on screen and to connect with other kids who may be different from them. Carl the Collector is a great example we just launched – a series featuring a lead character who’s autistic. The show is funny, quirky, fresh and deeply impactful for families who have neurodivergent members, or not. So 2025 will be the year for Carl – a thoughtful, self-conscious raccoon who loves his friends and has lots of collections to share.
How will demand for content evolve in 2025?
AS: Something we’ve been hearing a lot is how 11-minute narratives might be too long for today’s audience and that attention spans are getting shorter and shorter. But the reality is kids go to each platform expecting a different experience – they can spend an hour playing a game or exploring a world, or two minutes bouncing and singing along to a song. Flexibility in content is more imperative today, perhaps. At the end of the day, if the content is engaging, kids will stick with the stories and characters.
How will the economic crisis change commissioning/buying in the kids’ industry this year?
AS: PBS Kids has always focused on the long-term impact of the content and initiatives we work on. Now, more than ever, there seems to be a clarity that partnerships are needed – in development, research or production. We’re also focused on making sure our series and games are available for free to every kid in the US, no matter their socio-economical level, access to broadband or the latest devices, or the schools they go to.
How might the rise in popularity of social gaming platforms like Roblox impact or influence the kids’ sector?
AS: We hear from parents and educators about how kids’ social skills have been affected since Covid-19 and the growing prevalence of interaction through screens in their lives. So one opportunity is for gaming platforms to help remediate that by modelling positive social interactions, giving kids the tools to go out in the real world with a better understanding of how to deal with each other.
What consequences might the continuing growth of YouTube have?
AS: We’re of course all aware of the issue of discoverability, which is the challenge that every content provider has to figure out these days. A vast environment like YouTube (and we know young kids are on YouTube more than on YouTube Kids) can be a tricky territory. Yes, kids are savvy, digital-born creatures who know from a young age how to navigate media and devices, but unfortunately, they can encounter inappropriate content on this journey. And even when it’s not inappropriate, is it contributing to their wellbeing?
What impact will AI continue to have on the kids’ sector?
SD: Beyond the production aspects, we need to help kids understand how to navigate new technologies in safe and productive ways. I hope we’ll see more storylines that model how tools like AI can support and enhance a child’s passion for learning and encourage them to build their own creative skills.
How will the growth of the creator economy affect the kids’ industry?
AS: Hopefully this growth will generate the space – and allow the eventual success – for more creators who prioritise kids’ wellbeing. Too much effort is spent on playing the algorithm game.
How will your company be changing its strategy to adapt to the new landscape in 2025?
SD: The PBS Kids mission is a clear guiding light for our work and is valued and embraced by families as we expand to even more platforms and content types. I’m excited to see how that mission will continue to inspire new projects and approaches to storytelling across both linear and interactive platforms.
