Kids
Children watching Sesame Street in Kosovo more likely to respect other ethnicities: Study
MUMBAI: The local adaptation of Sesame Street in Kosovo, Rruga Sesam (Albanian language) and Ulica Sezam (Serbian language) is making a significant impact on how children view other ethnicities in their communities, their literacy and socio-cultural knowledge.
Children who watched the show were 74 per cent more likely to demonstrate positive attitude towards children from different ethnic backgrounds than those who didn‘t, according to a recent study.
The test also concluded that children who viewed the series were more likely to express a willingness to interact with children of a different race/ethnicity.
Fluent Public Opinion & Market Research (New York), in collaboration with SMMRI (Kosovo) and Sesame Workshop, conducted a randomized controlled trial of 536 five-to-six-year-old children across different demographic groups in Kosovo. Over a six week period, half viewed the series while the rest did not.
The researchers tested children’s pre and post exposure learning on three of the curricular areas presented in the program. These areas included respect and understanding, math, and socio-emotional learning.
Among five-year-olds, children who viewed the series could recite more new words in languages other than their own than those that did not.
Says Sesame Workshop’s VP international research and outreach Dr Charlotte Cole, “We are pleased that through Rruga Sesam/Ulica Sezam we are helping to provide a critical foundation for building cognitive skills and promoting cultural values in children at a young age.The empirical evidence documented in this study demonstrates that television can encourage respect and provide a window of understanding that can have a marked effect on children’s lives. We are both thrilled and humbled to know our work is making a positive difference.”
Rruga Sesam and Ulica Sezam airs throughout Kosovo on RTK, and is also broadcast regionally by two Serbian language broadcasters, TV Most Zvecan and TV Herc Strpce.
Rruga Sesam and Ulica Sezam series is produced by Sesame Workshop, in collaboration with local partner CMB.
Kids
Sony YAY! launches ‘House of Masti’ to celebrate 20 years of Shin chan
Comedian Kiku Sharda joins the fun with a special rap track as the mischievous icon returns to Indian TV.
MUMBAI: Shin chan is back and this time, he’s bringing the whole house of masti with him! Sony YAY!, India’s leading kids’ entertainment channel, has unveiled ‘House of Masti’, a specially curated programming block to mark 20 years of the iconic animated series Shin chan on Indian television. The campaign transforms the beloved character’s mischievous world into a fresh, high-energy viewing experience. It features new episodes, fan-favourite moments, and themed programming stunts, all designed to stand out from regular broadcasts.
Adding extra sparkle to the celebration, popular comedian Kiku Sharda has joined the campaign. He anchors the integration with a lively rap track titled ‘Shin chan ka YAY! Dhamaal’, infusing contemporary music and humour into the beloved series.
Sony YAY! business head of kids and animation Ambesh Tiwari said, “Over the past 20 years, Shin chan has built a strong and enduring connection with audiences in India. With ‘House of Masti’, we are celebrating this milestone through a differentiated, campaign-led experience. Kiku Sharda and the rap track add a fun, high-energy layer that will resonate with today’s kids and families.”
Starting 27 April, viewers can enjoy the World Television Premiere of Shin chan along with new episodes and an exciting lineup of blockbuster movies on Sony YAY!.
By blending nostalgia with fresh, engaging content, Sony YAY! is ensuring that the cheeky, laughter-filled adventures of Shin chan continue to entertain and connect with new generations across the country.
In a world full of serious cartoons, Shin chan remains delightfully naughty and with ‘House of Masti’, Sony YAY! is making sure his brand of chaos stays as fresh and fun as ever. Get ready for some serious masti!
