Summary
No Kidding!
Television has been credited with several things, and here's one more: it may be responsible for creating the market-segment known as tweens. Created here is used in the loose sense of the term. Tweens existed (as one would have expected them to) before the onset of the television age, the period soon after World War II (the late 1940s and 1950s). Howdy-Dowdy, the first ever television serial targeting tweens (or children) went on air in the us in 1947 (NBC). And when television started beaming programmes targeting tweens, marketers realised the merits of reaching out to them. In many ways, the evolution of tweens as a consumer category was television-led. There were other things that contributed to it, too, in the us: the economic boom following WW II, for one, and the baby-boom, which turned parents into benevolent money-machines.See the full content of this document
Extract
No Kidding!
Sixty years after WW II, the same phenomenon is being repeated in India. To be fair, the beginnings of the tween-boom in India can be traced back to the mid-1990s. The causative factors, however, remain the same. The emergence of niche television channels targeting tweens (in this case Cartoon Network that went on air in 1995),...
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