WNET/Thirteen will produce a series of 10 one hour public television programs, "CHILDHOOD" that will explore how children grow and develop,and how parents and societies have raised children throughout history and across cultures. Extensive use of current research and scholarships from the disciplines of developmental and cognitive psychology, anthropology and sociology, education, history and culture will be used to create a coherent and revealing view of childhood development. The series will be heavily promoted on public television, will be accompanied by a trade book and viewer's guide, and should generate audiences of more than 10 million viewers in its first series airing, based on prior experience with the producers prior series, "The Brain"; the accompanying trade book sold more than 150,000 copies. The producers of this series are highly skilled at the interpretation of complex scientific subjects on television, with a number of award-winning series to their credit. They have assembled an prestigious international team of advisors and consultants. WNET has a realistic plan for raising the $7.5 million necessary to complete the project from the PBS/CPB Superfund, corporations, and co-production agreements. An award of $200,000 in FY 87 and continuing funding of $200,000 in FY 88 based on satisfactory progress is recommended.
WGBH Boston and its NOVA production group will produce a series of eight one hour television programs titled "Life: Cracking the Code". The series will cover recent advances in molecular biology, the record of personal quest and achievement of many of the biologists who have contributed to these advances, the social costs and benefits that have resulted and the ethical questions that new knowledge and new abilities in biology have generated. Individual programs will include "The Language of Life" on the discovery of DNA's role in molecular biology, "Molecular Machines" on proteins; "Designing the World to Order" on practical consequences of the new biology, "When Cells Rebel" on the processes involved in cancer, and "Between Self and Other" on the immune function. The series will be produced for prime time PBS evening broadcast to an audience of more than twelve million individuals by a co- production by the NOVA science unit at WGBH and the Chedd-Angier Production Company. Scientific advice and consulting will be provided by Harvard's Whitehead Institute for Biomedical Research and a project advisory committee composed of seven distinguished scholars chaired by Prof. David Baltimore. The series production budget will be approximately $ 4.2 million. This new science series on DNA, molecular biology and its new technologies will cover one of the great intellectual achievements of our time. It will provide timely information about an area of scientific discovery that is rapidly transforming many aspects of our life. The series will, in addition, document the rich recent history of molecular biology with the participation of many of the original researchers who are still alive and active in their fields.
The Mississippi Museum of Natural Science proposes to build on its program of activities that involve children in science and bring them into contact with the approaches, objects and equipment that scientists use, with each activity designed to stimulate thinking and heighten interest in science. Cardinal features of the program are the development of hands-on exhibits, science kits for classroom use and a studied tie with the children's television program, "3-2-1 Contact." The goals are to coordinate these activities with hands-on science activities for students in grades 3-6, and to coordinate classroom activities with those at the museum, which conducts "3-2-1 Contact Days" throughout the year when students come to the museum and take part in experiments, observations and enrichment lessons and actively manipulate museum objects. The museum now will refine the program components, including improvement and duplication of the hands-on kits, continuation of the workshops for elementary teachers and development of new participatory exhibits dealing with insects and endangered species, and will present them to an expanded audience. One-third of the children in the state live below the poverty level, and fifty per cent represent minority populations. As most of these children lack such out-of-school experiences these informal science activities are particularly meaningful.
Commercial television is a powerful medium that has rarely succeeded in bringing scientific and technological information to its vast viewing public. For approximately eight years Don Herbert and his series "HOW ABOUT..." has brought science news to millions of viewers across the country. This series is carried on over 150 commercial TV stations in 80% of the major markets. The objectives of the program are to further the public's understanding and appreciation of the importance of science, technology and medical research to our way of life. Research Communications Ltd. will conduct a two-tiered study to determine the impact and effectiveness of these news inserts. A telephone survey will be conducted with station managers and news directors to document the decision-making process. The second step involves a series of focus groups with home viewers to determine the effectiveness of the series. Viewers will be asked a series of questions as well as responding to sample news segments. The research firm and Prinicpal Investigator have extensive experience in the media research area. This project of $27,700 is a modest evaluation investment which could provide clues and insights in mapping further commercial media strategies.