The Children's Television Workshop; How and Why It Works. Final Report.

A review of the operations of the Children's Television Workshop (CTW), the producer of Sesame Street and The Electric Company, is presented. The objective is to illustrate the organizational principles which CTW used to provide leadership, develop functional relationships among the various segments of a large-scale enterprise, and to harness research to creative ends; the underlying assumption is that these principles can be successfully applied to other situations. The report first presents a summary and overview of the entire CTW project and then describes how CTW met a national need. Management of a creative endeavor, the role of the professional advisor and the use of research for program building are next discussed. Program production and financial administration are treated, along with the importance of audience participation, the efforts of CTW to reach the disadvantaged, and the process of getting the programs on the air. Current and future sources of funding are examined and the final chapter offers some comments on the Workshop in a fuller perspective. Key features of the CTW approach are described in the resume of another document--ED 066 029. (PB)