Growing up preschool: Kidcasters find fertile ground with the four to seven demo

For the past five years or so, many producers and broadcasters have been doggedly chasing the preschool model showcased in Nickelodeon juggernauts Dora the Explorer and Blue's Clues. These shows' interactive frames have proven to be highly effective for reaching the two- to three-year-old preschool viewer, but what about kids who are well out of diapers, yet not quite ready for the edgier fare their older siblings are watching? Lately it seems that more broadcasters are looking for ways to cater to the four to seven demo in their schedules. And to meet that demand, some preschool producers are headed in a slightly more sophisticated visual, conceptual and narrative direction to broaden the appeal of their shows and help programmers bridge the gap between preschool and core kid viewers.