Producers cannot afford to ignore the Latin American and Hispanic market, with almost 18 million children in the US alone who want to see their cultures represented on screen.
Shows that speak to those viewers can also have a more universal appeal, break down age barriers and promote cultural diversity.
But where do you start with this type of content? According to Alma Street (pictured) head writer Jorge Aguirre and PBS KIDS hosts Adriano Schmid and Tommy Gillespie, the key is capturing the nuances of more than a single Latino culture.
Alma Street (65 x 30 minutes) is aimed at children ages four to six and follows a Puerto Rican girl in the Bronx who experiences many aspects of Latino culture, such as celebrating Christmas Eve and preparing traditional foods. Sonia Manzano (Sesame Street) is the creator of this co-pro 2D animated series from Fred Rogers Productions and Pipeline Studios.
The show got off to a great start last year on PBS KIDS, where it ranked as the highest-rated and most-streamed PBS KIDS series during its premiere week, according to the company. Since then, the Alma’s Way brand has expanded with three video games that regularly make it a top 10 performer on the public’s digital platforms.
Jorge Aguirrehead writer and an executive producer on Alma Street, says the series appeals to children and families because it respects the fact that Latinos are not “monoliths.” Latinos are proud to see their culture represented in detail on screen because the differences between their communities aren’t made in the media, Aguirre says.
One of the regional differences that the play exhibits is the use of words. In the episode “New Neighbors,” for example, Alma discovers that her Puerto Rican family uses a different word for “great” than her new neighbor Beto, who is Mexican-American.
Show how Alma Street it also breaks down age barriers, adds Aguirre. The series has received rave reviews from youngsters, adults and grandparents, all of whom are drawn to it because they can see their flag or hear their slang.
Looking ahead, Aguirre says he is working on new episodes that will deepen the relationship between Alma and Beto and show the differences between Puerto Rican and Mexican-American cultures.
Another show aimed at the Latino market is Rosie’s Rules (pictured), which is looking to achieve similar popularity after its release this fall on PBS KIDS.
The 2D animated preschool series (40 x 30 minutes) stars a six-year-old Mexican-American girl from the Texas suburbs. In each episode, Rosie learns about social studies concepts at the preschool level, including community, economics, government, and history. 9 Story Media Group and its animation studio, Brown Bag Films, are producing the show.
Content PBS KIDS VP Adriano Schmid and senior director of current series Tommy Gillespie say content like Rosie’s Rules and Alma Street is critical because it teaches preschoolers about cultural diversity and sensitivity.
They also have global appeal. Whether or not children share the same background as the protagonists, all viewers can benefit from learning about the important role a character’s culture plays in shaping their personality, Gillespie and Schmid said in a joint statement. And when children from underrepresented communities see positive portrayals of themselves in the media, “it has a measurable impact on their self-esteem and long-term success in school and life.”
PBS KIDS executives say that basing the characters in a nuanced culture makes them more complex, adding that they plan to develop more content that celebrates different aspects of Hispanic life. “No single program will be able to reflect the vast diversity of experiences and backgrounds lived by all children in the US.”
