ABSTRACT
“Lift off” is a new, innovative children’s television series produced by the Australian Children’s Television Foundation. It has been well received by critics, parents, educators and most significantly, by its three-to-eight year old target audience.
The program easily satisfies the five criteria for quality programming formulated by the Children’s Program Committee of the Australian Broadcasting Tribunal. The typical half-hour program is dense, requiring close viewer attention but it is claimed that the viewer is rewarded for her viewing investment with an enriching and pleasurable experience. The doubt is raised that the socially disadvantaged segment of the child audience, who use television for diversion rather than enrichment, may not be prepared to make such an investment of viewing attention.
One final concern is voiced. The Foundation’s official spokespeople publicly claim that “Lift Off” will enrich the lives of a whole age cohort. It is argued that such claims overemphasise the supposed direct consequences and impact of media messages on individuals.
