Kids’ TV Getting Some New Players

A major television producer known for his gritty series about crime and justice has an idea rolling around in his head for a one-hour series called “eight-something” or “ninesomething.”

Another veteran producer known for dealing frankly with social and sexual issues in his comedies is developing a series for children bout a pirate TV station.

And a young producer of a new prime-time situation comedy about a couple of “homeboys” cruising around in outer space is putting together a series in which kids could learn lessons from animated rockers and rappers.

Even before Monday’s historic decision by the nation’s broadcast television industry to give in to intense pressure from President Clinton and agree to air three hours of educational children’s programming each week, the creators of adult television have been thinking about kids’ stuff.

Dick Wolf, the producer of NBC’s “Law & Order” and Fox’s “New York Undercover”; Norman Lear, the producer of “All in the Family” and “Maude”; and Miguel A. Nunez Jr., one of the producers of the new UPN series “Homeboys in Outer Space,” have been thinking of jumping or have already dipped their toes into the children’s programming arena.

They believe the quality and quantity of educational programming needs to be upgraded, and that networks and major producers experienced in the workings of television need to demonstrate more leadership toward that end.

“We really need to take more responsibility in giving our children programming that will educate and entertain,” said Nunez, who is developing “Rap N’ Rock” for UPN. “Prime-time producers who have had success should be taking the lead in this because they know the ropes of the business.”

But the agreement by the four major networks and the National Assn. of Broadcasters--who for years had resisted making such a commitment to children’s television, calling it an infringement of their 1st Amendment rights--also has thrown a harsh light over some of the traditional pitfalls surrounding children’s television: creating programs that youngsters will want to watch while also learning social and academic lessons. The blending of entertainment and education remains an elusive goal.

“The key thing is, you can’t chain kids to the TV set,” said Don Ohlmeyer, president of NBC West Coast. “With the exception of ‘Sesame Street,’ it’s difficult to find shows that will appeal to kids beyond 7 or 8.”

Former CBS Entertainment President Peter Tortorici agreed: “The big problem has always been that legislators try to address this issue by mandate, but it doesn’t address the issue of getting kids to actually watch.”

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In the agreement announced Monday between broadcasters and the White House, but which is yet to be approved by the Federal Communications Commission, educational programming is defined as shows designed with specific academic or informational ideas and produced with assistance from educators.

Lear and producer John Baskin, who are developing “Umptee 3 TV” with creator and animator Jim George for a fall 1997 debut on the WB Network, feel that writers and producers of adult shows will embrace the genre if they see it can be approached with imagination and humor. The series will mark Lear’s first venture into children’s programming.

“It’s just a matter of respecting the content,” Baskin said. “We’re going to do the kind of show that is entertainment based on an idea. There are more receptive buyers now, and this decision should open up doors.”

“Umptee 3 TV” will be about a pirate television station that broadcasts between channels. “The van that the station broadcasts out of is always on the move, because the establishment doesn’t want them,” Lear said.

Wolf and veteran TV comedy producer Ed. Weinberger said they have also been interested in getting into children’s television at some point, although they have yet to take concrete steps in that direction.

Wolf said his three young children have been begging him for years to do a youth-oriented show.

“I could not do a traditional children’s show, but I would like to do something in the tradition of ‘Little House on the Prairie’ or ‘The Waltons’ or ‘Family,’ ” he said. “I’ve been thinking of a show like ‘Third Grade’ or ‘eightsomething,’ looking at a shared experience that everyone has had.”

Weinberger, a veteran of “The Mary Tyler Moore Show” and “Taxi” who is currently producing the urban comedy “Sparks” for UPN, said: “I would be happy to do a children’s show, but nobody has asked me. My wife and I are very concerned about what our children are subjected to. Whatever I did, it would have to be funny. But at this point, I would not know where to start.”

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Producers of series such as Fox’s “Party of Five” and CBS’ upcoming “Dangerous Minds” said their shows might qualify as educational programming, even though they are not specifically aimed at children. They said the concept of education and the learning of life lessons is important in all their episodes, and that young audiences are more likely to tune in because the lessons are presented in an entertaining fashion.

“There are educators from all over who ask us for copies of our scripts,” said Amy Lippman, executive producer of “Party of Five,” a drama that revolves around young siblings raising themselves following the death of their parents. “We have always treated the educational issues with entertainment, and we feel a tremendous obligation to handle it responsibly.”

“It’s great to put educational things in popular entertainment and have people respond,” said Andrew Schneider, one of the executive producers of “Dangerous Minds,” based on the hit film about an ex-Marine turned teacher. “In ‘Dangerous Minds,’ you will see teaching going on, and maybe it will encourage people to crack a book now and then, will inspire them to read some of the source material.”

Ohlmeyer said that for more than two years NBC has been providing three hours a week of educational programming, principally with its Saturday morning teen block anchored by the situation comedy “Saved By the Bell.” The shows are produced with the assistance of a psychologist and an educational advisor.

“We have these sitcoms that are basically morality plays, that show kids doing the right thing,” Ohlmeyer said. “We come up with an educational issue that is the central idea for the show, then the advisors look to see if the intended goal will be achieved.”

Ohlmeyer, who has a 12-year-old son who “loves the Discovery Channel,” said that NBC does more than its share of children’s programming with “National Geographic” specials and miniseries such as last season’s “Gulliver’s Travels” and the upcoming “The Odyssey.”

Former CBS executive Tortorici said the ideal prototype for a show that accomplished educational and entertainment goals was NBC’s “The Cosby Show,” which was produced by Carsey-Werner, the company where he is now a senior vice president.

“In every episode there was something insightful and enlightening,” said Tortorici, adding that Carsey-Werner keeps young people in mind when developing its early evening comedies.

“I would hope as this issue develops that we can point to examples like ‘Cosby’ rather than noble failures that are educational but unwatchable by children,” he said. “Kids are like everyone else. They don’t watch because they have to, but because they want to.”