For the Kids
Nick’s Johnson Sees World Through a Child’s Eyes
by Randy Barrett -- Multichannel News, 1/27/2008 5:00:00 PM MT
In this story:
Brown Johnson
Brown Johnson
Executive VP, Executive Creative Director, Nickelodeon Preschool
General Manager, Noggin
Those acquainted with Brown Johnson are long on superlatives about her talent and creative vision. A quick look at Johnson’s resume explains why: She has pioneered a revolution in children’s television for the past two decades.
Under Johnson, Nickelodeon has cemented its spot as the undisputed leader in children’s programming with such shows as Blue’s Clues; Dora the Explorer; The Backyardigans; Go, Diego, Go!; and Yo Gabba Gabba!, which are seen in more than 96 million households.
Johnson also heads Noggin, Nick’s commercial-free digital network for preschoolers.
“I saw the world through a child’s eyes,” said Johnson of her early work on kids’ programming. “Everything a child sees has an impact. Kids feel the TV is really talking to them.”
After attending Hampshire College, Johnson began her cable career in 1980 as a scheduler for Bob Pittman at The Movie Channel. She quickly zoomed up the ranks to become vice president of programming and in 1988 joined Nickelodeon as a production executive.
Her bosses from early on recognized her unique abilities and most were smart enough to get out of the way and let Johnson do what she does best — follow her gut instincts and create hit children’s shows.
“Brown’s programs are always safe, smart and engaging,” Nickelodeon and MTVN Kids and Family Group president Cyma Zarghami said. “She is one of the treasures of the cable industry, someone with real heart dedicated to serving the diverse audiences that are the backbone of our brands and businesses.”
In 1989, the Lloyd Harbor, N.Y., native was promoted to vice president in charge of production for Nickelodeon/Nick at Nite where she oversaw the company’s Florida-based staff of artists and producers. A raft of new shows emerged, including Clarissa Explains It All, Roundhouse, Hey Dude and Wild & Crazy Kids.
In 1993, Johnson was named vice president and executive producer of Nick Jr. In the same year, the company invested more than $30 million in pre-school programming, which gave birth to Blue’s Clues and Dora the Explorer.
At the start of her career, cable was still a young industry — and open to women. Brown said that fertile environment gave her the latitude to take risks on new program concepts: “I have been allowed to take some big chances.”
But what sets her apart, according to colleagues and friends, is that Brown takes those risks when many other network executives would rather play it safe to protect their jobs.
“Brown had the courage to bet on shows that many other executives were afraid of,” said Wildbrain CEO Charles Rivkin, who first met Johnson in the mid 1990s when he ran Jim Henson Productions and produced Nickelodeon’s The Wubbulous World of Dr. Seuss. Wildbrain currently co-produces Yo Gabba Gabba!, an educational show in bright primary colors that delivers wholesome messages that even parents can swallow.
The program has been a huge hit for the network and is now in its second year of production, and has spawned a line of retail toys. “It wasn’t obvious when it was in its pilot form” that the program would work, Rivkin said. But Johnson saw a success in Yo Gabba, Gabba! and greenlighted the project. That willingness to let creativity drive the train has made her an industry favorite among producers.
“She has enormous respect in the creative community,” Rivkin said. Plus, people like her. “She’s incredibly kind and loved by all and that’s a unique asset in the media world.”
Early on, Johnson recognized the importance of diversity in her show’s characters. Dora the explorer was the first Latina hero of a children’s show.
“Kids see themselves on TV,” she said — and Nickelodeon delivers faces that look like theirs. Dora is an international sensation and is broadcast in 30 countries and heard in 24 languages. The big, purple dinosaur Barney of kids show Barney & Friends never dreamed of such world dominance.
“Wherever you find kids watching those shows, you’ll find them having a good time, and you’ll see them taking those crucial first steps toward experiencing and believing in diversity — realizing that the world is filled with all kinds of people, cultures, and customs to explore,” said former Viacom chief Tom Freston, who worked with Johnson for 25 years.
And the numbers confirm her success. While MTV parent Viacom does not break out advertising revenue for its separate network properties, Johnson’s shows have generated more than $8 billion in merchandising revenue.
When she isn’t literally running the shows, Johnson likes to cook and to travel. She’s been to the Far East several times and her next destination is Istanbul.
Admirers say another key to Johnson’s success is her ability to inspire high-level performance in her employees. “People I hire have to be smarter than me,” she said. Then she lets them work in complementary teams and when a problem arises, “I ask them to come in with ideas how to fix it.”
Her team is currently working on a new computer graphics-based show, but producing it affordably is a challenge. “We need to figure out a way that it won’t cost a zillion dollars per episode,” Johnson said.
Brown will also continue to focus Nick Jr’s curriculum on viewer participation — something she picked up watching Mr. Rogers — who had “thoughtful, measured conversations with children and enlisted their help,” she said.
“She has made kids feel smart, strong and empowered, and has allowed them to feel like they are part of the story, not just passive viewers,” said Zarghami. “Brown never patronizes young kids; she engages them.”
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