cable demonstrated that the traditional magazine-format was not necessarily the most effective way to hold young viewers' attention. For Sesame Streets 30th anniversary in 1999, its producers researched the reasons for the show's lower ratings. For the first time since the show debuted, the producers and a team of researchers analyzed Sesame Streets content and structure during a series of two-week-long workshops. They also studied how children's viewing habits had changed and become more sophisticated in thirty years. They found that although the show was produced for 3-to-5-year-olds, children began watching it at a younger age. As a result, the target age for Sesame Street shifted downward, from 4 years to 3 years. By 2002, the main bloc of viewers was aged two. In 1998, a new 15-minute-long segment, created and developed by writers Judy Freudberg and Tony Geiss, that targeted the show's younger viewers and had a different format than the rest of the show, began to be shown at the end of each episode. The segment, called "Elmo's World", used traditional elements (animation, Muppets, music, and live-action film), but had a more sustained narrative, followed the same structure each episode, and depended heavily on repetition. Unlike the realism of the rest of the show, "Elmo's World" took place in a stylized crayon-drawn universe as conceived by its host. Elmo, who represented the younger audience, was chosen as the host of the closing segment because younger toddlers identified with him and because he had always tested well with them. In 2002, Sesame Streets producers went further in changing the show to reflect its younger audience and the increase in their viewers' sophistication. They expanded the "Elmo's World" concept by, as San Francisco Chronicle TV critic Tim Goodman called it, "deconstructing" the show. They changed the structure of the entire show to a more narrative format, which made the show easier for young children to navigate. Arlene Sherman, a co-executive producer for 25 years, called the show's new look "startlingly different". "Elmo's World" stopped production in 2009, when the producers of Sesame Street began taking steps to increase the age of their viewers and to increase the show's ratings, and because the show's curriculum was not designed for a younger audience. They were successful; by the end of the show's 40th anniversary in 2009, 3-year-old viewers had increased by 41 percent, 4-year-olds by 4 percent, and 5-year-olds by 21 percent.