video industry, and by the increase of thirty-minute children's shows on cable.Davis, p. 338 Sesame Streets ratings declined, so the Children's Television Workshop (CTW) (now Sesame Workshop), the organization responsible for putting the show on the air, responded by researching the reasons for their lower ratings. For the first time since the show debuted, the producers and a team of researchers analyzed Sesame Streets content and structure, and studied how children's viewing habits had changed. The analysis was conducted during a series of two-week-long workshops and was completed in time for the show's 30th anniversary in 1999. The CTW found that although the show was produced for children between the ages of three and five, their viewers had become more sophisticated since its debut and began to watch the show sooner, as early as ten months of age.Fisch & Bernstein, pp. 44–45 The producers found that the show's original format, which consisted of a series of short clips similar to the structure of a magazine, was not necessarily the most effective way to hold young viewers' attention. They also found that their viewers, especially the younger ones, lost attention with Sesame Street after 40 to 45 minutes. The first way the CTW addressed the issues brought up by their research was by lowering the target age for Sesame Street, from four years to three years. In late 1998, they created a new 15-minute segment entitled Elmo's World, hosted by the Muppet Elmo, that was shown at the end of each episode. The segment used traditional elements (animation, Muppets, music, and live-action film), but had a more sustained narrative. Elmo's World followed the same structure each episode, and depended heavily on repetition. It focused on child-centered topics such as balls and dancing, from the perspective of a three-year-old child, and was "designed to foster exploration, imagination, and curiosity". Instead of an adult providing narration, Elmo led the child through the action. In 2002, Sesame Streets producers went further in changing the show to reflect its younger demographic and increase in their viewers' sophistication. They decided, after the show's 33rd season, to expand upon 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, making the show easier for young children to navigate. Arlene Sherman, a co-executive producer for 25 years