6-17. How does Sprout use differentiation and positioning to build relationships with target customers?

In the world of children’s television programming, Sprout is a relative newcomer. Owned by NBCUniversal, Sprout airs PBS Kids programming as well as additional acquired material. A true multi-platform network, Sprout can be accessed as regular cable programming, as on-demand programming through Comcast, and online through Sproutonline.com.
Sprout does not target only kids, however. It targets preschool families—households that have one or more preschool-
age children. Parents need to be involved with their children’s viewing of interactive content, multiple access points, and 24-hour programming. For this reason, Sprout’s promotional efforts are geared toward parents as well as children.