‘Sesame Street’ needs a new TV partner

Big Bird might soon ask: “Can you tell me how to get to Sesame Street?”

After a nearly decadelong run with HBO, the group that produces “Sesame Street” is seeking a new television partner to continue production and distribution of the beloved program. In January, one of the world’s most recognizable children’s shows will launch its 55th season — the final season under its expiring HBO deal.

HBO’s parent company, Warner Bros. Discovery, no longer will help finance production of new “Sesame Street” episodes. The Muppet characters no longer hit a sweet spot for the cost-conscious media company.

“Based on consumer usage and feedback, we’ve had to prioritize our focus on stories for adults and families,” Warner Bros. Discovery said in its statement. “New episodes from Sesame Street, at this time, are not as core to our strategy.”

The New York-based nonprofit, Sesame Workshop, which produces the show, declined to discuss future plans or talks with other potential distributors.

“We will continue to invest in our best-in-class programming and look forward to announcing our new distribution plans in the coming months, ensuring that ‘Sesame Street’ reaches as many children as possible for generations to come,” Sesame Workshop said in a statement.

Industry experts expect more sunny days for the show.

A decade ago, HBO executives were thrilled to land the iconic characters as the network geared up for a big push into streaming. The executives wanted a kid-friendly franchise to complement their decidedly adult fare that included “Game of Thrones” and “Veep.”

HBO’s 2015 deal also threw a financial lifeline to Sesame Workshop, which has produced the show since 1969. At the time, the nonprofit’s executives were grasping for resources to cover the expense of revitalizing and producing new episodes of the show beyond fees from longtime public broadcaster PBS.

In an unusual arrangement, HBO licensed first-run shows and allowed those episodes to air on PBS nine months after their HBO debut. The goal was to ensure that “Sesame Street” remained widely available and allow PBS to stay true to its public-service mission.

“Sesame Street” is reentering the cluttered market at a tumultuous time. Media executives have become laser-focused on returns on programming investments and the bottom line.

The show’s license fee could be dampened, industry insiders said, because “Sesame Street” is available on numerous platforms, including PBS, streaming service Max and a YouTube channel with 25 million subscribers.

Securing a new partner will be critical to Sesame Workshop, which relies heavily on the distribution fees that it receives for “Sesame Street” to finance its operations and fund numerous children’s educational programs.

The nonprofit group collected $99 million in program distribution fees in 2022, compared with $148 million a year earlier, according to recent tax filings.

Now it may be up to another streaming service, such as Apple TV+, Netflix, Amazon Prime, Disney+ or NBCUniversal’s Peacock, to rescue the show.

Programmers recognize that children’s programming is a key ingredient to recruit streaming subscribers.

“Sesame Street” continues to be popular on public television, ranking fifth among PBS kids shows, according to Craig Reed, executive director of the Tucson-based consulting firm TRAC Media Services.