The essay "Taran Swan At Nickelodeon Latin America" discusses the mass media, and television and its great impact on the development of children. Twelve years ago, Taran Swan explored the possible opportunities for penetration into Latin America media market. She found that the market did not look promising, because “Latin America was a volatile market, subject to frequent currency fluctuations and devaluations, and the cable industry infrastructure was in its infancy”. She saw no opportunities to develop Nickelodeon in Latin America but for four months experience in Germany where she worked around the clock being involved in all aspects of TV programming decisions. She understood that “in international markets, even key decisions had to be made with minimal information”.
Taran Swan understood that children who watch television are not only entertained but assume, consciously or unconsciously, they are learning more about the world they live in, who they are in that world and how they should behave. She has everything – ideas, enthusiasm, desire, hope to modify and reconstruct the channel, but for money. Taran Swan had found that “for kids in Latin America there was nothing on TV except for the same old cartoons. Because it was largely a poorer, developing region, people thought they could put anything on the air, and they did. Nickelodeon was good for kids, gender-neutral, pro-social, and gave kids a voice”. Worldwide there are not enough local, relevant programs that affirm the identity of children.