The active viewing revolution is here -- Finding Ni Hau: Nickelodeon plants the first seeds -- Attentional inertia: parsing preschool TV research -- No swiping: the molding of Dora the Explorer -- Howdy duty: the long shadow of early kids TV -- Story time: Kai-lan meets her audience -- Toyetic: how the toy aisle became a preschool battleground -- Zero hour: birth of the postpartum demographic -- Chinese democracy: how much Mandarin can a toddler take? -- Live acts: "If you're old enough to walk, you're old enough to rock" -- Delayed edification: Kai-lan finally enters the living room -- "Time to go": dreaming of a televised future.