Ding Dong School
A 1953 magazine article reported, "Low-angled cameras see everything at Lilliputian eye-level, stories and activities are paced at the slow rate just right for small ears and hands.It was decided to produce a nursery school program in which a teacher on television would instruct students watching at home.[10][11][12] Since the executives at WNBQ held that the program had no future, no one was prepared for the 150 telephone calls in support of the show which were received immediately after it aired.[9][10][12] The amount of positive viewer response was such that the executives reversed their decision and quickly made room in their weekday morning schedule for Ding Dong School.[10][12] With the program now scheduled to be aired every weekday morning, Horwich had two weeks to master the art of drawing, painting and doing puzzles upside-down for the television camera.[14][15][a] Activities ranged from finger painting, making toys with pipe cleaners, modeling clay or drawing.[13][22] Other requests came from companies hoping to produce Ding Dong School licensed merchandise such as coloring books and crayons.[22] There were 25 books written by Horwich, 11 Ding Dong School records and 30 companies selling licensed items by 1956.[25][28] Horwich had previously refused a network request to expand Ding Dong School from 30 minutes to a one-hour daily program.