Fred Rogers had fundamentally different ideas as to what the goals of children's television should be. But he could find no lasting place for his ideas in 1950s American commercial television. Instead he got his break in Canada, where the State-run Canadian Broadcasting Company invited him to present Misterogers for northern children. On his new show, Rogers invited children into an imaginary world populated mainly by puppets, who spoke to children as friends. When in 1964 Rogers returned to the United States, he relaunched the show in Pittsburgh as Mister Rogers' Neighborhood. And so began his new routine: changing his shoes as he came in the door, symbolizing the passage into a different world. Rogers's approach to his audience was highly innovative. He addressed ordinary, even mundane challenges, but ones likely to face his young viewers, like a fear of haircuts or monsters, or a quarrel between siblings.

Tim Wu, The Attention Merchants, loc. 574