PBS KIDS Appoints VP of Content


Adriano Schmid has been tapped to serve as VP of PBS KIDS content, joining from Warner Bros. Discovery.

Schmid will oversee the PBS KIDS content team and the network’s full content library. He will be responsible for expanding PBS KIDS’ multiplatform content strategy and identifying new industry talent, fostering relationships with current producers and partners, and supporting the development of new approaches to content production on emerging platforms.

Schmid will join the team on June 13, reporting to Sara DeWitt, senior VP and general manager of PBS KIDS.

A media veteran with more than 20 years of experience, Schmid has been at Warner Bros. Discovery, where he most recently focused on multilingual programming in both Latin American and U.S. Hispanic markets. There, he developed and produced curriculum-based projects for preschool-age audiences in the nonfiction, live-action and animation long-form genres. Schmid also supervised the creation of short and digital kids’ content, such as e-books, games and webisodes.

DeWitt commented: “We’re thrilled to welcome Adriano to PBS. His extensive background, focus on educational, diverse and accessible kids’ content and deep respect for the PBS KIDS legacy and mission make him a strong addition to our team. Adriano will bring a great new perspective to the team as we continue to build and expand on the ways in which we serve children, families, and communities across the country.”

Schmid said: “PBS KIDS brings such a unique proposition: combining the directive to embrace different styles, formats, points of view and voices, together with an unwavering commitment to creating content with a purpose. It’s an honor to join this amazing team and work on this growing family of beloved characters. I am delighted to have the opportunity to continue my work empowering children to connect, learn and have fun.”