Innovative family show gains national recognition for creative impact
State Agency Press Release – From the New Mexico Early Childhood Education and Care Department
SANTA FE — The Early Childhood Education and Care Department’s parent-focused YouTube series, “The Early Show with Alax,” has been nominated for a prestigious Emmy Award by the National Academy of Television Arts and Sciences (Academy).
“The Early Show with Alax” is produced by an award-winning creative team composed of New Mexico-based agency MediaDesk and Film Nest Studios. The show’s nomination was announced on September 9, by the Rocky Mountain Chapter of the Academy.
“The Early Show with Alax” is a playful, informative YouTube show designed for families with young children. This show delivers the Early Childhood Education and Care Department’s (ECECD) message and resources to New Mexico families, emphasizing creativity and surprise. Alax, an intergalactic ambassador of care, interviews experts, learning alongside parents and caregivers without judgment while incorporating humor and showing that it’s okay for adults not to have all the answers. Alax is performed in both English and Spanish by Santa Fe-based puppeteer Devon Hawkes Ludlow.
To date, Alax’s content has garnered over 11 million views and more than 26,000 subscribers on YouTube.
“At ECECD, we believe that families are the most important audience, and we need to be innovative in how we reach them,” said ECECD Secretary Elizabeth Groginsky. “That applies to our programs as well as our communications. This Emmy nomination is an honor and recognition of our department’s commitment to making sure families have access to information and programs that promote the well-being and healthy development of their children.”
ECECD’s 2024 Annual Family Engagement and Satisfaction Survey shows a strong correlation between ECECD’s investments in outreach, and access to resources by parents and caregivers. The survey found ongoing high levels of program awareness at 80%, and program familiarity scores continue increasing year-over-year, indicating steady increases in the amount of knowledge families have of early childhood programs and services.
In addition to MediaDesk and Film Nest Studios, the show is backed by a research team that includes New Mexico PBS, the University of New Mexico (UNM) Cradle to Career Policy Institute, and the UNM Family Development Program.
“‘The Early Show with Alax’ is unusual—and working,” said Sommer Betlej, Creative Director at MediaDesk and the show’s founder. “We’re able to convey public information and early childhood research through a fuzzy loveable friend who can capture hearts—and people’s attention. This Emmy nomination is a testament to the show’s mix of fun and substance, made possible by our diverse team of talented early childhood and film experts behind the scenes.”
All episodes of “The Early Show with Alax”, including a series of “Ask Alax” shorts, are available on YouTube: youtube.com/@EarlyShowAlax. For more information visit: TheEarlyShow.org
Click here for the Alax visual asset library
About ECECD
Governor Michelle Lujan Grisham launched the New Mexico Early Childhood Education and Care Department (ECECD) in 2020, making New Mexico among the first states to consolidate all early childhood programs and services under a single cabinet-level agency. Under this administration, ECECD has led the nation by expanding access to free New Mexico PreK, overseeing the largest investment in early childhood infrastructure in state history, and implementing cost-free child care for a majority of New Mexico families. Learn more about how ECECD supports children, families, and the early childhood professionals that serve our communities at nmececd.org. On Facebook, Twitter, and Instagram as @NewMexicoECECD.