In order to combat this, ABC decided to fill their programming with "old favorites". The studio began to develop and retool preexisting characters and shows, ones that they hoped could attract older children and their parents into watching the program. "Winnie the Pooh" became the centerpiece in this plan, with the show was described as the highlight of ABC's Saturday morning schedule. The character had what network executives call "marquee value"—meaning they are familiar and already have a built-in audience. Squire Rushnell, Children's Vice President for ABC, was hoping "Pooh" could draw a "somewhat more sophisticated" audience in the range from 6 to 11 years.