Sesame Street custom Children's Television Workshop logo used in seasons 1-13.
As a result of Cooney's initial proposal, the Carnegie Institute awarded her an $8 million grant to establish, in collaboration with Carnegie Institute vice-president Lloyd Morrisett, the Children’s Television Workshop (CTW) and create a new children's television program. In 1968, millions more were invested by the Ford Foundation, the Corporation for Public Broadcasting, and the US federal government. Cooney began to assemble a team of producers: Jon Stone, Dave Connell and Sam Gibbon. That summer, five three-day curriculum planning seminars, led by Harvard University professor Gerald S. Lesser, were conducted in Boston. The seminars marked the beginning of Jim Henson's involvement in Sesame Street, and provided the show's producers and writers with a "crash course in child development, psychology, and preschool education". The new show, called the "Preschool Educational Television Show" in promotional materials, was built around an inner-city street, a choice that was "unprecedented". The producers and writers could not come up with a name they liked "up until the last moment". They finally settled upon the name they least disliked: Sesame Street, although they initially feared that it would be too difficult for young children to pronounce.
Two days before the premiere of Sesame Street, a thirty-minute preview entitled This Way to Sesame Street was shown on NBC. The show was financed by a $50,000 grant from Xerox. Written by Stone and produced by CTW publicist Bob Hatch, it was taped the day before it aired. Newsday called the preview "a unique display of cooperation between commercial and noncommercial broadcasters". Sesame Street premiered on PBS on November 10, 1969. The new show was praised from the start. As writer Michael Davis states, "...It became the rare children's show stamped with parental approval"