With Michael Loman as the new executive producer of the show, new human and Muppet characters were introduced, including Zoe (performed by Fran Brill), baby Natasha and her parents Ingrid and Humphrey, and Ruthie (played by comedian Ruth Buzzi). The "Around the Corner" set was dismantled in 1997. Zoe, one of the few characters that survived, was created to include another female Muppet on the show, to break stereotypes of girls, and to provide female viewers with a positive role model. According to Davis, she was the first character developed on the show by marketing and product development specialists, who worked with the researchers at the CTW. (The quest for a "break-out" female Muppet character continued into 2006 with the creation of Abby Cadabby, who was created after nine months of research.) In 1998, for the first time in the show's history, "Sesame Street" pursued funding by accepting corporate sponsorship. Consumer advocate Ralph Nader urged parents to protest the move by boycotting the show. For "Sesame Street"s 30th anniversary in 1999, its producers researched the reasons for the show's lower ratings. For the first time since the show debuted, the producers and a team of researchers analyzed "Sesame Street" content and structure during a series of two-week-long workshops. They also studied how children's viewing habits had changed since the show's premiere. They found that although "Sesame Street" was produced for three -to five-year olds, children began watching it at a younger age. Preschool television had become more competitive, and the CTW's research showed the traditional magazine format was not the best way to attract young children's attention. The growth of home videos during the '80s and the increase of thirty-minute children's shows on cable had demonstrated that children's attention could be sustained for longer periods of time, but the CTW's researchers found that their viewers, especially the younger ones, lost attention in "Sesame Street" after 40 to 45 minutes. Beginning in 1998, a new 15-minute segment shown at the end of each episode, "Elmo's World", used traditional elements (animation, Muppets, music, and live-action film), but had a more sustained narrative. "Elmo's World" followed the same structure each episode, and depended heavily on repetition. Unlike the realism of the rest of the show, the segment took place in a stylized crayon-drawing universe as conceived by its host.