Precocious preschoolers are doing just that by navigating their way onto Noggin.com, an online extension of the virtually commercial-free educational television channel dedicated solely to the pre-K set. Tapping into a concept it labels "connected learning," Noggin uses interactive games, music videos (the channel and website are operated by MTV Networks, a division of Viacom

The folks at Noggin have made deliberate motions to transcend their popular TV brand (available on digital cable and satellite) and create a strong online presence. The transition from small screen to computer monitor is made as seamless as possible by recruiting mascot Moose A. Moose and his unflappable bluebird buddy Zee to welcome kids into the site.

Click your way past the intro page at Noggin.com, and you'll recognize beloved characters from the channel's hit television shows prominently displayed along an easy-to-navigate scroll bar at the top of the homepage. The unobtrusive, translucent icon that's visible in the lower corner of every TV screen is also present on the website, subtly driving home the channel's mantra: "It's like preschool on TV—and online." This adherence to the familiar is no accident: It would likely be detrimental to the brand, and possibly to the collective psyche of youngsters accustomed to comforting repetition, to stray too far from the recognizable routine already present on television screens.

It's the site's Move to the Music section, however, that most closely follows the standard dictate of short-and-sweet programming. Since many of the shows on the commercial-free cable channel run short of the typical 30-minute schedule, the TV powers-that-be fill in the gaps before the next show with brief music videos and shorts (featuring everything from whipping up simple recipes with Luis to story time with the aforementioned Moose and Zee). The website features links to most of the music videos you'll see on TV, catering to the short-attention spans of both easily distracted preschoolers and their sleep-deprived parents. Some may gripe about the apparent lack of music-video turnover on the site, but if you've ever tried explaining to your toddler why "We Are the Dinosaurs" is no longer a listening option after two solid years of airplay, you can understand the site administrator's probable reluctance to take down the links.

For parents racked with self-doubt over the time their progeny spends in front of the boob tube or computer screen, Noggin.com assuages that guilt by painstakingly listing the same feel-good "Learning Goals" you'll hear before every show episode or short featured on TV. Your child won't just be mindlessly bopping to the tunes of Laurie Berkner, the brand owners insist. Instead, these childhood music videos "strengthen preschoolers' understanding of music elements, including rhythm, pitch, volume and pattern." Your regular morning appointment with Diego isn't just another endless exodus to rescue Baby Jaguar: It's a deliberate mental exercise that enhances cognitive skills, language and early literacy, and social and emotional development. The site's "For Parents" section backs up these shorter goals with a detailed explanation about the concept of "connected learning," as well as offering detailed FAQs on everything from getting your child's artwork featured on one of the hit shows to instructions on how to buy Noggin merchandise.

There is one advantage the website can claim over Noggin's TV version. The cable channel is forced to prematurely bid adieu every evening to make way for The N, a nighttime network for teens (think "The Fresh Prince of Bel Air," "Degrassi" and "Dawson's Creek"). Someone in programming wasn't using his noggin when he thought it would be a good idea to end the preschooler schedule just at the time that Mom or Dad is preparing dinner. The Noggin.com website, however, is always open for connected learning—an easy way for the brand to infiltrate the gray matter of eager-to-learn cherubs 24/7.