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{{short description|American children's television series}}
[[Image:Reading rainbow2ndlogo.jpg|right|thumb|200px|The ''Reading Rainbow'' logo used between 1999 and 2007.]]
{{Use mdy dates|date=May 2017}}
'''''Reading Rainbow''''' is an acclaimed [[United States|American]] [[children's television series]] aired by [[Public Broadcasting Service|PBS]] since [[1983 in television|1983]] that encourages [[reading (activity)|reading]] among children. Each episode centers on a theme from a book or other children's literature which is explored through a number of segments or stories. The show also provides book recommendations for kids to look for when they go to the library.
{{Infobox television
| image = Reading Rainbow (logo).png
| image_size = 200
| genre = {{Plainlist|
*[[Children's television series]]
*[[Educational television]]
*[[Reading]]
}}
| presenter = [[LeVar Burton]]
| runtime = 30 minutes
| company = {{Plainlist|
*Lancit Media Productions (1983-2001)
*RCN Entertainment (2002)
*On Screen Entertainment (2004-2006)
*[[WNED-TV]]
}}
| executive_producer = {{Plainlist|
*[[David McCourt]]
*Twila Liggett
*LeVar Burton
*Tony Buttino (1983–1998)
}}
| theme_music_composer = {{Plainlist|
*Steve Horelick
*Dennis Neil Kleinman
*Janet Weir
}}
| composer = Steve Horelick
| country = United States
| language = English
| network = {{Plainlist|
*[[PBS]] (1983–1999)
*[[PBS Kids]] (1999–2006)
}}
| first_aired = {{start date|1983|7|11}}<ref name="NYT1983">{{cite web |last=O'Connor |first=John J. |title=TV:'READING RAINBOW,' NEW SERIES |url=https://www.nytimes.com/1983/07/11/books/tv-reading-rainbow-new-series.html |website=The New York Times |access-date=11 January 2024 |date=11 July 1983}}</ref><ref name="wned">{{cite web |title=Celebrating 60 Years: WNED PBS Marks its 60th Anniversary |url=https://www.wned.org/celebrating-60-years/ |website=Buffalo Toronto Public Media |access-date=21 January 2024 |language=en |date=30 March 2019 |quote=July 11, 1983 was the birth of one of WNED PBS’s most decorated series, “Reading Rainbow”.}}</ref>
| last_aired = {{End date|2006|11|10}}<ref name="FinalChapter">{{cite web|title='Reading Rainbow' Reaches Its Final Chapter|website=NPR.org |url=https://www.npr.org/2009/08/28/112312561/reading-rainbow-reaches-its-final-chapter|publisher=[[NPR]]|access-date=January 21, 2018}}</ref><ref>{{cite magazine|title=LeVar Burton Is Sued in Reading Rainbow Copyright Dispute — But You Don't Have to Take Our Word for It|url=http://people.com/tv/levar-burton-reading-rainbow-lawsuit/|magazine=[[People (magazine)|People]]|access-date=January 18, 2018}}</ref>
| num_seasons = 21
| num_episodes = 155
| list_episodes = List of Reading Rainbow episodes
| creator = {{Plainlist|
* Cecily Truett Lancit
* Larry Lancit
* Twila Liggett
* Lynne Ganek
* Tony Buttino
}}
}}


'''''Reading Rainbow''''' is an American educational [[children's television series]] that originally aired on [[PBS]] and afterward [[PBS Kids]] from July 11, 1983<ref name="NYT1983" /><ref name="wned" /> to November 10, 2006, with reruns continuing to air until August 28, 2009. 155 30-minute episodes were produced over 23 seasons. Before its official premiere, the show aired for test audiences in the [[Nebraska]] and [[Buffalo, New York]] markets (their PBS member stations, the [[Nebraska Public Media|Nebraska ETV]] [now Nebraska Public Media] and [[WNED-TV]], respectively, were co-producers of the show).
==Show details==
''Reading Rainbow'' is hosted by [[actor]] and [[executive producer]] [[LeVar Burton]], who is also known for his roles in ''[[Roots (TV miniseries)|Roots]]'' and ''[[Star Trek: The Next Generation]]''. It is produced by On-Screen Entertainment for executive producers WNED and Great Plains National.


The purpose of the show was to encourage a love of books and reading among children. In 2012, an iPad and Kindle Fire educational interactive book reading and video field trip application was launched bearing the name of the program.
A regular feature is a children's book narrated by a noted celebrity. Some of the celebrities who have read on the show include [[Hulk Hogan]], [[Ed Harris]], [[Will Smith]], [[Freddie Prinze, Jr.]], and [[Bill Cosby]]. Another segment of the show features LeVar in different places talking to different people about their work and other contributions, focusing on the theme of each episode. The final segment of each show, called Book Reviews which starts after "But...you don't have to take my word for it" (from Levar Burton's introductory phrase), has children giving capsule reviews of books they recommend. LeVar ended every show with his famous sign-off: "I'll see you next time."


The [[public television]] series garnered over 200 broadcast awards, including a [[Peabody Award]] and 26 [[Emmy Award]]s, 10 of which were in the "Outstanding Children's Series" category.<ref>{{cite web|title=Reading Rainbow Awards|url=https://www.imdb.com/title/tt0085075/awards?ref_=tt_ql_4|publisher=IMDb.com|access-date=June 16, 2013}}</ref> The concept of a reading series for children originated with Twila Liggett, PhD who in partnership with Cecily Truett Lancit and Larry Lancit, at Lancit Media Productions in New York created the television series. The original team also included Lynne Brenner Ganek, Ellen Schecter, and host [[LeVar Burton]]. The show's title was conceived by an unknown intern at WNED.<ref>{{cite web |url=https://www.mentalfloss.com/article/93884/take-look-oral-history-reading-rainbow |title=Take a Look: An Oral History of Reading Rainbow |last=Rossen |first=Jake |date=May 19, 2017 |website=mentalfoss.com |publisher=Mental Floss |access-date=December 29, 2021 |quote=[Tony] Buttino: An intern at WNED came up with the name Reading Rainbow.}}</ref>
The series' pilot, which aired as the show's 8th episode in 1983, featured the book ''[[Gila Monsters Meet You At The Airport]]''. It was created and produced in 1981 by Twila Ligget (GPN), Tony Buttino (WNED), and from LANCIT MEDIA PRODUCTIONS, Larry Lancit, Cecily Truett and Lynne Brenner Ganek. LeVar was the host. Lancit Media produced the majority of the series' episodes until the past few years.


Each episode centered on a topic from a featured children's book that was explored through a number of on-location segments or stories. The show also recommended books for children to look for when they went to the library.
The show's [[theme song]] was written by [[Steve Horelick]] (the series music director and composer) and Janet Weir and was recorded by singer [[Tina Fabrik]]. This opening, which depicted a cartoon butterfly transforming the surroundings of young children reading books into cartoon fantasylands, was used until [[1998 in television|1998]]. A new opening with the same theme song being performed by R&B legend [[Chaka Khan]] has been used since [[2000]], though classic episodes were shown with the original opening and some of the original [[sponsor]] tags on some local [[List of PBS member stations|PBS stations]] between [[1999 in television|1999]] and [[2002 in television|2002]].


After the show's cancellation on November 10, 2006, reruns aired until August 28, 2009, when it was removed from the schedule.<ref name="FinalChapter" /> At the time, it was the third-longest running children's series in PBS history, after ''[[Sesame Street]]'' and ''[[Mister Rogers' Neighborhood]]''.{{refn|group=note|name=end|''Reading Rainbow'' has since been surpassed in longevity by ''[[Arthur (TV series)|Arthur]]'' as of 2020.}} It was the first PBS children's show to be broadcast in stereo. On June 20, 2012, the Reading Rainbow App was released for the iPad and, within 36 hours, became the #1 most-downloaded educational app in the iTunes App Store.<ref>{{cite web|last=Kozlowski|first=Michael|title=Interview with Levar Burton on the Reading Rainbow iPad App|date=June 27, 2012 |url=http://goodereader.com/blog/electronic-readers/interview-with-levar-burton-on-the-reading-rainbow-ipad-app/|publisher=Good E-Reader|access-date=June 16, 2013}}</ref> Developed by LeVar Burton and his company, RRKIDZ, the app allows children to read unlimited books, explore video field trips starring Burton, and earn rewards for reading. On the week of July 11, 2013, ''Reading Rainbow'' celebrated its 30th anniversary.<ref>{{cite web|title=Celebrations! |url=http://readingrainbowblog.wordpress.com/2013/06/11/celebrations/ |archive-url=https://web.archive.org/web/20130615044501/http://readingrainbowblog.wordpress.com/2013/06/11/celebrations/ |url-status=dead |archive-date=June 15, 2013 |access-date=June 16, 2013}}</ref>
In recent years it has tackled issues that other children's programs have historically avoided, such as [[poverty]] in U.S. [[inner city|inner cities]], the [[September 11 attacks]], [[childbirth]] and its impact on the family, and [[prison]], all from a child's point of view.


In May 2014, a [[Kickstarter]] campaign was launched to raise funds to make the app available online and for [[Android (operating system)|Android]], game consoles, smartphones, and other streaming devices along with creating a classroom version with the subscription fee waived for up to 13,000 disadvantaged classrooms. The effort met its initial fundraising goal of $1,000,000 in 11 hours,<ref>{{cite web|title=LeVar Burton on Reading Rainbow's Kickstarter and the Love of Reading |url=https://www.forbes.com/sites/alexknapp/2014/06/06/levar-burton-on-reading-rainbows-kickstarter-and-the-love-of-reading/ |website=Forbes |access-date=June 8, 2014}}</ref> and ended a few days later at $5,408,916 from 105,857 backers.<ref>[http://www.kickstarter.com/projects/readingrainbow/bring-reading-rainbow-back-for-every-child-everywh/posts Project Updates]. Kickstarter. Retrieved July 2, 2014.</ref> This campaign led to the launch of ''Skybrary by Reading Rainbow'', a web-based expansion of the Reading Rainbow app experience.<ref name="usatoday-skybrary">{{cite web|title=Reading Rainbow soars online as Skybrary|url=https://www.usatoday.com/story/tech/columnist/gudmundsen/2015/05/24/reading-rainbow-skybrary/27708975/|website=USA Today|access-date=2021-01-08}}</ref>
==LeVar Burton and ''Star Trek''==
For seven seasons, [[LeVar Burton]] hosted this series concurrently with his regular role as [[Geordi La Forge]] on ''[[Star Trek: The Next Generation]]'' ([[1987 in television|1987]]-[[1994 in television|1994]]). The [[1988 in television|1988]] episode of ''Reading Rainbow'' titled ''[[The Bionic Bunny Show]]'' dealt with [[science fiction]] and included behind-the-scenes footage of ''TNG'' as well as the only (to date) authorized broadcast of [[blooper]]s from that series. (Both the behind-the-scenes footage and bloopers come from the production of "''[[Symbiosis (TNG episode)|Symbiosis]]''.") He also mentioned ''Star Trek'' occasionally, and during a segment when he was cloudwatching he remarked one cloud reminded him of "the Starship Enterprise."


Due to a legal dispute, licensing of the ''Reading Rainbow'' brand was revoked from RRKidz in October 2017, and all its platforms (including Skybrary){{citation needed|date=May 2021}} were rebranded to ''LeVar Burton Kids''.<ref name="vulture-settlement">{{cite web|title=Hooray, LeVar Burton Is Now Legally Allowed to Use His Reading Rainbow Catchphrase|url=https://www.vulture.com/2017/10/levar-burton-now-allowed-to-use-reading-rainbow-catchphrase.html|date=2017-10-19|website=Vulture|access-date=2021-01-08}}</ref>
==Animation producers==
===Feature Book filming===
The photographing of the Feature Book segments were by:
*[[Centron Corporation|Centron Films]] ([[1983]]-[[1987]]; renamed in 1986 to "Centron Productions Inc.")
*Loren Dolezal ([[1988]]-[[1998]]; renamed in 1995 to "Dolezal Animation")
*Take Ten Animation ([[1995]]- [[2007]]; Take Ten teamed up with Dolezal from 1995-1998)


An interactive revival titled ''Reading Rainbow Live'' debuted on Looped in March 2022.
===Opening titles filming===
*[[Ovation Films]] ([[1983]]-[[1999]])
*[[Black Logic]] ([[1999]]-[[2007]])


==Overview==
=="Today's ''Reading Rainbow'' Books are..." bumper==
===Format===
For the second season in September [[1984]], a [[commercial bumper|bumper]] was introduced at the end of every episode of the program called "Today's ''Reading Rainbow'' books are..."'. Rather than pausing a video-tape at the book information during the credits on [[1983 in television|1983]] episodes, viewers can hear a rundown of the books that were used on that episode of ''Reading Rainbow''. LeVar Burton, the host of the program, or another presenter, will say the title of the book, the [[author]], the [[illustrator]], then the [[publisher]].
''Reading Rainbow'' was hosted by actor and executive producer [[LeVar Burton]],<ref>{{Cite news|last=Jones|first=Fred|date=May 19, 1999|title=Learning to Read the Rainbow|work=Tacoma Herald}}</ref> who was then known for his role in ''[[Roots (1977 miniseries)|Roots]]''. The show was produced first by Lancit Media Entertainment (1983–2001), and later On-Screen Entertainment (2002–2006). Every episode featured a different children's [[picture book]], often narrated by a celebrity. The featured story's illustrations were scanned by the camera in a technique known as "iconographic animation" of each page shown in succession, although on certain occasions the shots would be animated.


After the featured story, Burton visited many places relating to the episode's theme, often featuring interviews with guests. A notable example is the season 6 premiere episode, which featured the book ''The Bionic Bunny Show'' by [[Marc Brown (author)|Marc Brown]] and his wife Laurene, and included a behind-the-scenes look at the TV series ''[[Star Trek: The Next Generation]]'', in which Burton was a main cast member.
In 1983 episodes, when you turn on the secondary-audio-program channel, you can hear the book information.


The last segment of each show, called Book Reviews, began with Burton's introductory catchphrase, "But you don't have to take my word for it," and featured children giving capsule reviews of books they liked. At the end of almost every episode, Burton signed off by telling the audience "I'll see you next time", with a review of the books featured in that episode beginning in season 2.
==Critical acclaim==
Reading Rainbow has won 7 [[Emmy]] awards for Outstanding Children's Series over the last 10 years. The series was nominated for 6 more [[Daytime Emmy Awards]] in [[2005]]. On [[May 20]], [[2005]], the series was honored with another Emmy for Outstanding Children's Series. It also won 3 more Emmys for Writing, Photography and Editing - for a total of four Emmys. It was the most honored children's series of [[2005]], one of a few U.S. children's shows also watched regularly by adults, and overall, one of the most acclaimed shows in all of television. In March 2007, Steve Horelick, received an EMMY nomination for Outstanding Music Direction and Composition. Today, ''Reading Rainbow'' appears on many PBS stations across the [[United States]]. Original production was to have ended in [[2005]], with the show continuing to air in [[rerun]]s, but host [[LeVar Burton]] said on [[February 7]], [[2006]] that five new episodes of the show will be shot in [[2006]] despite the continuing financial troubles of [[Public Broadcasting Service|PBS]]. <ref>[http://www.trektoday.com/news/070206_02.shtml Burton Talks Drama, Diversity, Respect & 'Reading Rainbow']</ref>


The series' pilot, which was created and produced in 1981 and aired as the show's 8th episode in 1983, featured the book ''[[Gila Monsters Meet You at the Airport]]'' by Marjorie Weinman Sharmat and was narrated by Doug Parvin. Producer Larry Lancit's daughters, Shaune and Caitlin, were often featured in the series, notably as the children thanking the sponsors at the beginning and end of the show.
On [[March 7]], [[2006]], [[Baltimore, Maryland]]-based [[Educate Inc.]] announced that they will become a co-producer for ''Reading Rainbow'', replacing GPN as producer after The [[University of Nebraska]] Regents (the owners of GPN and [[Nebraska Educational Telecommunications|NET]]) recently sold its long-time production interest to [[WNED]], with WNED and Educate Inc. signing a co-production agreement. WNED's CEO confirmed that the agreement will allow the securing of needed funding to continue production of Reading Rainbow. <ref>[http://phx.corporate-ir.net/phoenix.zhtml?c=180055&p=irol-newsArticle_print&ID=828093 Western New York Public Broadcasting Association and Educate, Inc. Announce New Reading Rainbow Partnership]</ref> <ref>[http://www.bizjournals.com/baltimore/stories/2006/03/06/daily13.html?jst=b_ln_hl Educate ventures into television with children's show]</ref>


===Theme song and opening sequence===
However, in a presentation at the [[Pennsylvania State University]] on [[January 29]], [[2007]], Burton again announced that he had recently shot his last episode of ''Reading Rainbow'' and was retiring, citing differences with the new owners. <ref>{{cite news
| last = Owens
| first =Alyssa
| title = 'Reading Rainbow' star encourages imagination
| publisher = The Daily Collegian
| date =[[2007-01-30]]
| url =http://www.collegian.psu.edu/archive/2007/01/01-30-07tdc/01-30-07dnews-08.asp
| accessdate = 2007-1-30 }}</ref>


{{listen | pos=right | filename = The Reading Rainbow Theme Song (Butterfly in the Sky).ogg| title = "Reading Rainbow Theme song" | description = Sample of "Reading Rainbow Theme Song"}}
[[Image:Readingrainbow logo.GIF|right|thumb|200px|The ''Reading Rainbow'' logo used between 1983 and 1999.]]
The show's theme song was written by Steve Horelick, Dennis Neil Kleinman, and Janet Weir; the former also served as the series' music director and composer for all 155 episodes and received an Emmy nomination in 2007 for his work on the series. Over the show's 23-year run, it went through three different versions of the theme song. The original theme (used from 1983 to 1999) was performed by Tina Fabrique and featured one of the first uses of the [[Buchla Electronic Musical Instruments|Buchla synthesizer]] in a TV theme song. The original opening sequence, which consisted of an animated butterfly transforming the surroundings of young children reading books into animated fantasy lands, was used until January 1, 1999. The introductory animation was produced by Ovation Films, Inc. and designed and animated by Bill Davis. Some episodes (from 1983 through 1999) had the end credits having the full version of the 1983-1999 theme song (sung by the same singer—Tina Fabrique) --with some episodes (with the said song) repeating two or three times.


On January 4, 1999, episodes began using a new live-action opening sequence and featured CGI in a new space-themed world, with a new arrangement of the original song by Steve Horelick and performed by [[Johnny Kemp]]. A third intro was used starting on May 8, 2000, with a rerecorded version and the original lyrics performed by R&B artist [[Chaka Khan]]. This opening sequence is mostly the same as the second one, but features footage of Burton in place of some of the animated elements.
==Funding==
Corporate funding for ''Reading Rainbow'' is/was provided by the following:
*[[National Science Foundation]] ([[1986]]-[[2002]]), ([[2006]]-[[2007]])
*[[The Arthur Vining Davis Foundations]] ([[1993]]-[[2002]]), ([[2006]]-[[2007]])
*[[The Corporation for Public Broadcasting]] ([[1983]]-[[2007]])
*"This station and other [[Public Television Stations]]" ([[1984]]-[[1989]])/ "The annual financial support of ''[[Viewers Like You]]''" ([[1989]]-[[1999]])/ "Contributions to your PBS station from ''[[Viewers Like You]]''" ([[1999]]-[[2007]])
*The [[Carnegie Corporation of New York]] ([[1986]]-[[1994]])
*[[Mary Reynolds Babcock Foundation]] ([[1984]]-[[1986]])
*[[Barnes and Noble|B. Dalton's Bookseller]] ([[1984]]-[[1987]])
*[[The Children's Place]] ([[2002]]-[[2006]])
*Ready To Learn grants ([[2002]]-[[2006]])
*[[United States Department of Education]] ([[2002]]-[[2006]])
*[[Target Corporation|Dayton-Hudson Corporation]] ([[1987]]-[[1989]])
*[[Barnes and Noble]] ([[1999]]-[[2002]])
*[[Kellogg's]] ([[1983]]-[[1984]]), ([[1989]]-[[1999]]) <ref>During the years Kellogg's was sponsor, ''Reading Rainbow'' would get promoted on the boxes of Kellogg's cereals, generally at the start of each season.</ref>
*[[Pew Charitable Trust]] ([[1993]]-[[1999]])
To date, the only permanent sponsors for Reading Rainbow have been the [[Corporation for Public Broadcasting]], and [[Viewers Like You]], which have both funded the show for its entire run. There have been many others, however; From 1986 and until 2002, The [[National Science Foundation]] funded the show, and [[The Arthur Vining Davis Foundations]] funded the show from 1993 until 2002. Both have resumed production during the 2006-07 season.


===Later years===
And kids even announced the funders of Reading Rainbow at the beginning and end of each show. Here's a sample of them...
Original production of the series was to have ended after April 4, 2005, with the show continuing to air in [[rerun]]s, but Burton said on February 7, 2006, that five new episodes of the show would be shot the same year despite the continuing financial issues of PBS.<ref>{{Cite web|url=https://www.trektoday.com/news/070206_02.shtml|title=TrekToday - Burton Talks Drama, Diversity, Respect & 'Reading Rainbow'|date=October 3, 2021 }}</ref> The show aired its final original episode on November 10, 2006, and continued to air reruns until August 28, 2009.


Not only was PBS unable to secure enough funds to cover the costs associated with renewing broadcast rights and continuing reruns, the show's core philosophy was challenged as well. ''Reading Rainbow'' prominently featured published books throughout each episode, and licensing those books to be read aloud on the air was costly—an expensive move that producing station WNED decided not to make.<ref>{{cite web |title=LeVar Burton: Criticism Of Reading Rainbow Is 'Bullsh*t' |date=June 4, 2014 |url=https://archive.thinkprogress.org/levar-burton-criticism-of-reading-rainbow-is-bullsh-t-ab292d2c3355/ |publisher=Think Progress |access-date=29 January 2023}}</ref><ref>{{cite web |title='Reading Rainbow' Was Canceled After 26 Years Due to This Sad Reason |date=July 27, 2021 |url=https://www.distractify.com/p/why-did-reading-rainbow-get-canceled |access-date=29 January 2023}}</ref> Prior to the cancellation, the [[Corporation for Public Broadcasting]] and the [[U.S. Department of Education]] provided funds for the production of ''Reading Rainbow'' and a number of other PBS children's series throughout the early 2000s. The "[[Ready-to-Learn|Ready to Learn]]" grant was designed for television programming that encourage early childhood learning and development. However, under the [[No Child Left Behind Act]], this grant was focused much more narrowly toward programs that teach literacy skills, phonics, and spelling after 2005. Since ''Reading Rainbow'' was originally developed upon fostering a love of reading books, and not necessarily developing reading skills, the funding was redirected toward other programs, and led to the launch of new skills-based programming, like
Opening Funding 1983: "Funding For Reading Rainbow was made possible by a grant from The Corporation For Public Broadcasting. And by a grant from Kellogg's, who reminding you to take time each day for reading."
''[[Super Why!]]'', ''[[WordWorld]]'', and a reboot of ''[[The Electric Company (2009 TV series)|The Electric Company]]''.<ref>{{cite web |title=About the Ready to Learn Grant |url=http://pbskids.org/read/about/rtl-grant.html |access-date=29 January 2023 |archive-date=October 6, 2008 |archive-url=https://web.archive.org/web/20081006100716/http://pbskids.org/read/about/rtl-grant.html |url-status=dead }}</ref>


==Reboot==
Closing Funding 1983: "Funding For Reading Rainbow was made possible by a grant from Kellogg's, who urges you to explore the joys of reading. Funding for the series was also provided by The Corporation For Public Broadcasting."
===Announcement and early developments (2010–2014)===
Former executive producer [[LeVar Burton]] announced on his Twitter feed on March 19, 2010, that "Reading Rainbow 2.0 is in the works."<ref>{{Cite web|url=https://twitter.com/levarburton/status/10730167290|title=You heard it here first... Reading Rainbow 2.0 is in th works! Stay tuned for more info. But, you don't have to...|first=LeVar|last=Burton|date=March 19, 2010}}</ref> In 2011, [[WNED-DT|WNED]], the PBS affiliate in [[Buffalo, New York]] that owns the Reading Rainbow brand, licensed rights to the brand to Burton and his company, RRKidz. On March 4, 2012, he announced that it was the "last day of shooting before launch!"<ref>{{Cite web|url=https://twitter.com/levarburton/status/176351841083326465|title=Last day of shooting before launch! #readingrainbow #relaunch #excitedashell|first=LeVar|last=Burton|date=March 4, 2012}}</ref>


On June 13, 2012, in a special presentation at [[Apple Inc]]'s annual [[World Wide Developers Conference]], Burton and his business partner, Mark Wolfe, introduced the new ''Reading Rainbow'' iPad App.<ref>{{Cite web |last=Rastogi |first=Anurag |title=Lunch with LeVar Burton |url=https://www.newgenapps.com/en/blogs/lunch-with-levar-burton |website=www.newgenapps.com}}</ref> It became available in Apple's iTunes Store on June 20, 2012, and within 36 hours was the #1 educational app. In January 2014, the Reading Rainbow App surpassed 10M books read and video field trips watched by children in 18 months.<ref>{{Cite web|url=http://www.justchildrensbooks.com/reading-rainbow-relaunched-as-an-app/|title=Just Childrens Books: Reading Rainbow Relaunched as an App}}</ref>
Opening Funding 1984: "Reading Rainbow is made possible by grants
from The Mary Reynolds Babcock Foundation, The Corporation for Public
Broadcasting, and this station and other Public Television Stations.
And by grants from B. Dalton Bookseller, who urges children and
parents everywhere to follow the reading rainbow. B. Dalton is
committed to literacy, and hopes that in your house, reading is a
family affair.


===Kickstarter revival campaign and aftermath (2014–22)===
Closing Funding 1984: "Reading Rainbow is made possible by grants from B. Dalton Bookseller, who urges children and parents everywhere to follow Reading Rainbow. B. Dalton is committed to literacy, and hopes that in your house, reading is a family affair. The Corporation For Public Broadcasting, this station and other Public Television Stations, and The Mary Reynolds Babcock Foundation."
On May 28, 2014, LeVar Burton started a Kickstarter fund to revive the show and materials. In under 12 hours the show had reached its $1 million goal. The new goal was to create an educational version for schools to use, free of cost to those schools in need, and help America get back to high literacy rates. They are also going to create a website for students to use to assist them with learning how to read. The following day, May 29, 2014, they reached $2{{nbsp}}million (double their goal) at 1:15&nbsp;pm. PST.<ref>{{Cite web|url=https://www.kickstarter.com/projects/readingrainbow/bring-reading-rainbow-back-for-every-child-everywh|title=Bring Reading Rainbow Back for Every Child, Everywhere!|website=Kickstarter}}</ref> The campaign raised $5,408,916 on Kickstarter with another $1{{nbsp}}million from ''[[Family Guy]]'' creator/animator [[Seth MacFarlane]] and $70,000 raised via direct contributions. The grand total was $6,478,916.


With 105,857 backers, the campaign holds Kickstarter's record for most backers and is the 8th highest amount raised on Kickstarter (as of June 1, 2015).<ref>[http://www.kickstarter.com/discover/most-funded Discover Projects >> Most Funded – Kickstarter]. Retrieved June 10, 2015</ref>
Opening Funding 1986: "Reading Rainbow is made possible by grants
from The Carnegie Corporation of New York, The National Science
Foundation, The Corporation for Public Broadcasting, and this station
and other Public Television Stations. And by grants from B. Dalton
Bookseller, who urges children and parents everywhere to follow the
reading rainbow. B. Dalton is committed to literacy, and hopes that
in your house, reading is a family affair.


The first product of the Kickstarter campaign was ''Skybrary by Reading Rainbow''. Launched in May 2015, it was a web based subscription service that duplicated the Reading Rainbow app experience. In addition to narrating many of the books, Burton hosted video fieldtrips which connected kids to real world experiences at places like NASA HQ and Niagara Falls.<ref name="usatoday-skybrary" />
Closing Funding 1986: "Reading Rainbow is made possible by grants from B. Dalton Bookseller, who urges children and parents everywhere to follow Reading Rainbow. B. Dalton is committed to literacy, and hopes that in your house, reading is a family affair. The Corporation For Public Broadcasing, this station and other Public Television Stations, The Carnegie Corporation of New York, and The National Science Foundation."


In March 2016, RRKidz launched a new online educational service called ''Reading Rainbow Skybrary for Schools'', which followed the same mission of the television series, while expanding to integrate into classroom curriculums.<ref>{{Cite web|url=https://thejournal.com/articles/2016/03/03/reading-rainbow-launches-digital-library-for-elementary-schools.aspx|title=Reading Rainbow Launches Digital Library for Elementary Schools -|website=THE Journal}}</ref>
1987: "Reading Rainbow is made possible by a grant from [[Dayton Hudson Corporation]] on behalf of [[Target Corporation|Target]], [[Mervyn's]], [[Dayton Hudson Department Store Company]] and [[Lechmere]], and by the Corporation For Public Broadcasting, this station and other Public Television Stations, The Carnegie Corporation of New York and The National Science Foundation.


In August 2017, WNED filed a wide-ranging lawsuit against Burton and RRKidz that demanded Burton's company hand over administrative access to other websites and social media accounts. The lawsuit also sought to enjoin Burton from using the ''Reading Rainbow'' catchphrase, "But you don't have to take my word for it," on his podcast.<ref>{{Cite web|url=https://www.hollywoodreporter.com/thr-esq/reading-rainbow-owner-accuses-levar-burton-theft-extortion-lawsuit-1027372|title='Reading Rainbow' Owner Accuses LeVar Burton of "Theft and Extortion" in Lawsuit|website=The Hollywood Reporter|date=August 7, 2017 }}</ref>
Opening Funding 1988: "Reading Rainbow is made possible by a grant
from The Carnegie Corporation of New York, The National Science
Foundation, The Corporation for Public Broadcasting, and this station
and other Public Television Stations. And by a grant from Kellogg's,
who reminding you to take time each day for reading."


In October 2017, WNED and RRKidz settled out of court. While the exact terms were confidential, the result was that RRKidz was no longer a licensee of the ''Reading Rainbow'' brand. RRKidz was rebranded ''LeVar Burton Kids'' and its services (including Skybrary) removed references to Reading Rainbow. In addition, Burton was allowed to continue using the ''Reading Rainbow'' catchphrase.<ref name="vulture-settlement" /> Visiting the official ''Reading Rainbow'' website provided a page that stated "Recent legal disputes between WNED and LeVar Burton/RRKIDZ have been resolved and RRKIDZ no longer licenses the ''Reading Rainbow'' brand from WNED. WNED is currently working on the next chapter of ''Reading Rainbow'' and will continue its mission of fostering education for a new generation."<ref>{{Cite web|title=Reading Rainbow|url=http://www.readingrainbow.com|access-date=2021-01-08|publisher=WNED|url-status=dead <!-- no longer contains text--> |archive-url=https://web.archive.org/web/20171022072842/https://www.readingrainbow.org/|archive-date=2017-10-22}}</ref>
Closing Funding 1988: "Funding for Reading Rainbow is made possible
by a grant from Kellogg's, who urges you to explore the joys of
reading. Funding for this series is also provided by The Corporation
for Public Broadcasting, this station and other Public Television
Stations, The Carnegie Corporation of New York, and The National
Science Foundation."


WNED announced in November 2018 that research and development had begun on a new ''Reading Rainbow'' program thanks to a $200,000 grant from [[The John R. Oishei Foundation]].<ref>{{Cite web|title=Reading Rainbow|url=http://www.readingrainbow.com|access-date=2021-01-08|publisher=WNED}}</ref>
Opening Funding 1989: "Reading Rainbow is made possible by a grant from The Carnegie Corporation Of New York, The National Science Foundation, The Corporation For Public Broadcasting, and the financial support of Viewers Like You. And by a grant from Kellogg's, who reminding you to take time each day for reading."


Skybrary was acquired by [[Reading is Fundamental]] in March 2019.<ref>{{cite web|title=RIF Announcement|url=https://www.skybrary.org/content/rif-announcement|website=Skybrary|access-date=2021-01-08}}</ref>
Closing Funding 1989: "Funding for Reading Rainbow is made possible
by a grant from Kellogg's, who urges you to explore the joys of
reading. Funding for this series is also provided by The Corporation
for Public Broadcasting, The Carnegie Corporation of New York, The
National Science Foundation, and the financial support of Viewers
Like You."


In December 2021, it was announced that the show would be revived as ''Reading Rainbow Live'', an interactive version featuring multiple hosts, dubbed "The Rainbows". The series debuted on Looped on March 6, 2022.<ref>{{cite web|last=Maas|first=Jennifer|title=Reading Rainbow Revival 'Reading Rainbow Live' to Debut in 2022 With Multiple Hosts|url=https://www.thewrap.com/reading-rainbow-live-2022-premiere-date-hosts/|website=[[TheWrap]]|access-date=November 20, 2022|date=December 7, 2021}}</ref><ref>{{cite web|title="Reading Rainbow" to Return This Weekend As an Interactive Streaming Program: "I Think It's Been a Long Time Coming"|url=https://www.cbsnews.com/news/reading-rainbow-rebooted-as-interactive-program/|website=[[CBS News]]|access-date=November 20, 2022|date=March 4, 2022}}</ref>
* The 1989 Quote was used in the 1992-1993 season but with a different background;its either an ocean background or a sandy background but the pink lines that move toward each other when the CPB comes in towards itself, shows the logo and then splits to reveal the Viewers Like You logo was also introduced.


==Accolades==
Opening Funding 1994: "Reading Rainbow is made possible by a grant from The Corporation For Public Broadcasting, and by the annual financial support of Viewers Like You. And by grants from the National Science Foundation, The Pew Charitable Trusts, and The Arthur Vining Davis Foundations. and by a grant from Kellogg's, who reminds you to take time each day for reading."
{{main|List of accolades received by Reading Rainbow}}


==Animation producers==
Closing Funding 1994: "Reading Rainbow is made possible by a grant from Kellogg's, who reminds you to take time each day for reading. Funding for this series is also provided by The Corporation For Public Broadcasting, and by annual financial support of Viewers Like You. And by grants from The National Science Foundation, The Pew
===Feature Book filming===
Charitable Trusts, and The Arthur Vining Davis Foundations."
The photographing of the Feature Book segments was by:
* [[Centron Corporation|Centron Films]] (1983–1987; renamed in 1986 to "Centron Productions Inc.")
* Loren Dolezal (1988–1998; renamed in 1995 to "Dolezal Animation"); Take Ten Animation teamed up with Dolezal from 1995 to 1998.
* On Screen Entertainment (2000–2006)
* [http://www.rainbowcybercamguy.com Roger Holden], designer of the digital animation photography system used by Centron Films to film the Feature Book segments (1983–87)


==Guest readers and contributors==
Opening Funding 1998: "Reading Rainbow is made possible by a grant
{{Div col|colwidth=30em}}
from The Corporation for Public Broadcasting, and by the annual
* [[Marv Albert]]
financial support of PBS Viewers Like You. And by grants from The
* [[Jason Alexander]] (''Pet Stories You Don't Have to Walk'')
National Science Foundation, The Pew Charitable Trusts, and The
* [[Maya Angelou]] (''All the Colors of the Race'')
Arthur Vining Davis Foundations. And by a grant from... Kellogg's
* [[Michael Ansara]] (''The Gift of the Sacred Dog'', Sheila MacGill-Callahan's and [[Barry Moser]]'s ''And Still the Turtle Watched'')
Rice Krispies, who reminding you that books are totally overflowing
* [[Lucie Arnaz]] (''When Aunt Lena Did the Rhumba'')
with cool stuff. Get in on it. Wake up to the amazing world of
* [[Ed Asner|Edward Asner]] (''[[Dinosaur Bob and His Adventures with the Family Lazardo]]'')
reading."
* [[James Avery]] (''Berlioz the Bear'', ''Game Day'')
* [[Hoyt Axton]] (''[[Meanwhile Back at the Ranch]]'')
* [[Julia Barr]] (''Raccoons and Ripe Corn'', ''Deer at the Brook'', ''Come Out, Muskrats'')
* [[Angela Bassett]] (''The Wonderful Towers of Watts'')
* [[Orson Bean]] (''The Runaway Duck'')
* [[Philip Bosco]] (''Desert Giant: The World of the Saguaro Cactus'')
* [[Reizl Bozyk]] (''Mrs. Katz and Tush'')
* [[Wayne Brady]] (''Mr. George Baker'')
* [[Jeff Bridges]] (''The Tin Forest'')
* [[Fran Brill]] (''Dive to the Coral Reefs'')
* [[Matthew Broderick]] (''Owen'')
* [[Ruth Buzzi]] (''Miss Nelson is Back'')
* [[David Canary]] (''Work Song'')
* [[Jose Canseco]]
* [[Diahann Carroll]] (''[[Show Way]]'')
* [[Dixie Carter]] (''Come a Tide'')
* [[Lacey Chabert]] (''Snowy Day: Stories and Poems'')
* [[Julia Child]] (''Florence and Eric Take the Cake'')
* [[Roy Clark]] (''Barn Dance'')
* [[Kevin Clash]] ([[Elmo]] from [[Sesame Street]])
* [[Imogene Coca]] (''Imogene's Antlers'')
* [[James Coco]] (''Perfect the Pig'')
* [[Tim Conway]] (''The Secret Shortcut'')
* [[Bill Cosby]] (''[[Arthur's Eyes]]'', Dennis Nolan's ''[[Big Pig]]'')
* [[Denise Crosby]]
* [[Jim Cummings]] (''[[Frog and Toad]]'')
* [[Jane Curtin]] (''[[Duncan and Dolores]]'')
* [[Tyne Daly]] (''Amazing Grace'')
* [[Keith David]] (''[[Follow the Drinking Gourd]]'')
* [[Ossie Davis]] (''Summer'')
* [[Ruby Dee]] (''Simon's Book'', ''[[Tar Beach]]'', ''Badger's Parting Gifts'')
* [[Josie de Guzman]] (''Saturday Sancocho'')
* [[Brian Dennehy]] (''Kate Shelley and the Midnight Express'')
* [[Phyllis Diller]] (''Ludlow Laughs'')
* [[Michael Dorn]]
* [[Ann Duquesnay]] (''Hip Cat'')
* [[Eliza Dushku]] (''Unique Monique'')
* [[Buddy Ebsen]] ([[Steven Kellogg]]'s ''[[Paul Bunyan]]'')
* [[Georgia Engel]] (''Chickens Aren't the Only Ones'')
* [[Hector Elizondo]] (''[[Brush]]'')
* Fernando Escandon (''Hill of Fire'')
* [[Lola Falana]] (''Sophie and Lou'')
* [[Peter Falk]] (''The Robbery at the Diamond Dog Diner'')
* [[Jamie Farr]] (''The Sign Painter's Dream'')
* [[Barbara Feldon]] (''The Life Cycle of the Honeybee'')
* [[Tovah Feldshuh]] (''The Piggy in the Puddle'')
* [[Ron Foster (actor)|Ron Foster]] (''My Little Island'')
* [[Jonathan Frakes]]
* [[Vincent Gardenia]] (''Louis the Fish'', ''The Adventures of Taxi Dog'')
* [[Richard Gere]] (''The Biggest Test in the Universe'')
* [[Jack Gilford]] (''The Purple Coat'')
* [[Whoopi Goldberg]]
* [[Jane Goodall]]
* [[Robert Guillaume]] (''[[My Shadow (poem)|My Shadow]]'')
* [[Lorne Greene]] (''[[Ox-Cart Man]]'')
* [[Ed Harris]] (''Enemy Pie'')
* Jo Hayden (''[[Martha Speaks (book)|Martha Speaks]]'')
* [[Jim Henson]] ([[Kermit the Frog]] from [[The Muppets]])
* [[William Hickey (actor)|William Hickey]] (Dennis Nolan's ''Monster Bubbles: A Counting Book'', [[Willi Glasauer]]'s (Greetings from the Surreal)
* [[Gregory Hines]] (''Zin! Zin! Zin! A Violin'')
* [[Anna Kathryn Holbrook|Anna Holbrook]] (''Regina's Big Mistake'')
* [[Lena Horne]] (''Snowy Day: Stories and Poems'')
* [[Beth Howland]] (''[[If You Give a Mouse a Cookie]]'')
* [[Scott Irby-Ranniar]] (''My Life with the Wave'')
* [[Anne Jackson]] (''[[Stellaluna]]'')
* [[Victoria Jackson]] (''Tooth-Gnasher Superflash'')
* [[James Earl Jones]] (''Bringing the Rain to Kapiti Plain'')
* [[Raul Julia]] (''Mystery on the Docks'')
* [[Madeline Kahn]] (''Bea and Mr. Jones'')
* [[Carol Kane]] (''[[Someplace Else]]'')
* [[Charles Kimbrough]] (''June 29, 1999'')
* [[Regina King]] (''[[Max (children's book)|Max]]'')
* [[Eartha Kitt]] (''Is This a House for Hermit Crab?'')
* [[Linda Lavin]] (''Ruth Law Thrills a Nation'')
* [[Robin Leach]]
* [[Michael Learned]] (''Appelemando's Dreams'')
* [[Maya Lin]]
* [[Viveca Lindfors]] (''Rechenka's Eggs'')
* [[Amy Linker]] (''A Chair for My Mother'')
* [[Keye Luke]] (''The Paper Crane'')
* Michele Mariana (''Stay Away from the Junkyard!'')
* [[Olga Merediz]] (''Borreguita and the Coyote'')
* [[Andrea McArdle]] (''Lemonade for Sale'')
* [[Bruce McAvaney]] (The Club)
* [[Gates McFadden]]
* [[Bobby McFerrin]]
* [[Mark McGwire]]
* [[Marilyn Michaels]] (''Gregory the Terrible Eater'')
* [[Stephanie Mills]] (''Bea and Mr. Jones'')
* [[Helen Mirren]] (''How to Make an Apple Pie and See the World'')
* [[Robert Morse]] (''[[Sunken Treasure]]'')
* [[Fred Newman (actor)|Fred Newman]] (''Mama Don't Allow'', ''Fox on the Job'')
* [[Jerry Orbach]] (''Germs Make Me Sick!'')
* [[Corinne Orr]] ([[Aliki Brandenberg|Aliki]]'s ''Mummies Made in Egypt'')
* [[Frank Oz]] ([[Fozzie Bear]] from [[The Muppets]])
* [[Jane Pauley]] (''Humphrey the Lost Whale: A True Story'')
* Peter Pitofsky
* [[Faith Prince]] (''Nosey Mrs. Rat'')
* [[Freddie Prinze Jr.]] (''Beegu'')
* [[Keshia Knight Pulliam]] (''The Magic School Bus: Inside the Earth'')
* [[Gilda Radner]] (''[[The Tortoise and the Hare]]'')
* [[Phylicia Rashad]] (''Mufaro's Beautiful Daughters'')
* [[Lou Rawls]] (''Ty's One Man Band'')
* [[Alaina Reed Hall|Alaina Reed]] (''The Milk Makers'')
* [[Lionel Richie]]
* [[Jason Robards]] (''Sam the Sea Cow'')
* [[Al Roker]] (''Hail to Mail'')
* [[Zelda Rubinstein]] (''A Three Hat Day'')
* [[Run-D.M.C.]]
* [[Lea Salonga]] (''Silent Lotus'', ''My America: A Poetry Atlas of the United States'')
* [[Isabel Sanford]] (''The Patchwork Quilt'')
* [[Susan Sarandon]] (''The Shaman's Apprentice: A Tale of the Amazon Rainforest'')
* [[Josh Saviano]] (''Little Nino's Pizzeria'')
* [[John Sebastian]]
* [[Pete Seeger]] (''Abiyoyo'')
* [[Martin Short]] (''Animal Cafe'')
* [[Marina Sirtis]]
* [[Phoebe Snow]] (''The Gift of the Sacred Dog'')
* [[Brent Spiner]]
* [[Arnold Stang]] (''Alistair in Outer Space'', ''Alistair's Time Machine'', ''Archibald Frisby'')
* [[Stomp (dance troupe)|Stomp]]
* [[Patrick Stewart]] (''On the Day You Were Born'')
* [[Jerry Stiller]] (''Digging Up Dinosaurs'')
* [[Regina Taylor]] (''Uncle Jed's Barber Shop'')
* [[Lynne Thigpen]] (''The Salamander Room'')
* [[Sada Thompson]] (''Keep the Lights Burning, Abbie'')
* [[Lauren Tom]] (''Liang and the Magic Paintbrush'')
* [[Michelle Trachtenberg]] (''[[Math Curse]]'')
* [[Alex Trebek]]
* [[Leslie Uggams]] (''Jack, the Seal and the Sea'')
* [[Ben Vereen]] (''Ty's One Man Band'')
* [[Ralph Waite]] (''Rumplestilitskin'')
* [[Bree Walker]]
* [[Eli Wallach]] (''Once There Was a Tree'')
* [[Adam West]] (''The Bionic Bunny Show'')
* [[Steve Whitmire]] ([[Waldo C. Graphic]] from [[The Muppets]])
* [[William Windom (actor)|William Windom]] (''Hot-Air Henry'')
* [[Michael Winslow]] (''Space Case'')
* [[Hattie Winston]] (''Galimoto'')
* [[Alfre Woodard]] (''Visiting Day'')


{{div col end}}
Closing Funding 1998: "Reading Rainbow is made possible by a grant from Kellogg's Rice Krispies, who reminding you that books are totally overflowing with cool stuff. Get in on it. Wake up to the amazing world of reading. Funding for this series is also provided by The Corporation for Public Broadcasting, and by the annual financial support of PBS Viewers Like You. And by grants from The National Science Foundation, The Pew Charitable Trusts, and The Arthur Vining Davis Foundations."


==Writing and illustrating contest==
1999: "Reading Rainbow is funded in part by Barnes and Noble and barnesandnoble.com, for minds at play. Grants were also provided by The National Science Foundation, who supporting education and research in science, mathematics and technology, The Arthur Vining Davis Foundations, The Corporation for Public Broadcasting, and by contributions to your PBS stations from Viewers Like You. Thank You.
{{Main|PBS Kids Writers Contest}}
In 1995, the creators launched the first contest called "''Reading Rainbow'' Young Writers and Illustrators Contest". The annual writing and illustrating competition for children grades K through 3 continued until 2009 when it was relaunched as "PBS Kids Go! Writers Contest". It was renamed to the ''PBS Kids Writers Contest'' in 2014.


==References==
2002: Reading Rainbow is funded in part by...The Children's Place, proud supporter of Reading Rainbow, a place to grow, The Children's Place. This program was also made possible by a Ready To Learn Television Cooperative Agreement from the U.S. Department Of Education, through the Public Broadcasting Service, and the Corporation for Public Broadcasting, and by contributions to your PBS stations from Viewers Like You. Thank You.
{{reflist|30em}}
{{reflist|group=note}}


==External links==
2006: Reading Rainbow is funded in part by a grant from The Arthur Vining Davis Foundations, dedicated to strengthening America's future through education, and by The Corporation for Public Broadcasting and by contributions to your PBS stations from Viewers Like You. Thank You.
{{Wikiquote}}
* {{IMDb title|0085075}}
* [http://www.readingrainbow.com/ ReadingRainbow.com] ''Reading Rainbow'' website by RRKidz, Inc.
* [https://www.amazon.com/Reading-Rainbow-Kindle-Tablet-Educational/dp/B00B9K2TSQ ''Reading Rainbow'' App for Kindle Fire] on the Amazon Appstore
* [https://itunes.apple.com/us/app/reading-rainbow-read-along/id512350210? ''Reading Rainbow'' App for iPad] on the Apple App Store
* [https://www.youtube.com/user/readingrainbow ''Reading Rainbow'' on YouTube] with clips and full episodes


{{Navboxes
==Notes==
|title = [[List of accolades received by Reading Rainbow|Awards for ''Reading Rainbow'']]
<references/>
|list =
{{Daytime Emmy Award for Outstanding Children's Series}}
{{NAACP Image Award for Outstanding Children's Program}}
{{TCA Award for Outstanding Achievement in Youth Programming}}
}}


{{Former PBS Kids shows}}
==External links==
* [http://pbskids.org/readingrainbow/ PBS Kids: Official Site]
* [http://shopgpn.com/stores/1/RR_Index.cfm Official site at GPN]
* [http://www.movipix.com/ Director's Site]
* {{imdb title|id=0085075|title=Reading Rainbow}}
* [http://www.jumptheshark.com/topic/reading-rainbow-general-comments/1631 Jump The Shark - Reading Rainbow]


[[Category:Reading Rainbow| ]]
{{PBSKids_shows}}
[[Category:PBS network shows]]
[[Category:1983 American television series debuts]]
[[Category:1983 television program debuts]]
[[Category:2006 American television series endings]]
[[Category:1980s American television series]]
[[Category:1980s American black television series]]
[[Category:1990s American television series]]
[[Category:1990s American black television series]]
[[Category:2000s American television series]]
[[Category:2000s American black television series]]
[[Category:Reading|Rainbow]]
[[Category:1980s American children's television series]]
[[Category:Needs television infobox]]
[[Category:1990s American children's television series]]
[[Category:2000s American children's television series]]
[[Category:American children's adventure television series]]
[[Category:American children's education television series]]
[[Category:American children's fantasy television series]]
[[Category:American English-language television shows]]
[[Category:American television series with live action and animation]]
[[Category:English-language education television programming]]
[[Category:Kickstarter-funded software]]
[[Category:PBS Kids shows]]
[[Category:PBS original programming]]
[[Category:Personal development television series]]
[[Category:Reading and literacy television series]]

Latest revision as of 18:01, 14 December 2024

Reading Rainbow
Genre
Created by
  • Cecily Truett Lancit
  • Larry Lancit
  • Twila Liggett
  • Lynne Ganek
  • Tony Buttino
Presented byLeVar Burton
Theme music composer
  • Steve Horelick
  • Dennis Neil Kleinman
  • Janet Weir
ComposerSteve Horelick
Country of originUnited States
Original languageEnglish
No. of seasons21
No. of episodes155 (list of episodes)
Production
Executive producers
  • David McCourt
  • Twila Liggett
  • LeVar Burton
  • Tony Buttino (1983–1998)
Running time30 minutes
Production companies
  • Lancit Media Productions (1983-2001)
  • RCN Entertainment (2002)
  • On Screen Entertainment (2004-2006)
  • WNED-TV
Original release
Network
ReleaseJuly 11, 1983 (1983-07-11)[1][2] –
November 10, 2006 (2006-11-10)[3][4]

Reading Rainbow is an American educational children's television series that originally aired on PBS and afterward PBS Kids from July 11, 1983[1][2] to November 10, 2006, with reruns continuing to air until August 28, 2009. 155 30-minute episodes were produced over 23 seasons. Before its official premiere, the show aired for test audiences in the Nebraska and Buffalo, New York markets (their PBS member stations, the Nebraska ETV [now Nebraska Public Media] and WNED-TV, respectively, were co-producers of the show).

The purpose of the show was to encourage a love of books and reading among children. In 2012, an iPad and Kindle Fire educational interactive book reading and video field trip application was launched bearing the name of the program.

The public television series garnered over 200 broadcast awards, including a Peabody Award and 26 Emmy Awards, 10 of which were in the "Outstanding Children's Series" category.[5] The concept of a reading series for children originated with Twila Liggett, PhD who in partnership with Cecily Truett Lancit and Larry Lancit, at Lancit Media Productions in New York created the television series. The original team also included Lynne Brenner Ganek, Ellen Schecter, and host LeVar Burton. The show's title was conceived by an unknown intern at WNED.[6]

Each episode centered on a topic from a featured children's book that was explored through a number of on-location segments or stories. The show also recommended books for children to look for when they went to the library.

After the show's cancellation on November 10, 2006, reruns aired until August 28, 2009, when it was removed from the schedule.[3] At the time, it was the third-longest running children's series in PBS history, after Sesame Street and Mister Rogers' Neighborhood.[note 1] It was the first PBS children's show to be broadcast in stereo. On June 20, 2012, the Reading Rainbow App was released for the iPad and, within 36 hours, became the #1 most-downloaded educational app in the iTunes App Store.[7] Developed by LeVar Burton and his company, RRKIDZ, the app allows children to read unlimited books, explore video field trips starring Burton, and earn rewards for reading. On the week of July 11, 2013, Reading Rainbow celebrated its 30th anniversary.[8]

In May 2014, a Kickstarter campaign was launched to raise funds to make the app available online and for Android, game consoles, smartphones, and other streaming devices along with creating a classroom version with the subscription fee waived for up to 13,000 disadvantaged classrooms. The effort met its initial fundraising goal of $1,000,000 in 11 hours,[9] and ended a few days later at $5,408,916 from 105,857 backers.[10] This campaign led to the launch of Skybrary by Reading Rainbow, a web-based expansion of the Reading Rainbow app experience.[11]

Due to a legal dispute, licensing of the Reading Rainbow brand was revoked from RRKidz in October 2017, and all its platforms (including Skybrary)[citation needed] were rebranded to LeVar Burton Kids.[12]

An interactive revival titled Reading Rainbow Live debuted on Looped in March 2022.

Overview

[edit]

Format

[edit]

Reading Rainbow was hosted by actor and executive producer LeVar Burton,[13] who was then known for his role in Roots. The show was produced first by Lancit Media Entertainment (1983–2001), and later On-Screen Entertainment (2002–2006). Every episode featured a different children's picture book, often narrated by a celebrity. The featured story's illustrations were scanned by the camera in a technique known as "iconographic animation" of each page shown in succession, although on certain occasions the shots would be animated.

After the featured story, Burton visited many places relating to the episode's theme, often featuring interviews with guests. A notable example is the season 6 premiere episode, which featured the book The Bionic Bunny Show by Marc Brown and his wife Laurene, and included a behind-the-scenes look at the TV series Star Trek: The Next Generation, in which Burton was a main cast member.

The last segment of each show, called Book Reviews, began with Burton's introductory catchphrase, "But you don't have to take my word for it," and featured children giving capsule reviews of books they liked. At the end of almost every episode, Burton signed off by telling the audience "I'll see you next time", with a review of the books featured in that episode beginning in season 2.

The series' pilot, which was created and produced in 1981 and aired as the show's 8th episode in 1983, featured the book Gila Monsters Meet You at the Airport by Marjorie Weinman Sharmat and was narrated by Doug Parvin. Producer Larry Lancit's daughters, Shaune and Caitlin, were often featured in the series, notably as the children thanking the sponsors at the beginning and end of the show.

Theme song and opening sequence

[edit]
"Reading Rainbow Theme song"
Sample of "Reading Rainbow Theme Song"
Problems playing this file? See media help.

The show's theme song was written by Steve Horelick, Dennis Neil Kleinman, and Janet Weir; the former also served as the series' music director and composer for all 155 episodes and received an Emmy nomination in 2007 for his work on the series. Over the show's 23-year run, it went through three different versions of the theme song. The original theme (used from 1983 to 1999) was performed by Tina Fabrique and featured one of the first uses of the Buchla synthesizer in a TV theme song. The original opening sequence, which consisted of an animated butterfly transforming the surroundings of young children reading books into animated fantasy lands, was used until January 1, 1999. The introductory animation was produced by Ovation Films, Inc. and designed and animated by Bill Davis. Some episodes (from 1983 through 1999) had the end credits having the full version of the 1983-1999 theme song (sung by the same singer—Tina Fabrique) --with some episodes (with the said song) repeating two or three times.

On January 4, 1999, episodes began using a new live-action opening sequence and featured CGI in a new space-themed world, with a new arrangement of the original song by Steve Horelick and performed by Johnny Kemp. A third intro was used starting on May 8, 2000, with a rerecorded version and the original lyrics performed by R&B artist Chaka Khan. This opening sequence is mostly the same as the second one, but features footage of Burton in place of some of the animated elements.

Later years

[edit]

Original production of the series was to have ended after April 4, 2005, with the show continuing to air in reruns, but Burton said on February 7, 2006, that five new episodes of the show would be shot the same year despite the continuing financial issues of PBS.[14] The show aired its final original episode on November 10, 2006, and continued to air reruns until August 28, 2009.

Not only was PBS unable to secure enough funds to cover the costs associated with renewing broadcast rights and continuing reruns, the show's core philosophy was challenged as well. Reading Rainbow prominently featured published books throughout each episode, and licensing those books to be read aloud on the air was costly—an expensive move that producing station WNED decided not to make.[15][16] Prior to the cancellation, the Corporation for Public Broadcasting and the U.S. Department of Education provided funds for the production of Reading Rainbow and a number of other PBS children's series throughout the early 2000s. The "Ready to Learn" grant was designed for television programming that encourage early childhood learning and development. However, under the No Child Left Behind Act, this grant was focused much more narrowly toward programs that teach literacy skills, phonics, and spelling after 2005. Since Reading Rainbow was originally developed upon fostering a love of reading books, and not necessarily developing reading skills, the funding was redirected toward other programs, and led to the launch of new skills-based programming, like Super Why!, WordWorld, and a reboot of The Electric Company.[17]

Reboot

[edit]

Announcement and early developments (2010–2014)

[edit]

Former executive producer LeVar Burton announced on his Twitter feed on March 19, 2010, that "Reading Rainbow 2.0 is in the works."[18] In 2011, WNED, the PBS affiliate in Buffalo, New York that owns the Reading Rainbow brand, licensed rights to the brand to Burton and his company, RRKidz. On March 4, 2012, he announced that it was the "last day of shooting before launch!"[19]

On June 13, 2012, in a special presentation at Apple Inc's annual World Wide Developers Conference, Burton and his business partner, Mark Wolfe, introduced the new Reading Rainbow iPad App.[20] It became available in Apple's iTunes Store on June 20, 2012, and within 36 hours was the #1 educational app. In January 2014, the Reading Rainbow App surpassed 10M books read and video field trips watched by children in 18 months.[21]

Kickstarter revival campaign and aftermath (2014–22)

[edit]

On May 28, 2014, LeVar Burton started a Kickstarter fund to revive the show and materials. In under 12 hours the show had reached its $1 million goal. The new goal was to create an educational version for schools to use, free of cost to those schools in need, and help America get back to high literacy rates. They are also going to create a website for students to use to assist them with learning how to read. The following day, May 29, 2014, they reached $2 million (double their goal) at 1:15 pm. PST.[22] The campaign raised $5,408,916 on Kickstarter with another $1 million from Family Guy creator/animator Seth MacFarlane and $70,000 raised via direct contributions. The grand total was $6,478,916.

With 105,857 backers, the campaign holds Kickstarter's record for most backers and is the 8th highest amount raised on Kickstarter (as of June 1, 2015).[23]

The first product of the Kickstarter campaign was Skybrary by Reading Rainbow. Launched in May 2015, it was a web based subscription service that duplicated the Reading Rainbow app experience. In addition to narrating many of the books, Burton hosted video fieldtrips which connected kids to real world experiences at places like NASA HQ and Niagara Falls.[11]

In March 2016, RRKidz launched a new online educational service called Reading Rainbow Skybrary for Schools, which followed the same mission of the television series, while expanding to integrate into classroom curriculums.[24]

In August 2017, WNED filed a wide-ranging lawsuit against Burton and RRKidz that demanded Burton's company hand over administrative access to other websites and social media accounts. The lawsuit also sought to enjoin Burton from using the Reading Rainbow catchphrase, "But you don't have to take my word for it," on his podcast.[25]

In October 2017, WNED and RRKidz settled out of court. While the exact terms were confidential, the result was that RRKidz was no longer a licensee of the Reading Rainbow brand. RRKidz was rebranded LeVar Burton Kids and its services (including Skybrary) removed references to Reading Rainbow. In addition, Burton was allowed to continue using the Reading Rainbow catchphrase.[12] Visiting the official Reading Rainbow website provided a page that stated "Recent legal disputes between WNED and LeVar Burton/RRKIDZ have been resolved and RRKIDZ no longer licenses the Reading Rainbow brand from WNED. WNED is currently working on the next chapter of Reading Rainbow and will continue its mission of fostering education for a new generation."[26]

WNED announced in November 2018 that research and development had begun on a new Reading Rainbow program thanks to a $200,000 grant from The John R. Oishei Foundation.[27]

Skybrary was acquired by Reading is Fundamental in March 2019.[28]

In December 2021, it was announced that the show would be revived as Reading Rainbow Live, an interactive version featuring multiple hosts, dubbed "The Rainbows". The series debuted on Looped on March 6, 2022.[29][30]

Accolades

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Main article: List of accolades received by Reading Rainbow

Animation producers

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Feature Book filming

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The photographing of the Feature Book segments was by:

  • Centron Films (1983–1987; renamed in 1986 to "Centron Productions Inc.")
  • Loren Dolezal (1988–1998; renamed in 1995 to "Dolezal Animation"); Take Ten Animation teamed up with Dolezal from 1995 to 1998.
  • On Screen Entertainment (2000–2006)
  • Roger Holden, designer of the digital animation photography system used by Centron Films to film the Feature Book segments (1983–87)

Guest readers and contributors

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Writing and illustrating contest

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Main article: PBS Kids Writers Contest

In 1995, the creators launched the first contest called "Reading Rainbow Young Writers and Illustrators Contest". The annual writing and illustrating competition for children grades K through 3 continued until 2009 when it was relaunched as "PBS Kids Go! Writers Contest". It was renamed to the PBS Kids Writers Contest in 2014.

References

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  1. ^ a b O'Connor, John J. (July 11, 1983). "TV:'READING RAINBOW,' NEW SERIES". The New York Times. Retrieved January 11, 2024.
  2. ^ a b "Celebrating 60 Years: WNED PBS Marks its 60th Anniversary". Buffalo Toronto Public Media. March 30, 2019. Retrieved January 21, 2024. July 11, 1983 was the birth of one of WNED PBS's most decorated series, "Reading Rainbow".
  3. ^ a b "'Reading Rainbow' Reaches Its Final Chapter". NPR.org. NPR. Retrieved January 21, 2018.
  4. ^ "LeVar Burton Is Sued in Reading Rainbow Copyright Dispute — But You Don't Have to Take Our Word for It". People. Retrieved January 18, 2018.
  5. ^ "Reading Rainbow Awards". IMDb.com. Retrieved June 16, 2013.
  6. ^ Rossen, Jake (May 19, 2017). "Take a Look: An Oral History of Reading Rainbow". mentalfoss.com. Mental Floss. Retrieved December 29, 2021. [Tony] Buttino: An intern at WNED came up with the name Reading Rainbow.
  7. ^ Kozlowski, Michael (June 27, 2012). "Interview with Levar Burton on the Reading Rainbow iPad App". Good E-Reader. Retrieved June 16, 2013.
  8. ^ "Celebrations!". Archived from the original on June 15, 2013. Retrieved June 16, 2013.
  9. ^ "LeVar Burton on Reading Rainbow's Kickstarter and the Love of Reading". Forbes. Retrieved June 8, 2014.
  10. ^ Project Updates. Kickstarter. Retrieved July 2, 2014.
  11. ^ a b "Reading Rainbow soars online as Skybrary". USA Today. Retrieved January 8, 2021.
  12. ^ a b "Hooray, LeVar Burton Is Now Legally Allowed to Use His Reading Rainbow Catchphrase". Vulture. October 19, 2017. Retrieved January 8, 2021.
  13. ^ Jones, Fred (May 19, 1999). "Learning to Read the Rainbow". Tacoma Herald.
  14. ^ "TrekToday - Burton Talks Drama, Diversity, Respect & 'Reading Rainbow'". October 3, 2021.
  15. ^ "LeVar Burton: Criticism Of Reading Rainbow Is 'Bullsh*t'". Think Progress. June 4, 2014. Retrieved January 29, 2023.
  16. ^ "'Reading Rainbow' Was Canceled After 26 Years Due to This Sad Reason". July 27, 2021. Retrieved January 29, 2023.
  17. ^ "About the Ready to Learn Grant". Archived from the original on October 6, 2008. Retrieved January 29, 2023.
  18. ^ Burton, LeVar (March 19, 2010). "You heard it here first... Reading Rainbow 2.0 is in th works! Stay tuned for more info. But, you don't have to..."
  19. ^ Burton, LeVar (March 4, 2012). "Last day of shooting before launch! #readingrainbow #relaunch #excitedashell".
  20. ^ Rastogi, Anurag. "Lunch with LeVar Burton". www.newgenapps.com.
  21. ^ "Just Childrens Books: Reading Rainbow Relaunched as an App".
  22. ^ "Bring Reading Rainbow Back for Every Child, Everywhere!". Kickstarter.
  23. ^ Discover Projects >> Most Funded – Kickstarter. Retrieved June 10, 2015
  24. ^ "Reading Rainbow Launches Digital Library for Elementary Schools -". THE Journal.
  25. ^ "'Reading Rainbow' Owner Accuses LeVar Burton of "Theft and Extortion" in Lawsuit". The Hollywood Reporter. August 7, 2017.
  26. ^ "Reading Rainbow". WNED. Archived from the original on October 22, 2017. Retrieved January 8, 2021.
  27. ^ "Reading Rainbow". WNED. Retrieved January 8, 2021.
  28. ^ "RIF Announcement". Skybrary. Retrieved January 8, 2021.
  29. ^ Maas, Jennifer (December 7, 2021). "Reading Rainbow Revival 'Reading Rainbow Live' to Debut in 2022 With Multiple Hosts". TheWrap. Retrieved November 20, 2022.
  30. ^ ""Reading Rainbow" to Return This Weekend As an Interactive Streaming Program: "I Think It's Been a Long Time Coming"". CBS News. March 4, 2022. Retrieved November 20, 2022.
  1. ^ Reading Rainbow has since been surpassed in longevity by Arthur as of 2020.
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