NEWS > BUSINESS > PBS ENDS READING RAINBOW AFTER FINALLY GIVING UP ON TEACHING CHILDREN TO READ

PBS ENDS READING RAINBOW AFTER FINALLY GIVING UP ON TEACHING CHILDREN TO READ

September 1 2009

Buffalo, NY – It has often been said that literacy is the great divide amongst mankind. Throughout history those who were unable to read and write often became the exploited and remained in poverty for generations. Even through the early part of
the 20th century significant numbers of people in the western world had limited or no reading and writing skills whatsoever, something that put them at a serious disadvantage as the west moved from an industrial based economy to an information based system. Still today millions of people around the world have limited access to literacy programs and even countries like the United States boast embarrassing numbers of illiterate people.

In an effort to change the tide that had been turning against children across the United States PBS began what would become one of their most successful programs with the launch of ‘Reading Rainbow’ in 1983. Hosted by the ever-endearing LeVar Burton the show sought to imbue generations of children with a passion for the written word, hoping to stem the tide of growing illiteracy. Now though, after 26 years on the air, PBS has cancelled the long-running show. Giving funding problems and a change in attitude towards literacy amongst educators as the reason, it has been revealed that PBS officials have grown weary of the battle and are willing to let future generations fend for themselves.

“The series resonates with so many people. The funding crunch is partially to blame, but the decision to end Reading Rainbow can also be traced to a shift in the philosophy of educational television programming, said John Grant, content director of the show’s home station in Buffalo. “he change started with the Department of Education under the Bush administration, he explains, which wanted to see a much heavier focus on the basic tools of reading — like phonics and spelling. Reading Rainbow taught kids why to read. You know, the love of reading — the show encouraged kids to pick up a book and to read.”

Grant also acknowledged, however obliquely, that the growing prominence of web culture had eroded continued interest in the program.

“Let’s be clear, television shows are all about ratings. That is true of CBS and NBC but it is also true of PBS. Television programs cost money to make, that money is made from advertising and when sponsors see a
declining audience to display their advertisements towards they will inevitability opt out. Simply put ‘Reading Rainbow’ just isn’t as popular as it once was,” said Scrape
TV Business analyst Ken Green. “There could be a number of reasons for that including the departure of LeVar Burton as host a number of years ago. Likely though it has a lot to do with the changing literary culture and the growing indifference amongst many people to use complete sentences or even complete words. Simply put the show hasn’t adapted to the times and included things like LEET into the lexicon. That no doubt fosters viewer indifference leading to this end.”

Reportedly a number of people behind the show were growing impatient with the changing verbal culture and many refused to participate in the changing trends to phrases such as LOL and OMG.

“It really is shame that such a venerable institution has given up on the children of
America. For the longest time they were the only ones holding the candle in the cave but even they have their limits I suppose. Now children across the country will be left to fend for themselves and all because of an immature attitude,” continued Green. “They could easily have changed. The culture of texting and instant messaging has its own travails. They could have shown youngsters how to properly text and ways to integrate LEET into day-to-day life. Now children will have to figure out their typing errors by trial and error which will likely cause them not a little amount of embarrassment. It really is a sad day.”

LeVar Burton reportedly left the program in 2007 after clashes with management over his desire to integrate MySpace and the then obscure 4chan into the program.   

William Ashford, Business Correspondent

NEWS > BUSINESS > PBS ENDS READING RAINBOW AFTER FINALLY GIVING UP ON TEACHING CHILDREN TO READ