Creating Reading Rainbow

A fascinating book about how the seedlings of Reading Rainbow grew thanks to the experimentation by our friends at WNED-TV in Buffalo. Our ‘neighborhood’ in Pittsburgh was happy to give the project a helping hand. And before long, a young LeVar Burton would be tapped to host the dynamic new literacy series on PBS! The rest, as they say, is Reading Rainbow history, so if you’re a fan of children’s media, check out this book!–David Newell, Mr. McFeely of Mister Rogers’ NeighborhoodAt last, the untold story about the creation of Reading Rainbow! I don’t usually stay up until 3 am to finish a book, but I couldn’t put it down. Astonishing! If you’re a fan, you now have a chance to discover the early history of this beloved series. The names behind Reading Rainbow may not be familiar, but I’m thankful they are being recognized for their dedication and passion for children’s literacy.–Donald K. Boswell, President & CEO Emeritus, WNED/WBFOCreating Reading Rainbow affirms public media’s commitment to treat each child as a future citizen and lifelong learner. It is also a story of dedication by a local public television station WNED-TV and its education leader Tony Buttino. By listening and partnering with educators, parents, and producers - the team inspired millions of children to love reading through books brought to life on television.Today, CPB, PBS, and local public media stations throughout the country are connecting to young people whose learning has been interrupted by the pandemic years, with the educational and fact-based information they need to be full citizens in a strong democracy. But it all started with Reading Rainbow.–Patricia de Stacy Harrison, President & CEO, Corporation for Public BroadcastingIf you grew up on Reading Rainbow or are simply curious about how this beloved staple of your childhood came into being, this book is for you - but you don’t have to take my word for it!–LeVar BurtonMy kids have all grown up watching Reading Rainbow. I know you’re going to enjoy this behind-the-scenes look at the trials, tribulations, and triumph of the creators of this incredibly innovative series. And let’s face it, how could I not love a show called Reading Rainbow. I mean, this thing was built to be enjoyed by a weather person.–Al Roker, Feature and weather anchor, TODAY, co-host 3rd Hour of TODAYWe have all heard of Reading Rainbow, one of the most successful PBS children’s series in television history that all got started right here in Buffalo, New York. In a city with an extraordinary literary history, I highly recommend this new book that gives an inside look into a blockbuster show that fostered a love for reading among children for over two decades. As a mayor and dad who is dedicated to helping young people thrive, improving children’s literacy has been a longtime priority for me. Creating Reading Rainbow is a great read and shows what can happen when a community works together and encourages its youngest citizens to read.–Byron Brown, Mayor, City of Buffalo, New YorkWonderful read documenting the humble origins of another one of Buffalo’s great gifts to the world. If you can still recite the Reading Rainbow theme song from memory, this is the book for you!–Luke Russert, Emmy Award-winning journalist and New York Times bestselling author of Look For Me ThereWNED and Reading Rainbow are a significant and beloved part of our legacy in public media. As one of the most successful PBS children’s television series, Reading Rainbow inspired a love of reading for millions of children, and broke new ground in how we could use media to serve them. This book is an essential read for anyone who wants to learn more about the creation of this iconic show.–Paula Kerger, President and CEO of PBS

Barbara J. Irwin, Ph.D. is Professor of Communication at Canisius College in Buffalo, NY. Dr. Irwin has served as a consultant to daytime television industry leaders and is frequently sought after by local and national media; her interviews have appeared on National Public Radio, E! Entertainment Network, and in USA Today and The Los Angeles Times, among others. Irwin worked as a Reading Rainbow Project Assistant in the Educational Services department at WNED-TV, the public television station in Buffalo, New York. Irwin is co-author of the New York Times bestseller The Young and the Restless– Most Memorable Moments and The Young and the Restless Special Silver Anniversary Collector’s Edition with the late Mary Cassata, Ph.D.

Tony Buttino is best known for his creation of the Emmy award-winning Public TV series Reading Rainbow. Most of his forty years of working at WNED-TV was spent utilizing and marketing television as a teaching and learning tool. A six-year effort to use television to bridge the summer reading gap led to his creation of Reading Rainbow, which began as a summer series on PBS, reaching over 6 million beginning readers in its first season. The series went on to become a year-round sensation and was broadcast for 26 years – the third longest running children’s series on PBS. Although as co-executive producer, Buttino garnered five Emmy Awards for Outstanding Children’s Series, he says his biggest accomplishment is being able to reach youngsters through television and being able to motivate them to read.

Pamela Johnson, Ph.D. is Executive Director of the Ready To Learn Initiative at the Corporation for Public Broadcasting (CPB), a school readiness program developed in partnership with PBS KIDS, leading children’s content producers, researchers, and America’s public media stations. Prior to joining CPB, Dr. Johnson served as Vice President for Education and Outreach at WNED in Buffalo, New York where she spearheaded learning services and developed innovative initiatives including ThinkBright TV, the Buffalo Professional Development and Technology Center, PBS TeacherLine NY, and Reading Rainbow’s national outreach and web presence.