“Take a look, it’s in a book…Reading Rainbow!â€
If you say those words to anyone who grew up in the ‘80s, they’ll likely start belting along to the theme song to the third longest-running children’s show in PBS history. The show, hosted by actor and executive producer of Reading Rainbow LeVar Burton, still remains a leading example of stellar educational television programming. And while many thought its 2006 end date was the close of a chapter, Burton has repositioned the 26-year-old brand, offering a digital product that today’s preschoolers can appreciate.
BlackEnterprise.com caught up with Burton for an exclusive interview at South by Southwest (SXSW) to discuss his commitment to technology, the importance of entrepreneurship and what’s next for the Reading Rainbow app.
On the Reading Rainbow App
Burton and his business partner Mark Wolfe debuted and demonstrated the Reading Rainbow iPad app at Apple’s Worldwide Developers Conference in 2012. It officially launched a few days later and is available in the iTunes Store. Just 36 hours after it debuted, the Reading Rainbow app became the No. 1 educational app on iTunes.
“The mission of ‘Reading Rainbow’ has always been to use the prevailing technology of the day in order to engage kids,†said Burton.  “We have these really incredibly engaging tablet devices that I believe hold the key to educating kids.â€
The Reading Rainbow app is available for $10 a month, or $29.99 for 6 months.
When it comes to other educational apps, Burton believes strongly that the success of the ‘Reading Rainbow’ brand coupled with a one-of-a-kind product is what sets his app apart from the rest. Â “I think we have a few key differentiators
within our app. We are a reading experience, currently available in the IOS platform and we are transitioning onto Android within about a month. Â We are a library of books and videos of all new content.”Burton and his team launched the app on Late Night With Jimmy Fallon, making it the first time an app launched on nighttime television.
“Not many people spend $30 on an app on a monthly basis. But for the education of their children, they will!â€
The ‘Reading Rainbow’ app will be pre-loaded on the Toy’s “R” Us tablet by Christmas 2014.
On Social Media Swag
Although Burton has been on Twitter for five years, the early adopters’ introduction to the platform was through a fake account. After notifying Twitter about the fake account, they returned the handle to Burton who then created an account. Today, Burton’s verified account has amassed 1.7 million followers who actively engage. Unlike other notables, the actor has decided not to monetize off his engagement.  “I made a conscious decision not to monetize my Twitter feed. I use it for research and for empirical data,†said Burton.
On 100 Year Starship Program with NASA
Burton’s involvement with the 100 Year Starship (100YSS) program, a joint project between the U.S. Defense Advanced Research Projects Agency and NASA to extend space travel, came through his connection to the first woman of color to travel in space, Mae Jemison. The goal of the project is to be to work toward achieving space travel within the next 100 years. Burton, who serves on the advisory committee for 100YSS, is happy to be on board, telling Jemison, “Mae, they’ve given you the job of creating the Federation.†(A reference to the United Federation of Plants, which was heavily featured and discussed in Star Trek.)
On What It Takes to Be An Entrepreneur
Make your passion your business, Burton advised. “If what you’re working on is not the thing that causes you to get out of bed, then do something else,†said the digital entrepreneur. “It is hard. This is the hardest thing I have ever done in 36 years of being an adult, and it is the most fun I have ever had.â€
“You have to believe unequivocally in your passion. I’m lucky because I’m able to make a business out of what I love.†—Mary Pryor and Mike Street