BusRadio

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BusRadio is a national radio network that brings age-appropriate music, original programming, selected sponsorships and public service messages to more than 1 million school children between the ages of 6 and 18 every weekday on their bus ride to and from school. Founded in 2004, BusRadio reaches more than 10,000 buses in 160 school districts in 24 states[1].

BusRadio promises a safer bus ride for students by providing school districts with built-in safety features on the radio unit such as GPS, driver panic buttons tied directly to local emergency services, and internal and external PA systems on every bus. The style of audio programming is also intended to reduce rowdy behavior among students.[2]

Contents

[edit] How it works

[edit] Programming

Every day, BusRadio produces eight hours of original programming for three age levels - elementary school, middle school and high school - and a student field trip programming segment suitable for mixed groups of all ages. Each evening the programming is downloaded wirelessly to the BusRadio units installed on each bus[3].

[edit] Installation

BusRadio provides and installs their radio units and safety equipment free of charge. BusRadio technicians install a dedicated digital audio storage device and speaker system in each bus and a WiFi network and micro-server in each bus depot. The units come pre-equipped with GPS monitoring systems, emergency panic button systems and internal and external public address systems.[4]

All bus drivers attend a BusRadio training session to learn how the BusRadio unit works and how to operate the safety features in case of an emergency. BusRadio also conducts follow-up training once the units are in use.[5]

[edit] Local Control

BusRadio customizes programming content, including music and safety messages, to best serve each school district. Districts may request songs or certain styles of music they’d like on the bus or eliminate songs on the BusRadio playlist they wish not to be played. Districts may also specify particular safety messages or public announcements they would like to run on the system.[6]

[edit] Market Size

BusRadio reaches approximately 1 million listeners everyday on 10,000 buses in 160 school districts in 24 U.S. states.[7]

[edit] Content

[edit] Original Programming

BusRadio produces intentionally different content from mainstream AM/FM radio programming which often contains adult lyrics, DJ dialogue, and advertisements that some parents and school districts find inappropriate for their children.

In an average hour of BusRadio content, 52 minutes are original programming. The playlist is a mix of clean and age-appropriate pop, rock, country and urban songs.[8]

DJs Mat and Lucia present a variety of entertainment segments that promote fun, safe activities to students. They also run contests where students are encouraged to develop their creative talents to win prizes. An example of a contest is the “Give A Gift, Get A Gift” Holiday promotion that ran in December 2007. Students were asked to describe which gift they were most excited to give and who it was for. Two winners received laptop computers and charities of their choice were given $200[9].

[edit] Music

Because BusRadio’s content is recorded one day in advance, the network is able to adhere to editing standards far stricter than those found on commercial FM radio. BusRadio eliminates all inappropriate lyrics and subject matter from its broadcasts to comply with its strict age-appropriateness guidelines – often through unique BusRadio edits that go far beyond traditional radio edits of popular songs on FM stations[10].

A sample playlist[11], many with unique BusRadio edits, includes the following:

[edit] Public Service Announcements

BusRadio partners with non-profit organizations to bring public service announcements to kids and to reinforce the missions of these organizations. An average of four minutes of every hour of programming is devoted to public service announcements and bus safety tips from these partners[12].

Some of these partners include[13]:

[edit] Advertising

BusRadio broadcasts an average of four minutes per hour of age-appropriate paid sponsorship messages[14]. BusRadio encourages all of its sponsors to deliver positive, socially responsible messages and the company actively seeks partnerships with sports and activity-related companies, as well as companies that provide healthy food and drink alternatives.

These messages are subject to the strict content guidelines developed by BusRadio’s independent content review board and are carefully reviewed for age-appropriate content and subject matter. For example, BusRadio expressly prohibits the promotion of unhealthy fast food.

[edit] Where to Hear BusRadio

Aside from on school buses, BusRadio programming can also be heard on www.busradio.com, the BusRadio listener Web site, and www.busradio.net, the BusRadio company Web site.

BusRadio’s online programming streams 24 hours a day and incorporates a sampling of the same musical content and original programming heard across the country on BusRadio, including the same artists heard on the national and regional playlists, on-air personalities, public service and safety messages, and contests[15].

[edit] Support and Research

School transportation directors, drivers, parents and students have spoken out in support of BusRadio through local and national news sources. The benefits of BusRadio according to these sources include:

  • Improved bus safety through features like GPS, emergency panic buttons, and internal and external public address systems[16]
  • Prevention of exposure to inappropriate music, adult DJ talk and advertising content on commercial FM radio[17]
  • Improved student behavior on the bus
  • Quieter students
  • Less driver distraction
  • Greater awareness for bus safety in both students and drivers

An independednt study conducted by Edison Media Research[18][19], found that overall behavior improved dramatically with the implementation of BusRadio programming: kids remained in their seats; willingness to follow rules increased; overall noise levels were reduced; and driver distractions were minimized.

[edit] Criticism and Opposition

Advocacy groups have charged that BusRadio exploits a captive audience, exposes children to unwanted advertising, broadcasts content inappropriate for children, and refuses to disclose information to parents about its advertisers and programming[20]. BusRadio has been controversial among parents in some districts which have decided not to allow the service, such as Louisville, Kentucky[21]. In part because of concerns about BusRadio, South Carolina State Senator Greg Ryberg introduced legislation in February, 2008, that would ban advertising on school buses in the state[22].

[edit] Appropriateness of Music

At least one school district has suspended its use of BusRadio because of concerns about the content. The Birmingham, Alabama-based child advocacy group, [http://www.obligation.org Obligation, charges the company with playing songs from CDs which contain explicit lyrics (some marked with "Parental Advisory - Explicit Content" stickers) or songs which have themes the group deems inappropriate for children. Examples include:

BusRadio also ran a contest featuring "Big Girls Don't Cry" by Fergie. The group objects to the promotion of these artists to children, even if the specific song chosen has no explicit lyrics, or explicit language has been removed[23].

[edit] Advertising

Despite BusRadio stating that they work exclusively with socially responsible sponsors, 46 advocacy groups sent a letter in September, 2006 urging national advertisers not to do business with BusRadio or Channel One News[24].

The National Parent-Teacher Association specifically objected to lack of control on the part of the school district over selection of music and advertisements, despite BusRadio expressly offering this type of control and personalization.

The Campaign for a Commercial-Free Childhood has also targeted Sigma Partners, BusRadio's venture capital firm. CCFC points out advertisements for Bratz, Answers.com, Cingular, and The WB Television Network, which contain direct or indirect messages it deems harmful to children[25].

[edit] Privacy and Secrecy

Some critics have also expressed concerns about BusRadio collecting personal information about children through its website[26]. Others want more public disclosure and review of music playlists.

However, according to BusRadio, members of the Web site are not required to give any personal information that could identify them in real life and are not allowed to make this information part of their Web site profile. The Web site conforms to COPPA regulations and instructs users on tips to ensure internet safety for children[27].

[edit] See also

[edit] References

  1. ^ BusRadio - School bus radio programming that kids love and adults approve!
  2. ^ BusRadio - School bus radio programming that kids love and adults approve!
  3. ^ BusRadio - School bus radio programming that kids love and adults approve!
  4. ^ BusRadio - School bus radio programming that kids love and adults approve!
  5. ^ BusRadio - School bus radio programming that kids love and adults approve!
  6. ^ BusRadio - School bus radio programming that kids love and adults approve!
  7. ^ BusRadio - School bus radio programming that kids love and adults approve!
  8. ^ BusRadio - School bus radio programming that kids love and adults approve!
  9. ^ BusRadio - School bus radio programming that kids love and adults approve!
  10. ^ BusRadio - School bus radio programming that kids love and adults approve!
  11. ^ You are listening to BusRadio Online
  12. ^ BusRadio - School bus radio programming that kids love and adults approve!
  13. ^ BusRadio - School bus radio programming that kids love and adults approve!
  14. ^ http://www.busradio.net/faq/html
  15. ^ You are listening to BusRadio Online
  16. ^ BusRadio - School bus radio programming that kids love and adults approve!
  17. ^ BusRadio - School bus radio programming that kids love and adults approve!
  18. ^ Bus Radio
  19. ^ Temple Daily Telegram
  20. ^ Obligation - Bus Radio
  21. ^ Obligation - Bus Radio - BusRadio Bombs Out In Louisville
  22. ^ CCFC Headlines - Bill Introduced to Ban School Bus Ads
  23. ^ Obligation - Bus Radio - Fergie Contest Audio Clip
  24. ^ Children’s Advocates Ask Companies Not to Advertise on Bus Radio and Channel One — Commercial Alert
  25. ^ Turn off BusRadio
  26. ^ The Next Niche: School Bus Ads
  27. ^ BusRadio - the nation's first student-driven radio network!

[edit] External links

  • busradio.net - Official company site
  • busradio.com - Listener site
  • [1] - Obligation, Inc. researches and reports on Bus Radio's often controversial content.
  • [2] - Campaign for a Commercial-Free Childhood' info page on BusRadio