BusRadio

BusRadio is a music service designed to broadcast music, original programming, public service announcements (PSAs) and paid commercials to school children travelling on school buses in 160 school districts in 24 states. Established in 2004, BusRadio is based in Needham, Massachusetts.

Programming is broadcast on the buses via a proprietary radio unit, which downloads BusRadio programming. Other features on the radio unit include GPS, driver panic buttons connected to local emergency services, and internal and external PA systems.

The Busradio service is not unlike similar services used at retail chains, such as Muzak, PlayNetwork and the In-Store Broadcasting Network.

Programming

BusRadio produces four groups of eight hours of original programming -- for elementary school, middle school and high school, plus a field trip service designed for mixed groups of all ages. The differing styles of audio programming is also intended to reduce rowdy behavior among students. At night, fresh programming for the next school day is downloaded to the BusRadio units.

In an average hour of BusRadio content, 52 minutes are original programming. The playlist is a mix of pop, rock, country music and urban contemporary songs, edited for the appropraite age groups. BusRadio's music standards claim to be more restrictive than traditional broadcast radio, in which they eliminate all inappropriate lyrics and subject matter to comply with their strict age-appropriateness guidelines.

Programming content, including music and safety messages, are customised for each school district. Districts are also given a say in what songs or messages should or should not be included.

In addition, BusRadio conducts occasional contests; one example includes "Give A Gift, Get A Gift", a December 2007 Holiday contest where 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.

Advertising and Public Service Announcements

BusRadio partners with non-profit organizations to bring PSAs to kids and to reinforce the missions of these organizations. An average of four minutes of every hour of programming is devoted to PSAs and bus safety tips from these and other partners:

* City Year
* Students Against Destructive Decisions
* President's Council on Physical Fitness and Sports
* Take Pride in America
* [http://www.standupforkids.org Stand Up for Kids]
* National Eating Disorders Association
* [http://www.afterschoolalliance.org Afterschool Alliance]
* Do Something
* [http://www.www.kaboom.org KaBoom]
* Ad Council
* [http://www.napt.org National Association of Pupil Transportation]
* [http://www.nasdpts.org National Association of State Directors of Pupil Transportation Services]

BusRadio also broadcasts an average of four minutes per hour of paid commercials appropriate for the particular age group. The company 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. Advertisers for products contrary to the healthy lifestyle mission, such as fast food chains, are not welcome to advertise on BusRadio. All 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.

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 [ [http://www.obligation.org/busradiohome.php Obligation - Bus Radio ] ] .BusRadio has been controversial among parents in some districts which have decided not to allow the service, such as Louisville, Kentucky [ [http://www.obligation.org/busradioarticle.php?recordID=828 Obligation - Bus Radio - BusRadio Bombs Out In Louisville ] ] . 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 [ [http://www.commercialfreechildhood.org/news/billintro.htm CCFC Headlines - Bill Introduced to Ban School Bus Ads ] ] .

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, Inc.] , 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:

* "Superstar" - Lupe Fiasco
* "Let's Get It Started" - Black Eyed Peas
* "Wind It Up" - Gwen Stefani
* "Famous Last Words" - My Chemical Romance
* "The Way I Are" - Timbaland

BusRadio also ran a contest featuring "Big Girls Don't Cry" by Fergie. Obligation, Inc. 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 [ [http://www.obligation.org/busradioarticle.php?recordID=876 Obligation - Bus Radio - Fergie Contest Audio Clip ] ] .

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 [ [http://www.commercialalert.org/issues/education/busradio/childrens-advocates-ask-companies-not-to-advertise-on-busradio-and-channel-one Children’s Advocates Ask Companies Not to Advertise on Bus Radio and Channel One — Commercial Alert ] ] .

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. In a report, 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 [ [http://www.commercialexploitation.org/actions/busradio.htm commercialexploitation.org: "Turn off BusRadio" ] ] .

Privacy and Secrecy

Some critics have also expressed concerns about BusRadio collecting personal information about children through its website [ [http://www.commercialfreechildhood.org/news/busradio.htm The Next Niche: School Bus Ads ] ] . 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 [ [http://www.busradio.com/privacy BusRadio - the nation's first student-driven radio network! ] ] .

ee also

* Channel One News

References

External links

* [http://www.busradio.net busradio.net] - Official company site
* [http://www.busradio.com busradio.com] - Listener site
* [http://www.obligation.org/busradiohome.php] - Obligation, Inc. researches and reports on Bus Radio's often controversial content.
* [http://commercialfreechildhood.org/actions/busradio.htm] - Campaign for a Commercial-Free Childhood' info page on BusRadio