>> "reading rainbow" got kids excited about reading. it ran for more than 20 years on pbs, and now lavar is planning to relaunch thanks to a kickstarter campaign. the original goal was to raise $1 million. that took less than 24 hours. now he's extended the campaign and with just a week to go, he's up to nearly $4 million. so i spoke with him about what he wants to do with this. why he wants to bring back reading rainbow and why we should all care about how kids use media. >> i think there's a lot of content for children now that is not positive, that is not educational in a positive way? >> oh, absolutely. you can find content that is really not conscious of the way content impacts children. and just what sponges they are in terms of absorbing and modelling the things that they learn through the media. >> i do feel like we're learning more all the time about how