“Children’s Television Workshop and the University of Nebraska created a program, ‘Reading Rainbow’ to promote recreational reading in early readers” (Tarnauskas, 1995). Since its creation, this literacy technology has thrilled and delighted first and second grade audiences, but little to no research has been done on the effectiveness of this program. What is the outcome of the Reading Rainbow program on students’ literacy? This research study investigated the effect of the Reading Rainbow program on literacy of 21 diverse first grade students. Data was obtained through qualitative methods including observations and focus group interviews with students, as well as interviews with the classroom teacher. Throughout the course of the study, four different Reading Rainbow lessons were presented to students, two of which were presented in one format and two of which were presented in a different format. Results showed that students responded differently to each lesson presented. Findings also supported a need for lesson revision in order to receive the most beneficial effect.