While it is indoctrination, I see it as no more harmful than the political kind. "Rise and Shine" doesn't strike me as any worse than "My Country Tis of Thee". And sometimes they teach friendly messages. "Jesus loves the little children" told us that Jesus loved everyone. "Red and yellow, black or white, they are precious in his sight." and could be used as a means to teach against racism if you were so inclined.