TV channel for babies premieres on DirecTV

NEW YORK — Escalating an already heated national debate, a first-of-its-kind TV channel premieres today designed specifically for babies — an age group that the American Academy of Pediatrics says should be kept away from television altogether.

The new, round-the-clock channel is called BabyFirstTV. For $9.99 a month, it is available initially by satellite through DirecTV and later through cable TV providers.

TV offerings already abound for older toddlers, and a lucrative — though controversial — market has developed for baby-oriented videos, attracting the Walt Disney Co. and the makers of Sesame Street, among others. But until now there had been no ongoing TV programming aimed at infants.

"This is the first channel dedicated to babies and their parents — transforming TV from its original purpose into a way for them to interact," said Sharon Rechter, BabyFirstTV's executive vice president for business development and marketing.

"The fact of life is that babies are already watching TV," she said. "That's why having BabyFirstTV is so important — what we want to offer is completely safe, commercial-free and appropriate content."

A 2003 study by the Kaiser Family Foundation found that 68 percent of children under 2 watch TV or videos daily and 26 percent have a TV in their bedroom. Nonetheless, the pediatrics academy recommends that children of that age not be exposed to TV or videos, saying that learning to talk and play with others is much more important.

The academy's guidelines were cited last week in a complaint filed with the Federal Trade Commission, challenging claims by leading makers of videos for babies that their products were educational.

Seattle-area pediatrician Donald Shifrin, chairman of the academy committee that studies television and children, urged parents to exercise prudence and to view the new TV options skeptically.

"Sesame Street has opened a Pandora's box by legitimizing the idea that TV needs to be developed for this demographic," Shifrin said. "We're not the nation's nanny, but we do want to provide a little balance — we don't want to make TV the default entertainer for children."

Critics of TV for infants also are skeptical of assertions by BabyFirstTV and other companies that their products are designed to be watched by babies and parents together in an interactive manner.