BabyFirstTV - Turning Minds on or Tuning Them Out?

As niche cable channels continue, you may have noticed most satellite customers now have "Babyfirst TV". Babyfirst TV is carried by satellite providers only. It is not yet available on cable.

BabyfirstTV promoters state that it's purpose is "to provide a unique, engaging and educational experience for baby during the first stages of early learning". They define their target audience as age 6 months to 3 years. However, there is no evidence that television is beneficial for babies, and a growing concern that it may be harmful. The American Academy of Pediatrics recommends no screen time for children under two.

The Coalition for Commercial Free Childhood was, as usual, first on the scene. They filed a complaint against BabyFirstTV with the FTC in 2006. The complaint stated that BabyFirstTV was making false and deceptive marketing claims that its programs are educational for babies and toddlers. That complaint is currently under review.

While the complaint languishes under review, The Coalition for Commercial Free Childhood has published a letter on their website, and sent it to the 10 largest cable companies, urging them not to carry BabyFirstTV.

"BabyFirstTV's false and deceptive advertising undermines babies' wellbeing by exploiting parents' natural tendency to want what's best for their children," said CCFC's co-founder, Dr. Susan Linn. "Cable companies face a critical choice: they can attempt to profit from this exploitation or they can support families by refusing to work with companies that actively deceive parents."

BabyFirstTv defends itself by claiming to be interactive, and involving parents. On their website, they state:
"As BabyFirstTV encourages parents to have an active role, the channel offers unique parents' subtitles for parents to guide them on words and movements to use with baby during the programs - making the experience as educational and engaging as reading a book."