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."

Despite the implications of the commercials they show (both parents cuddling with the child excitedly) and explicit statements that parents should watch this programming with their baby, I noticed that the website blatantly advertises the purchases of DVDs for your baby "to watch in the car". Since during this time the parent would be driving and not watching the programming, perhaps a second adult is expected to sit in the back seat and converse with the child about the programming?

In another example of talking out of both sides of their mouths, they state first: "For overall TV viewing, we recommend it is done in a balanced, responsible manner." And then point out that their programming is available 24 hours a day, through Video on Demand (VOD) and on DVD.

Certainly, if the parent does not agree with the philosophy of the channel, it is easy enough to avoid. Don't order it. But CCFC takes issue with what they feel is deceptive advertising to parents, at the expense of families and babies, for corporate profits ($9.95/month). A recent study found that the mistaken belief that programming is educational and/or good for brain development is the number one reason why parents allow babies to watch television and DVDs.

For a link to the PDF copy of the letter, see the resources section of this article.