BabyFirst Launches on Sky in the U.K.

LONDON, February 26: BabyFirst, a 24/7 commercial-free
television channel dedicated to babies and toddlers, launched in the U.K. today
exclusively on BSkyB.

First launched in May 2006, BabyFirst is available to 59
million households in the U.S. and Mexico. With the BSkyB deal, the channel
reaches an additional 8.4 million households.

Seventy five percent of the programming on the U.K. channel
will be original BabyFirst content. BabyFirst’s creators are looking to work
with British children’s TV producers to develop U.K.-specific content.

BabyFirst provides educational content that specifically
meets the needs of children from six months up to three years old, and aims to
provide content that enriches the connection between parents and babies and
give them new opportunities for playing and learning. The channel’s programming
is overseen by a worldwide advisory board that provides academic supervision of
all content developed to ensure that it offers a safe and positive learning
environment.

“We are hugely excited to be launching the channel in the
UK,” said Sharon Rechter, the founder of BabyFirst. “BabyFirst offers unique,
interactive features and content that makes it different to any other
children’s programming or DVD in the market today. In essence BabyFirst is
transforming the TV from a passive experience to an active one, and watching
the channel with your child is just like reading a book but more engaging. We
are keen to begin working with British producers and writers to develop content
designed specifically for the British market focusing specifically on British
culture, art and songs.”