Television for dogs comes to DirecTV

DogTV plays programming scientifically developed for canines, chief executive Gilad Neumann tells CNBC.

By Julie K Balise Aug 2, 2013 7:39AM

Does your pup suffer from separation anxiety? Keep him busy when you're not around with a new channel that launched on DirecTV (DTV) Thursday.


DogTV plays programming scientifically developed for canines around-the-clock, chief executive Gilad Neumann told CNBC on Thursday. Its three content types provide relaxation, stimulation, and positive behavioral reinforcement.


DogTV is designed to babysit dogs while their owners are at work or running errands.

"We want dogs to spend time with their parents. That's the best thing for dogs," he said in the report. "But unfortunately dogs spend a lot of time home alone every day."


DogTV faces a special challenge: Its entire audience is color blind. Dogs can see blue and yellow, but not red and green. The footage, which is shot all over the world, goes through a post-production process that alters the colors to make it more appealing for dogs.


Clips of the channel played on CNBC showed two dogs playing in the grass and puppies snuggling.


'Bandit' the dog watches Dog TV on May 10, 2012 in Washington, DC (© Brendan Smialowski/AFP/Getty Images)"There are other dogs, other animals, not necessarily just dogs," he said on the report. "We have beautiful landscapes, relaxing, some animation. So a variety of things that we use to create a good environment."


The 24-hour channel aims to provide a range of fresh content. It would be cheaper to loop the same content, Neumann said, but the dogs would get tired of it.


DogTV does not include any barking because that can overstimulate dogs. Instead, it includes a relaxing soundtrack created specifically for dogs.


The channel is holding a two-week free trial. Starting Aug. 14, viewers can subscribe for $4.99 a month. The channel will also be available for streaming online and through Roku boxes.


DogTV is broadcast on channel 354 for DirecTV users. It does not have any advertising yet.


Its potential audience for the channel is vast. There are almost 80 million dogs in the U.S. living in more than 46 million households. DirecTV is in more than 20 million households, Neumann said.


Feline friends are getting left out for now. Neumann said cats are not as social as dogs and don't suffer from as much boredom.


"That's next," he said on the report. "Let's go for the dogs first."


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Tags: DTV
Aug 2, 2013 3:11PM
So they keep canceling quality channels like Cinemo but program for dogs? How stupid!!!
Aug 2, 2013 10:42AM

First it was latchkey children. Now it's latchkey dogs.


Latchkey Life: The key to living a life out of balance.

Aug 2, 2013 9:14AM
Are they really that desperate for programming content?
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