mio TV has strong baby offering

Singapore - Zebra TV Channels has launched Luli, a channel made for babies aged one to three, and as part of SingTel's mio TV offering, which also offers CBeebies - a channel targeting toddlers aged one to six.

Director of IPTV and content, Philip Wu told Marketing that although both channels target the very young, "each channel has its own distinct programming and brands and both channels will complement each other".

"In today's nuclear family setting, caregivers are looking for quality content that not only entertains, but also benefits the socio-cognitive development of the child. It is very important that in such instances, children are subject to the right environment and stimulation. Luli is a quality channel is designed not only hold a toddler's attention, but it is also created to enhance parent-child bonding with sing-a-longs etc. Luli's programming introduces toddlers to colours, numbers, art, music and movement in a commercial-free and nurturing environment where curiosity, imagination, and discovery can thrive," he said.

According to Luli, the channel is a 24 hour offering of a wide range of stimuli and programming specially designed to assist in babies' development. In a press kit sent to the media, the channel goes on to say that "studies show that babies need to be exposed to a wide variety of auditory and visual stimuli in order to develop. With the proper supervision, TV can be used in today's world as an additional tool in parents' hands to enhance their baby's development".

SingTel is the first in Asia to carry Luli: The Channel for Babies.