Soon, TV channel in US for bored, home-alone dogs
27 Jul 2013
Many may think that TV programming is dumb enough already; but in the US, it is going to the dogs – literally. Lonely, bored dogs left at home all day while their owners are at work will soon have a dedicated TV channel geared for their entertainment, as DOGTV, a 24/7 channel designed specifically for man's best friend, goes on air nationally next month on the US satellite operator DirecTV.
There are as many as 46 million US households that have at least one dog; and DirecTV is obviously hoping to capitalise on this large market.
It is the first and only television channel that is dedicated to our four-legged friends and not to their parents, Gilad Neumann, the chief executive of the Tel Aviv-based company, told an interviewer.
The channel won't be showing the canine equivalent of popular American soaps and serials, but will feature programmes with music, visuals, animation and the occasional human presence. The channel is designed to relax, stimulate and ease the loneliness of home-alone pets.
"It's more than just entertainment for dogs. We are creating more of an environment," Neumann said of the channel that costs $4.99 a month. "They are bored and many suffer from separation anxiety. What we are trying to do is to give dogs something to focus on in the background."
Neumann says dogs view the medium of TV differently from humans and will be attracted to it only once in a while when they see something that interests them.
The American Veterinary Medical Association (AVMA) says any relaxation and stimulation for pets is good, but doubts that all dogs will be attracted to the programmes. Some may take to it, some may not, it says.
David Frei, director of communications at the Westminster Kennel Club and a co-host of its annual dog show, thinks if it can help relieve separation anxiety for pets and their owners then DOGTV is a good thing.
Neumann says the programmes were developed with input from Professor Nicholas Dodman, a veterinary behaviourist and director of clinical sciences at Tufts University in Massachusetts, British dog trainer Victoria Stilwell and animal rights activist and trainer Warren Eckstein; and it has been tested on focus groups.
The images are meant to be compatible with a dog's vision, and sounds include a range of frequencies tailored to their sense of hearing. "We've seen that dogs are interested in certain colours, certain animations," he explained, adding that DOGTV is not meant to replace quality time with owners.
The company, which is in talks and planning to launch the channel in other countries, is also contemplating a TV channel for cats. "They are not as social as dogs so suffer less from being alone," Neumann said.
