With parents and children in media overload, one cable and satellite channel is trying to break out from all the noise by running commercial-free programming targeted at babies.

Never mind that the American Academy of Pediatrics recommends that children under two years old refrain from watching any TV at all, cable channel BabyFirstTV is already in 73 million households and 28 countries, and that’s after launching less than two years ago.

“Parents are looking to interact with their children, but a lot of parents don’t know how to," said Sharon Rechter, co-founder and executive vice president of business development and marketing at of Los Angeles-based BabyFirstTV. “Parents are buying DVDs and looking for ways to teach children. We are catering to that need in an easy and affordable way.”

BabyFirstTV, which can be found on BskyB, DirecTV, DISH Network and Comcast, costs $4.99 a month and gives parents and babies 24-7 commercial-free content that’s aimed at letting parents and children up to three years old interact. The segments run from two minutes to seven minutes long, the average attention span of a baby, according to Rechter, and incorporate subtitles urging parents to engage their children. For example, if a segment showed a red ball bouncing, a subtitle may pop up telling the parent to ask the child what color the ball is.

The channel also has a color-coded programming guide to let parents know of the educational value of each segment. If the segment has a yellow flower, that means it’s about creative thinking, while a blue flower is about math and a red flower means the programming is focused on language. There are also programs that teach sensory skills, social skills and creativity.

One of the most popular shows on the channel, said Rechter, is a program that teaches parents and children sign language. “Babies eight to nine months sign before they can speak,’’ said Rechter.

Rechter said she co-founded the channel after observing her friend, who came for a visit armed with a stack of DVDs for her baby.  “Not being in the baby market, I was pretty stunned and asked what all these DVDs were for,’’ said Rechter. “My partner investigated further and found the baby DVD market is a $1.5 billion business.”

While parents are increasingly using DVDs to occupy a child’s attention, even when they are infants, pediatrics aren’t so keen on the idea.  

“The brain is in a critical phase of development when your born to age two,’’ said Dr. Kate Cronan, a medical editor for Web site www.KidsHealth.org and a professor of pediatrics at Jefferson Medical College in Philadelphia. “The concern is that some people will put a baby in front of the TV or DVD as substitutes for learning and exploring their hands, feet and environment.’’

Cronan noted that occasional viewing of TV by an infant isn’t harmful, but that children under two don’t need to watch TV because they will be engaged in their environment if they are allowed to be.

What makes BabyFirstTV different, said Rechter, is that the content doesn’t include commercials, violence or over-sensory stimulants. According to the company, research shows that introducing language and music exploring during the child’s early years can have a positive impact.  To address concerns about the impact TV has on children, the company has developed a Parent’s Manual that focuses on the specific guidelines for balanced viewing for babies and toddlers which can be accessed at www.babyfirsttv.com. The company also recently launched a line of DVDs.

“Parents are showing interest because a product like this didn’t exist,’’ said Rechter. “We see this replacing the thousands of tapes and baby DVDs at less than the price of one.”