An entire channel for babies is about to hit the air and it's causing controversy.
The American Academy of Pediatrics says this target audience should be kept away from T.V. altogether.
A channel executive says it's the first television channel to allow parents and babies to "interact."
The new, round the clock Baby First T.V. is available on satellite for $9.99 a month.
Programmers say it will hit cable T.V. providers later on.
Baby oriented videos, Disney and Sesame Street, among others, are already flying off the shelves.
But this is the first 24/7 programming aimed at infants.