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Singtel adds BabyFirst to mio TV channel offerings

Latest dual-language channel addition sees Singtel offering the largest number of family channels

Singapore, 31 July 2008 – Singapore Telecommunications Limited (Singtel) announced today a new mio TV channel offering – BabyFirst, a dual language channel dedicated to babies aged between six to 36 months old. Featuring award-winning programmes like My Gym at Home and Sandman, BabyFirst will be on mio TV’s Channel 25and is the second channel dedicated to baby entertainment, following the launch of Luli (mio TV Channel 27) in July last year.  With the addition of this new channel, mio TV is now Singapore’s pay TV provider with the largest number of channels targeting families, with content for both parents and children.
BabyFirst is an award winning channel from the US that has won awards like “Educational Media for Babies and Toddlers category” by Creative Child Magazine as well as two I-Parenting Media Awards for “Greatest Products of 2006 and 2007”, The channel focuses on providing rich, innovative and inspiring content designed to enhance a baby’s development in a delightful and engaging way where it offers 24/7 commercial free content aimed at babies and toddlers.  Thereis a dual language option so that parents can choose for the programmes to be in either English or Mandarin. 
“We are delighted to have BabyFirst join mio TV and provide young families across Singaporewith its high-quality child development programming, said Mr Low Ka Hoe, Singtel’s Director of mio TV and Content.  “We are confident that BabyFirst will emerge as one of the most sought-after channels by parents who will appreciate the channel’s extraordinary educational content.”
“Singtel is a global entertainment technology leader recognized for its spirit of innovation and vast reach across Asia.  We are proud to offer parents the educational programming of BabyFirst  as part of mio TV, the latest example of Singtel’s focus on technological innovation,” said Sharon Rechter, EVP Business Development & Marketing, BabyFirst.
BabyFirst produces hundreds of hours of content annually that is specially tailored to young viewers.  As the channel’s multi-layer content is adaptable to all levels of a baby’s development, each show offers elements that appeal to young babies, as well as older toddlers.  BabyFirst screens more than 80 different series with more than 4,000 episodes, showcasing segments that run from two to seven minutes each to match the short attention span of its young viewers.
The channel’s programming is designed as a 360o skills tool to enhance the learning journey of a baby and covers a wide range of educational tracks including vocabulary, maths and creativity.
On BabyFirst, each and every programme belongs to a unique developmental category. Parents are informed about the different categories of content based on a unique colour-coded system that features an on-screen coloured flower for every content segment. 
Colours change according to the specific developmental category:
  1. Thinking Journey (Yellow Flower): Engages children in identifying patterns of thinking and developing creative ways of viewing the world
  2.  Language Playground (Red Flower): Encourages children to develop language through introduction to words, signs and languages from throughout the world.
  3. Imagination Lane (Pink Flower): Inspires creativity through cultural and multi-sensory experiences for children, including music and art.
  4. Feelings Garden (Orange Flower): Engages children in identifying patterns of thinking and developing creative ways of viewing the world
  5. Numbers Parade (Blue Flower): Introduces children to the concepts of numbers and counting in different settings and situations.
  6. Sensory Wonderland (Green Flower): Develops children’s ability to identify the five senses in the world around them
  7. Rainbow Dreams (Multi-Colored Flower): Showcases a rainbow of programs, lullaby music and soothing images for children for evening or nap time.
The inclusion of a parenting guide helps parents learn how best the television can be utilised to enhance their child’s experience. In addition, they can look forward to parenting tips on topics such as nutrition and safety.
Customers can sign up for BabyFirst  from 1 August  at $6.42/month or $5.35/12-monthly basis.
Current mio TV subscribers can subscribe to BabyFirst  directly by using the mio TV on-screen interface or by contacting the Singtel Hotline at 1800 555 6000 from Monday to Saturday, 8.00am to 6.00pm. For new subscribers, sign-ups for mio TV services are available at any hello! store or at Singtel exclusive retailers.
About mio TV
mio TV is the innovative digital pay TV service offering from Singtel. Launched in July 2007, the service offers customers value and full flexibility to watch what they want, when they want. Currently, mio TV offers a total of 49 channels from a wide range of genres as well asSingapore’s largest range of video-on-demand titles and High Definition content.
Singtel is Asia's leading communications group providing a portfolio of services including voice and data services over fixed, wireless and Internet platforms. Together with its regional partners, it serves over 185 million mobile customers in eight markets. For more information, visit
About BabyFirst
BabyFirst is the only cable and satellite channel in the U.S. dedicated to babies and toddlers. The channel provides innovative programming designed to inspire baby’s learning in a delightful and engaging way. Supported by leading child development experts, the channel is tailored to meet the needs of babies up to three years of age in a safe and inspiring commercial-free learning environment.  A distinguished iParenting Media Award winner of one of the “greatest products of the year in 2006 and 2007”, BabyFirst transforms traditional TV into an educational tool that provides a positive learning environment and an engaging experience for both parents and baby.   BabyFirst is available worldwide on the world’s leading platforms in the North and Latin America, Europe, and Asia.

For more information, see