BabyFirst’s U-Verse app spawns line of second screen engagement tools

More of a good thing: Based on early success of its new free AT&T U-Verse app, BabyFirst is planning a line of interactive apps optimized for use while the child is watching its linear channel. Sharon Rechter, BabyFirst EVP, business development, says the app, which enables kids to create images using an iPhone or iPad that can appear on-screen for U-Verse subscribers tuned to the BabyFirst network, takes the company’s passion for helping parents interact with their young children “to the next level… This is a new frontier, and we’re looking at developing a whole line of apps,” Rechter tells CynKids. “We have the ability to change TV viewing from a passive experience to an active experience, and to personalize it for each child.” Given that BabyFirst owns all of its IP, the possibilities are endless, she says. “The next app could be completely different.” Although the new interactive app is exclusive to AT&T U-Verse, Rechter says she’s already in discussions with “most of the big operators to create unique apps” for each of them. The BabyFirst TV network is available in U-Verse’s U-family and U300 packages and above.

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