AT&T is targeting a new audience for second-screen activity in front of the TV: babies.
The company launched a new iOS app meant to give babies -- and parents -- an educational way to interact with their TV.
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The BabyFirst app is part of AT&T U-Verse service. The app pairs with a dedicated BabyFirst channel on U-Verse, and allows toddlers and parents to create collages of shapes, characters and animals that can be beamed to their TV.
AT&T says the app, recommended for children under the age of 5, was designed by child development experts. The provider claims it can help improve toddlers' hand-eye coordination as well as teach them to identify different shapes, colors and animals.
Though AT&T is touting the app's potential educational value, scientists tell us that too much screen time, whether it's on an iPad or television, does more harm than good.
A study by the American Association of Pediatrics recommended keeping "children under age 2 as 'screen-free' as possible," regardless of whether the media had educational value.
The app has two sections: the "activity room," where children can add colorful shapes and characters to a digital TV screen, and coloring pages, which acts as virtual coloring book.
After opening the app for the first time, parents are prompted to enter a three-digit code to activate the beaming function. Once enabled, U-verse will automatically change the channel to BabyFirst when you open the app.
Though the app is designed to be used by U-verse customers, non-AT&T subscribers can use it as a standalone app without the beaming functionality.
BabyFirst is free and available in Apple's App Store.