Nightly News   |  July 31, 2013

TV ‘goes to the dogs’ with new canine-friendly channel

The 24-hour channel “Dog TV” is set to be unleashed nationwide, catering to the canine attention span. NBC’s Kevin Tibbles reports.

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This content comes from Closed Captioning that was broadcast along with this program.

>>> finally tonight, they say your dog doesn't know if you've been gone for from the house for three hours or three days. the fact is, they just don't like it when you're gone from the house. that's where a new television channel comes in. despite their limited buying power , dogs are the intended audience here and they can begin watching starting tomorrow nationwide. our preview here tonight from nbc's kevin tibbles.

>> there you go.

>> reporter: get ready, rover, because tv is going to the dogs with a new channel designed just for you. dog tv is a 24-hour network set to be unleashed nationwide.

>> when dogs are home alone , they're not very cool with it. they suffer from stress, anxiety, separation anxiety a lot of them.

>> reporter: the goal, for you to be able to go to work and know sparky isn't home chewing up the furniture. all done with a series of short videos that exclusively cater to the canine attention span . going for a car ride, a romp in the park, even zillions of zebras. just what i needed, somebody else on the couch hogging the remote. keep your paws off it. at the escondido humane society in california, it is a real tail wagar with t wager with the four-legged demographic.

>> they're not barking as much. in a shelter environment, that 's wonderful for us.

>> reporter: pets are a $55 billion industry in america, and with more than 78 million dogs, the potential audience is huge, and likely profitable. subscribers will pay $4.99 a month extra. but here at the canine fitness club in suburban chicago, some wonder if it's encouraging pooches to stay put.

>> i think we have become a nation of couch potatoes and that's both our owners and our dogs.

>> reporter: but soon every dog will have his day in front of the tv.

>> they love to see other dogs on tv. they just can't get enough of that, right?

>> reporter: and the ratings just might go through the ruff. kevin tibbles, nbc news, chicago.