Dedicated TV channel for infants and 3 year olds?

Happened to see an Ad about BabyTV today on Star World i Think . Yes BabyTV , 24 hour -dedicated tv channel for babies, defined as kids upto 3 years.

Its launched on Sun Direct as of now .

I think  we got our first TV(B& W ) when i was in 4th class i think , that too only with Doordarshan, This one comes with programmes from A-Z ,24X7. Sure entertainment has come a long way from then. But isn't a little bit too early to expose kids to Idiot box