Hi everyone. My human friends asked me to post the following. I must admit, it’s all very exciting! Thanks for reading. –Blade
(Alpharetta, GA) – October 12, 2011 – ScratchCat, LLC, well known as a video-based educational publisher, today announced the release of FleaTV, a DVD video described by the Company as a “video dog toy” that has the sole purpose of entertaining, intriguing and delighting dogs.
FleaTV features a unique blend of proprietary techniques designed to capture and hold a dog’s attention. “It’s easy on a dog’s eyes, too,” said Ralph Heigl, Chief Technology Officer for ScratchCat. “With the advent and proliferation of digital systems like today’s LCD and plasma televisions, dogs finally are able to see continuous, smooth video without the distracting flickering they would have experienced watching analog sets,” Heigl explained. “All that’s been missing until now has been quality programming for dogs.”
Central to FleaTV is the acknowledgment that dogs see the world differently than humans do, and for good reason. Because they’re built lower to the ground, dogs have a distinctive perspective on things. With fewer receptors for color vision, dogs tend to see primarily in shades of blue-violet and yellow. And, the structure of a dog’s retina makes it easier for dogs to see high-contrast images. Thus, nothing about the video’s appearance will look familiar to humans.
“FleaTV’s unconventional approach to perspective, colors and contrast together create a reasonable likeness of a dog’s world view,” explained Jim McNeely, VP of Canine Happiness. “What’s more, the FleaTV audio track is full of natural sounds, attention-getting sounds and affirming human voices rather than music, which tends to be bothersome to many dogs.”
Providing quality content was another essential objective of FleaTV. “For the past 30 years, we’ve been developing video-based science lessons for kids,” said Betty Paxton, ScratchCat president, and author of award-winning programs that have permanently reshaped how science is taught in schools today. “When making FleaTV, we applied many of the same techniques we’ve perfected to motivate students and make science memorable – techniques that push emotional buttons and evoke visceral responses, whether you’re furry or non-furry.”
Paxton continued, “We studied several DVDs that claimed to be for dogs, but found them sorely lacking in compelling content. In short, they were boring, and worse, they were presented from a human’s point of view, complete with heinous elevator tunes. FleaTV was designed with the genuine expectation of its captivating and entertaining dogs. That said, their human companions will enjoy the DVD as well.”
Heigl’s Jack Russell Terrier, Blade, was a willing videographer for much of the DVD content. When he wasn’t wearing a camera, Blade was in front of the camera, leading the way on trips to dog parks and nature preserves. The result is a dog’s-eye view of the world.
FleaTV also honors dogs by providing step-by-step video demos for making healthful, homemade treats (Blade’s Guilty Pleasures) and for giving a dog a soothing massage (Blade’s Guide to Heavy Petting).
In concurrence with the release of FleaTV, ScratchCat has launched Flea.TV (www.Flea.TV), a website featuring Blade’s Blog, the “regular musings of one ambitious dog,” along with dog treat recipes, pet clothing suggestions, gift ideas and more.
FleaTV is approximately 70 minutes long (490 minutes in dog years) and is rated GRR. The suggested retail price is $19.99.
For more information, contact Jim McNeely, Jr. at (877) 806-4746 or email him by clicking on this nifty little envelope icon —> 
FleaTV and Blade the Dog are trademarks of ScratchCat, LLC. ScratchCat is a registered trademark of ScratchCat, LLC.