Created for pre-schoolers who are adept with a touch screen, OobEdoO is a new children's service with premium TV content and educational features.
The service allows children to interact with their favourite TV programmes letting them watch, learn and play in a safe and ad free environment on iOS and Android tablets and smart phones.
OobEdoO has attracted investment from numerous sources including Welsh broadcaster S4C's commercial arm and will include a Cyw-branded section from next month. This will be based on S4C's children's service and will contain Welsh language content, programmes and parental advice in Welsh.
OobEdoO was founded by children's digital specialist, Myke Crosby (founder of Bin Weevils), with Rod Henwood (who was responsible for the launch of 4oD) and Wyn Innes (former MD of S4CI).
An integrated marketing campaign will include a national TV advertising campaign targeted at mums.
Shows available on OobEdoO include In The Night Garden, Teletubbies, Ben & Holly's Little Kingdom, Humf, Timmy Time and Tractor Tom. Launching soon will be Bob the Builder, Fireman Sam, Thomas & Friends, Angelina Ballerina and Pingu.
A time control function enables parents to set the amount of time their child can spend on the service.
OobEdoO has also developed a series of fun and educational games to accompany the programme line-up. It has also received the backing of early years' specialist, Brian Neish.
Characters Oo, bE and doO present the interactive experience, with children being able to discover recipes from their favourite TV characters, send off colouring pages for mum and dad to print out and take part in a number of other activities. Grown ups can also set personalised video messages of encourage and use online sticker rewards to enhance interactive play.
Parents also receive regular reports on how their child is developing and insight into what they have enjoyed most.
"All parents want to ensure their children are entertained and educated in a positive way while remaining safe and supervised," said founder, Myke Crosby. "OobEdoO is designed to let them do this and we hope it will become a big hit with big and little people across the UK and even further afield following our planned global launch later this year."