New cable net puts on the dog

The latest entry in the narrow-niche cable world is My Pet TV Network, a new specialty channel that’s due to launch Aug. 4 with a free 90-day preview.

The network appellation is somewhat misleading: Initially, it will be on just one hour each day, seven days a week. But backer Michael E. Marcovsky is claiming 7.6 million homes at launch, nearly four times the total of the well-heeled startup net CBS Eye on People.

Titles of the My Pet TV Network shows include “Furriest Home Videos,” “Hollywood’s Rich & Furry” and “Welcome Home Your New Dog.” The plan is for MPTVN to be 24 hours come May ’98, to serve the needs of those who require dogs on demand.

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