BFTV, LLC, a Delaware limited liability company, and its parent, sister, subsidiary and affiliated companies, as well as their agents and assignees, as applicable (collectively "BFTV") is committed to protecting the privacy of its visitors and has prepared the following statement to inform users how personally identifying information and non-personally identifying information is gathered from our website and used by BFTV. BFTV encourages its website users to be smart about choosing when, and to whom, to release information online. This policy may be updated from time to time, so please check back periodically. We will notify you of significant changes by prominently posting them at our site, or by sending an e-mail to the primary address specified in your account, should you have one.

NON-PERSONALLY IDENTIFIABLE INFORMATION

Certain non-personally identifiable information about our visitors is collected by the standard operation of BFTV's internet servers and through the use of "cookie" technology (as described below), such as the type of internet browser you are using and the domain name of your internet service provider, where you go within the site, how much time you spend in any particular area and what you buy.

PERSONALLY IDENTIFIABLE INFORMATION COLLECTION AND USE

BFTV may also collect personally identifiable information (such as your name, street address, telephone number and e-mail address) from voluntary submissions as part of site registration, sweepstakes, contests, and other online promotions, when you place an order for merchandise, complete a survey that we use for research purposes, or when you report a problem with our site or one of our services. In addition, if you contact BFTV, we may keep a record of that correspondence.

Personally identifiable information will be used by BFTV (1) to process your requests (e.g., register you for a contest or sweepstakes or fulfill your merchandise order); (2) to communicate with you or personalize the site based on your stated interests and preferences or make related offers to you; (3) to administer the site or serve you when you have questions or problems; and/or (4) as may, in BFTV's sole judgment, be required by any applicable laws, rules or regulations or the Terms and Conditions applicable to this website.

Personally identifiable information will be shared with third parties to further the purpose for which you provide such information (e.g., to process your subscription request or merchandise order) or when we believe in good faith that the law requires it, or to protect the rights or property of BFTV or its affiliates or subscribers or to comply with legal or regulatory obligations. In addition, we may transfer information to a third party in the event of corporate restructuring (e.g., a sale, merger, or other transfer of assets).

Agents and contractors of BFTV who have access to personally identifiable information are required to protect this information in a manner that is consistent with this Privacy Policy by, for example, not using the information for any purpose other than to carry out the services they are performing for us.

Currently, we do not share personally identifiable information with unrelated third parties for their own marketing purposes without your prior permission.

COLLECTION OF INFORMATION BY THIRD PARTY SITES AND SPONSORS

Please be aware that BFTV advertisers or web sites that have links on our site may collect personally identifiable information about you. The information practices of those web sites linked to BFTV are not covered by this privacy policy.

We sometimes may offer content (e.g., contests, sweepstakes, or promotions) that is sponsored by or co-branded with identified third parties. By virtue of these relationships, the third parties may obtain personally identifiable information that visitors voluntarily submit to participate in the site activity. We have no control over these third parties' use of this information. The site will notify you at the time of requesting personally identifiable information if these third parties will obtain such information.

BFTV may use third-party advertising companies to serve ads when you visit our website. These companies may use non-personally identifiable information about your visits to this and other websites in order to provide advertisements on this site and other sites about goods and services of interest to you.

CHILDREN'S PRIVACY

The BFTV websites are general audience websites that comply with the Children's Online Privacy Protection Act ("COPPA"). BFTV will not collect knowingly personally identifiable information from children age 17 and under.

SECURITY

Unfortunately, no data transmission over the Internet can be guaranteed to be 100% secure. As a result, while we strive to protect your personal information, BFTV cannot ensure or warrant the security of any information you transmit to us or from our online products or services, and you do so at your own risk. Once we receive your transmission, we use reasonable efforts to ensure that collected personally identifiable information is secure and not readily accessible to unapproved individuals or third parties.

CONTACT INFORMATION

If you have any questions, comments or concerns regarding BFTV's privacy policy and/or practices, please write to BabyFirstTV, ATTN: Legal Department, 10390 Santa Monica Blvd., 3rd fl., Los Angeles, CA, 90025. Updated: May 14, 2009