>> ron levy, the founder of dog tv, realized it could be a quick fix. >> he reacted surprisingly. i took pictures and thought, wow, this is amazing. >> but turning on just any channel wasn't an option. >> if you leave on any animal channel or any news channel, you might see something scary, like a crocodile. there's a bomb somewhere that is on the news. it can actually increase their stress. it's not good for them. >> in that moment, the concept crystallized. a 24/7 channel just for cats. the idea ultimately went from cats to canines. after hearing from pet owners that dogs are a lot more needy when left on their own. in 2007, the pet industry was a $40 billion business. ron felt strongly that owners might be willing to fork out a small fee for their four-legged friends to be entertained by pooch-appropriate shows, but selling the actual concept to