Tushar Maheshwari, head of marketing, Airtel, believes a kid can be instrumental in buying a petty product. Maheshwari, however, is not totally apprehensive about ads on these sites. The constraints are not restricted to the paltry Net penetration alone. Even those kids who have access to the Net are often uncomfortable with the medium. Kids, habitually, are averse to textual content, and love anything that's moving.
Television comes as a natural alternative.
Emulating television is an uphill task, realise Net companies, particularly with the kind of infrastructure we have. With the kind of bandwidth available, we can't attempt anything like multimedia. As other dotcom companies in the country, most of them have a parent company to feed them. Nevertheless, the companies have their war kits packed. A number of sites are organising contests for children and getting companies to sponsor the prizes.