t sure is tough being a kid these days. Not only are the little ones required to choose from the many chocolates, toothpastes, biscuits, sauces and beverages on offer, now they are also faced with the challenge of choosing their exclusive TV channel. And things are not getting any easier.

Disney and UTV will soon join Cartoon Network, Pogo and Nick to vie for their attention 24X7. Now Splash - the 24-hour English kids� channel from Pentamedia which has a significant presence in the southern Indian states of Tamil Nadu, Andhra Pradesh, Karnataka and Kerala - is getting ready to roil the media waters. It will enter the northern and western territories and complete its national campaign in the next six to nine months. "We always wanted to consolidate our position in the south before venturing into the north and west," says Udeep B Reddy, head, broadcasting, Pentamedia. ... more