Parents should make their kids see the realities of the make-believe world the TV creates for them. If they have to write, why should they have fancy pencils, why can't a simple one do? I tell my son these are luxuries that we can do without. I would hate it if he grew up and judged people not by what they are but by what they own.''

Meena Chandawarkar, principal, Abhinav Vidyalaya
WE are aping the Americans. Television has brought western culture to our drawing rooms and people react in ways typically western. Our children are affected mainly because parents are following the western material ways. If we let our children get influenced by these western ways we will be sorry for it later. Till recently, we used pens that cost Rs 4 and were happy to replace the refills, but now, most of us buy expensive throwaway ones. One could argue that kids watch TV ads and then pester parents. But then a child could ask for the moon, will you get it? Where is your judgment? Do you want your kids to grow up believing that rich is good and poor is bad? Schools must intelligently influence young minds. In my school, I have a rule that no child will wear watches till standard VII, no lipstick on birthdays, no tattoos. But some parents feel otherwise. An engineering college professor did not send her child to our school because I refused to let her wear tattoos.

If a school does not stop all this it is giving social sanction to false values. We tell our students that the kids from the municipal schools are not dirty, even though their clothes may not be washed. We want them to empathise. Soon, we may become like US schools where a policeman guards the corridors.

Jyoti Palekar, parent
Television has affected all the generations. So one cannot blame the children alone. Parents should set an example for the children. If we socialise with people who value material goods over people, then what will the child learn?

My children, when they were small would ask me to buy them fancy things but I made it a point to let them know that we can do without these things. Peer pressure does make them demanding, but if you instill good values in them, they are capable of understanding what is more important.

Shiela Bapat, mother of two
Television has made our kids more demanding and consumer-oriented. Up to a certain point, it is good. When we were kids, we were not even aware of many things. With TV advertisements, friends in school -- it is obvious that our children will ask for several unwanted, by our terms of reference, things. My son has friends who spend Rs 2000 a day. I tell my kids that some children can afford it and some cannot, so they know exactly where we stand in the general scheme of things. Up to a point, I do give in and buy them some things. But beyond that I refuse. Like my son wanted Nike shoes and I refused as I know that he will outgrow it in a few months' time. Even when I do buy those star soap dishes or other petty items, I link it to their achievements. I tell them that these things cost money and they should be earned. I do not want them to grow up with the idea that they can get anything their little heart desires, they should know that they have to work hard for what they want.