We're building properties that will run across a host of media platform - be it web or TV or multimedia CD.'' Very recently, ICICI had picked up 30 per cent of the equity. Pitara Kids is expected to go for the second round of funding in `a short-term'. The Pitara portal has already developed a content-library of around 10,000 pages. It is said to be getting one lakh visitors and 35 lakh hits a months, and five lakh page views. ``We expect the traffic to double by the year-end,'' says Mr Anil Kumar, general manager, marketing and sales, Pitara Kids. ``At present 50 per cent of the traffic is being generated via oversees Indians.'' Pitara Kids has identified three revenue streams: m-commerce (undertaking varied media activities); e-commerce; and `owning the audience' (merchandising and licensing). ``Kid is an important consumer of media as well as influencer of buying decision at home,'' says Mr Kumar. The space for kids is being recognised and we intend to capitalise on our first mover advantage. Pitara Kidsis planning to kick off advertising and promotional activities shortly.

To broaden the portal's appeal, Pitara will also introduce software in different Indian languages in a phased manner. Designed to be a treasure-trove of delights like stories, poems, puzzles, songs, quizzes and games, Pitara Junior's visual identity will be represented by Jumpy Junior, a four-year-old turtle. Jumpy Junior's job is to take the child on a wondrous journey through the magical land of Pitara along with his mushroom friends. According to the company, the mascot has the wisdom that can only come from a line of ancestors who have lived for almost 300 years. ``And he has the electrifying energy that is the hallmark of the millennium generation.''