DWUW or Do What U Want, is Kids Central's latest tagline. After their recent revamp, they have come back, reinventing themselves and updating themselves in their effort to stay connected to today's youth. The catch? Do What U Want.

Given the wide age group that they are targeting, all the way from pre-schoolers up to pre-teens, it is a worrying slogan. Very much like a Nike, Just Do It wannabe, it speaks volumes of acceptance of individual behaviour.

While we would definitely like to give children the freedom, too much, especially without control or boundaries, is not helping. Looking somewhat deceptively liberating, the DWUW catchphrase has been elevated to the point of 'coolness'.

Yes, the phrase is not meant to be taken simply at face value but with young children watching, discretion should have been exercised. In fact, I question whether those behind the channel are even parents. As parents, we do not want to teach our children the wrong values and later regret, having to take drastic measures to correct the damage done. Is there a need to emulate Western ideas to such an extent that we propagate such 'cool' behaviours? Already, as it is, with the prevalence of dual income families, children are growing up with warped values. At a recent outing, I spotted a boy biting his maid as she tried to rein him in and not let the fine porcelain crash to the ground. Is that acceptable behaviour? Sure - DWUW.

The DWUW tagline is splashed across the Kids' Central website, has dedicated advertisements on the channel, is downloadable as a ring tone and even has a contest to find the next DWUW voice. Such hipness, I rather not see. Brand me a prude but I think there are a lot more positive ways of connecting with the children of today.

As Singapore's only free-to-air children's channel, this is a letdown. I know of parents who take their viewership elsewhere in silent protest. And I am joining their ranks.

Ruth Chan Hui Xian (Ms)