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CITV (standing for Children's Independent Television) is a British children's morning programming block on ITV2 and formerly a free-to-air channel owned by ITV plc. CITV, then Children's ITV, launched on 3 January 1983 as a late afternoon programming block on the ITV network for children aged 6–12.[notes 1] It replaced the earlier Watch It! branding and introduced networked in-vision[clarification needed] continuity links between programmes. These links were originally pre-recorded from a small London studio up until 1987, when Central won the contract to produce live links from their Birmingham studios. In 2004, presentation of CITV was relocated to Granada Television in Manchester, which saw the demise of in-vision continuity. Nine years later, the operations moved to ITV Granada's MediaCityUK studios in Salford.

Key Information

In 2006, CITV launched as a digital channel on Freeview. The channel primarily ran repeated ITV content and acquisitions daily from 6:00am to 9:00pm. Following the axing of its original afternoon slot in late 2006, a CITV programming block on the ITV network continued to air on weekend mornings from 6:00 am to 9:25 am as part of the ITV Breakfast time slot. CITV did not have a +1 simulcast, unlike the rest of ITV's portfolio of channels. Additionally, the channel was only simulcast in HD on Sky online and Sky Glass.

On 22 July 2023, ITV launched a new children's hub on the ITVX streaming service, ITVX Kids, previously announced to be an eventual replacement for the CITV channel.[1] At 9:00pm on 1 September 2023, the channel ceased broadcasting, with a promotional loop informing viewers of the move to ITVX. At around 9:02pm, the ITVX loop started airing with a screenbug.[2]

On 2 September 2023, the children's block was moved to feature every morning on ITV2 during breakfast time, from 05:00am to 09:00am. However, it was later shortened to 6:00am to 09:00am. Shows broadcast are sourced from the ITVX Kids streaming service.[3] This strand has retained usage of the pre-existing CITV branding, following the channel's closure.[4]

On 1 October 2023, the CITV channel's 602 Freesat slot was removed, exactly one month after the closure.

History

[edit]
Further information: Timeline of children's television on ITV

Watch It! and Children's ITV: Early years (1980–1989)

[edit]

Before being known as Children's ITV, the timeslot for children's programmes on the ITV network was briefly branded as Watch It!, which started on 29 December 1980,[5] and was presented live by the duty continuity announcer in each ITV region.

The notion of networking children's continuity was first suggested within ITV as far back as the early 1970s, but with fierce regional identities prevalent – including scheduling, presentation, and programming – the idea stalled until the late 1970s, when the IBA began to express concern that most ITV shows for children were not consistent or fully networked. On Thursdays, the ITV regions were able to broadcast whatever programmes they wished; many non-children's programmes appeared, such as Looney Tunes and Little House on the Prairie. In December 1980, ITV announced its first concerted effort at a more coherent approach to children's output, with the introduction of the new Watch It! block each weekday from 4:15pm to 5:15pm, after the IBA continued to emphasize issues.[6]

Watch It! was conceived by the promotions department at ATV, with the implementation of the branding differing from region to region, thus it was always transmitted locally and never provided on a network feed.[7] ATV provided different animations each season, to freshen up what was available to each company. Most regions would use their own station announcers during Watch It! airtime.[7]

Shortly after the start of new franchises in 1982, some ITV stations raised concerns that Watch It! had not gone far enough to address previous concerns.[8] Central's Controller of Children's Programmes, Lewis Rudd, suggested a different approach to the presentation method. As a result, the Central Promotions Department came up with the initial concept for Children's ITV. The new look was devised, and links between programmes were pre-recorded using presenters drawn from the constituent programmes. The networking arrangements were similar to those already in place for the transmission of schools programmes – the links were played out from Central and the component programmes came from the supplying companies.[7]

Children's ITV went to air on Monday 3 January 1983,[9] between 4 and 5:15pm every weekday afternoon, the extra 15 minutes being filled by a repeat of one of the preschool programmes shown at lunchtime the same day. Initially featuring a different presenter each month (usually from children's television, e.g. Matthew Kelly, who became the strand's original presenter whilst also hosting Madabout), the links were pre-recorded in advance in a small studio at a London facility called Molinare, using a single locked-off camera. The first set design was a rocket ship and was used for the first few months. The concept was eventually retired, and the set and style of presentation used began to reflect the presenter doing the presenting that month or the programme that they starred in (i.e. Pat Coombs as "The Dressmaker" from Yorkshire Television's Ragdolly Anna in a room of antiques in April 1984).

By 1985, the links were still being recorded, but using a common, stylized set known as "Network Control", which allowed the presenter to be joined by guests in the studio for interviews.[7] The exterior of this fictitious location also featured in the animations and stings.[7] Technical considerations often left the system flawed. With each programme coming from a different playout source (usually from that of the originating ITV company, i.e. if the first programme was Rainbow, which came from Thames TV, their staff would have to run the tape while the presenter was talking, and would not show the region's skyline ident before the programme's titles) and each link being pre-recorded (played out by Central), things often went wrong on air: programmes would be rolled early and the links would be cut short.[7] Programmes would also fail to appear and the presenter would be left on screen. Because each link was recorded for the slot available, the presenter would hold the final pose for a few moments so that the transmission controller at Central had something to leave on screen just in case. Pre-recording the links also meant that late schedule changes could not be easily referenced.[7]

In September 1985, the BBC revamped their own children's presentation with the introduction of Children's BBC. Using the BBC1 announcer booth at BBC Television Centre, later dubbed "The Broom Cupboard", Phillip Schofield provided links between the programmes. This format of a small self-op continuity studio using one single presenter (and an occasional puppet) continued in largely the same format until 1993, but was broadcast live and allowed for a looser, more relaxed style of presentation than the rival Children's ITV service.[10]

Children's ITV went live in early June 1987.[11] Using the small presentation studio at their Broad Street studios – which had become available since in-vision continuity for the Central region was dropped – former Central announcers Gary Terzza and Debbie Shore presented live links from a set built to look like a transmitting station. Although the studio space was small, the designers' use of a plate glass mirror gave the effect of a much larger set. The new live format gave brought a great deal of flexibility; timings could be altered, schedule changes reflected, and breakdowns dealt with in a continuous manner. In 1988, the format was refreshed again with a new single presenter, Mark Granger,[12] replacing Terzza and Shore, in a smaller, more basic studio set which included in-vision monitors showing the VT clock of the next scheduled item.

Stonewall Productions era (1989–1991)

[edit]

On 3 April 1989, the independent production company Stonewall Productions won the contract to produce and revamp the Children's ITV presentation. Stonewall Productions was headed up by Michael Jackson, a Central staffer who used his expertise to put a successful application together.[7]

Whereas Central had restricted links to the station's former in-vision presentation studio, Stonewall chose not to use a fixed set, but instead presented links from various areas of Central's headquarters at Broad Street in Birmingham, utilising a rotating team of presenters consisting of Clive Warren, Jeanne Downs, Jerry Foulkes, and large puppet Scally the Dog (which was first introduced during Granger's final few months under Central).[7]

Central regains control (1991–2001)

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Central won back the contract to produce the continuity links from 9 April 1991, choosing to revert to a small in-vision studio using only one regular presenter, Tommy Boyd, and use their own new branding package.[7] During the 1991–1993 era, greater relevance was being placed throughout television on promotional trailers as a way of effectively detailing areas of the schedule to viewers who might not know about them; consequently, the 1993 invitation to tender for the provision of the Children's ITV service specified a minimum number of high quality trailers that the successful applicant were required to create over the term of the contract.[7] Containing a sizeable promotions department - and a credible reputation for presentation within the ITV network - the contract remained with Central.[7]

The Broadcasting Act 1990 and subsequent 1991 ITV franchise auctions also brought about numerous changes to the output and structure of ITV's children's output. Both saw several regions end in-house production of its programming in favour of commissioning independents, such as Tetra Films, which housed children's personnel from Thames. Alongside this, the network's subcommittee on children's productions across its regions was superseded in favour of one controller of children's and daytime programming at the newly established ITV Network Centre, a role first taken up by Dawn Airey.[13] Soon after assuming control of Children's ITV, Airey dropped its in-vision presentation - beginning from 15 February 1993, Steve Ryde instead provided live out-of-vision continuity links featuring a variety of animated characters and settings.[14] Ryde additionally had creative input into on-screen promotions devised alongside producer-director Tony Jopia,[15] and occasionally appeared on-screen.[14] On 6 September 1993, the strand was extended to start at 3:30pm, a move made possible by shifting ITV's lunchtime pre-school programming broadcasts at 12:10pm to mid-afternoon.[7] Around the same time, Children's ITV began to be informally referred to as CITV. However, the "Children's" was not removed from the logo until Monday 2 September 1996, accompanying the introduction of a digital on-screen graphic (DOG).[16]

Presentation for the service was relocated in 1997 when Central moved into newer, smaller studios at Gas Street Studios in Birmingham.[7] A heavily revamped live in-vision service and logo were introduced on Tuesday 26 May 1998 by the new controller of CITV output, Nigel Pickard, who had replaced Airey's successor Vanessa Chapman in January.[17]

CITV logo (26 May 1998 – 7 September 2003)

With the refresh and his subsequent commissioning of the highly-popular SMTV Live, Pickard sought to reinvigorate the strand with more live entertainment content for an older pre-teen and teenage audience, such as The Top 10 of Everything and Mad for It,[17] an area of the service which had been given less prominence for some time due to ITV allocating its spend on other means such as Formula One coverage. As a result of the shift towards older audiences, preschool programming was also revamped, with numerous preschool shows such as Tots TV, Wizadora, The Riddlers, Potamus Park, The Blobs and The Caribou Kitchen, which aired weekly (and in some cases, twice-weekly), decommissioned as part of the revamp airing their final episodes between late 1997 and August 1998, in favour of newer programmes designed to be stripped daily in the style of the BBC's daily preschool programmes (such as Teletubbies and Playdays), such as Dream Street, Maisy and Mopatop's Shop.[18][19]

Steve Ryde became producer behind the scenes, and selected Stephen Mulhern and Danielle Nicholls as the new in-vision presentation team out of over 900 auditions.[20][21] CITV was initially broadcast live daily on weekdays from a small studio at Gas Street Studios during this period; a new Sunday morning strand was also introduced prior to the May revamp, with live in-vision presentation launching for it later that year in September - outside broadcasts additionally occurred on occasion.[17]

By then coming fully under Carlton Television's branding, Central retained the contact to produce CITV for a further two years in 1999, successfully seeing off two rival bids from other ITV companies.[22] Presentation was refreshed several times by their in-house promotions team, with one of the service's longest-lasting visual identities launching on 11 September 1999.[23] Under the design and direction of Carlton's Dave Hickman and Amanda Robinson, 3D animation firm Aldis Animation produced many of the strand's short computer-generated idents and break bumpers.[23][24] CITV's online presence was additionally expanded, with its first fully-fledged standalone website launched by ITV and web design agency Workhouse on 25 October 1999.[25] Shortly afterwards, in-vision presentation started sharing studio space with the West Midlands edition of Central News.[7] This allowed more room for a larger, specially stylised set, created by prop manufacturers Dorans Propmakers.[26]

Despite indicating he had more work to do in interviews,[27] Pickard left his role at CITV in June 2000 for the BBC,[28][29] where he would go on to launch the CBBC and CBeebies channels.[30] Prior to leaving ITV, Pickard had begun floating the idea of a separate CITV digital channel to open in 2001.[29][27] CITV strands had already been broadcast for a short period on the then-new ITV2.[31]

Cutbacks (2001–2006)

[edit]
CITV logo (8 September 2003 – 10 March 2006)

In 2001, CITV's budget was cut by 17% due to the advertising recession, leading to CITV controller Janie Grace publicly criticising Carlton and Granada Television, by that time the main controlling forces in the network, for underinvestment in ITV's children's service.[32] Grace went further and complained to the ITC, claiming CITV was unlikely to fulfil its range of programming commitments in expensive genres like drama the following year.[33] In an attempt to combat this, Grace considered commissioning more lower-cost productions such as video diary documentaries.[33] Grace also sought support from the ITC for the creation of a separate CITV Ltd company, which would allow more children's output to be made in-house - a proposal which ultimately fell apart due to the need for a change in the law and support from the Office of Fair Trading. Around the same time, greater emphasis was placed on viewer engagement with the launch of a CITV text messaging service,[34] interactive online vote events,[35] and a new pre-school sub-strand also introduced under the name "Telly Tots", which replaced the in-vision presentation between 3:20 and 3:40pm with a CGI-animated town of cartoon mascots.[24] Books, magazines and video tapes were introduced to tie-in with the new strand.[33] However, further cuts took place again during 2002, bringing CITV's total budget reduction to 25% overall at £30 million.[36] Grace's experiment in introducing a 'stripped' daily weekday schedule to the strand inspired by American broadcasters such as Nickelodeon (where she had previously worked[37]) additionally failed, after initially increasing viewership.[38]

Despite its cutbacks and falling ratings, the ITC contended in its 2002 performance review that CITV had "sustained an impressive schedule", gave "factual material a fresh look", and "continued to produce good dramas".[39] In-house promotions additionally maintained graphics refreshes,[40] and presentation producers Sid Cole and Martyn Fox took the strand on tour at theme parks during the summer months of 2001 and 2002.[41][42] Soon after CITV celebrated its 20th anniversary in January 2003, Grace left her post, just before her predecessor and former Television South colleague Nigel Pickard became ITV's new overall Director of Programmes.[43][44][45] Pickard pledged to produce 80 more hours of children's programming against a target of 520 hours in 2002, and to extend their range for the inclusion of more factual and topical series, as well as mixed entertainment and drama.[46] Once again, concerns about CITV and its structure were highlighted by Angus Fletcher, president of Jim Henson Television Europe, and Anne Wood, founder of Ragdoll Productions, as it could only earn money from a then-unreliable advertising market, unlike BBC Worldwide, where the likes of Teletubbies, Tweenies, and Bob the Builder became key earners for the corporation via merchandising and licencing.[44]

Former BBC Children's and Granada Kids producer Steven Andrew took over from Grace as ITV's controller of children and youth programming, overseeing the merger of Carlton and Granada's children's departments he had previously called for prominently whilst serving as director of the latter.[47] Andrew returned focus to the possibility of launching a separate CITV channel, which until then had been put on hold indefinitely by the 2001-02 budget cuts.[48] On-screen, various changes to the in-vision presentation team saw no less than eight host additions and replacements over the course of four years, and a September 2003 branding refresh coincided with a reduction in studio space and time for the service. By 31 August 2004, all in-vision continuity was replaced by an out-of-vision voice-over once more (provided by promotions producer Tim Dann[49]), while the newly-formed ITV plc announced the eventual closure of its presentation and transmission facilities in Birmingham, signalling the end of CITV presentation from Central. Presentation was fully relocated to Granada in Manchester by early 2005.[50]

After a brief period surrounding the Granada and Carlton merger in which CITV's budget was slightly increased again by £7.5 million,[51] a third round of cuts took place due to the perceived rising costs of original production and the imminent effects on advertising revenues from a ban by Ofcom on 'junk food' advertising within children's schedules from 2007,[52][53][54] as well as increasing competition from CBBC and numerous other digital children's channels for new programmes (especially imported cartoons, typically from the United States).[51] In summer 2006, ITV shut down its in-house children's programming unit as part of ITV's then on-going process of restructuring ITV Productions, publicly blaming the closure on the competitive production environment.[55] The closure and confirmation that the network were seeking to lobby Ofcom in an effort to reduce its required children's programming hours saw CITV controller Estelle Hughes resign.[56] Despite this, ITV denied any intention of ditching its children's programming from the network's schedule altogether.[57] By January 2007, CITV's weekday afternoon strand on the main ITV network had nonetheless permanently ended, making the recently launched CITV channel the main outlet for ITV children's programming.[58]

ITV simulcast (2006–2023)

[edit]

A simulcast of the CITV channel was broadcast on ITV during weekend mornings, continuing after the brand's original weekday afternoon strand was axed. These simulcasts were later dropped alongside the channel itself in 2023, with the final regular children's TV slot on ITV ending just before 08:25 on Sunday 27 August 2023. The move came 40 years and eight months after children's programmes on the ITV network were first brought under the Children's ITV brand.[59]

ITV2 programming block (2023–present)

[edit]

On 2 September 2023, the morning after the closure of the CITV channel, ITV2 launched a new breakfast time block from 5am to 9am everyday with shows featured on ITVX Kids on ITVX. This block retains the CITV branding.[60][61] The new children's strand replaces teleshopping and re-runs of shows including World's Funniest Videos and Love Bites. Children's shows featured on the new breakfast time block include Jurassic World Camp Cretaceous and Scooby-Doo.[59]

On 9 June 2025, the block's timeslot was reduced to under two hours, airing from 6:00 am to 7:45 am, due to ITVBe's programming moving to ITV2 following the channel's closure.[62]

CITV channel

[edit]

Original plans (2000–2005)

[edit]

Plans for a standalone CITV digital channel were first put in motion and reported as far back as 2000,[27][63][29][64] but were placed on hold indefinitely following its budget cuts in 2001.[33] When Steven Andrew became controller of children and youth programming at ITV plc in 2003, he stated that "No kids strategy is complete without us being able to play in the cable and satellite world. In fact, we can't not do this and ultimately survive as a kids player in the future".[65] ITV director and former CITV controller Nigel Pickard additionally admitted the network's output for children had become "a minnow in a sea of twenty channels".[51]

In early 2004, ITV finally confirmed it had greenlit the launch of a children's channel, but as a joint venture. Charles Allen, chief executive of ITV plc, claimed to not believe in ITV creating a new channel by itself in an "over-populated market", whilst the network held talks with Nickelodeon and Disney.[66]

On 11 April 2005, ITV announced they had entered into a partnership with Nickelodeon to launch a free-to-air channel dubbed "INK" (ITV Nickelodeon Kids). The venture would allow the two companies to share programmes across each other's networks.[67] However, on 14 July 2005, it was announced that the venture would not go ahead and that ITV would instead launch a children's channel alone. Both parties failed to reach an agreement on the exact structure of the new venture and how it would be branded, with ITV stating "We just got to the point of thinking that it was more sustainable for us to do it ourselves. The deal fizzled out over a period of time". Nickelodeon described the decision to end the talks as a "mutual backing away".[68][69] ITV officially revealed their independent plans for a channel in August, although no launch window was given, it was confirmed that it would timeshare with ITV4, which was scheduled to launch on 1 November.[70]

On 16 December 2005, it was announced that the ITV News Channel, which by then had downgraded its hours due to the launch of ITV4, would close down at the end of January 2006 to make way for the launch of the CITV channel in February.[71] A few days later, ITV announced the closure had been brought forward to 23 December,[72] with the channel effectively ceasing operations that day and leaving ITV4's downtime unoccupied until February.

Channel history (2006–2022)

[edit]

The CITV channel's launch was pushed back to 11 March in February 2006. As a result of a "comprehensive" rebranding and problems with "clearing the digital rights to children's programming", it was again pushed back by another four weeks.[73]

Promotions for the channel began on 20 February, including an online countdown clock, running to the channel's launch date. As had become standard for Freeview channel launches, the channel was allocated an EPG number well before transmission started. Initially, a static 'coming soon' graphic was shown, followed by a preview video loop running from late February 2006 until the launch.[74]

CITV logo from 2006 to 2009

The channel launched on 11 March 2006 at 9:25am, with a simulcast of Holly and Stephen's Saturday Showdown being the first programme to air following a countdown graphic. It initially launched on Freeview Channel 75, Homechoice (now known as TalkTalk TV), and Telewest Channel 734, and was added to Sky Channel 624 on 8 May 2006 and NTL Channel 76/602 on 6 June. Additionally, the channel simulcasted CITV Breakfast (previously known as GMTV2, originally broadcast on ITV2, then ITV4) on weekdays between 6am and 9:25am. The channel was broadcast daily from 6:00am–6:00pm, although beginning in 2007, the channel's broadcast ended earlier at 12:30pm on weekends to make way for sports coverage on ITV4.[75] Its launch coincided with a full visual identity rebrand; though out-of-vision voiceover announcements remained, the refresh was intended to bring back "the kind of brash children's ITV of more than a decade ago".[73]

On 5 February 2008, ITV4 extended its broadcast hours to stay on-air around the clock. As a consequence, the CITV channel moved to the space on multiplex A on Freeview originally held by ABC1 from English and Scottish transmitters and S4C from Welsh transmitters, which meant that viewers of the latter were unable to receive the channel on Freeview unless they could receive transmissions from England.[76] ITV's closure of its in-house children's programming production unit in 2006 had coincided with a "commissioning freeze", leaving only repeats and a number of unaired new productions for scheduling on the channel. A conclusion of this was confirmed on 7 March 2008, alongside the first renewals of a select few series sourced from independent production companies.[77][78]

CITV logo used from 2009 to 2013.

In July 2009, ITV announced CITV was the only channel among its portfolio to have an increased budget.[79] Emma Tennant, the then-controller of CITV, told a children's Showcomotion conference that "the commissioning budgets for all channels next year are going to be smaller, except CITV, which is growing – but it will not necessarily spend the additional money on original commissions". It was made clear that due to tight budgets, the slightly increased spend could nonetheless simply lead to more acquisitions rather than new original programmes being commissioned.[80] On 2 November 2009, the CITV channel was relaunched with a new logo and visual identity to match ITV1 as part of ITV plc's corporate look. The channel's pre-school strand was revamped and renamed "Mini CITV" at the same time.[81] On 9 January 2012, a change in the forward error correction mode on the multiplex allowed CITV to broadcast in Wales on Freeview.

On 21 December 2012, the channel aired its first live programme since 2006, a 45-minute CITV special of Text Santa, ITV's Christmas charity appeal.[82] A year later, a series of 10-minute programmes titled Help with Hattitude in aid of the aforementioned appeal was produced for the channel. Both programmes were produced in-house by ITV Studios. The channel's promotions team headed by Dave Hickman additionally continued to produce original short-form content, such as the BAFTA-award-winning Share a Story campaign.[83] On the weekend of Saturday 5 and Sunday 6 January 2013, the channel celebrated the thirtieth anniversary of its brand with a marathon of archive programming, officially known as the Old Skool Weekend.[84] A new look was introduced on 14 January 2013 to coincide with ITV's corporate rebranding. CITV adopted a "yellowy-orange" logo with cartoon idents that "burp and fart, and do other things kids love", as well as child voiceovers.[85][86]

On 22 February 2016, the channel extended its on-air hours to 9pm.[87] Following its move from the former Granada studios to MediaCityUK in 2012,[88] and several rounds of redundancies in the years prior,[89] CITV's dedicated in-house promotions and presentation unit was axed in November 2016.[90] All remaining creative responsibilities involving its content were handed to personnel in charge of other ITV channels.[91] At the same time, ITV abandoned its programming director role specifically for children's television last occupied by Jamila Metran, leaving existing channel and genre teams to direct CITV's output.[92] After removing all pre-school programming from the channel in 2013, ITV reintroduced these shows away from CITV under the LittleBe strand on ITVBe in September 2018.[93]

From 2019 until its 2022 closure by the UK Government,[94] the BFI's three-year Young Audiences Content Fund pilot scheme provided grants for additional content on CITV alongside its small remaining investment into commissions.[95] On Monday 19 September 2022, due to the state funeral for Queen Elizabeth II, the channel's normal programming was replaced by ITV London's feed[96][97][98] This was in contrast to CBBC and CBeebies, which did not carry the BBC's coverage.[99]

Last day and closure (2023)

[edit]

On 10 March 2023, ITV plc announced that it would close the CITV channel in the autumn, with a phased migration of ITV's children's programming moving to ITVX Kids set to launch on 22 July, on its streaming service ITVX.[100][101][1]

ITVX launched the ITVX Kids FAST channel on 12 July 2023.[102]

CITV officially ceased broadcasting at 9:00pm on 1 September 2023. The channel's remaining promos were notably adjusted to promote ITVX prior to its closure. The last programme to air on the channel was an episode of The Rubbish World of Dave Spud titled 'Moonbreaker'. The channel then closed shortly afterwards with a loop and caption card informing its viewers that its content could now be seen on ITVX.[103]

On 1 October 2023, CITV's 602 Freesat slot was removed, exactly one month after the closure. In late February 2024, CITV's live streams on ITVX and other remaining platforms were removed, after repeating the ITVX loop since its official September closure.

Programming

[edit]

Programming between 6 and 9:25am was controlled by ITV Breakfast (previously GMTV), who, having rebranded the vast majority of their GMTV children's output as CITV, used the space to simulcast their programming at weekends on the ITV network and CITV Breakfast on weekdays.[104] ITV took over at 9:25am, controlling the rest of the day's programming. When it first launched, GMTV used to sell all the airtime for the channel, making it the first ITV plc-owned channel not to be sold by the in-house sales team. Airtime sales were later taken back in-house by ITV.[105]

Some of the channel's most notable programming has been specially commissioned by CITV, such as Horrid Henry, Mr. Bean: The Animated Series, Grizzly Tales for Gruesome Kids, Thunderbirds Are Go, and Sooty. A number of other programmes are sourced from different broadcasters internationally.

List of programmes (British and imported)

[edit]

Ratings

[edit]

The CITV channel launched with a full-day average of 33,000 viewers and a 2.5% share of the child audience. This put it ahead of other channels Cartoon Network (20,000, a 1.5% share), Boomerang (28,000 a 2.1% share), and Nickelodeon (26,000 a 2.0% share). The channel peaked at 4:30 pm with Bratz gaining 51,000 viewers and a 3.6% share.[152]

The channel took a 0.2% audience share in its first week compared to: CBBC 0.6%, Cartoon Network 0.4%, Boomerang 0.4%, and CBeebies 1.4%. Its overall ratings share for March 2006 was 0.1%; by April 2006 this had risen to 0.2%, 0.3% followed in May. In August 2006, the channel became the most popular commercial kids channel between 6 am and 6 pm.[153] On 6 January 2013, the CITV channel received its highest viewing figures to date: Danger Mouse, which was shown as part of the "Old Skool Weekend" to celebrate CITV's 30th anniversary, attracted 578,000 viewers.[154]

Footnotes

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References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

CITV

View on Grokipedia
from Grokipedia
CITV (Children's Independent Television) is a British children's morning programming block broadcast on , owned and operated by , targeting children aged 6 to 12 with a mix of original and acquired animated and live-action series. Originally launched as Children's ITV on 3 January 1983, it began as a weekday afternoon programming block on the main ITV network, replacing the earlier Watch It! strand and providing dedicated content from 4:00 pm to 5:15 pm, including repeats and new shows introduced by celebrity guests. The block expanded over the years, reaching its peak popularity in the early 1990s with high viewing figures for programs aired during school holidays and weekends. In 2006, CITV transitioned to a standalone free-to-air digital channel on 11 March, broadcasting from 6:00 am to 6:00 pm initially, later extending its broadcast hours while focusing on core programming times, allowing ITV to consolidate its children's output amid the rise of multi-channel television. The channel featured a diverse lineup, including British productions and international imports, but faced budget cuts in the 2000s that reduced original commissioning. Facing declining linear TV audiences and a shift toward streaming, ITV announced the closure of the CITV channel on 10 March 2023, with operations ceasing on 1 September 2023, and all content migrating to a dedicated kids' section on the platform. Post-closure, CITV persists as a reduced morning block on , airing approximately 1.75 hours of programming daily from June 2025 onward, supplemented by on-demand access via to support ITV's strategy for digital-first children's entertainment.

History of the CITV strand

Early years (1980–1989)

Prior to the launch of Children's ITV, the ITV network featured a precursor afternoon strand known as "Watch It!", which aired from 1980 to 1982 and provided a branded slot for children's programming between approximately 4:15 pm and 5:15 pm on weekdays. This strand introduced a more consistent approach to children's content across ITV regions, though presentations were handled by local continuity announcers rather than a unified national host. Early "Watch It!" programming emphasized a mix of imported and homegrown shows aimed at school-aged viewers, setting the stage for the more structured format that followed. Children's ITV officially launched on 3 January 1983 as a dedicated weekday afternoon programming block on the ITV network, targeting children aged 6 to 12 and airing from 4:00 pm to 5:15 pm. The initiative was developed to strengthen ITV's offerings in competition with the BBC's longstanding children's programming, including its afternoon slots, by providing a nationally coordinated strand with pre-recorded links between shows. This launch fulfilled regulatory obligations under the Independent Broadcasting Authority (IBA), which, via the Broadcasting Act 1981, mandated that ITV programmes include a suitable proportion of content for children to promote educational and recreational value. The IBA's code of practice further emphasized that such programming should be appropriate in timing, quality, and balance to meet the needs of young audiences. The early years of Children's ITV focused on a blend of educational material and suitable for after-school viewing, featuring repeats of popular series like alongside original anthology dramas such as , which debuted in 1983 with supernatural-themed episodes. Continuity was initially provided through pre-recorded announcements by guest presenters, including celebrities like and , before transitioning to more regular in-vision hosts. emerged as a key figure among these early presenters, contributing to links and segments that helped build the strand's identity through engaging, child-friendly interactions. This period established Children's ITV as a reliable daily destination for young viewers, prioritizing accessible content that combined fun with subtle learning opportunities.

Expansion and production changes (1989–2001)

In 1989, the production of Children's ITV shifted to the independent company Stonewall Productions, which took over the contract for presentation and in-house content starting on 3 April. This change introduced a fresh, vibrant style with new presenters including Jerry Foulkes, Jeanne Downs, and Clive Warren, emphasizing youthful energy and competitions. Under Stonewall, original programming expanded to include innovative shows such as the fantasy adventure series Knightmare, which debuted elements of live-action role-playing, and the interactive comedy What's Up Doc?, a Saturday morning magazine format blending cartoons, sketches, and audience participation that aired from 1992. Stonewall Productions ceased operations in 1991, prompting Central Independent Television to regain full control of Children's ITV production. This transition allowed for greater integration of live links between programs and an increase in competitive elements, such as viewer call-ins and on-air challenges, to enhance engagement during weekday afternoons. Central's oversight facilitated broader output growth, incorporating more original content while maintaining the strand's focus on ages 6–12. A significant rebranding occurred in 1993, when Children's ITV was officially shortened to CITV, accompanied by a new logo and a series of animated character idents designed to appeal to younger audiences. This update, introduced on 15 February, coincided with the abolition of in-vision continuity on 15 February, shifting to out-of-vision announcements for a more streamlined presentation. The rebrand reflected broader ITV network changes, including the establishment of the ITV Network Centre, which centralized scheduling and reduced regional variations in programming times following the 1991 franchise auctions that took effect in 1993. During the 1990s, CITV expanded its reach with dedicated weekend programming, starting with Saturday morning slots that extended the strand beyond weekdays, and introduced holiday specials featuring themed marathons and festive competitions. Notable examples included the high-energy game show Fun House, hosted by Pat Sharp from 1989 to 1999, which combined obstacle courses and prizes; the children's adaptation Gladiators: Train 2 Win (1995–1998), where young contestants teamed with adult gladiators for modified challenges; and the creative arts series Art Attack, led by Neil Buchanan from 1990, which popularized large-scale craft projects. These developments marked a peak in output, with CITV averaging over two hours of daily programming by the late 1990s, fostering a diverse mix of live-action, animation, and educational content.

Cutbacks and restructuring (2001–2006)

In , CITV faced significant budget reductions totaling 25% due to a sharp decline in revenues across the television industry, prompting controller Janie Grace to publicly criticize ITV owners Carlton and for underinvestment in children's programming. This led to a marked decrease in original content production, with a greater reliance on repeats and cheaper formats such as video diaries to fill airtime. The collapse of ITV Digital in March 2002, which left the with debts exceeding £1 billion, exacerbated ITV's financial strains and further constrained budgets for non-prime-time programming like CITV. As a result, the strand shifted toward cost-saving measures, including the abandonment of a experiment to "strip" children's shows across weekdays, reverting to weekend blocks that were progressively shortened. By 2003, live in-vision presentation was largely phased out in favor of pre-recorded links, reducing operational costs amid ongoing resource limitations. Prominent series were affected by these cutbacks; for instance, the long-running Saturday morning show ended in December 2003 after five years, citing falling ratings and the need for a refreshed format, and was replaced by Ministry of Mayhem in January 2004. Regulatory scrutiny intensified during this period, with the newly established enforcing quotas requiring ITV to air at least eight hours of original children's programming weekly on , though financial pressures led to proposals for reductions by 2006. The 2004 merger of Carlton and to form accelerated regional consolidation, centralizing production and closing facilities, which streamlined but diminished localized children's content efforts. In preparation for digital expansion, CITV trialed interactive elements through ITV's enhanced services in the mid-2000s, allowing viewers limited engagement like quizzes and polls via red-button functionality on digital platforms, foreshadowing the dedicated CITV channel launch.

Simulcast period (2006–2023)

The CITV channel launched on 11 March 2006 as a dedicated free-to-air digital service, broadcasting from 6:00 am to 9:00 pm daily and primarily featuring repeats of ITV content alongside acquired international programmes. The new channel's weekday afternoon output was as the CITV strand on from 3:00 pm to 6:00 pm, ensuring continuity for analogue viewers while leveraging digital platforms like Freeview for broader distribution. This arrangement marked the beginning of a hybrid model, where the strand and channel shared programming and presentation to maximize audience reach during the transition to . Branding and presentation evolved significantly to reflect modern production techniques and appeal to younger demographics. In 2013, CITV introduced a refreshed identity package with viewer-created animated idents featuring various creatures, such as sharks and frogs, in 16:9 format. Subsequent updates included seasonal themes in 2017, such as bunnies and summer islands, and further character-based idents in 2018. These updates, produced in collaboration with creative agencies, helped maintain CITV's vibrant on-air look amid shifting viewer expectations for engaging visuals. Programming underwent key shifts to adapt to scheduling demands and audience patterns. In September 2010, the CITV strand on transitioned from weekday afternoons to weekend mornings (6:00 am to 9:30 am), simulcasting select channel content to target family viewing times and reduce overlap with prime-time adult programming. The dedicated channel expanded its operations over time, extending broadcast hours to nearly 15 hours daily by 2016 and incorporating more original and acquired shows to fill the schedule. This restructuring strengthened the synergy between the strand and channel, allowing for consistent branding while optimizing linear TV slots. The UK's digital switchover, completed between 2008 and 2012, significantly boosted CITV's accessibility by making the channel available to over 98% of households via Freeview, alongside inclusion in and packages from launch. This transition eliminated analogue limitations, enabling more viewers to access the full schedule without interruption and supporting growth in digital viewership metrics. However, the period faced external challenges, notably the 2020 , which halted production of live studio shows like The Slammer and It's Quiz Time, leading to temporary scheduling adjustments with increased reliance on pre-recorded and acquired content to maintain continuity.

Post-closure transition (2023–present)

On 10 March 2023, ITV plc announced the closure of the CITV linear channel, effective 1 September 2023, as part of a strategic shift to prioritize streaming services for children's content. The decision aligned with the launch of ITVX Kids, a dedicated streaming hub on the ITVX platform, where the majority of CITV's programming would migrate to offer on-demand access tailored to younger audiences. This transition marked the end of CITV's standalone broadcast operations after 17 years, reflecting broader industry trends toward digital delivery. The final day of broadcasting on 1 September 2023 concluded with a selection of classic shows, including an episode of , followed by a farewell promotional loop at 9:00 p.m. that directed viewers to Kids. This signified the cessation of the CITV block on ITV1's weekend mornings, which had been in place since 2006. Beginning 2 September 2023, select CITV content was reintroduced as a morning block on , initially airing from 5:00 a.m. to 9:00 a.m. daily. This was later scaled back, with the slot reduced to approximately 1.75 hours of programming daily starting from June 2025. The move reduced reliance on linear television, adopting an online-first model to better suit viewing habits. The closure was driven by declining linear viewership among children, who increasingly favor on-demand platforms, alongside ITV's efforts to achieve cost efficiencies by consolidating operations under its streaming ecosystem. ITV cited the need to focus resources on interactive, personalized content delivery to engage younger demographics more effectively, while optimizing expenses amid rising broadcast costs. As of November 2025, remains the primary platform for CITV's former content through its Kids hub, offering an ad-free experience via Premium subscription, with occasional linear airings limited to brief blocks on ITV2. There are no plans for a full revival of the dedicated CITV channel, solidifying the brand's evolution into a streaming-centric entity.

Launch and operations of the CITV channel

Planning and development (2000–2006)

In the early 2000s, as expanded in the UK through platforms like ONdigital, and Granada Media— the primary ITV franchise holders—proposed launching a dedicated children's channel to complement the existing CITV programming strand. These initial plans, announced around , aimed to capitalize on the growing multichannel environment by providing a 24-hour service focused on children's content, but they were abandoned following significant budget reductions of approximately 17% to the CITV strand, leaving annual funding at just over £30 million. The concept was revived in the mid-2000s amid ongoing cutbacks to the CITV strand on , prompted by Ofcom's 2005 approval for ITV to reduce weekday children's programming by 15 minutes to address competitive pressures from multichannel options. This regulatory shift, combined with the stability of the Freeview platform following the collapse of ONdigital in 2002, accelerated development of a standalone digital channel. In April 2005, ITV pursued a with Viacom's to create a co-branded channel called (ITV Nickelodeon Kids), intended for launch in November 2005 on Freeview channel 75, but negotiations collapsed, leading ITV to proceed independently. By August 2005, ITV formally announced the CITV channel, targeting children aged 3–15 with a schedule emphasizing blocks, content for 4–9-year-olds, and slots for 10–15-year-olds, including a mix of repeats from the ITV strand and acquired international programming. The channel would operate from 6:00 a.m. to 9:00 p.m. daily, encoded in standard for compatibility with Freeview, cable, and satellite platforms, replacing the short-lived on its frequency. Development included creating new idents featuring animated characters and a refresh, with an initial budget drawn from the broader £100 million children's TV market, prioritizing cost-effective acquired content over original productions. Challenges during this period included fierce competition from the BBC's and , as well as Viacom's Nick Jr. and , which dominated the and pay-TV kids' sectors. Launch delays, originally slated for November 2005 to coincide with , pushed the debut to March 11, 2006, due to the failed Nickelodeon partnership and ongoing adjustments to digital infrastructure stability post-ONdigital. Pre-launch testing occurred via the existing CITV strand on digital platforms like Freeview, allowing ITV to gauge audience response before full rollout.

Broadcast history (2006–2022)

The CITV channel officially launched on 11 March at 9:25 a.m., succeeding the on digital platforms such as Freeview (channel 75), (channel 734), and Homechoice services, marking the transition of the Children's ITV strand into a dedicated digital channel broadcasting from 6 a.m. to 6 p.m. daily. The inaugural broadcast featured the animated series , followed by a lineup of acquired and original content aimed at children aged 6 to 15, with the channel averaging around 100,000 viewers in its core afternoon slot. On 2 November 2009, CITV underwent its first major since launch, introducing a vibrant yellow-themed and idents to align with an expanded budget—the only ITV portfolio channel to receive such that year—enhancing its appeal amid growing from like . This was followed by a significant refresh on 14 January 2013, coinciding with ITV's broader corporate , where CITV adopted a playful "yellowy-orange" and viewer-submitted cartoon idents to foster greater audience engagement. Broadcast hours evolved to meet viewer demand and competitive pressures; by early 2016, CITV extended its schedule to 9 p.m. on satellite, cable, and the ITV Hub streaming platform, adding three hours of evening programming while maintaining 6 a.m. starts on linear TV. Integration with ITV Hub (relaunched as in 2022) allowed and on-demand access to CITV content across connected devices, broadening reach beyond traditional broadcast and supporting via HbbTV standards adopted by ITV in 2016 for features like red-button voting and companion apps. The period from 2010 to 2015 marked CITV's viewership peak, driven by high-profile acquisitions and originals; for instance, the 2015 premiere of attracted over 1.3 million unique UK child viewers in its first weeks across ITV and CITV, underscoring the channel's strong performance in the 6-15 demographic before a gradual shift toward streaming priorities. In response to 2016 EU Audiovisual Media Services Directive updates mandating at least 20% European content in on-demand catalogs, ITV prioritized local commissions on CITV to comply with quotas while enhancing its hybrid broadcast-broadband model.

Closure and final broadcast (2023)

On 10 March 2023, ITV announced a phased closure of the CITV channel, citing the shift toward streaming services amid declining linear TV viewership among children, with a 62% drop in traditional TV watching and a 30% rise in streaming for ages 4-15 since 2019. The plan involved migrating all children's programming to the new Kids hub, preserving the archive for on-demand access while ending broadcast operations. This decision marked the end of the dedicated CITV channel after 17 years, though the broader Children's ITV strand continued in limited form on other ITV platforms. The closure unfolded gradually, with the morning CITV block on concluding on 27 August 2023, after which weekend programming shifted to repeats and other content. Weekday broadcasts on the standalone CITV channel persisted until its final full day on 1 September 2023, featuring a schedule of classic and recent shows to evoke nostalgia. Highlights included reruns of enduring favorites like , alongside episodes of Dare Master, Hotel Transylvania, and The Rubbish World of Dave Spud, with the latter's episode "Night School" serving as the very last program aired. The day's transmission, running from 6:00 a.m. to 9:00 p.m., ended without fanfare, transitioning directly into a handover message directing viewers to for continued access. Following the 9:00 p.m. sign-off on 1 September, the channel slot entered a promotional loop advertising ITVX Kids, emphasizing the availability of CITV's content on the streaming platform. This loop persisted briefly on platforms like Freeview channel 31 before technical cessation, with the slot ultimately repurposed. The move preserved thousands of hours of programming for digital distribution, ensuring classics and originals remained accessible without linear constraints. The closure prompted widespread media coverage highlighting the end of an era for British children's television, with outlets noting CITV's role in shaping generations through shows like and Fingerbiter. Viewer reactions were predominantly nostalgic and bittersweet, with many expressing sadness over losing a shared broadcast experience. Tributes poured in from former presenters, including , whose career began on CITV with Fingerbiter in 1998; he shared, "Forever thankful for everything CITV has given me," reflecting on its foundational impact.

Programming

Original productions

CITV's original productions featured a mix of in-house and co-produced British shows, primarily developed by ITV's production arms and partners to deliver entertaining and educational content compliant with Ofcom's Broadcasting Code, which requires children's programming to protect under-18s and promote suitable values. Early efforts emphasized live-action formats that encouraged creativity and interactivity, with key series like (1990–2007), produced by Central Independent Television and hosted by , inspiring viewers through hands-on art projects and demonstrations. Similarly, (various formats, 1980s–2000s on CITV), originated by and continued by his son Matthew after moving from to ITV in 1968, blended puppetry, comedy, and audience participation, with later iterations produced by and from 2001 onward. In the mid-2000s, as ITV restructured its children's output, productions like Ministry of Mayhem (2004–2006, later retitled Holly & Stephen's Saturday Showdown), created by ITV Productions, offered Saturday morning entertainment with games, music performances, and celebrity guests hosted by figures such as and . This period marked a peak in original content before significant cutbacks; in 2006, ITV closed its in-house children's production department to focus on acquisitions, though some output continued via external partners. By the 2010s, the emphasis shifted toward animated series to align with evolving viewer preferences and cost efficiencies, exemplified by (2006–2019), an adaptation of Francesca Simon's books produced by Novel Entertainment for , which ran for multiple series and emphasized humorous life lessons. ITV Studios played a central role in overseeing these productions, ensuring alignment with Ofcom quotas for original UK content on public service channels, often incorporating educational themes like problem-solving and social skills. Notable spin-offs and specials included CITV-branded holiday episodes of broader ITV properties, such as festive editions of Sooty & Co. (1993–1998), and co-productions like The Rubbish World of Dave Spud (2019–2024), an about environmental themes that transitioned to ITVX streaming post-channel closure. This evolution from predominantly live-action in the 1980s–2000s to animation-heavy formats in later years reflected ITV's adaptation to and reduced linear broadcasting.

Acquired and international shows

CITV's schedule prominently featured licensed programming from international sources, complementing its original content with popular aimed at children aged 6–12. These acquisitions were sourced from global partners, including Japanese studios and American networks, to provide diverse, engaging entertainment that appealed to audiences. One of the longest-running acquisitions was the Japanese Pokémon, which first aired in the UK in 1999 on and became a fixture on CITV from the early 2000s through various series iterations, including in 2016. The franchise's enduring popularity helped drive viewership during weekend mornings and school holidays. Similarly, the Digimon aired in the early 2000s, introducing UK children to digital monster adventures through dubbed episodes from . Another notable acquisition was the co-produced reboot (2015–2020), a collaboration between and New Zealand's Pukeko Pictures, which blended CGI animation with the classic rescue theme and premiered on CITV to celebrate the original series' 50th anniversary. Partnerships with major international broadcasters expanded CITV's offerings. In the mid-2000s, ITV negotiated deals with and to exchange branded content, enabling broadcasts of American hits like SpongeBob SquarePants from (2002–2012) and Phineas and Ferb from , which aired in CITV slots on ITV1. These agreements allowed CITV to feature high-profile US animation without exclusive rights barriers, integrating them into daily and weekend lineups. Dubbed anime and European co-productions, such as the German-Italian series Mia and Me in the 2010s, added fantasy elements with unicorns and elves, often localized for viewers. Acquisition strategies emphasized content suitable for young audiences, with edits to ensure age-appropriateness and integration into themed blocks. The weekend morning strand (2005–2010), broadcast on and CITV, dedicated 90 minutes to imported animations linked by studio segments, showcasing series like those from and to maximize family appeal. Following CITV's linear closure in September 2023, acquired shows transitioned to the streaming platform , where over 1,000 hours of children's programming, including international titles like Pokémon and , became available on-demand in a child-safe profile, reducing reliance on scheduled broadcasts.

Notable programmes and scheduling

CITV's scheduling evolved significantly from its origins as an afternoon strand on the ITV network to a dedicated digital channel, reflecting changes in children's viewing habits and broadcasting regulations. Initially launched on 3 1983 as Children's ITV, the block aired weekdays from approximately 3:00 pm to 5:00 pm and Saturday mornings from 9:25 am, targeting children aged 6-12 with a mix of educational and entertainment content. Over time, extensions like the 1993 shift to a 3:30 pm start incorporated pre-school programming earlier in the day, broadening appeal to younger audiences. Notable programmes from the 1980s, the strand's formative decade, emphasized live-action adventure and variety formats suited to after-school viewing. Key examples included No. 73 (1982–1988), a house-based ; and Knightmare (1987–1994), an innovative fantasy adventure series using virtual reality elements. The 1990s saw a surge in competition and creative shows, often scheduled in afternoon slots to engage school-aged viewers returning home. Standouts were Fun House (1989–1999), a physical challenge game show; (1990–2007), Neil Buchanan's craft-focused programme; Gladiators: Train 2 Win (1995–1998), a children's spin-off action contest; and Finders Keepers (1991–1996), a treasure-hunt . In the , as digital expansion loomed, programming leaned toward animated imports and family-oriented series, with afternoon airings for older children and mornings for preschoolers. Iconic titles included SM:TV Live (1998–2003), a high-energy Saturday morning mix; (2006–2019), based on the popular books; Jungle Run (1999–2006), an outdoor adventure game; and (2002–present), a enduring across formats. The and early featured more diverse, globally influenced content, such as The Rubbish World of Dave Spud (2019–2024), a quirky , and (2015–2020), a modern reboot, often placed in evening slots to capture family co-viewing. Scheduling patterns were designed to cater to age-specific needs, with weekday afternoons (typically 3:00–5:30 pm) reserved for programmes aimed at older children (8-12 years) featuring challenges and narratives like Knightmare or Fun House, while weekend mornings (9:00 am–12:00 pm) targeted younger viewers (3-7 years) with gentler, educational fare such as Sooty sketches or Pocoyo episodes. Holiday periods amplified this structure through extended marathons and specials, particularly around Christmas, where CITV aired themed blocks of festive episodes from long-running series like Art Attack's holiday crafts or Mr. Bean's comedic mishaps, often running from morning into afternoon to fill school break schedules. Cross-era staples bridged these patterns, providing continuity; for instance, Sooty (various runs since 1955) and Art Attack spanned decades in morning slots for broad appeal, while competition formats like Jungle Run recurred seasonally to maintain engagement across age groups. The 2006 launch of CITV as a standalone digital channel marked a pivotal shift, expanding from limited strand hours to a full daily schedule of 6:00 am to 9:00 pm, dominated by repeats of ITV originals and international acquisitions to maximize reach on platforms like Freeview. This allowed for more flexible programming, such as early-morning preschool blocks and late-afternoon tween content, but also highlighted budget constraints by relying heavily on reruns rather than new commissions. Following the channel's closure on 1 September 2023, CITV content transitioned to ITVX Kids, a streaming hub launched in July 2023, where traditional schedules gave way to curated playlists organized by themes, age, and genre—such as "Classic CITV Adventures" featuring Horrid Henry and Mr. Bean episodes, with monthly additions of new titles like ongoing The Rubbish World of Dave Spud. As of June 2025, CITV returned as a reduced morning programming block on ITV2, airing approximately 1.75 hours of content daily from 6:00 am, featuring a mix of repeats and acquired shows. This on-demand model on ITVX, supplemented by the linear block, prioritizes user-selected viewing over fixed timings, retaining the CITV brand for nostalgic collections while adapting to digital preferences.

Reception

Viewership ratings

During its early years as a programming block on ITV in the 1980s and 1990s, CITV benefited from the limited number of children's television options, attracting substantial audiences during peak viewing times for kids' content. BARB data from the era highlights high engagement for family-friendly shows broadcast in CITV slots, though detailed strand-specific metrics are not publicly granular. By the 2000s, as competition from the BBC's CBBC and emerging digital channels intensified, CITV maintained a competitive share of the children's audience during prime afternoon slots. The launch of the dedicated CITV channel in marked a shift, with initial full-day averages placing it ahead of rivals like in child audience share. However, viewership trended downward over the subsequent decades amid broader declines in linear TV consumption among children. By the , average ratings had fallen to under viewers, with final figures reported as less than 5,000 on average in the lead-up to closure. Event-specific broadcasts occasionally boosted figures. Post-2023, following the channel's closure, ITV migrated children's programming to the streaming platform, where kids' content forms part of a larger . overall achieved over 2.7 billion streams in its first year, underscoring the pivot to on-demand viewing, with total streams surpassing 3 billion by November 2025. This decline in linear ratings was driven by digital fragmentation, the proliferation of streaming services, and platforms like , with ITV noting a 62% drop in average time spent by British children on dedicated TV channels since 2019.

Cultural impact and legacy

CITV played a pivotal role in shaping British childhood experiences during the and , fostering a sense of shared nostalgia through flagship programs like , which launched the careers of prominent figures such as and . These shows blended entertainment with light educational elements, creating memorable cultural touchstones that influenced generational viewing habits and propelled presenters into mainstream television success. The channel contributed significantly to diversity in children's programming by incorporating multicultural narratives early on, particularly through episodes of long-running series like , which explored themes of Indian culture and family life in the 1990s. This approach extended into the early 2000s with original productions such as My Life as a Popat, a sitcom depicting the chaotic world of a British-Indian , which highlighted ethnic diversity and received nominations for awards. Such content helped normalize multicultural representation in UK children's media at a time when broader industry inclusion was emerging. CITV's programming earned critical acclaim, including multiple BAFTA Children's Awards; for instance, My Life as a Popat won the Best Drama category in 2005, underscoring the channel's commitment to innovative, inclusive storytelling. Other winners like The Giblet Boys (Best Drama, 2006) and (Best Pre-School Animation, 2006) further cemented its reputation for quality productions. Following its closure in September 2023, CITV's legacy endures through its archival presence on , where classic shows continue to engage audiences via on-demand streaming. Fan communities have mobilized online tributes and discussions, preserving the channel's cultural significance amid the rise of platforms like Kids, which prioritize curated, algorithm-driven content over linear broadcasting. By 2025, CITV exemplifies the societal transition from traditional TV as a communal educator to streaming services as flexible curators of children's media, reflecting broader industry shifts toward digital accessibility.

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  60. https://www.itvplc.com/~/media/Files/I/ITV-PLC-V2/downloads/itv-corporate-responsibility-summary-report-2017-online.pdf
  61. https://www.theguardian.com/media/2010/jan/13/driver-dans-story-train
  62. https://www.theguardian.com/media/2000/jun/12/broadcasting.mondaymediasection1
  63. https://www.theguardian.com/tv-and-radio/2016/nov/20/sundays-best-tv-executed-by-isis-planet-earth-ii-frankie-boyles-election-autopsy
  64. https://www.bbc.co.uk/news/newsbeat-21321230
  65. https://static.bafta.org/files/childrensawardssynopses20082-169.pdf
  66. https://www.campaignlive.co.uk/article/itv-talks-nickelodeon-disney-kids-tv/213452
  67. https://rts.org.uk/article/rip-citv-reflection-10-citv-s-most-iconic-shows
  68. https://www.thetimes.com/culture/tv-radio/article/citv-to-close-this-year-amid-rising-popularity-of-streaming-services-vnkcx9plq
  69. https://www.itv.com/presscentre/media-releases/itvx-one-year
  70. https://senalnews.com/en/data/itvx-reaches-3-billion-streams-setting-a-new-platform-record
  71. https://www.thechildrensmediafoundation.org/wp-content/uploads/2023/06/Childrens-Media-Yearbook-2023.pdf
  72. https://www.youtube.com/watch?v=vKhGx_BNegE
  73. https://publications.parliament.uk/pa/cm200708/cmselect/cmcumeds/36/36we13.htm
  74. https://www.bafta.org/awards/childrens/drama-childrens/
  75. https://www.theguardian.com/media/2006/nov/27/broadcasting.ITV
  76. https://www.thedrum.com/opinion/2023/04/04/how-citv-s-departure-linear-tv-reflects-wider-shift-children-s-media
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