ITV's renowned children's channel, CITV, is set to end its broadcast next month, marking the conclusion of its 40-year run. Over the years, CITV has been the broadcasting home for several iconic children's shows, including "Art Attack," "My Parents are Aliens," "Danger Mouse," and "Rainbow." The decision to shut down the channel comes as ITV prepares to expand its new children's streaming service, ITVX Kids, which was introduced in July.
Recent data highlighted a significant shift in viewership patterns, with the average broadcast TV minutes watched by children aged 4-15 dropping by 62% since 2019. This decline in traditional TV consumption among the younger audience has prompted ITV to adapt to the changing landscape.
In an official statement to Sky News, ITV explained, "In response to the evolving ways in which children and their parents access content, and as part of our new streaming strategy, the CITV broadcast channel will cease operations after the summer holidays on 1st September." The new ITVX Kids platform is poised to replace CITV and aims to bolster its streaming offerings. The service will provide over 1,000 hours of diverse programming, encompassing genres from comedy and game shows to animation and sports.
Viewers can look forward to a mix of new and familiar shows on ITVX Kids, including "Lloyd of the Flies," "Lily's Driftwood Bay," "Claude," "Mumfie," "Mystery Lane," "Mr Bean," "Teletubbies Let's Go," and "Bob the Builder."
Craig Morris, the managing editor of ITVX, expressed his enthusiasm about the new venture earlier this year, stating, "We're thrilled to launch this dedicated destination for kids on ITVX. It will serve as a hub for a plethora of content, including new series, established brands, and beloved favorites, all housed in a secure environment for children. Moreover, the content will be available for streaming at no cost, with an ad-free viewing option available through an ITVX Premium subscription."