The CITV Chronicle
An academic exploration of the iconic brand's 40-year journey, from a simple afternoon programming block to a digital-first streaming hub.
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Brand Overview
Defining CITV
CITV, an acronym for Children's Independent Television, represents a significant and long-standing brand in British children's broadcasting. It originated on 3 January 1983 as a late afternoon programming block on the ITV network, specifically curated for an audience aged 6–12. For four decades, it served as a cultural touchstone, introducing networked in-vision continuity that unified the children's programming across ITV's regional franchises.
The Digital Transition
In a strategic pivot reflecting contemporary media consumption habits, the dedicated CITV channel ceased broadcasting at 9:00 PM on 1 September 2023. This closure marked the end of an era for linear children's television on ITV. The brand's content and identity were migrated to a new digital-first home, ITVX Kids, a dedicated hub on the ITVX streaming service. The CITV brand continues to exist as a morning programming block on the ITV2 channel, sourcing its content from the ITVX library.
Corporate & Technical Profile
Owned and operated by ITV plc through its ITV Digital Channels division, CITV's journey reflects the broader consolidation of the ITV network. Presentation and operations, initially handled by various regional studios, were eventually centralized. The standalone CITV channel, launched on 11 March 2006, broadcast primarily in standard definition, with an HD simulcast available only on select online platforms. Its closure and transition to ITVX and ITV2 signify ITV's strategic response to the decline of linear channel viewership among younger audiences.
A Four-Decade History
The Precursor: 'Watch It!' (1980–1982)
Prior to CITV's formation, the children's block on ITV was branded as 'Watch It!', launching on 29 December 1980. This was ITV's first major effort to create a more coherent children's schedule, prompted by concerns from the Independent Broadcasting Authority (IBA) about inconsistent programming. However, the 'Watch It!' branding was implemented regionally, with each ITV company using its own local announcers, lacking the unified national identity that would later define its successor.
The Birth of Children's ITV (1983–1987)
On 3 January 1983, Children's ITV launched, introducing networked continuity links. These segments, played out nationally from ITV Central's facilities, were initially pre-recorded in a small London studio. The format featured a rotating cast of presenters, often stars of the shows being broadcast, creating a cohesive viewing experience. Early sets included a memorable rocket ship design. However, the pre-recorded nature of the links often led to on-air technical issues, such as programmes being cued incorrectly.
Going Live & The Stonewall Era (1987–1991)
In a direct response to the success of the BBC's live 'Broom Cupboard', Children's ITV transitioned to live presentation in June 1987 from ITV Central's Birmingham studios. Presenters like Gary Terzza and Debbie Shore brought a new level of flexibility and immediacy. In 1989, the production contract was awarded to the independent company Stonewall Productions, which moved away from a fixed studio set, utilizing various locations within Central's headquarters and introducing a team of presenters including Clive Warren and the puppet Scally the Dog.
Central's Return & The Golden Age (1991–2001)
Central regained the contract in 1991, initially with presenter Tommy Boyd. A significant shift occurred in 1993 under controller Dawn Airey, who moved to out-of-vision continuity provided by Steve Ryde, accompanied by animated characters. This period saw the informal adoption of the "CITV" name. In 1998, new controller Nigel Pickard revitalized the brand, reintroducing live in-vision presentation with Stephen Mulhern and Danielle Nicholls. This era is often considered a golden age, marked by the commissioning of highly successful entertainment shows for an older audience, most notably the Saturday morning powerhouse SMTV Live.
Cutbacks and Consolidation (2001–2006)
The early 2000s were a period of significant challenge. An advertising recession led to severe budget cuts, prompting public criticism from CITV controller Janie Grace. The consolidation of ITV into a single plc led to the closure of the Birmingham presentation facilities, with operations moving to Granada in Manchester. In-vision presentation was permanently dropped in August 2004. Further pressures, including an impending ban on 'junk food' advertising and rising competition, led to the closure of ITV's in-house children's production unit in 2006, effectively ending original programming from within ITV itself.
The Dedicated Channel Era
Genesis of a Channel
The concept of a standalone CITV channel was discussed as early as 2000 but was delayed by budget cuts. By 2004, with children's programming becoming a "minnow in a sea of twenty channels," ITV plc greenlit the project. An initial plan for a joint venture with Nickelodeon, to be called "INK" (ITV Nickelodeon Kids), was announced in 2005 but ultimately collapsed due to disagreements over branding and structure. Consequently, ITV decided to proceed with a wholly-owned channel, paving the way by closing the ITV News Channel to free up broadcast capacity.
Launch and Operation (2006–2022)
The CITV channel launched on 11 March 2006, broadcasting daily from 6:00 AM to 6:00 PM. It served as the primary home for ITV's children's content after the weekday afternoon block on ITV1 was axed in 2007. The channel underwent several rebrands to align with the main ITV corporate identity. A notable highlight was the "Old Skool Weekend" in January 2013, celebrating the brand's 30th anniversary with archive programming, which drew the channel's highest-ever ratings. In 2016, broadcast hours were extended to 9:00 PM, but later that year, the dedicated in-house creative unit was disbanded, signaling a shift in priorities.
Final Broadcast and Legacy
On 1 September 2023, the CITV channel ceased broadcasting. The final programme aired was an episode of The Rubbish World of Dave Spud. The closure marked a definitive shift in ITV's strategy for children's content, moving from a linear broadcast model to a streaming-centric approach with ITVX Kids. The CITV brand, however, was preserved and repurposed for a new daily morning block on ITV2, ensuring its name continues to have a presence on broadcast television while its extensive library finds a new home on-demand.
Iconic Programming
Commissioning Strategy
Throughout its history, CITV's programming strategy evolved to meet audience demands and budgetary realities. In its heyday, it was a major commissioner of original content across multiple genres, including drama (Children's Ward), game shows (Fun House), and animation (Count Duckula). Later, the CITV channel relied more heavily on acquisitions and repeats, though it still commissioned notable hits like Horrid Henry and the modern revival Thunderbirds Are Go. The programming slate consistently aimed to provide a mix of entertainment, education, and drama for its core 6-12 year old demographic.
Audience & Ratings Analysis
Viewership Performance
Upon its launch in March 2006, the CITV channel performed competitively, achieving an average of 33,000 viewers and a 2.5% share of the child audience, placing it ahead of established commercial rivals like Cartoon Network and Nickelodeon at the time. Its audience share grew steadily in its first few months of operation. The channel's all-time ratings peak occurred during its 30th anniversary "Old Skool Weekend" on 6 January 2013, when a nostalgic broadcast of the classic animation Danger Mouse attracted an impressive 578,000 viewers, demonstrating the enduring legacy and cross-generational appeal of its archive content.
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References
References
- At this point, there was only one "ITV" channel in any given area - transmitter overlap and split weekday/weekend franchises aside - and "ITV" was solely a generic/collective name for the various regional commercial television stations.
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