CITV Brand Ends After 42 Years as ITV2 Children's Block Signs Off
The CITV brand, a fixture of British children's television for 42 years, came to an end on Friday as its final programming block on ITV2 broadcast for the last time, drawing a close to a chapter of UK broadcasting history that shaped the childhoods of generations of viewers.
The block, which had been airing on ITV2 since September 2023 following the closure of the dedicated CITV channel, signed off on Friday morning. Some of its programming will transfer to CBBC, while the remainder will be available on the ITVX Kids streaming hub.
Background
CITV — Children's Independent Television — launched on 29 December 1980 as "Watch It!" before being rebranded in 1983. For decades it was a beloved afternoon fixture on ITV, home to iconic programmes including Art Attack, My Parents Are Aliens, Tots TV, and Fraggle Rock. The brand became synonymous with after-school viewing for millions of British children.
The dedicated CITV channel, launched on Freeview in 2006, ceased broadcasting in September 2023 as ITV shifted its children's content strategy towards streaming. The weekend morning block moved to ITV2, continuing to use the CITV branding, but that too has now come to an end.
Key Developments
ITV's decision to end the CITV brand on linear television reflects the broader shift in children's media consumption towards on-demand streaming platforms. The broadcaster has invested in ITVX Kids as its primary vehicle for children's content, offering animated series and live-action programming accessible at any time.
Some CITV programming has been acquired by CBBC, ensuring that certain beloved shows will continue to reach young audiences through the BBC's children's channel and BBC iPlayer. ITV will continue to offer children's content under the ITV Kids and ITV Little Kids labels on ITVX.
The end of CITV has prompted an outpouring of nostalgia on social media, with viewers sharing memories of the programmes that defined their childhoods. The brand's 42-year run represents one of the longest continuous children's television brands in British broadcasting history.
Why It Matters
The closure of CITV marks a significant moment in the evolution of British broadcasting. Linear children's television has been in long-term decline as streaming services have transformed viewing habits, particularly among younger audiences. The end of CITV is emblematic of a wider shift that has seen traditional broadcast slots give way to on-demand platforms.
For many British adults, CITV represents a powerful piece of cultural memory — the programmes, the presenters, and the distinctive afternoon slot that marked the transition from school to home. Its passing will be mourned by those who grew up with it.
What's Next
ITV has signalled its commitment to children's content through ITVX Kids, and some former CITV programming will continue to be available through CBBC and BBC iPlayer. The question of whether linear children's television has a future in the UK remains open, as broadcasters continue to adapt to changing audience habits.
For more on the end of CITV, see Metro's coverage of the CITV closure.
