ITV will close its dedicated CITV television channel during autumn 2023 as the broadcaster shifts its children’s programming towards online streaming through ITVX Kids.

The closure will mark the end of a major chapter in British children’s television history after more than four decades of the Children’s ITV brand appearing on UK television screens.

ITV confirmed that children’s content currently shown on the CITV channel will gradually move onto a dedicated kids section within the ITVX streaming platform.

The broadcaster said the move reflects major changes in viewing habits as younger audiences increasingly move away from traditional scheduled television towards on-demand streaming services.

The History of CITV

CITV originally launched in January 1983 as “Children’s ITV”, a weekday afternoon programming block shown on the ITV network.

For generations of British children, CITV became one of the defining parts of after-school television during the 1980s, 1990s and 2000s.

The block competed directly with BBC children’s programming and eventually developed its own distinctive identity and style.

Over the years, CITV became home to many iconic programmes including:

• Art Attack
• Fun House
• Knightmare
• Jungle Run
• My Parents Are Aliens
• Horrid Henry
• The Worst Witch
• SM:TV Live
• Rosie and Jim
• Sooty
• Rainbow

The Children’s ITV brand gradually evolved into simply “CITV” during the 1990s as the presentation style modernised.

In March 2006, ITV expanded the brand into a full-time dedicated digital television channel available on platforms including:

• Freeview
• Sky
• Freesat
• Virgin Media

For many younger viewers, the 24-hour CITV channel became their main introduction to children’s television on digital TV platforms.

Why ITV Is Closing CITV

ITV said the decision reflects dramatic changes in viewing behaviour among younger audiences.

According to ITV, viewing of traditional children’s TV channels by 4–15 year olds had declined significantly in recent years as children increasingly watched content through:

• YouTube
• Netflix
• Disney+
• Tablets
• Streaming apps
• On-demand services

ITV stated that children’s viewing minutes for broadcast kids channels had fallen by around 62% since 2019.

The broadcaster believes the future of children’s programming now lies primarily in streaming rather than traditional linear television channels.

ITVX Kids Will Replace CITV

Instead of the traditional CITV channel, ITV will launch ITVX Kids as part of its ITVX streaming service.

The new platform will provide a dedicated child-safe area featuring:

• Existing CITV favourites
• New original programming
• Preschool content
• School-age children’s programmes
• On-demand viewing

ITVX Kids is expected to launch during summer 2023 before the CITV channel closes in autumn.

Some children’s programming will also continue appearing on ITV2 during morning hours, while preschool programmes under the “LittleBe” branding will remain on ITVBe.

End of an Era for Broadcast Children’s TV

The closure of CITV represents another major shift away from traditional broadcast television in the UK.

For decades, children’s television blocks formed a central part of British TV culture, with many viewers growing up around fixed after-school schedules.

However, younger audiences now increasingly prefer watching content on-demand whenever they choose rather than following scheduled programming.

Online reactions to the announcement described the closure as “the end of an era”, with many viewers expressing nostalgia for classic CITV shows and presenters.

Explaining their decision, ITV bosses revealed the the average amount of broadcast TV minutes of kids TV channels watched by 4-15 year olds per week has declined by 62% since 2019.

Craig Morris, Managing Editor of ITVX said: ‘We’re really excited to launch this dedicated destination for kids on ITVX, which will be home to a wealth of content including new series, recognisable brands and existing favourites for a range of ages, all in one child-safe area, with editorial curation to guide viewing. Content will be available to stream for free, with the option for parents to choose ad free viewing, through a subscription to ITVX Premium.’

The launch is set to begin in July and will be rolled out over the school summer holidays, and the CITV channel will cease operations in the autumn.