The closure of CITV marks the end of one of the most recognisable eras in British children’s television. For over four decades, CITV – short for Children’s ITV – was a staple of after-school viewing, weekend mornings, and later its own dedicated channel.

But now, with the final shutdown of its remaining programming block on ITV2 in April 2026, the brand has effectively disappeared altogether, replaced by a digital-first strategy centred around ITVX and its children’s hub, ITVX Kids.

CITV originally launched in 1983 as a weekday afternoon block on ITV, designed to capture the attention of children returning home from school.

In 2006, CITV evolved into a full 24-hour channel, allowing ITV to compete more directly with dedicated children’s broadcasters.

CITV was home to some truly iconic shows that defined childhood for millions, spanning both light entertainment and more ambitious storytelling. One of the most memorable was SMTV Live, a Saturday morning staple known for its chaotic humour, sketches, and the chemistry between presenters like Ant McPartlin, Declan Donnelly, and Cat Deeley. Alongside it, shows like Art Attack, My Parents Are Aliens, and The Worst Witch helped shape CITV’s identity, blending creativity, comedy, and storytelling. At the same time, CITV also pushed boundaries with more mature, intelligent programming such as Press Gang, a critically acclaimed drama created by Steven Moffat. Following a group of young journalists, it tackled complex themes rarely seen in children’s TV and helped launch the career of Julia Sawalha. Together, these programmes weren’t just filler content—they became cultural touchstones, showing the breadth and quality that CITV once offered, and helping explain why its closure resonates so strongly with those who grew up watching it.

However, the media landscape was already beginning to shift. The rise of on-demand viewing, streaming platforms, and YouTube gradually eroded the dominance of traditional linear television—especially among younger audiences. ITV’s response came in 2023, when it closed the CITV channel and moved its content to ITVX Kids, a dedicated section within its streaming platform.

To soften the transition, ITV retained a CITV-branded children’s block on ITV2, airing in the early morning hours. But even this felt like a reduced presence compared to its former prominence. The timeslot was shortened over time, and by April 10, 2026, that final link to traditional broadcast TV is set to disappear completely—bringing an end to the CITV name after 42 years.

The decision to move entirely to ITVX Kids is, in many ways, understandable. Children today consume content very differently from previous generations. Streaming allows for on-demand access, personalised recommendations, and binge-watching—features that traditional TV simply cannot match. From a business perspective, consolidating content into a digital platform reduces costs and aligns with modern viewing habits.

Yet, this shift also raises questions. One of the most obvious comparisons is with the BBC, which still operates two dedicated children’s channels: CBBC and CBeebies. These channels continue to provide scheduled programming, a sense of routine, and accessibility for households that may not rely heavily on streaming services.

In contrast, ITV’s move feels like a retreat from the traditional children’s TV space. While ITVX Kids may offer a wide library of content, it lacks the shared, communal experience that linear TV once provided. There is something intangible about switching on the TV at a set time and discovering what’s on—a simplicity that streaming often replaces with endless choice and decision fatigue.

There are also accessibility concerns. Not all households have reliable internet access or multiple streaming devices, and for younger children in particular, the curated nature of linear channels like CBBC and CBeebies can be beneficial. The absence of a dedicated ITV children’s channel arguably reduces competition in the sector, leaving the BBC as the primary provider of free-to-air children’s programming in the UK.

Looking ahead, the future of children’s television appears increasingly digital. ITVX Kids is likely to expand its catalogue and may invest in exclusive content to attract younger viewers. However, critics argue that ITV has already reduced its commitment to original children’s programming in recent years, relying more on acquisitions than homegrown productions.

At the same time, even the BBC is exploring a more digital-first future, with discussions around eventually shifting CBBC content to iPlayer, although for now, its linear channels remain in place.

Ultimately, the closure of CITV is more than just the end of a TV brand—it represents a broader transformation in how children engage with media. For many, it will feel like the loss of a shared cultural experience, one that defined childhood for generations. Whether ITVX Kids can truly replace that legacy remains to be seen, but one thing is certain: the era of traditional children’s television, at least on ITV, has come to a definitive end.