[Brekkie]

They've had the ITVX Kids FAST channel since last year. I don't see any point in duplicating that.

That is aimed at older kids though. I'd have thought they'd be more value in a FAST channel for younger kids where parents just want something in the background to keep them occupied rather than to be selecting shows on demand or playing out one series of the same show.

Little Be was a nice little brand though but I do wonder how aware parents of young kids might have been of it, especially if they never watched ITVBe. I don't think I ever saw it advertised on the main channel even though CITV and ITVBe was quite regularly.