[Neil Jones]

they could have shortened the broadcast hours (cbbc went back to 7pm) but they are still persisting until 9pm. Perhaps the future lies with the ITV Kids brand with all kids content past and present existing on the kids section of itvx. it would be a bit like when cbbc launched and they have old series.

Must be noted that the decision to move back to a 7pm finish probably wasn't CBBC's decision to make.
And of course many other children's channels are pretty much 24/7 now, so its sort of a halfway house.

As for "old series", yeah we've had this discussion. The Old Skool weekend thing was their best viewership of practically all time, but its a given that it would have tailed off and dropped to some unsustainable level viewership wise had it continued, and it would have been replaced with another repeat of Horrid Henry or whatever.

Anyway I'd suspect there are are more complicated issues around shoving "all kids content past and present" on ITVx. It will probably cost money at the very least, and of course ITV don't actually own a lot of it anyway (going back to the earlier discussion, Art Attack on ITVx won't be an option without chucking a load of money at Disney).