[Brekkie]

I think the difference now to a decade ago is the afternoon slot is something much of the young adult audience won't now remember, never mind the child audience. Even the parents of the CITV audience today likely grew up with the channel rather than the slot, so arguably marking the anniversary of something that ended around 17 years ago makes little sense.

In addition as time passes and the big successes of your existence are from longer and longer ago the inclination is to draw less attention to how much less of an impact the brand has made in recent years. Think that is part of the reason the C4 40th was relatively low key compared to the 25th and 30th - it's more celebrating a bygone era than what the service is today.