[g1ngerj0sh]

It's on the second page of both Sky and Virgin's channel guides (Channel 118 on Sky, Channel 115 on Virgin). It is still very prominent enough to access as a channel

OK, 2nd page. but most kids who do use EPGs tend to go straight to the kids section. I guess it's ok if it appears in the SkyQ kids pages but most won't probably choose to scan through the general section. Sky showcase tended to show sky kids content and that was on the first page. if like Trouble it was targeting older then the general section makes sense. LittleBE makes sense as it would likely be Mums choosing the channel to watch. For prominence, ITV1 probably would have made more sense but I guess they want flexibility in the scheduling. come to think of it is there any requirement in the channel 3 licence for kids content?

Well, from whats said, the block wont just air on weekends, and so having it on ITV1 wouldnt be plausible due to all the Daytime programming. Whereas ITV2 is only other suitable channel available, considering ITVBe has LittleBe and 3/4 wouldnt work.