[Roger Darthwell]

So if we put then into a chart CITV is right in the middle

Yes but when you consider that CITV has universal coverage it is:

[*]
Comfortably bottom amongst those with universal coverage (CBBC, CBeebies, Pop, Tiny Pop)

[*]Behind two pay TV only channels (Nick Jr and Nick Jr 2)


I can well believe that ITV believe they can do better for children by putting stuff on ITVX and for themselves by using the capacity for a +1.

The ITV2 thing feels like a workaround to ensure they're meeting some license obligations, I suspect nobody will watch it and ITV will kill it off in the medium term (perhaps via ITV4).

I think that ITV can't kill off the ITV2 thing, otherwise it would be against their own licence, also to be fair it's better to have universal coverage but I digress

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Kids are often quick to move on. Indeed, just a couple of weeks ago I overheard a child of 3 asking for ITVX by name.

Some kids are lucky to get access to ITVX, others not so fortunate. It will be the case that since the blocks were scrapped, some kids in households with only one screen and "adults" having new shows for them to watch on BBC1 and ITV will have had to do without.

So very well said!