[nwtv2003]

I feel some here are stuck in the past. ITV aren't going to cut their morning and afternoon lineups in favour of kids programmes. We're in 2023, not 2003.

Indeed, we’re not the demographic for CITV/ITVX Kids. Obviously in an ideal world we would like it the way it was when we were kids, but that’s not the case. 

For anyone who has young children, or know of some within your family (ie nieces, nephews, grandchildren etc) will almost certainly know that most children will watch most TV content via streaming (I’d say YouTube personally), using a tablet or smart phone, but not always. Yes some still watch linear channels, but this is steadily declining.

ITV’s role as a public service broadcaster in this circumstance is to ensure there remains a linear outlet for it. In my view a morning slot on ITV2 (and potential retention of ITV Weekend Breakfast) is sufficient, and I’m sure would also be fine by Ofcom, although having a CITV Channel was solely a commercial decision, not a public service one. 

There’s simply no going back for weekday afternoons, never. They’re probably only using ITV2 breakfast as it probably doesn’t rate that well in the morning, and in Freeview only homes it’s next to Channel 5, which is in Milkshake hours at that time of day.