[Brekkie]

Yes, that seems to be the route OFCOM are wanting to go and the most recent consultation is the first when ITV and C4 especially haven't favoured maintaining the status quo. I find it baffling linear chanenls are wanting to increase the length of ad breaks when viewers are getting used to shorter ad loads in the ad-supported on demand content.

Bringing it back to kids TV and POP TV on their linear channels have 22 minute shows in 30 or 31 minute slots (to get around the OFCOM rule on no ads in 30 minute shows) but they also have a streaming channel POP Kids (which now seems to have replaced Pop Player on 208) in 24-25 minute slots, which based on the other FAST channels on ITVX I suspect would also be the case should they launch an ITVX Kids stream. Indeed the Freeview streamed channel has a message when you launch it explaining standard advertising rules don't apply to it as a streamed channel - not sure if that applies to the type of content (i.e. junk food) as well as the structure and length of ad breaks.