[WillPS]

You’ve now got a more mature brand identity sat there in awkward silence at the end of promos, and even in that promo ad they’ve done the absolute bare minimum for the branding at the end of it - what was the thinking behind that?

Surely the easiest way to go about it would’ve been carrying over the CITV brand into ITVX instead of doing away with it altogether right? I really don’t think the ITVX branding is appropriate or engaging enough for a younger audience. If they’d even swapped the navy with the neon green and focused on that for the kids service then that would’ve been better… but it doesn’t even look like they’ve put any deep thought or consideration into it. Bleh.

It's a channel they don't care about with an audience they don't really care about retaining in any way shape or form, I suspect is the answer.

I doubt we'd be getting even these token efforts if they didn't have an obligation to provide something at breakfast time still (and I presume that'll be as unpromoted as you can imagine in order to justify dropping that requirement in time).

I agree it would have made sense to absorb the CITV brand as an ITV X offer, if they genuinely saw Childrens output/streaming as a part of their value proposition longer term.