[interestednovice]

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.

Indeed!

I somewhat assumed that the ITV Kids rebrand package originally intended for CITV (which was part of the package designed for all the other channels) was going to be adapted into distinct ITV X Kids branding for use on linear and across the ITV X website as a separate site area.

Obviously this was initially junked once ITV decided to close CITV instead, but the lack of adaptation of ITV X for the audience is a missed opportunity. They could have made it much more useful for children because, as others have said, it’s not that easy to navigate for kids. The BBC have a Kids profile by default on iPlayer and ITV probably should have done the same.

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Very likely yes, from tomorrow these will be used as fillers

Speaking of, there appears to be more fillers and less adverts airing today, for obvious reasons

Maybe they sold tailored advertising up to the 31st of August and today is an “extra day” with only non-targeted network quota ads and promos to fill out the last day?

That sort of links with the earlier point, already raised by others, that perhaps there were contractual requirements around the CITV branding and possibly not diverting the audience away from the linear outlet with the targeted ads up until the end of yesterday?