[Andrew]

That all follows except for the fact that we have already seen that the network-wide rebrand did, in fact, have ITV Kids branding prepared. At one point, most likely, this was intended to be for a rebranded CITV channel but it could easily have been used for this new service to “fit in better” with ITV 2.

It seems that they decided to keep CITV instead due to the aforementioned nostalgia wave, which was probably a smart move. It’s somehow apt for an old brand to live on to fulfil an old contractual obligation!

I’m not sure it would make sense to bin the CITV brand and introduce a new ITV Kids brand just for it to be used on a small strand on ITV2