[interestednovice]

Yes, I agree it was likely concept work although what we ended up seeing as final on other ITV network channels matches very closely to the rest of the concept slideshow - so it was all pretty well developed. There’s no reason ITV couldn’t end up airing the (what was originally) concept work, if they liked it!

I agree that there would have been no point in a new brand, unless it was to tie-in with a new website separate from ITV X, or possibly as a differently-branded sub service of ITV X. Clearly somebody decided that pushing ITV X as a standalone service with everything under one brand was the way to go, so to avoid detracting from that strategic vision ITV X Kids content is not branded any differently.

Hence CITV then becoming the obvious brand to use on ITV 2, especially as the channel closure has attracted attention to CITV lately.

Continuing with a CITV strand allows ITV to easily assuage complaints too, as they can clearly demonstrate that the channel has simply “turned into” a strand alongside a beefed up ITV X offering which caters to “how children consume media today”.