[WillPS]

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!

... but there's nothing to air? There's just some artwork in what appears to be part of a pitch/presentation. You can't just pop that in to a playout system.

I think you're looking for patterns where none exist. There's no sign at all that it was ever not the plan to continue using the CITV brand for the children's output they're contractually obliged to put out. There's no reaction to anything, it's just convenient.