[WillPS]

The more I see ITV2’s CITV block, and the seeming lack of promotion for ITVX Kids on ITV’s other channels, the more I feel like ITV don’t actually care about the kids’ stuff on ITVX. 

For me, this seems like ITV saw they could make more money with reruns of Alan Titchmarsh and Ainsley Harriott in the mornings rather than Dave Spud, so they’ve shuttered CITV to make way. ITVX Kids and CITV on ITV2 was just a way to keep Ofcom sweet.

Cost less is probably more the point I'd have thought, repeats of grown up content with adverts sold in line with the rest of their offering is much lower in terms of complexity than filling a handful of hours with an offer distinct from everything else they do. I'm kind of surprised any advertising is being sold for this unadvertised ITV2 strand but I guess it's probably being packaged with ITVX inventory. 

If they can eventually get away with not doing Childrens content at all, then I agree that it probably where they will get to.