citvCITV (Children’s ITV) is a TV station from ITV Digital Channels Ltd, a division of ITV plc. The channel is aimed at children under 12 years old, broadcasting content from the current CITV library, as well as commissions and acquisitions. The CITV channel currently broadcasts from 06:00 to 18:00, however the channel broadcasts a Teleshopping strand weekday mornings between 06:00 and 06:30.

Programming between 06:00 and 09:25 is controlled by ITV Breakfast, who, having rebranded the vast majority of their GMTV1 and 2 children’s output as CITV, now use the space to simulcast their programming at weekends on the ITV Network and CITV Breakfast on weekdays. ITV takes over at 09:25, controlling the rest of the day’s programming.
When it first launched, GMTV used to sell all the airtime for the channel, making it the first ITV plc-owned channel not to be sold by the in-house sales team. Airtime sales have now been taken back in-house by ITV.

ITV’s output for the channel includes many well-established programming from the long-running afternoon slot on ITV, such as My Parents Are Aliens, Jungle Run, Art Attack, Pokemon, and others, as well as new programming for the channel, such as Horrid Henry, Bookaboo and The Cool Stuff Collective. On weekdays, the channel broadcasts mainly preschool programming in the day (except during the school holidays), and programmes for school children in the late afternoon and early evening to cater for the available audience.

The CITV channel aired the last three weeks of Holly & Stephen’s Saturday Showdown exclusively on Saturday mornings before the show ended on Saturday 1 July 2006. The channel had previously simulcast the show with ITV before spin-off show Holly & Stephen’s Saturday Showdown: Extra aired at 11:30 exclusive to the channel. Some of the programmes that air are sourced from different networks. ITV Breakfast’s morning output on the channel and the weekend block on ITV1 is largely produced by Disney, Nickelodeon and Cartoon Network. On some occasions, the channel has repeated archive animated programming dating as far back as the early 1990s, including The Adventures of Paddington Bear, Rupert, The Wombles and Wolves, Witches and Giants.


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