CITV Channel

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The CITV Channel is a British children's TV station from ITV plc and the Channel 3 breakfast licensee GMTV (6am-9:25am). The channel is aimed at children under 9 years old, showing content from the current CITV library, as well as commissions and acquisitions. [link]

The channel airs from 6am (0600) to 6pm (1800) daily.

The channel launched on 11 March 2006 at 9.25am (with Holly & Stephen's Saturday Showdown) on Freeview, Homechoice and Telewest. It also launched on Sky Digital on 8 May 2006 on EPG 624, and NTL on the 6th June on EPG 72/602. The Freeview distribution of the channel timeshares the bandwidth allocated for ITV4 as it runs in the time the channel does not show programming.

Contents

1 Leading up to launch

1.1 Logo Change
1.2 Slogans

2 Ratings
3 Programming
4 Web Launch
5 See also
6 External links

Leading up to launch

The original launch date of the channel was set for 11 February, but this was pushed back by four weeks as a result of problems "clearing the digital rights to children's programming" and "comprehensive" re-branding [link]. Coincidently, 11 February was the same date as the launch of the rival CBBC Channel in 2002. Promos for the channel began on 20 February, including an online countdown clock, running to the channel's launch date.

As has become standard for Freeview Channel launches, the channel was allocated an EPG number well before transmission started. Initially, a static 'coming soon' graphic was shown, followed by a preview video loop running from late February 2006 until the launch. [link]

Logo Change

It was apparent ever since the first advertisements appeared that the CITV logo had been redesigned to match ITV's new corporate image, even using the same font as the logos for the rest of ITV plc's channels. The logo centres around the large 'C' and is coloured with two distinct palettes depending upon the nature of the programming - there is a cream/beige look for younger children's/preschool programming and red and navy blue 'comic book' scheme for older/schoolchildren's output.

Slogans

Slogans used during the build-up to the launch of the new channel, and in on-screen continuity since, have included 'It's massive!', 'It's gonna be monster!', and for the preschool strand 'As big as their imagination' - all phrases suggesting the sheer scale of the new channel.

Ratings

The CITV Channel launched with a full day average of 33,000 viewers and a 2.5% share. This put it ahead of its major commercial rivals Cartoon Network (20,000, a 1.5% share), Boomerang (28,000 a 2.1% share) and Nickelodeon (26,000 a 2.0% share). The channel peaked at 4.30pm with Bratz gaining 51,000 viewers and a 3.6% share.[link]

The channel took a 0.2% audience share in its first week compared to: CBBC 0.6, Cartoon Network 0.4, Boomerang 0.4% and CBeebies 1.4%.

It's overall ratings share for March 2006 was 0.1%, by April 2006 this had risen to 0.2%.

Programming

Programming between 6.00 and 9.25am is controlled by GMTV, who, having rebranded the vast majority of their GMTV1 and 2 children's output as CITV, now use the space to simulcast their Wakey! Wakey!, Toonattik and Action Stations! strands from GMTV1 at weekends and GMTV2 on weekdays. [link] ITV takes over at 9.25, controlling the rest of the day's programming, although GMTV is reported to be handling advertising sales for the entire output.

ITV's output for the new channel includes many well-established shows from the long-running afternoon slot on ITV1, as well as several new programmes exclusive to the CITV Channel. On weekdays, the channel broadcasts mainly preschool programming in the day (except during the school holidays), and programmes for schoolchildren in the late afternoon and early evening.

The CITV channel aired the last 3 weeks of Holly & Stephen's Saturday Showdown exclusively on Saturday mornings before the show ended on Saturday 1st July 2006. The channel had previously simulcast the show with ITV1 before spin-off show Holly & Stephen's Saturday Showdown: Extra aired at 11:30am.

Some of the shows on the CITV Channel are sourced from different networks; Mucha Lucha is from Cartoon Network, while Avatar, Rugrats, and Drake and Josh (and others) are from Nickelodeon. GMTV's morning output on the channel is largely produced by Disney. The link to all the programmes shown can be found at the external links section.

Web Launch

CITV counted down to the launch of the new service on their website, complete with a caption showing the Freeview number (75) underneath it. Since the launch the website has been revamped to tie in with CITV's new logo and colour scheme.

External links

[itv.com - CITV]

ITV
British television | Channels

Regions North Scotland: Grampian Television | Central Scotland: Scottish Television | Scottish/English Border: Border
North and North West England: ABC, Granada | North East England: Tyne Tees | Yorkshire: Yorkshire | Northern Ireland: UTV
Wales and the West of England: TWW, WWN, ITSWW, HTV | Midlands: ATV, ABC, Central | East Anglia: Anglia
London: Rediffusion, ATV, Thames, LWT, Carlton | Southern England: Southern, TVS, Meridian
South West England: Westward, TSW, Westcountry | Channel Islands: Channel Television

Breakfast: TV-am, GMTV | Teletext: ORACLE, Teletext Ltd.
News: ITN, ITV News Sport: ITV Sport

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