An as yet unbranded new digital channel targeting children will be launched by ITV on Britain's Freeview platform inside the next six months.
It will rerun content from ITV's existing portfolio of kids programmes, covering drama, entertainment, animation, factual and pre-school areas. Such delights will include My Parents Are Aliens, Art Attack, Thomas the Tank Engine and Angelina Ballerina.
Enthuses ITV director of programmes Nigel Pickard: "This is a great opportunity for ITV to reinforce its position as a valued and trusted provider of children's programming in an increasingly competitive market and to bring ITV to a new generation of viewers."
But Jonathan Lewis, director of digital channels at ITV, cuts straight through the hype and gets down to basics: "We will also reap the benefits of being the only commercial children's channel on Freeview," he says
Ad sales will likely be handed to ITV's GMTV sales team, known for its familiarity with the daytime and children's markets.
Data sourced from Media Week (UK); additional content by WARC staff