The iconic children’s television brand CITV is officially ceasing all linear broadcasts. The final morning programming block is scheduled to air on ITV2 on April 10. The move comes as broadcasters face an industry-wide macro-crisis. Younger audiences are rapidly abandoning traditional terrestrial television for digital streaming platforms. While the standalone CITV channel closed in September 2023, this upcoming cessation marks the permanent, definitive end of the brand on terrestrial airwaves.
Viewing habits are drastically shifting. Network executives are restructuring everything to remain viable. A detailed report confirms the closure of this 42-year broadcasting legacy. CITV defined British childhoods with classic shows like Art Attack, My Parents Are Aliens, and Tots TV. It also launched the mainstream careers of major presenters including Holly Willoughby, Cat Deeley, and Stephen Mulhern. The brand originated in 1980 before expanding into a dedicated free-to-air channel in 2006.
This decision triggers a complete paradigm shift in the youth entertainment broadcasting strategy. ITV is abandoning scheduled children’s television. They are moving to a 100% digital, online-only distribution model via ITVX Kids. The fallout impacts competitors directly. Rival network CBBC is slated to pick up a portion of CITV’s legacy programming. The remainder of the vast library will sit exclusively behind the ITV streaming interface. Scheduled after-school viewing is officially dead.