ITV to launch digital commercial kids channel on Freeview

by Sam Matthews, Brand Republic 18-Aug-05, 08:30

LONDON – ITV is to launch the UK's first free-to-air, digital commercial children's channel on Freeview within the next six months.

The as-yet-unnamed channel will include ITV's existing slate of kids' programmes, such as popular animation shows 'Angela Ballerina' and 'Engie Benjy', entertainment shows like 'Art Attack', as well as factual and pre-school programmes.

ITV also announced it will be looking to expand its presence in the children's market through a raft of new programme acquisitions and commissions.

Estelle Hughes, editor of CiTV, will expand her existing role to take editorial responsibility for the channel.

Jonathan Lewis, ITV's director of digital channels, said ITV will reap the benefits of being the only commercial kids channel on Freeview.

"A dedicated kids channel will enable us to fully exploit our existing library of quality children's programming and build valuable brands around new properties such as Granada's 'Pocoyo,'" he said.

The move will see ITV begin to challenge the BBC in the digital children's TV market. The BBC has two children's channels with its pre-school offering Cbeebies and its service for six- to 12-year-olds CBBC.

Nigel Pickard, director of programmes for ITV, said: "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."

Sales for the new channel will be handled by GMTV.

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