In a matter of days a popular ITV channel will close down for good, the broadcasting giant has confirmed. CITV will be axed at the beginning of September to make way for a new children's streaming service powered by ITV - ITV X Kids.
The company reasoned the decision by explaining that CITV had become unprofitable, with children's TV audiences collapsing in recent years.
However, the launch of the new kids streaming service will allow the broadcaster to move with the times and meet new audience needs.
Managing Editor of ITV X said: "We’re really excited to launch this dedicated destination for kids on ITVX, which will be home to a wealth of content including new series, recognisable brands and existing favourites for a range of ages, all in one child-safe area, with editorial curation to guide viewing."Previously ITV has been accused of failing to invest in younger viewers, and in turn failing to build brand loyalty from a young age, reports Birmingham Live.
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