New kids plan for ITV?

Children?s programming could be set for a shake-up with the launch of ITV 4 in November, which will have a daytime schedule dedicated to children?s shows.
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By Ronnie Dungan

Children?s programming could be set for a shake-up with the launch of ITV 4 in November, which will have a daytime schedule dedicated to children?s shows.

Set for launch on November 1st the channel will feature an evening schedule dominated by male-oriented adult programming and is expected to replace the broadcaster?s Men and Motors channel. The daytime slots, however, will be filled with children?s programmes.

With OFCOM relaxing ITV?s public service commitment to children?s programming from 11.5 hours to eight hours a week, there has been continued speculation that ITV1 would drop children?s programming altogether, finding a home for it on the new channel.

Industry watchers believe the channel will, instead, work in tandem with ITV1, with the hope among advertisers being that it will schedule simulcast programming, increasing the potency of advertising spend. However, the fear is that children?s programmes are simply being used as an easy solution to the problem of filling ITV 4?s daytime schedule.

One source told ToyNews: ?If I was them I would go down the simulcast route. If they did it properly it would really make life difficult for channels like Jetix, Trouble and so on.?

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