ITV to launch new children's channel

ITV is launching a new dedicated children’s channel, it announced today.

The digital, free-to-air channel, will be available on cable and digital platforms, including Freeview, and will launch within the next six months.

It will feature new acquisitions as well as ITV’s existing slate of children’s programming.

The name of the new channel has not yet been confirmed.

ITV is also launching another digital channel ITV4, this year, which is orientated at 22 to 45-year-old men, to join up-and-running channels ITV2 and ITV3.

ITV’s Director of Programmes Nigel Pickard 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.”

ITV’s Director of Digital Channels Jonathan Lewis said: “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.

“We will also reap the benefits of being the only commercial children’s channel on Freeview.”