CITV Minis animated by The Brothers McLeod
Thu, Oct 1st 2009, 10:07
Reprinted from Broadcast
CITV to split target audiences with preschool strand launch
1 October, 2009 | By Katherine Rushton
ITV is to launch a dedicated preschool strand hosted by animated ‘acorn-like’ creatures to differentiate it from the main CITV brand, which will now target older kids.
Mini CITV will target under fives from 9.25am to 3pm on term-time weekdays, while CITV shows aimed at five-to 10-year-olds will run at weekends or during school holidays.
ITV will introduce new logos for both strands plus interstitials for Mini CITV featuring the Minis characters, which live alongside live-action children playing and solving problems.
They were designed in-house and animated by The Brothers McLeod.
The move to separate the age groups follows research which suggested viewers found the CITV brand confusing.
ITV controller of digital channels Emma Tennant said: “Parents tended to think of it as an afterschool brand because that’s what it was when they were younger.”
