Speculation is increasing that ITV will move out of providing children’s TV altogether after the company confirmed plans to end in-house production.  "ITV Productions Kids" is up for sale, possibly as a going concern.  ITV were at pains to stress that the decision did not reflect on the quality of recent productions but was more to do with the current production environment in what is a very competitive field.

The disappearance of CiTV from ITV1 schedules during the World Cup has fuelled the speculation, along with the expectation that advertising revenues for the programmes will fall if a ban on junk food advertising is brought into effect by media regulator Ofcom.