Before the introduction of Children’s ITV and CITV, there was Watch It! The branding for Watch It! was created by the promotions department at ATV, but its implementation varied among regions and was always broadcast locally, not on a network level. In 1982, some ITV stations expressed concerns that Watch It! did not adequately address previous issues. Lewis Rudd, Central’s Controller of Children’s Programmes, proposed a new approach to the presentation method. In response, the Central promotions department developed the concept for Children’s ITV.
The updated look included pre-recorded links between programmes using presenters selected from the programmes. The network arrangements were similar to those established for the transmission of school programmes, with the links played out from Central and the component programmes provided by the supplying companies.