The controller of children's channel CITV has resigned, two months after the ITV network announced it would stop making its own shows for youngsters.
CITV has been billed as "the home of high-quality kids programming"
Estelle Hughes, who joined from the BBC three years ago, will now work as a consultant to production companies.
The CITV daytime channel launched in March for digital and cable customers.
But ITV - which has seen ratings fall and is losing chief executive Charles Allen - is shutting its children's production house to save money.
The ITV company has seen a 4% drop in its overall net revenue from advertising in the past year.
And Mr Allen is to step aside on 1 October, with finance director John Cresswell replacing him on an acting basis until a permanent successor is confirmed.
Simon Shaps, director of television at ITV, paid tribute to Ms Hughes.
He said she had "done a great job" and wished her "all the best".