ITV is to launch its own TV channel dedicated to children.
Saturday morning show Ministry of Mayhem is among ITV's hits
It will be launched within the next six months and be available on cable and digital platforms, including Freeview.
The channel - which has not yet been named - will rival the BBC's children's channels CBBC and Cbeebies with a mix of new shows and existing programmes.
Current popular children's programmes on ITV include Art Attack, Angelina Ballerina and the Saturday morning show Ministry of Mayhem.
ITV's director of programmes Nigel Pickard said he hoped to bring ITV to a new generation of viewers.
"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," he said.