ITV is reportedly planning to shift all of its remaining children's programming on ITV1 to digital channel CITV in a move which has disappointed campaigners.
According to the Daily Mirror, the broadcaster intends to make children's programmes such as The Sooty Show only available on the CITV channel.
ITV management recently told media regulator Ofcom that it has become "ineffective and inefficient" to air children's content on ITV1.
The broadcaster also blamed the move on "acute economic pressures and structural change affecting public sector broadcasters".
An ITV spokesman said: "ITV's focus is on continuing to prioritise our investment on the popular CITV channel."
However, The Sooty Show host Matthew Corbett said that it was "a sad day for the country".
Greg Childs, from campaign group Save Kids' TV, added that ITV's approach to children's programming on its main channel was "disappointing".
There are widespread concerns about the decline in funding for high quality, UK-produced children's programming by terrestrial broadcasters in the UK.
Last month, Save Kids' TV made a formal submission to the BBC Trust arguing that more funding should be allocated to the corporation's children's content.
I remember when ITV's "children's shows" were so good a lot of adults watched them as well!
