Children's Programmes pages 59 to 63

Despite early fears voiced in the press that ITV programmes aimed at children would be of little or no educational value - indeed, little or no entertainment value, either - ITV excelled at children's programmes.

One reason would be that many of the programmes were from the smaller regional companies, especially Southern Independent Television, but also Tyne Tees and Westward.  Given the tiny access to the network offered to the smaller companies, specialising in children's programmes was an ideal method of gaining a national profile.

ITV also made an effort to be educational, with popular science programmes such as 'How?' from Southern bridging the divide between schools programming and children's entertainment.

Adaptations of popular works of fiction were also made, though usually screened as 'family entertainment', including an expensive but popular adaptation of C.S. Lewis's 'The Lion, the Witch and the Wardrobe' by ABC.

Adventure stories, such as Southern's 'Mystery Hall' were always popular with children and teenagers, and remain so today (although depleted in number due to the expense).

In a microcosm of adult ITV, programmes also included quiz shows, adaptations of Shakespeare and one-off plays, exemplified by Westward's 'Playbill' series.  Drama, whether as series, serials or single plays, was a mainstay of ITV and children's programmes were no different.

Famous programmes mentioned in the 1968 yearbook include "Captain Scarlet and the Mysterons" from ATV networked at 1725 on Fridays; Southern's "Danger Island" at the same time on Thursdays; Junior Criss Cross Quiz from Granada at 1700 on Thursdays; Rediffusion's "Sexton Blake" drama series at 1725 on Mondays; "Tinger and Tucker", the part-networked pre-school puppet programme from ATV; and the well-remembered "Romper Room", in reality three programmes made by Anglia, Grampian and Ulster using the same format with local presenters.

The ITA took regulation of the children's output seriously, but admitted to difficulties and indecision.

The 1968 yearbook makes reference to two points of view over the series 'How?' - "Children should not be shown experiments with fire except under strict laboratory conditions; some misguided child will try to repeat it and will hurt himself" as opposed to "Children are fascinated by fire, and want to find out about it.  They will experiment come what may.  It is far better to show children some of the things they can safely do, and warn them against things it is not safe to do, than to leave them in dangerous ignorance".

The ITA decided on, and held firm to, the belief that "What ... matter[s] is that the people who work on children's programmes care as much about children as they do about their programmes; that they are ready always to seek and to take advice; and that behind the gaiety and the furious pace are responsible adults, who face with a mixture of terror and respect the most difficult audience of all."

A very British, very sensible compromise!