Before Children's ITV and CITV, came Watch It! Watch It! was conceived by the promotions department at ATV, with the implementation of the branding differed from region to region, thus it was always transmitted locally and never provided on a network basis. In 1982, some ITV stations raised concerns that Watch It! had not gone far enough to address previous concerns. Central's Controller of Children's Programmes, Lewis Rudd, suggested a different approach to the presentation method. As a result, the Central promotions department came up with the initial concept for Children's ITV. The new look was devised, and links between programmes were pre-recorded using presenters drawn from the constituent programmes. The networking arrangements were similar to those already in place for the transmission of schools programmes - the links were played out from Central and the component programmes came from the supplying companies.