The regulator has accepted the broadcaster's proposals which will see ITV's minimum requirement for kids programmes cut from around 11.5 hours a week to a minimum of eight in the future.
Analysts this week predicted that the move to cut its public service broadcasting requirements could save ITV as much as £10m a year and the decision comes on the back of a predicted dive in revenues generated by advertising during children's programming.
Ofcom has allowed ITV to halve its religious output from two hours to just one hour per week.
The regulator said the move would "afford ITV a greater degree of flexibility in the delivery of its public service obligations".
Ofcom said the explosion of children's programming on digital channels was a major factor in allowing ITV to change its commitment.
ITV had pointed out that its CiTV offering, with shows such as My Parents are Aliens , Best Friends and Art Attack , faced 19 dedicated children's channels as well as aggressive scheduling from BBC1, which was able to cross promote the BBC's dedicated mulitchannel children's programmes.
With regards to the broadcaster's religious output – including My Favourite Hymns – Ofcom said the new level of programming, although unlikely to please avid churchgoers, would still be on a par with the likes of Channel 4 and Five.
"ITV is committed to the maintenance of high-quality religious factual programmes, including acts of worship shown in full," the communication regulator said.
The decision in favour of ITV is more good news for the broadcaster, coming just weeks after it was given the go-ahead by Ofcom to slash its non-news regional television output.
In its forecasts for 2005-09, MindShare claims that the impact of legislation on advertising to children will hit channels that rely on such revenue.
It says: "The regulation surrounding advertising to kids will have a significant impact in 2005.
"We expect the amount of money spent against kids audiences by food and drink companies to reduce substantially. A number of companies have announced plans to scale back or stop advertising to children
.jpg)
.jpg)