During 2001, CITV's budget was cut by 17% due to the advertising recession, leading to CITV's controller Janie Grace publicly criticising Carlton and Granada Television, then the main controlling forces in the network, for underinvestment in ITV's children's service. Grace went even further and complained to the regulator ITC, claiming CITV was unlikely to fulfil its range of programming commitments in the following year. Grace also sought support from the ITC for the creation of a separate CITV Ltd company which would allow more children's output to be made in-house - a proposal which ultimately fell apart due to the need for a change in the law and support from the Office of Fair Trading. A new strand was introduced from 3:25  every afternoon and was put in place under the name "CiTV's Telly Tots". The in-house presentation was dropped between 3:25 and 4:00  and replaced with a CGI animated town using a plane, car and a post box as mascots. A child voiceover was used to introduce its pre-school shows. Books and video tapes were introduced to tie-in with new strand. Further cuts took place again during 2002 which brought the total cutback to 25% of the overall budget (£30 million less).