The CITV channel was due to start in 2001 but was axed when "CITV" lost 25% of its budget. When Steven Andrew become controller of children and youth at ITV plc, he stated ""No kids strategy is complete without us being able to play in the cable and satellite world. In fact, we can't not do this and ultimately survive as a kids player in the future"". In early 2004, ITV finally confirmed it was planning to launch a children's channel, but as a joint venture. Charles Allen, chief executive of ITV plc, did not believe in ITV creating a new channel as it was already an "over-populated market", with talk being held with Nickelodeon and Disney. The plans were dropped 12 months later with ITV instead using its own branding, and using spare "Daytime" capacity on new ITV4, channel being launch in the autumn of 2005. The original new channel, with Nickelodeon dubbed "INK" (ITV Nickelodeon Kids) - would have seen the two companies share programmes across each other's networks. Unfortunately each side failed to agree on the exact structure of the new venture and how it would be branded. ITV said "We just got to the point of thinking that it was more sustainable for us to do it ourselves. The deal fizzled out over a period of time". Nickelodeon described the decision to end the talks as a "mutual backing away".