The notion of networking children's continuity was first suggested within ITV as far back as the early 1970s, but with fierce regional identities prevalent – including scheduling, presentation and programming – the idea stalled until the late 1970s, when the IBA began to express concern that most ITV shows for children were not consistent or fully networked. On Thursdays, the ITV regions were able to broadcast whatever programmes they wished; many non-children's programmes appeared, such as "Looney Tunes". In December 1980, ITV announced its first concerted effort at a more coherent approach to children's output, with the introduction of "Watch It!" each weekday from 4.15  to 5.15 , after the IBA continued to emphasized issues.