The move comes after C21 revealed Comcast, NBC’s parent, was in the driving seat to buy Hit Entertainment’s stake in Sprout, the US children’s cable channel, last year. Comcast already owns 40% of the net and bought a controlling stake in NBCUniversal last year.

The three-hour block, NBC Kids, will launch on Saturday July 7 in a morning slot aimed at promoting healthy living for 2-5s. It will include the broadcast premieres of popular kids’ shows such as The Wiggles, Noodle & Doodle, Pajanimals, Poppy Cat, LazyTown and Justin Time.