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The CBBC brand was used for the broadcast of children's programmes on BBC One on weekday afternoons and on BBC Two mornings until these strands were phased out in 2012 and 2013 respectively, as part of the BBC's "Delivering Quality First" cost-cutting initiative. CBBC programmes are also broadcast in high definition alongside other BBC content on BBC HD, generally at afternoons on weekends, unless the channel is covering other events. BBC-produced children's programming, in native languages of Scotland and Wales, also airs on BBC Alba and S4C respectively. CBBC HD launched on 10 December 2013.