Magpie was a British children's television programme shown on ITV from 30 July 1968 to 6 June 1980. It was a magazine format show intended to compete with the BBC's Blue Peter, but attempted to be more "hip", focusing more on popular culture. The show's creators Lewis Rudd and Sue Turner named the programme Magpie as a reference to the magpie's habit of collecting small items, and because of "mag" being evocative of "magazine", and "pie" being evocative of a collection of ingredients.