Transmitted live twice a week from Thames Television's Teddington studios, 'Magpie' was ITV's answer to 'Blue Peter', given a groovy image and focusing more on pop music, fashion and fun.

Initially presented by Susan Stranks, Tony Bastable and former Radio 1 DJ, Pete Brady, the series broke away from its rival's middle-class image right from the opening credits with its rock based theme music, itself based on an old rhyme: "One for sorrow, two for joy, three for a girl and four for a boy, five for silver, six for gold, seven for a secret never to be told." (The shows mascot was a fat Magpie by the name of Murgatroyd). The series included special educational features such as the historical segment A Date With Tony and the ABC Of Space with ITN's science correspondent Peter Fairley, but maintained a balance with the adventures of Captain Fantastic, (which had been imported from the hit comedy show 'Do Not Adjust Your Set'), and its ability to tap in to the latest trends. The series began on 30th July 1968, which was also Thames Television's first day of broadcasting, and initially only went out once a week before changing to Tuesdays and Thursdays in 1969, then Tuesdays and Fridays from 1972. In 1971 'Magpie' made newspaper headlines when a teenager saved a boy by giving him the kiss of life as he'd seen it demonstrated on the show.

Like 'Blue Peter', 'Magpie' also ran an annual charity appeal, but whereas the BBC show got contributions in old books and milk bottle tops, the ITV show had no qualms about asking its young audience for hard cash. Thus was born the Magpie Sixpence Appeal and the amount collected was indicated by a red line running first around Studio 3, then (depending on the amount collected), out into the corridor and around the entire Teddington Studio complex. 'Magpie' also awarded badges, although they offered ten different types depending on the achievement of the recipient. Both Brady and Bastable left in 1972 to be replaced by Marc Bolan lookalike Mick Robertson, and Scotsman Douglas Rae. Jenny Hanley took over from Susan Stranks in 1974. The only other change came when Tommy Boyd replaced Rae in 1977. All three original presenters were invited back for Magpie's last show on 6th June 1980. Mick Robertson went on to present 'Freetime' and later to produce Channel 4's 'Wise Up'.

Although entertaining and informative in its own right, ultimately, the series was doomed to be a hipper, but far less enduring series, forever overshadowed by the monumental and firmly established 'Blue Peter'. Simple and well meaning, 'Magpie' was an enjoyably worthy, but late arriving David, who ultimately could not vanquish the field's established Goliath.