ITV soap fans work out second secret reason for Corrie and Emmerdale shake-up – and it’s not just the cash crisis
ITV soap viewers think they have worked out a SECOND reason as to the impending soap shake-up.
Coronation Street and Emmerdale fans were left surprised today when it was confirmed that both soaps would be SLASHED amid an ongoing cash crisis.
Both programmes have had an episode AXED each in order to take them down to the equivalent of just five 30 minute episodes from January 2026.
As part of the bold new plans, which have been carved out as a quick-fire attempt to save and preserve the embattled soaps long-term, ITV will introduce a new “soap power hour” which will see Emmerdale air for half-an-hour at 8pm followed by a 30-minute edition of Corrie at 8:30pm.
The scheduling decision will commence next year and be followed Monday-Friday ensuring both programmes are on each weeknight.
However, eagle-eyed soap fans think they have uncovered a second secret reason why bosses have opted to switch things up.
The new schedule means that neither ITV programmes will clash with EastEnders.
A revised schedule introduced following the Covid pandemic meant that Emmerdale and EastEnders always clashed but that will now no longer be the case.
With EastEnders airing on the Beeb at 7:30pm, viewers of all three will be able to comfortably tune into all three on linear TV.
Picking up on the decision, one fan said online: “Emmerdale won’t be clashing with EastEnders anymore. ITV thought they would win that war, they clearly didn’t.”
Before another added: “Bet the BBC loved this. Will go in their favour because they can cater for people who don’t watch Soaps between 8 and 9.”
As a third wrote: “This can only be good news. . No clashes with Eastenders either.”
Insiders at the channel say it will help make both Emmerdale and Coronation Street more “streaming-friendly”.
The new structure will launch with a huge stunt on both soaps.
ITV’s Managing Director of Media and Entertainment Kevin Lygo explained in a statement: “The new commissioning pattern is viewer-led.
“We already give more choice than ever to viewers on how they watch us through ITVX and we want to present their favourite soap to them, in the most digestible way.
“In a world where there is so much competition for viewers’ time and attention, and viewing habits continue to change, we believe this is the right amount of episodes that fans can fit into their viewing schedule, to keep up to date with the shows.
“Research insights also show us that soap viewers are increasingly looking to the soaps for their pacey storytelling.
“Streaming-friendly, 30 minute episodes better provide the opportunity to meet viewer expectations for storyline pace, pay-off and resolution.”
He continued: “Whilst viewing is growing on ITVX, we know a significant proportion of our soaps’ audience still watch us via the schedule. This new pattern is in the DNA of the soap genre – nobody else does 30 minute drama this successfully.
“It creates a soap power hour that’s consistent, and easy to find in the linear schedule, for the UK’s biggest soaps.”
