In a bold move aimed at catering to the evolving preferences of viewers, popular ITV soaps Coronation Street and Emmerdale are set to undergo significant scheduling changes starting January 2026. The network has announced that both shows will transition to airing 30-minute episodes, with a consolidated “soaps power hour” slot on weekdays featuring Emmerdale at 8pm followed by Coronation Street at 8.30pm.
Currently, Coronation Street airs three hour-long episodes per week, while Emmerdale boasts four 30-minute episodes alongside a single hour-long installment. This restructuring will see a reduction in the total weekly airtime for both soaps, streamlining their content delivery while aiming to enhance their appeal in the increasingly competitive TV landscape.
ITV’s decision to implement these changes is described by ITV boss Kevin Lygo as being “viewer-led,” with a focus on making the shows more “streaming-friendly.” The move comes in the wake of BBC soap Doctors’ cancellation and adjustments to Channel 4’s Hollyoaks schedule, signaling a larger industry trend towards adapting to shifting audience behaviors and consumption patterns.
While the shift from six hours to five hours per week will undoubtedly have implications for the dedicated teams behind these beloved soaps, Lygo has emphasized the network’s commitment to supporting its personnel through this transition. He reassured that the alterations will not directly impact the cast or necessitate changes to pay or contracts, underscoring ITV’s dedication to ensuring the long-term success of these iconic programs.
Reflecting on the history of both Coronation Street and Emmerdale, which have undergone various schedule adjustments over the years, it is evident that the TV landscape continues to evolve in response to changing market dynamics and audience demands. By consolidating the episodes and creating room for potential budget reallocation towards new programming initiatives, ITV aims to position itself for growth and innovation in an ever-competitive environment.
Equity, the performing arts union, has expressed concerns regarding the potential impact of these changes on job opportunities for its members, particularly guest and supporting artists. Natalie Barker, Equity’s TV official, highlighted the significance of fewer episodes translating to reduced work prospects, particularly for talents based in the North East and North West regions. The union recognizes the broader industry trend of dwindling screen opportunities, especially for emerging actors, amidst a backdrop of funding constraints and shifting audience behaviors.
With advertising revenue experiencing a decline in recent years across the TV industry, networks have been compelled to reassess their programming strategies and make tough decisions to align with the evolving media landscape. The BBC’s decisions to discontinue Doctors and Holby City, as well as trim episode counts for Casualty, exemplify the broader industry shifts towards optimizing resources and adapting to changing viewer habits.
In this era of content abundance and intense competition for viewers’ attention, ITV’s move to streamline the schedules of Coronation Street and Emmerdale
