ITV has announced a notable change to the scheduling of two of its flagship soap operas, “Coronation Street” and “Emmerdale,” that is set to take effect in January 2026. The move marks a strategic shift in how these beloved programs will be presented to audiences, responding directly to evolving viewer preferences and the increasingly competitive landscape of television entertainment. Currently, “Coronation Street” airs three hour-long episodes each week, while “Emmerdale” consists of four 30-minute episodes and one additional hour-long installment each week. However, under the new schedule, there will be a consolidated “soaps power hour” on weekdays, featuring 30-minute episodes of “Emmerdale” scheduled at 8:00 PM, followed by 30-minute episodes of “Coronation Street” at 8:30 PM.
The adaptation of these timeslots ushers in a fresh approach to soap opera scheduling, taking into account the changing habits of the viewing public. Viewers can still enjoy their favorite episodes early on ITVX, with episodes available for streaming at 7:00 AM before they air on ITV later that evening. This decision reflects ITV’s intention to make its programming more accessible and in tune with the demands of modern viewing habits that increasingly favor shorter, more consumable content.
Kevin Lygo, the managing director of media and entertainment at ITV, remarked that the move to reduce the length of the episodes is decisively “viewer-led.” He noted that in today’s content-saturated environment, where viewers have numerous alternatives vying for their attention, it is essential to adapt the programming to suit audience needs. “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 schedules to keep up to date with the shows,” he stated.
Lygo’s comments resonate with ongoing research suggesting that soap viewers are increasingly seeking faster-paced storytelling that aligns with their expectations. In recent years, the emphasis has shifted toward shorter, streamlined episodes that can deliver impactful narratives without overstaying their welcome. By shifting to 30-minute episodes, ITV aims to create a viewing experience that better meets audience demands for rapid storytelling, offering them opportunities for quicker pay-offs and resolutions to the dramatic arcs that characterize both programs.
The introduction of the “soap power hour” is also intended to provide consistency, making it easier for viewers to find these programs nestled in the linear television schedule. This structure emerges from ITV’s understanding that simplicity plays a crucial role in viewer engagement. By creating a routine that regular viewers can rely on, ITV hopes to diminish any confusion surrounding scheduling, thereby increasing loyalty among its audience.
Nonetheless, Lygo was candid about the ramifications of scaling back the length of content. He acknowledged that the reduction from the current six hours of programming per week to five hours will inevitably have an impact on those who work behind the scenes on the soap operas. “We will support our colleagues in ITV Studios as they work through these changes, and will do what we can to mitigate the impact on our people,” he assured. It reveals ITV’s commitment to its workforce as they navigate this transition that, while strategic for the network’s future, may have consequences for the production teams.
Lygo emphasized that these changes are driven by a vision of long-term success for “Coronation Street” and “Emmerdale,” both of which have cultivated dedicated fan bases over the decades. “These changes are motivated by doing what we believe is best for the continuing success of these important programs in the long term. They also create headroom in the overall programme budget for investment in programming that can help ITV grow reach in a very, very competitive market,” he explained.
Both “Coronation Street” and “Emmerdale” have a rich history replete with adjustments to scheduling as viewing patterns have evolved. Since its debut on December 9, 1960, “Coronation Street” has made several shifts in airing frequency. Originally starting with just two episodes each week, the number gradually increased over the years to a peak of six episodes by September 2017. By March 2022, the show transitioned to three hour-long episodes per week to cater to a changing audience.
Similarly, “Emmerdale,” which first graced the screens in 1972, began airing on two days each week. Over time, this increased to six episodes by 2004, with the sixth episode later altered to become a single hour-long installment per week. The history of these soaps reflects a careful balancing act where audience engagement is paramount, with production teams consistently reevaluating how best to tell the stories that resonate with viewers.
As both shows approach the new schedule, fans can expect thrilling developments. February will see the rollout of stunning storylines for both programs, further driving viewer excitement. “Coronation Street” is set to ignite interest with a dramatic storyline launching on Monday, centering around a mysterious fire that erupts at the Platts’ residence, plunging the characters into chaos and uncertainty. This unfolding drama will serve as a testament to the show’s ability to keep audiences on the edge of their seats while exploring the complex lives of its characters.
On the flip side, “Emmerdale” is not falling short in the drama department either. The team has been busy filming an intense storyline, documenting a perilous situation that involves two limousines facing danger, one of which precariously teeters over a dangerously frozen lake. Such dramatic visual spectacles exemplify how both shows are committed to delivering compelling storylines that maintain viewer interest regardless of scheduling changes.
Moreover, ITV has made an exciting announcement that both soaps will feature an ambitious, never-before-seen stunt within their week of special episodes in the 2026 schedule. This remarkable endeavor is designed to highlight the thrilling aspects of both shows, capturing the audience’s imagination and elevating the storytelling experience to an unprecedented level. The promise of spectacular events not only serves to entice long-time viewers but may also draw in new audiences intrigued by the daring arcs being introduced.
While viewers anticipate these changes, it’s worth considering the implications for a broader audience that might be swayed by the more streaming-friendly format. The soaps are well aware of the rising prominence of on-demand viewing, as consumers increasingly gravitate towards platforms that allow for greater control over what they watch and when they watch it. By adjusting their schedules, ITV acknowledges the necessity to maintain relevance in a rapidly evolving media environment that demands flexibility and adaptability.
In an era where audience preferences shift almost overnight due to social media trends, the willingness of “Coronation Street” and “Emmerdale” to embrace shorter episodes could also enhance community conversations about the soaps. With an emphasis on shorter, quicker pacing, fans may find themselves rallying around the excitement of more frequent cliffhangers and rapid plot developments, creating a vibrant culture of discussion around the programs.
As both “Coronation Street” and “Emmerdale” embark on this new chapter, they carry with them not only the legacies of decades of storytelling but also the hopes and expectations of their viewers. The dedication from ITV to support these iconic shows speaks to a larger commitment to nurture and grow their reach, ensuring that the captivating tales of love, loss, drama, and daily life continue to resonate within the hearts of audiences across the UK.
Ultimately, the future looks promising for these enduring shows, with the new scheduling possibly ushering in a fresh era of viewership marked by dynamic storytelling and expanded engagement with the audience. As viewers gear up for the upcoming changes, they are reminded that both “Coronation Street” and “Emmerdale” remain committed to evolving and, more importantly, to honoring the rich narratives that have kept them anchored in the hearts of millions for generations. The countdown to the launch of the “soaps power hour” has begun, and it promises to ignite a renewed passion among viewers eager for compelling stories told at a pace that suits their modern lifestyles.