Soap enthusiasts across the UK have been left frustrated and disappointed as ITV has once again pulled Emmerdale and Coronation Street from its broadcast and streaming schedules. For the second time in a single week, the beloved serial dramas have been axed from their usual slots on ITV1 and the ITVX streaming platform.
Sports Coverage Disrupts Regular Soap Programming
The disruption follows a similar pattern from earlier in the week, when live football coverage took precedence. On Thursday, it is rugby that has displaced the soaps, continuing a trend that has infuriated loyal viewers. This marks the second instance in January alone where fans have been denied their expected five episodes per week, despite assurances from the broadcaster.
Viewer Backlash and Calls for Change
Angry fans have taken to social media to voice their displeasure, demanding that ITV implement significant changes to prevent further disruptions. Many have suggested that sports should be moved to a dedicated channel or alternative platform, allowing the soaps to air uninterrupted on another ITV channel.
One viewer expressed concern for elderly relatives, stating: "My Nan relies on these soaps every evening just to make her feel she has company." Another criticised the constant schedule shuffling, noting: "First Emmerdale gets moved from 7pm to 7.30, so as not to clash with other things, then it's moved to 8pm & half hour removed... and yet STILL we lose episodes to the boring football? This is getting silly."
The New Format Already Under Threat
The schedule changes come at a particularly sensitive time, as both soaps recently transitioned to a new "power hour" format. Under this arrangement, Emmerdale and Coronation Street now air 30-minute episodes from Monday to Friday, typically becoming available on ITVX in the morning before their evening broadcast on ITV1.
However, having this new structure disrupted so frequently—and so soon after its implementation—has left many fans feeling let down. The consistency they were promised appears to be compromised by ITV's prioritisation of sports coverage.
Broader Implications for ITV's Scheduling Strategy
The ongoing conflict between soap operas and sports programming highlights a broader challenge for ITV's scheduling department. With some viewers suggesting that soaps "don’t make them any money" compared to sports, the broadcaster faces difficult decisions about how to balance diverse audience interests.
As complaints continue to mount, ITV may need to reconsider its approach to ensure that all viewer demographics are adequately served. The current situation has undoubtedly strained the patience of soap fans who feel their preferred content is being consistently sidelined.
Emmerdale normally airs weeknights at 8pm on ITV1 and ITVX, while Coronation Street follows at 8:30pm. Whether these time slots will remain stable in the face of ongoing sports commitments remains to be seen.
