ITV has announced a major shake-up to its soap opera scheduling, unveiling a new “Soaps Power Hour” format that will come into effect from January 2026. This move will see flagship soaps Coronation Street and Emmerdale airing back-to-back in a prime-time slot, with each receiving 30-minute episodes on weekdays.
A New Era for ITV Soaps
Under the new schedule, Emmerdale will air at 8:00 PM, followed by Coronation Street at 8:30 PM. This marks a significant shift in ITV’s programming strategy, as both soaps currently air multiple episodes of varying lengths throughout the week. The decision means that the total weekly airtime for each show will be reduced from six hours to five, with an emphasis on delivering tighter, more impactful storytelling.
Kevin Lygo, ITV’s Managing Director of Media and Entertainment, described the changes as “viewer-led,” explaining that research indicates audiences prefer more concise episodes that fit modern viewing habits. “We want to ensure that our soaps remain must-watch television, both for live viewers and those catching up on ITVX,” Lygo stated.
Adapting to the Streaming Age
In line with shifting viewer habits, the revised format is designed to be more streaming-friendly. From 2026, all episodes of Coronation Street and Emmerdale will be available on ITVX from 7:00 AM on the day of broadcast, allowing greater flexibility for audiences who prefer on-demand viewing.
The new scheduling also positions ITV to compete more effectively in an evolving media landscape where streaming services continue to dominate. By consolidating its soaps into a structured “power hour,” ITV aims to maximize audience retention while maintaining the heritage and appeal of these long-running dramas.
The Impact on Production Teams
While the changes may benefit audiences, they come with challenges behind the scenes. The reduction in episodes means that fewer scripts, sets, and production resources will be required, leading to job losses within ITV Studios. Reports suggest that approximately 75 jobs will be affected by the shift, with ITV pledging to support staff through the transition.
Industry insiders have mixed reactions to the announcement. Some argue that the reduction in airtime could lead to higher-quality storytelling, while others worry that the cuts may affect the depth of character-driven plots. However, former soap stars and television analysts believe that a structured, prime-time slot could reinvigorate both Coronation Street and Emmerdale at a time when traditional television faces increasing competition.
What This Means for Viewers
For soap fans, the “Soaps Power Hour” will create a dedicated, unmissable evening event where both beloved shows can be enjoyed back-to-back. ITV hopes this will boost engagement and encourage more live viewing, rather than audiences skipping between different time slots or catching up later.
Ultimately, the move signals ITV’s commitment to evolving with audience trends while ensuring that Coronation Street and Emmerdale remain staples of British television. As 2026 approaches, viewers can expect further details on how ITV plans to keep its soaps fresh and engaging in a rapidly changing entertainment landscape.