Coronation Street has undergone yet another schedule shake-up, leaving fans frustrated. Earlier this year, ITV launched its new "power hour" soap schedule, with Coronation Street and Emmerdale adopting a fresh broadcasting pattern. From Monday to Friday, 30-minute Emmerdale episodes air at 8pm, followed by 30-minute Coronation Street episodes at 8.30pm. Both are also available to stream from 7am on ITVX.
However, on Tuesday, June 9, both soaps have been bumped from their usual slots due to ITV broadcasting live coverage of the FIFA Women's World Cup qualifier between England and Ukraine. The soap returns to screens on Wednesday, June 10, airing an hour earlier than usual at 7.30pm, with Emmerdale following at 7.00pm. On Friday, June 12, to compensate for the lost episodes, both soaps will broadcast for an extended hour from 8pm to 10pm.
Fan Reactions to the Schedule Change
Reacting to the soap shake-up, one person fumed on Facebook: "Give football its own channel there's plenty to choose from grrrrrrr." A second added: "Come on ITV, stop taking our programmes off, or put us on a different channel for the football." Echoing their thoughts, a third chimed in: "It's quite ridiculous in this day and age that programmes have to be cancelled for bloody football that not everyone watches!! All channels have 1,2,3 so the football or other programmes should be moved rather than this!!"
ITV's New Soap Scheduling Strategy
Speaking previously of the new "power hour" of soaps, Kevin Lygo, director of television at ITV, said: "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, payoff and resolution."
Coronation Street airs Monday to Friday at 8.30pm on ITV1 and ITVX.
