A leading PR specialist has issued a stark warning to the bosses of Coronation Street and Emmerdale, cautioning that a relentless focus on high-octane stunts could see the long-running serials "risk losing impact." This alert follows the dramatic, ratings-successful crossover event dubbed 'Corriedale,' which aired earlier this week.
The Historic Corriedale Crossover Event
Millions of viewers tuned in to witness television history as the worlds of Coronation Street and Emmerdale collided in a special episode. The narrative centred on a catastrophic multi-vehicle pile-up, a plot device that led to the death of Weatherfield vicar Billy Mayhew (Daniel Brocklebank) and culminated in the murder of Emmerdale's serial killer, John Sugden (Oliver Farnworth).
This ambitious crossover was timed to launch ITV's new "soap power hour," a scheduling shift that sees each programme condensed into a single half-hour slot on weeknights following episode reductions. While the stunt captivated an overnight audience of 4.7 million and received positive fan reactions, experts question its long-term strategic value.
The Peril of Constant Spectacle
Kayley Cornelius, a Celebrity PR Specialist at Press Box PR, explained the inherent danger in over-reliance on major stunts. "While big stunts should enhance the show, not define it," she told The Mirror, "if explosions and dramatic twists become too frequent, they risk losing impact and becoming repetitive."
She praised the soaps' traditional strength in "routine, familiarity and long-term storytelling," citing issue-led plots like Debbie Webster's dementia and Todd Grimshaw's abuse as examples of their core appeal. Cornelius emphasised that the true magic of soaps has always been in the "quieter, character-driven moments that reflect everyday life."
Adapting to a Streaming World
The television landscape has transformed dramatically since Coronation Street's record-breaking 1987 Christmas episode attracted 27 million viewers. Today, both soaps average around four million viewers per broadcast, facing unprecedented competition from streaming giants like Netflix and Disney+.
Cornelius argues survival hinges on adapting to modern habits while leveraging inherent strengths. Key recommendations include:
- Making episodes easily accessible on-demand via platforms like ITVX.
- Investing in robust digital promotion and social media storytelling.
- Ensuring storylines remain easy to follow for casual viewers.
- Creating content that feels relevant to younger audiences.
She noted the significant disparity in social media reach, with Coronation Street leading Emmerdale on Instagram (790,000 vs 650,000 followers), and stressed that bosses must "meet [younger audiences] where they are."
Strategic Timing Amid Budget Cuts
The Corriedale event aired concurrently with major operational changes at ITV, including budget cuts, staff reductions, and the downsizing of studios for daytime shows like This Morning. Reports also indicated planned sweeping cast reductions across both soaps.
Cornelius suggested the crossover's timing was "strategic," serving multiple purposes in a challenging financial climate. "Events like this can be an efficient way to maximise resources while delivering high-impact moments," she added, framing it as a move to "reinforce the value of ITV’s biggest soap brands."
While reassuring fans that the soaps are "not going anywhere overnight," Cornelius's analysis presents a clear choice for producers: evolve by blending reliable character drama with smart digital engagement, or risk diminishing returns from ever-larger spectacles.
