In a significant programming shift, Coronation Street and Emmerdale will not air on ITV1 and ITVX today due to the coverage of the England v Uruguay friendly match, which begins at 7pm.
Fans of the beloved soaps will be pleased to know that a rare Sunday episode of Emmerdale is scheduled for 7pm, followed by Coronation Street at 7:30pm. This adjustment comes as part of ITV’s ongoing efforts to adapt to the changing viewing habits of its audience.
Typically, Coronation Street airs on weeknights at 8:30pm on ITV1 and is available for streaming on ITVX, while Emmerdale is shown at 8pm on weeknights, also streaming on ITVX. Both shows are set to air next Easter Sunday, continuing their tradition of engaging audiences during holiday periods.
ITV has recently introduced half-hour episodes for both shows as part of a ‘soap power hour’ between 8pm and 9pm, five days a week. This change aims to provide viewers with a more manageable viewing experience, allowing them to stay updated with their favorite storylines.
Kevin Lygo, ITV’s Managing Director of Media and Entertainment, emphasized the importance of adapting to viewer preferences, stating, “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.”
These programming changes reflect ITV’s commitment to delivering quality content while accommodating significant sporting events. Recent schedule adjustments have been made in response to various sports fixtures, highlighting the network’s flexibility in programming.
As the England v Uruguay match unfolds, viewers are eager to see how these changes will impact the ratings and engagement of both Coronation Street and Emmerdale. Details remain unconfirmed regarding any further adjustments to the schedule in the coming weeks.
