ITV Share By Tamzin Meyer Jan 9 2026 By Tamzin Meyer Jan 9 2026 ITV’s soap ‘power hour’ put to the test as viewers give their verdict after week one There are mixed reviews Share By Tamzin Meyer Jan 9 2026 By Tamzin Meyer Jan 9 2026 Soap fans have been treated to a big shake-up this week as ITV’s new soap ‘power hour’ officially got underway, putting Emmerdale and Coronation Street back-to-back every night. And after a dramatic opening run – complete with the much-hyped Corriedale crossover and a jaw-dropping explosion -0 viewers have wasted no time sharing their verdict. Is the new schedule a stroke of genius, or has ITV pushed things a little too far? Corrie marked the start of the changes (Credit: ITV) ITV launches its new soap ‘power hour’ Back in October 2024, ITV made the decision to drop both Emmerdale and Coronation Street episodes onto ITVX at 7am on the day of transmission. While the move initially sparked fears about the future of the soaps – especially alongside several cast exits – viewing figures later showed it had paid off, with audiences actually rising. That success paved the way for a more radical change. From January 2026, ITV introduced the soap ‘power hour.’ Emmerdale continues to air five nights a week, with episodes still available on ITVX from 7am, but it now occupies a later 8pm slot instead of its long-standing 7.30pm home. Coronation Street, meanwhile, has shifted from hour-long episodes on Monday, Wednesday and Friday to daily half-hour instalments at 8.30pm. To accommodate the extra Corrie episodes, Emmerdale’s Thursday double bill has also been reduced to a single 30-minute episode. Article Continues Below Read all the latest Spoilers The thinking behind the change is clear – tighter, faster-paced episodes that are easier to watch and have already proved popular with viewers elsewhere. But the big question remains – has it worked? Reviews are in (Credit: ITV) Viewers react to the new format One week in, and the early signs are overwhelmingly positive. Many fans have welcomed the switch to nightly half-hour episodes. “I love the new soaps schedule,” wrote one viewer on social media. “So much better having the episodes on 30 mins a night in my opinion,” said another. “Finally, I can watch my three favourite soaps in a row. Much prefer this schedule and the 30 min episodes,” agreed a third. Others went even further, suggesting the change has improved the shows themselves. Since Corriedale Emmerdale has been so much better. The longer scenes and actual fallout from events has been so good,” “one fan commented. Another added: “These shows this week feel different. Better. Somewhat character driven which is all I’ve ever wanted to return to the shows.” There’s a clash with another popular show (Credit: ITV) The Traitors clash causes concern However, the new schedule isn’t without its critics. While viewers may love the daily half-hour format, many feel the later timeslot is a major drawback – particularly with BBC One’s The Traitors airing at the same time. |I think Emmerdale should be on at 7pm then Corrie at 7.30pm so it won’t be too late,” suggested one viewer. Another agreed: “Can’t help feeling that the 8pm timeslot will mean losing viewers who watch it live. You’re up against bigger programs such as The Traitors in that time slot. 7pm was the best slot for Emmerdale I felt (only The One Show and Channel 4 News on). Hope the 8pm slot works out but have my doubts.” “Why couldn’t this ‘power hour’ be from 7-8pm, returning both shows to their traditional, long held time slots? Bad move, ITV. The likes of The Traitors and The Apprentice will simply move forward an hour…” said a third. A fourth summed it up simply: “It would be better if it was an hour earlier. Emmerdale belongs at 7pm, and Coronation Street at 7.30.” So far, the soap ‘power hour’ has delivered plenty of drama and a fresh pace – but with strong competition on rival channels, the timing remains a sticking point. What’s your verdict on ITV’s big scheduling shake-up? Read more: Coronation Street fan theory predicts Todd will murder Theo – and George will help him dispose of body Share Good to Know Share By Tamzin Meyer Jan 9 2026 By Tamzin Meyer Jan 9 2026 Previous Story Next Story
