ITVX Programming Changes: Coronation Street and Emmerdale Adjustments

Coronation Street and Emmerdale are not airing on ITV1 and ITVX today due to the England v Uruguay friendly match, which coverage begins at 7pm. This scheduling change highlights the ongoing adjustments ITV is making to accommodate significant sports events.

In a rare move, Emmerdale will air a special Sunday episode at 7pm, followed by Coronation Street at 7:30pm. Typically, Coronation Street airs on weeknights at 8:30pm, while Emmerdale is scheduled for 8pm on ITV1 and streams on ITVX.

Both shows are also set to air next Easter Sunday, indicating ITV’s commitment to maintaining their traditional programming despite the interruptions caused by sports fixtures. Recent schedule changes have occurred due to various reasons, including the increasing number of sports events competing for viewer attention.

ITV has introduced half-hour episodes for both shows as part of a ‘soap power hour’ between 8pm and 9pm, five days a week, in response to changing viewer habits. Kevin Lygo, ITV’s Managing Director of Media and Entertainment, stated, “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.”

As ITV continues to navigate the complexities of scheduling, observers are keenly watching how these changes will affect viewer engagement and ratings for both ITV1 and ITVX. Details remain unconfirmed regarding any further adjustments to the programming schedule in the coming weeks.