ITV's ambitious new schedule for its flagship soap operas has hit a major snag just over a week after its launch. The broadcaster's freshly minted 'soap power hour' has been pulled from tonight's lineup, leaving fans of Coronation Street and Emmerdale without their daily dose of drama.
Football Scores Winning Goal Against Soaps
The disruption is due to live football coverage taking precedence on ITV's main channel. The Premier League clash between Newcastle United and Manchester City is scheduled to run from 7:30pm until approximately 10:25pm on Monday, January 13, 2026. This lengthy broadcast window completely displaces the planned 8pm to 9pm slot dedicated to the two soaps.
This interruption comes at an inconvenient time for ITV, which only launched its revamped soap strategy on Monday, January 6, 2026. The new pattern, born from extensive audience research, saw Emmerdale air at 8pm for 30 minutes, followed immediately by a 30-minute episode of Coronation Street from Monday to Friday.
A Viewer-Led Strategy Now On Pause
The schedule change was implemented after ITV bosses concluded that half-hour episodes consistently attracted higher audience figures throughout 2024. Kevin Lygo, ITV’s Managing Director of Media and Entertainment, had championed the move as "viewer-led," designed to fit into modern viewing habits.
"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," Lygo stated prior to the launch. He emphasised that the 30-minute format, popular on streaming platforms like ITVX, better suits the pacey storytelling that contemporary soap viewers now expect.
When Will the Soaps Return?
Fans need not despair for long. The soap power hour is set to resume its regular 8pm to 9pm slot from Tuesday, January 14, 2026, and will continue for the remainder of the week. For those unable to wait, episodes are available to stream on-demand via ITVX and YouTube.
The schedule disruption is a stark reminder of the challenges of linear television, where live sports events often override regular programming. It also tests ITV's assertion that the new, compact pattern is the most reliable way for fans to keep up with their favourite shows.
The launch week was marked by a special blockbuster event titled 'Corriedale', a major crossover episode that merged the worlds of Weatherfield and the Yorkshire Dales. The dramatic episode began with a catastrophic car crash involving Aaron Dingle and John Sugden from Emmerdale colliding with the Swain family from Coronation Street.
The collision had fatal consequences, with Billy Mayhew tragically dying after being trapped in an exploding minibus. The episode also confirmed that John Sugden had been murdered, with his sister Victoria later revealed as the culprit. The event sparked new storylines, including a worrying health scare for Cain Dingle and the surprising return of Graham Foster, a character presumed dead since 2020.
With regular service promised to resume tomorrow, ITV will be hoping this scheduling hiccup is a minor blip rather than a sign of instability for its new, carefully researched soap strategy.
