The soap world as we know it is being flipped upside down - and it could spell disaster for EastEnders.
This week we discovered that Emmerdale and Coronation Street are changing their start times in the biggest schedule shake-up in decades
ITV are looking to solidify the position's of their thriving soaps by creating a 90 minute block of continuing drama on three nights of the week - and the usual gentleman's agreement has gone out the window.
Corrie is moving to hour-long episodes on Monday, Wednesday and Friday at 8pm, while Emmerdale is pushing further into peak time with a consistent 7.30pm slot.
This is bad news for EastEnders, which will have to directly compete with either one of the soaps on all four of the nights it airs.
Some viewers are already fearing the change could 'kill off' EastEnders, which is currently in a ratings slump, and are pleading with BBC bosses to switch its time.
However, they might not get a lot of sympathy as EastEnders tried to take down Emmerdale when it first launched back in 1985.
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EastEnders was originally broadcast twice a week on Tuesdays and Thursdays at 7pm, which had always been Emmerdale's spot.
The BBC had originally planned to take advantage of what was then known as Emmerdale Farm's usual summer break to cement their own place in the schedule.
But this was in the days before catch up TV, so it really provided a headache for fans who wanted to watch boat soaps.
It was made even worse by the fact that there were no where near as many soap episodes during the week so there was lots more space.
However, Emmerdale refused to go down without a fight and responded by adding extra episodes and repeats so they didn't go off air during their traditional summer break.
When EastEnders realised they weren't going to topple Emmerdale that easily, they decided to stop running in direct competition and graciously moved to the 7.30pm slot.
Since then the soaps have respectfully danced around each other to make sure there were no clashes - until now.
Soap fans are already contemplating which show they will watch live - and some fear it could be curtains for EastEnders unless things change.
"As for BBC, not many options. If they keep EastEnders as is, it's going to clash with an ITV soap every night and EE will be the bigger loser," one person tweeted.
Another added: "Can't say I'm too impressed with #Emmerdale & #Corrie moving to different time slots in March.
"Yes be in in a block without half hour gaps is better, but it's now going to clash with #EastEnders & my tv box mucks up with recordings! plus l'll have nothing to watch with my tea at 7pm."
A third suggested: " @bbceastenders I strongly recommend you move the show to 7:00pm after the @BBCWorld so people can watch the BBC news & that will lead people into #Eastenders before Emmerdale or Corrie so you don’t clash with the rival soaps,"
ITV have stated that audience data shows a clear preference for the hour-long episodes, which attract higher TV audiences.
Coronation Street has aired as both hour-long episodes and two 30 minute episodes in recent years on Fridays.
John Whiston, ITV's Managing Director of Continuing Drama said: "With Coronation Street bursting at the seams with fantastic story and character, the new format gives the show a brilliant new canvas on which to shine.
"And Emmerdale will do what it does best in this new time slot where viewers can continue to enjoy the dramatic goings on in the Dales."
ITV’s Managing Director of Media and Entertainment, Kevin Lygo added: "The nation’s two most popular continuing dramas, Coronation Street and Emmerdale, are fundamental to the success of ITV, and we know that, as with all dramas, viewers increasingly watch them whenever, and however they choose.
"The new scheduling means that viewers can watch them live on TV in one go in a continuous soap fix, as well as on ITV Hub where they are regularly in the most watched shows every month."
There us also change happening for their rival as BBC bosses are bringing back the highly popular EastEnders Omnibus.
Having previously been pulled due to a decrease in viewers, the Beeb have decided it's due a comeback which coincides with the return of BBC3.
But rather than one massive long episode, the channel will air repeats of the soap's episodes split across two days.
Monday and Tuesday's helpings will shown from 7.10pm on Saturday and the Thursday and Friday episodes airing on Sunday from 7pm.
The BBC said the return to airing on the broadcast channel BBC Three "will help to create a bigger platform to showcase and support emerging British talent, while also reaching more of the 16-34 age demographic".
Charlotte Moore, Chief Content Officer, said: "BBC Three is a BBC success story – backing creativity, new talent and brave ideas has resulted in hit after hit, from Fleabag and Man Like Mobeen , RuPaul's Drag Race UK and Jesy Nelson's Odd One Out , to Normal People and This Country."
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