Emmerdale is set to do battle with EastEnders as the BBC has announced plans to go head-to-head with its rival ITV soap.
Earlier this year, ITV confirmed a major schedule shake up which impacted their major soaps Emmerdale and Coronation Street as well as their evening news bulletin.
The hit ITV soaps will air later than usual as ITV bosses extend their news programme from 6.30pm to 7.30pm.
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Due to the schedule change Emmerdale will now air at 7.30pm consistently. Coronation Street will now broadcast hour-long episodes on Monday, Wednesday and Friday at 8pm.
Announcing the change, ITV’s managing director of media and entertainment, Kevin Lygo said: "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.
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“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."
The new start times are set to be introduced next month. The BBC has now reacted to their rival station’s decision and switched the start times of EastEnders with it going in direct competition with Emmerdale.
A tweet from the official EastEnders account said: “It’s time for a change! From 7th March #EastEnders is moving in the TV schedules. It will air on @BBCOne at 7.30pm on Monday, Tuesday, Wednesday and Thursday. You can now get your EE fix four days in a row! #EastEnders #News.”
This move has frustrated fans who like Emmerdale and EastEnders. Many have taken to Twitter to air their views.
@chickenricepeas said: “Emmerdale will always win in ratings against eastenders.. this is basically the BBC admitting defeat.”
@tomgardineruk added: “You’re taking a risk clashing with Emmerdale but I like it!”
@RobInnes87 said: “Deliberately moving to clash with Emmerdale for every single episode. What an utterly idiotic move.”
@Khalidaubin97 said: “EE and Emmerdale clash…unless EE has a MAJOR shake up asap, emmerdale may win in the ratings!”
@cfc_20 said: “Eastenders won't beat Emmerdale.”
Obviously, fans can catch up on missed episodes on the ITV Hub and iPlayer but many don’t think EastEnders will overcome Emmerdale in the battle of the soaps.
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