ITV Unveils Major Schedule Shake-Up: Soaps Move to 8pm in 2026
ITV has announced a significant overhaul of its daytime and primetime schedules, with the biggest changes in years set to take effect from 2026. The network confirmed that its two flagship soaps, Coronation Street and Emmerdale, will be stripped across the week at 8pm, a move that aims to secure their long-term success. This decision comes as ITV seeks to balance traditional viewing habits with the growing popularity of its streaming platform, ITVX.
While acknowledging that viewing on ITVX is on the rise, ITV emphasized that a substantial portion of soap audiences still prefer the scheduled broadcast. In a statement, the network said, “Whilst viewing is growing on ITVX, we know a significant proportion of our soaps’ audience still watch us via the schedule.” The changes are motivated by a desire to do what is best for the continuing success of these important programmes in the long term. Notably, This Morning will retain its 10am-12pm slot, providing stability for daytime viewers.
The schedule revamp has not been without criticism, particularly from loyal viewers who feel sidelined by the prioritization of live sports events. One disgruntled fan remarked, “Where else can you be a loyal customer just to be told ‘oh well, footie’s more important than your custom’?” ITV, however, justifies its sports coverage by noting that it pays a premium to screen these events on prime time TV and on the main ITV channel, underscoring the commercial realities of broadcasting.
As ITV navigates the evolving media landscape, these schedule changes represent a strategic effort to retain traditional audiences while adapting to digital shifts. The move to 8pm for soaps is a bold statement, aiming to create a consistent viewing habit and boost ratings. With the full details of the new schedule yet to be unveiled, viewers can expect a transformed ITV1 lineup that balances beloved dramas with high-profile sporting events.
Shimanta Das 
