Today saw the first episode of Emmerdale air at its new later time of 7.30pm - and come up against stiff competition from Albert Square.
It's a big change to the timeslot the ITV soap has had since the 1970s as ITV expands its evening news segment to give more focus to news outside of London.
It's pushed Coronation Street back to 8pm, and crucially, it means Emmerdale now clashes with the airtime of Eastenders on BBC1 - and fans were less than happy.
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Long-time viewers were none too impressed by the change, especially soap fans who usually look forward to a double bill of Emmerdale followed by Eastenders.
Tonight's episode saw Meena Jutla antagonise her sister Manpreet after goading her until Manpreet slapped her during their prison visit. After pretending she was thinking about confessing, Meena closed out the episode by telling a police officer Manpreet was responsible for murdering Andrea and had been manipulating her.
However, fans took to Twitter to express their opinions on the ongoing storyline.
@GuyFoxy tweeted: "This Meena storyline needs wrapping and her banged up it’s dragging the soap, it’s needs new scriptwriters urgently #Emmerdale"
Similarly, @PaulBiUK said: "Meena storyline should end and the writers should move on. New team in and fresh creativity and professionalism. It feels like they hit there peak and the peak is not good enough. #Emmerdale"
"This Meeniac storyline is getting silly now blaming her sister for a murder she committed! #Emmerdale", said @JordanPhelps21
Some fans even decided to switch from Emmerdale to Eastenders as they got tired with the storylines.
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@AprilQuinn2x wrote: "Dear @emmerdale just to let you know gonna watch @bbceastenders now. Things are happening there, while you're dragging on with that pantomime Meena serial killer bull twaddle #emmerdale #EastEnders. Furthermore, why did @ITV change the schedules?!"
@W1966Caroline tweeted: "Judging by the comments about #emmerdale glad I chose #EastEnders tonight"
Polls on Twitter found that more viewers said they'd be choosing to watch Eastenders rather than Emmerdale.
Even those who didn't switch over expressed disappointment about not being able to watch both shows, with a surge in tweets from fans complaining.
@AndyGibsonTV said: "Well hasn't this whole schedule shakeup really messed viewing serial dramas in an evening. #Emmerdale #CoronationStreet #EastEnders"
And finally, @yasmin_ali10 tweeted: "Dam these new schedule for the soap changes from tonight i hate it. After years of all three #corrie #emmerdale #EastEnders being on a fixed time & days both now bbc & ITV have messed it up. Rivalry why ... seriously drop it. #soapchange"
Elsewhere in the episode, Chas and Charity clashed over the managerial job at the Woolpack, set to reopen soon after not serving for a while.
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