Soap fans are fuming as the new soap schedule comes into effect tonight, while three major soaps reach pinnacle moments in their storylines.
With the battle officially on for EastEnders and Emmerdale, tonight sees Emmerdale shift from its usual 7pm slot to 7.30pm - putting it in direct competition with EastEnders, which airs at the same time on competitor channel BBC One.
With huge storylines coming to a head in those two major soaps, fans are confused by the schedule and are unsure how to watch their favourite programmes – forced into picking sides and watching one as it broadcasts and the other on catch-up.
EastEnders will see Gray's storyline pick up momentum while some key characters exit the much-loved soap, while Emmerdale is gearing up for a huge storyline with evil Meena.
Having to choose between the soaps is a heard feat, with many fans fuming over the clash.
One fuming soap fan took to Twitter to air her frustration over the new schedule, writing: "Won't be watching itv now they have made soaps clash, my son will not be happy as his favourite is Emmerdale and mine is EastEnders, don't have catch up so will be turning off!!! Thank you ITV! The tv is cr*p enough already, and is getting worse!"
She then tweeted the Coronation Street Twitter account directly and added: "The new time slot stinks! Now Emmerdale clashes with EastEnders, and I'm not missing that. There were nothing wrong with original times, some people dont have the catch-up option, it's bad enough that we now only get 20 minutes of EE, #itviscrap #turningoff."
Another said: "I really dont get why #ITV are giving us another 30m of news every evening & messing with the #soaps I’ve no need for an extra 30m of depressing news so will not be tuning in but watching # Netflix #AmazonPrime of just doing my washing up! #Emmerdale #Corrie #Eastenders."
A third penned: "I really thought Eastenders would have been moved to 7pm to avoid the clashes with Emmerdale and Corrie."
While a fourth chimed in: "Think EastEnders is gonna win over Emmerdale next week when they clash with this Gray storyline unravelling."
This comes as Coronation Street will be moving to 8pm for an hour-long episode on Mondays, Wednesdays and Fridays.
Emmerdale and EastEnders will be airing the same time for four weekdays, with the ITV soap airing an hour-long episode on Thursdays.
However, EastEnders won't be airing on Fridays after adding an extra episode on Wednesdays.
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Opening up about the schedule switch-up, ITV's Managing Director of Continuing Drama, John Whiston 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."
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