The battle is on in soapland this week as a new schedule shake up will see Emmerdale and EastEnders go head to head after big changes on ITV and Virgin Media Television.
From this evening, Coronation Street will be moving to an 8pm time slot for an hour-long episode on Mondays, Wednesdays and Fridays.
Before the change, Corrie used to air at two different half hour slots at 7.30pm and again at 8.30pm.
Meanwhile, changes will see Emmerdale move from its usual 7pm slot to 7.30pm, which clashes with Eastenders, which has aired at the same time on BBC One and RTE One for decades.
BBC have also announced changes to EastEnders that will see the London based soap air on Wednesday instead of Fridays for the first time.
It will now air Mondays, Tuesdays, Wednesdays and Thursdays at 7.30pm.
The changes are coming as Virgin Media Television is following British broadcaster ITV's suit, after they confirmed that they are changing their soap schedules in order to expand their news and current affairs coverage.
The new time slots mean Virgin Media News at 8 will now move to the earlier time of 7pm with a new nightly news bulletin fronted by Caroline Twohig.
Launching this week, from Monday 7th March, the new show will air five nights a week across Virgin Media One.
Commenting on her new role, Caroline Twohig said:
“I’m delighted to be fronting this brand -new news bulletin, it’s going to be fast paced and lively with plenty of live reports and breaking news, I’m so excited to be bringing it to our viewers”.
Lifting the lid on the soap 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."
