ITV viewers are bracing for another major disruption this week as two of the network’s most beloved soaps, Emmerdale and Coronation Street,

are abruptly pulled from the TV schedules—sparking outrage among loyal fans who say they are being pushed to breaking point. The shake-up comes just

weeks after ITV proudly unveiled its much-hyped “soaps power hour,” a revamped scheduling strategy designed to give viewers a solid, uninterrupted hour of

drama every weeknight. Under the new format, Emmerdale airs at 8pm for 30 minutes, followed immediately by Coronation Street at 8.30pm, creating what executives hoped would be a must-watch block for soap fans.

But barely a month into this so-called new era, cracks are already showing—and this week, they’re impossible to ignore.

Emmerdale and Coronation Street have been pulled from schedules this week

The decision to pull the soaps has left fans furious

Two Nights, No Soaps

As it stands, the carefully planned power hour will completely vanish on two separate nights this week. On Tuesday, Emmerdale and Coronation Street will not air at all. Instead, ITV will broadcast a live EFL Cup match between Arsenal and Chelsea, wiping both soaps off the schedule in one fell swoop.

Then, just two days later, the disruption continues. On Thursday, viewers tuning in for their usual dose of village and cobbles drama will again be left empty-handed, as ITV replaces the soaps with live Six Nations rugby coverage, featuring a high-profile clash between France and Ireland.

For fans who rearranged their evenings around the new schedule, the decision feels like a betrayal—especially so soon after ITV promised stability and consistency.

A “Power Hour” Already Losing Power

When ITV announced the new scheduling format last month, it was pitched as a bold relaunch designed to modernise soap viewing and strengthen audience loyalty. The move also followed a controversial reduction in episode numbers, with both Emmerdale and Coronation Street dropping from six episodes a week to five.

At the time, viewers were reassured that while there would be fewer episodes overall, the streamlined format would deliver higher-quality storytelling and fewer disruptions. Yet only weeks later, fans are already seeing episodes disappear altogether—not rescheduled, not delayed, but removed.

For many, this has reignited fears that soaps are slowly being sidelined in favour of sports programming and one-off events.

Fans React With Fury and Frustration

Unsurprisingly, social media has erupted with angry reactions, with viewers accusing ITV of failing to protect its most loyal audience. Longtime fans argue that soaps have been treated as expendable, repeatedly sacrificed whenever major sporting events come along.

One frustrated viewer wrote:
“I remember the times we used to get episodes moved to other times because of the football—even last year. But now it seems like the new standard is simply no episode at all on sports days.”

Another added:
“This is so painful. There are very few shows that I like to watch, but they keep being shunted around or cancelled at the last minute.”

Others expressed concern over the long-term impact of the cuts.
“This is stupid,” one fan commented. “They already cut the number of episodes going from six to five per week. Now every other week it seems they lose another episode. So in 2026, how many fewer episodes will there really be compared to 2025?”

Perhaps most telling was the suspicion voiced by another viewer, who wrote:
“Same thing is happening with Corrie. This whole new schedule is a ploy to tear our beloved soap episodes away from us.”

Why Soaps Matter to Viewers

The backlash highlights something ITV may be underestimating: for many viewers, Emmerdale and Coronation Street are not just TV shows—they are rituals. These soaps have aired for decades, forming daily habits and emotional anchors for millions of people.

Fans follow character arcs that span generations, invest deeply in long-running families, and rely on the shows for comfort, familiarity, and escapism. When episodes are suddenly pulled without warning—or not rescheduled at all—it disrupts more than a viewing plan. It disrupts connection.

This is especially significant at a time when both soaps are delivering some of their most intense storylines in years, from Emmerdale’s harrowing cancer arcs and criminal twists to Coronation Street’s emotional family breakdowns and moral dilemmas.

Sports vs Soaps: An Ongoing Battle

ITV’s decision is not unprecedented. Live sports have long taken priority over scheduled programming, particularly when broadcasting rights are involved. Football tournaments and international rugby fixtures draw massive live audiences and advertising revenue, making them difficult for broadcasters to sideline.

However, what has changed is how soaps are treated when clashes occur. In the past, episodes were often moved to earlier or later time slots, or even shifted to alternative days. Now, fans are noticing a worrying trend: episodes are simply disappearing.

Critics argue that this sends a clear message about where soaps now sit in ITV’s hierarchy—and it’s not at the top.

The Risk of Alienating Loyal Audiences

From a strategic standpoint, the move carries risks. Soap viewers are among ITV’s most consistent and loyal audiences. Unlike casual viewers, they tune in multiple times a week, year after year. Alienating that base could have long-term consequences, particularly as streaming platforms continue to lure audiences away with on-demand convenience.

There is also concern about storytelling continuity. Missing episodes can disrupt momentum, dilute emotional impact, and make it harder for viewers to stay engaged—especially when major cliffhangers or turning points are delayed or skipped altogether.

What Happens Next?

As of now, ITV has not confirmed whether the missing episodes will be rescheduled or permanently lost. That uncertainty is fueling much of the frustration. Fans are calling for clearer communication and greater respect for soap audiences who feel increasingly taken for granted.

With more sporting events scheduled throughout the year, viewers are now asking an uncomfortable question: is this the future of British soaps on terrestrial television?

For Emmerdale and Coronation Street, shows that have survived decades of cultural change, this latest shake-up feels like a warning sign. And for fans, it’s another reminder that even the most enduring TV institutions are no longer immune to disruption.