The soaps big battle for rating commences for Emmerdale and EastEnders as the new schedule begins.

From Monday 7th March, Emmerdale’s air time is permanently changing from 7pm to 7.30pm, which means it will be in direct competition with EastEnders that starts at the same time on BBC One.

This comes as part of a planned new restructure of the times of the ITV soaps, as Coronation Street will also shift to 8pm for an hour long episode on Monday, Wednesday and Friday.

Emmerdale fans also have the added bonus of an hour-long episode on Thursdays, while the ITV soap will clash with EastEnders four days a week.

EastEnders won’t be airing on Fridays anymore as it has introduced an extra episode on Wednesday evenings.

John Whiston, ITV’s Managing Director of Continuing Drama opened up about what opportunities the soaps in the new schedule would bring.

He 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 also 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."

Despite the direct competition, the BBC have ruled out changing the air time of EastEnders even though it will now go head to head in the ratings with the ITV soap.

However, BBC Chief Tim Davie was not seem too concerned about the clash.

Become an OK! VIP and see all our exclusives – for free!

Become an OK! VIP and you will unlock access to all of our big exclusives…

Be the first to meet the latest showbiz babies, see the most sought after wedding pictures of the year, or take a guided tour around your favourite star's lavish multi-million pound home – all for free!

Sign up here

As he addressed the House of Common's Accounts Select Committee, he said: "We’re not immune from competitive pressure, let’s be honest about it.

"And you may have a marginal impact or an impact during that hour, but we’re confident that the overall case for the EastEnders development remains strong."

Emmerdale and EastEnders will air at 7.30pm on ITV and BBC One.

Stay up to date with all the latest on the soaps by signing up to OK!'s daily celebrity newsletter .

Source: Read Full Article