ITV faces a turbulent time ahead as fears mount that more cuts are on the horizon, with the network’s cherished soaps Coronation Street and Emmerdale potentially next in the firing line for cost-cutting measures. According to The Sun, there are whispers that the beloved ITV soaps might be next to face dramatic budget constraints.
An anonymous TV insider told the outlet: “After the Daytime announcement, the big feeling within the soap departments at ITV is the cost-cutting focus will shift to them. There’s been some seismic changes already over the past year regarding penny pinching, and many believe that’s just the start.” Traditionally regarded as untouchable cornerstones of ITV programming, it now appears that both Coronation Street and Emmerdale may be less secure than previously thought.
They went on: “Given the big audience figures and institutional history within ITV, soaps used to have an untouchable feel about them but that’s changed significantly, and they now feel more vulnerable than ever.”
Starting in January 2026, viewers can expect to see both shows reduced to five 30-minute episodes each week, amounting to a decrease of an hour of beloved soap opera content. The new format, dubbed ITV’s ‘Power Hour’, will schedule Emmerdale at 8 pm followed by Coronation Street at 8:30 pm from Monday to Friday.
Despite executives framing this change as a pioneering move, behind-the-scenes discontent suggests a different story. The restructuring is anticipated to lead to the loss of up to 75 jobs, with reports indicating that some staff have already been summoned to redundancy discussions.
The recent retirement of John Whiston, a mainstay at ITV as the Head of Continuing Drama, has led to whispers of turmoil ahead. Succeeding him, Iain MacLeod steps up as Creative Director, taking the reins on both beloved soaps with undeniable editorial reign.
Concerns are quietly brewing about the prospect of Emmerdale and Coronation Street gradually merging away from public view, especially now that both programmes answer to MacLeod’s singular vision. The announcement of an unprecedented crossover episode—a pioneering broadcast for the new timetable—has been perceived by some as a subtle move towards blending the two dramas.
Rumours suggest this first-ever blend is essentially a budget-friendly trial, according to a source speaking with The Sun, to test if production teams can efficiently navigate between the two storylines. However, ITV robustly counters these assertions.
A spokeswoman for the broadcaster clarified: “These claims aren’t true. ITV has been clear that the crossover episode is a one-off occasion to launch the new scheduling pattern for Coronation Street and Emmerdale in January 2026. Both programmes will then continue to broadcast separate, individual episodes. The crossover episode will be purely story-driven and is a first for British Soap.”
She continued: “The idea certainly hasn’t been conceived for financial reasons. In fact, the spectacular combined launch episode will cost a great deal more than regular episodes. We are proud to have the opportunity to be able to deliver this special moment for fans of both programmes.”
Despite ITV’s rebuttals, doubts linger. The TV insider revealed that this is a “genuine glimpse into the future of how crewmembers will be expected to work, being across both soaps”.
They noted: “There’s a feeling significant savings could be made on production costs even if the quality of the output will be seriously affected.” Another informant disclosed to the press that actors from both serial dramas are “fuming and concerned by cuts.”
Earlier in the year, The Sun reported that Coronation Street executives had clamped down financially by limiting cast screen time to reduce fees, opting for newer, more budget-friendly talent over the seasoned regulars.
The unexpected overhaul of ITV’s daytime schedule has caught many off guard, with reductions to Loose Women and Lorraine despite their robust viewership and recent commendations.
Soaps once stood as ITV’s crowning jewels, yet they risk becoming secondary offerings as the network pivots towards high-end series like Mr Bates vs. The Post Office and lucrative sports broadcasts.
Mirroring the fate of the Daytime lineup, there’s a growing apprehension that Emmerdale and Coronation Street may too be thrust into a battle for their very existence.