ITV have announced that and episodes will now be available to stream from 7am on the day of transmission - but fans aren't exactly thrilled with the news.
Rather than having to wait until the evening to get their fix of soap goodness, fans will be able to watch via ITVX each morning ahead of the shows airing at 7.30pm and 8pm. Dubbed the 'soap drop', the launch is set for Monday 14th October and coincides with the launch of a new soap destination on ITVX.
Yet after announcing the news on social media, fans admitted that they weren't sure that the move is a good idea, with one pointing out on X: "Yes does it but the are not chasing viewership in peak time for advertisers. This will split the viewers and have spoilers 12 hours before watching in the evening."
While another fumed: "Great. Already get enough spoilers." A third seethed: "Silly idea. Will ruin the big episodes." However one fan was optimistic about the move, commenting: "This needed to happen glad it's following the other soaps so that way people can still get their fix so it doesn't clash with other live events such as news and sport."
Addressing the reason for the change, Craig Morris, Managing Editor of Channels and ITVX explained that they had based their decision on changing viewer habits. He said: “The positive response when we made the soaps available at 7am during The Euros and the Olympics this year shows that audiences want to choose when to watch their favourite Soap, and the new dedicated destination on ITVX is a fitting home for the Nation’s biggest and best continuing dramas. Now you can choose when to enjoy your daily dose of drama - whether during the morning commute, over lunch or at a time that suits you each evening."
Meanwhile ITV's Executive Producer for Continuing Drama Iain MacLeod hailed it as "great news for soap fans".
"Having the ability to catch your favourite show at a time that suits you fits perfectly with people’s busy days and flexible lives," he said. "And who doesn’t love the idea of watching the latest Dingle drama in the Dales or calamity on the Cobbles on the tram to work, or over a brew after dropping the kids at school! As a soap nerd, I should also say that the new soap page is an absolute treat. It’s a one-stop shop for fans of and and it will now be so easy to enjoy your favourite shows, and delve into their illustrious histories and beyond."
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