Coronation Street and Emmerdale have been British television staples for decades and have drawn millions of loyal viewers. However, with declining ratings and shifting viewing habits, ITV recently announced a dramatic change.
The latest news says that going forward, they will cut an hour of soap content per week and year, and both soaps will be added back-to-back 30-minute episodes starting in 2026. Now that fans fear the worst for their beloved programs—Ross Adams seems to see it as a blessing in disguise.
Hollyoaks Star Called Episode Chop A Blessing
Former Hollyoaks & Coronation Street star Ross Adams, who worked behind the scenes on both Corrie and Emmerdale before making his acting debut, believes this move could be exactly what soaps need to reclaim their lost prestige.
Ross, who started as a runner on the soap in 2010 before becoming a storyline and script editor on Emmerdale, says soaps have struggled to maintain their unshakable hold on British audiences.
The actor said, “I actually hope that this will give them their special quality back. I feel like over the last couple of years, I don’t know if it has anything to do with COVID and the fact that people are watching telly differently, but I feel like the soaps haven’t been on the pedestal that they once were.
Long term it will protect the shows. It will protect their legacy.” The actor proposed a solution, too. According to him, less is more. Ross thinks that shorter episodes could encourage more viewers to tune in again.
What More Ross Said
He added, “I just go back to when I watched it as a kid; it was on at 7.30 pm, we would sit down and watch Corrie from half seven to eight o’clock, and loads would happen. I think if people see that it’s an hour-long episode, I might not have the time to watch a full episode. But if it’s half an hour – without the adverts, it’s like 20 minutes of your time – which doesn’t feel like such a big commitment.”
While Ross sees the long-term benefits of ITV’s decision, he acknowledged the immediate pain for those working in the industry. The redundancies affecting cast, crew, and writers are a painful blow, and he knows that too well. In fact, Ross was the one to experience it firsthand when he lost his job at Hollyoaks in 2024 following the show’s own episode reductions.
However, now the big question remains—will ITV’s gamble save or sink its flagship soaps? Only the upcoming Coronation Street updates can reveal. Until then, stay tuned to Soap Opera Daily for the rest of the soap news.
