In a move that has sent shockwaves through the Thai soap opera community, ITV has announced significant changes to the broadcasting schedules of its iconic British soaps, ‘Emmerdale’ and ‘Coronation Street’. Set to take effect in 2026, the reduction from hour-long episodes to half-hour slots daily has not only stirred discussions about the future of these beloved shows but also sparked concerns among fans in Thailand about the quality and depth of storytelling they’ve come to love.
The announcement came as part of ITV’s broader strategy to adapt to changing viewing habits and budgetary constraints. For decades, ‘Emmerdale’ and ‘Coronation Street’ have been staples in the UK, weaving complex narratives around the lives of their characters in the fictional villages of Emmerdale and Weatherfield. In Thailand, these shows have garnered a dedicated following, with fans tuning in religiously to catch up on the latest drama, romance, and intrigue.
The news broke through an official press release from ITV, which explained, “In response to evolving viewer preferences and the need for cost efficiency, ‘Emmerdale’ and ‘Coronation Street’ will transition to a daily half-hour format. This change aims to preserve the essence of the shows while making them more accessible in today’s fast-paced viewing environment.”
Thai fans, who have embraced these soaps as part of their daily routine, took to social media to express their concerns. “Cutting the episodes in half feels like losing half the drama. What about all the character development?” questioned
@SoapLoverBKK on X. Another fan, @CorrieFanCHIANG, tweeted, “I hope this doesn’t mean less of the juicy plots and more rushed storytelling.”
The reduction in airtime also brings to light the issue of job losses, with ITV expected to scale down its production teams for both shows. This aspect has resonated globally, including in Thailand, where fans are not just emotionally invested in the characters but also in the real-life stories of the actors and crew behind the scenes. “It’s sad to think that people might lose their jobs over this. I hope ITV has a plan to support their staff,” shared @EmmerdaleFanPAT on a fan forum.
However, there’s a silver lining that some fans are trying to focus on. The change could potentially mean a more concentrated narrative, where every minute counts, leading to tighter, perhaps even more engaging episodes. “If they can make each episode as gripping as the best ones we’ve had, then maybe this isn’t all bad,” speculated @WeatherfieldWatchers in a hopeful tweet.
The impact on Thai viewers is not just about less content to watch but also about how these shows fit into their cultural landscape. British soaps have become part of the fabric of many Thai households, offering a window into another culture while providing universal themes of love, betrayal, and community. The adaptation to shorter episodes might challenge the shows’ ability to maintain this cultural crossover appeal.
ITV has promised to maintain the quality of storytelling, with showrunners for both series stating their commitment to delivering impactful stories within the new constraints. “We understand fans’ concerns, but we’re excited about the challenge of telling stories that resonate even more powerfully within a shorter timeframe,” said Jane Hudson, executive producer of ‘Emmerdale’.
As 2026 approaches, the Thai audience, along with fans worldwide, will be watching closely to see how ‘Emmerdale’ and ‘Coronation Street’ navigate this new chapter. Will the essence of these long-standing dramas survive the cut, or will it be a case of less being, indeed, less? Only time will tell, but one thing is for sure: the conversation around these beloved soaps will continue to be as dramatic off-screen as on.
