Former Emmerdale star Natalie Ann Jamieson has addressed the recent changes that have happened in both ITV soaps, as well as the upcoming episode switch-up.
Natalie played Amy Wyatt in the show up until a couple of weeks ago, when her character died during the limo crash disaster.
Amy was amongst a group of women – and Liam Cavanagh (Jonny McPherson) – who crashed in the middle of an icy lake. They were then forced to cross the frozen water one by one, but not everyone made it to dry land unscathed.
Amy was one of the final characters to cross the ice, but fell through a weak point, sending her into the dark water.
Matty Barton’s (Ash Palmisciano) whole world fell apart in the hospital hours later, when Amy died as a result of the impact hypothermia had on her body.
Following her departure, Natalie has been reflecting on the changes at Emmerdale and Coronation Street, which have so far seen multiple characters leave both shows.
Pondering over everything that’s happened recently, Natalie told the Mirror that she doesn’t ‘understand when things are so popular, why there are cutbacks on them’.
However, one thing Natalie believes is a good idea is the changes taking place to the amount of episodes being broadcasted a week.
Following audience research, bosses have concluded that 30 minute episodes attracted higher audience figures throughout 2024, and as a result, a new broadcast pattern will be adopted from January next year.
This means that Emmerdale will air Monday to Friday from 8pm, with Coronation Street following on the same days at 8:30pm in what has been dubbed as a ‘soap power hour.’
‘Going back to half an hour episodes – I don’t think that’s a bad thing because that’s how I remember soaps being back in the day’, Natalie said.
‘I think that’s a return of what it was originally so it doesn’t feel like a cutback.’
ITV’s Managing Director of Media and Entertainment Kevin Lygo said of the update: ‘The new commissioning pattern is viewer-led. We already give more choice than ever to viewers on how they watch us through ITVX and we want to present their favourite soap to them, in the most digestible way.
‘In a world where there is so much competition for viewers’ time and attention, and viewing habits continue to change, we believe this is the right amount of episodes that fans can fit into their viewing schedule, to keep up to date with the shows.
‘Research insights also show us that soap viewers are increasingly looking to the soaps for their pacey storytelling. Streaming-friendly, 30 minute episodes better provide the opportunity to meet viewer expectations for storyline pace, pay-off and resolution.
‘Whilst viewing is growing on ITVX, we know a significant proportion of our soaps’ audience still watch us via the schedule. This new pattern is in the DNA of the soap genre – nobody else does 30 minute drama this successfully.’
