March 3rd 2025.
Recently, Natalie Ann Jamieson, known for her role as Amy Wyatt on Emmerdale, made her departure from the show. In light of this, she has shared her thoughts on the recent changes happening in both Emmerdale and Coronation Street, as well as the upcoming episode switch-up. Her character, Amy, met her untimely end in the limo crash disaster a few weeks ago, when she fell through the ice and succumbed to hypothermia. It was a shocking and emotional moment for fans and Natalie herself.
Amy was among a group of people, including Liam Cavanagh, who were involved in the crash on an icy lake. As they attempted to make their way across the frozen water, not everyone made it to safety. Amy, one of the last to cross, fell through a weak spot and saw a corpse in the water, which is speculated to be Nate Robinson. This event was a turning point for many characters, including Matty Barton, whose world fell apart when he learned of Amy's death in the hospital.
Reflecting on her departure and the changes in both soaps, Natalie expressed her confusion over the cutbacks in such popular shows. She questioned why there would be a decrease in episodes when the viewership is high. However, she did support the decision to switch to 30-minute episodes, as it brings back the traditional format of soaps.
The decision to air both Emmerdale and Coronation Street on the same days in a 'soap power hour' has been met with a mixed response. Some believe it will provide more choice for viewers, while others feel it may be too much to handle in one sitting. This change is based on audience research and the desire to cater to the changing viewing habits of viewers.
ITV's Managing Director of Media and Entertainment, Kevin Lygo, explained that the new commissioning pattern is viewer-led and aims to provide the shows in a format that is easily digestible for viewers. He also stated that the 30-minute episodes better cater to the fast-paced storytelling that viewers have come to expect from soaps. With the rise of streaming services, the goal is to meet the expectations of viewers for speedy plot development and resolution.
Although viewers can now watch their favorite soaps on their own schedule through ITVX, a significant portion still watches via the schedule. This new pattern is a nod to the soap genre's DNA and the successful execution of 30-minute dramas. With so much competition for viewers' time and attention, it is believed that this format will keep viewers engaged and up-to-date with their favorite shows.
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