EastEnders will move to a new permanent timeslot of 7.30pm from next month, the BBC has announced.
The move is in response to a shakeup of ITV's schedules which will see Emmerdale move from 7pm to 7.30pm and Coronation Street air three one-hour episodes a week at 8pm.
EastEnders' new scheduling will see it air Mondays to Thursdays at 7.30pm on BBC One, resulting in the soap airing on Wednesdays for the first time, while the Friday episode is being dropped.
A source told The Mirror: "Bosses made the decision to change up the schedule when ITV made their announcement. In the past, if there was ever a clash between the soaps it was the audience who lost out, but viewers consume TV differently these days.
"It's no longer about the overnight ratings because they don't reflect the true picture of who is tuning in. You only have to look at the numbers watching EastEnders on iPlayer, the figures are pretty incredible."
The new scheduling pattern begins on Monday, March 7.
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