ITV Announces New Daytime Soap

Soap fans have lots to look forward to in 2004, with plots and acting seeming to just get better and better across the board. And ITV1 are set to add more to the mix with a proposed new daytime soap starting in the new year.
Despite the depressing demise of the channel's two daytime dramas, Crossroads and Night and Day, top executives are determined to get it right next time.
As reported in Inside Soap magazine, ITV1 Daytime Controller Liam Hamilton voiced his thoughts on a proposed new soap at a recent conference:
"I passionately believe that daytime drama has to return, and we will get back into it next year," he said.
"ITV wants to be the No 1 channel, and it won't be until it has a daytime drama.
"I am spectacularly keen to make sure the problems of the past do not return," he added.
BBC1 are currently the kings of non-evening soap shows, with both Neighbours and Doctors consistently securing high ratings.
Five too achieve an excellent share of viewers for the ever popular Home and Away, which, of course, used to be aired on ITV - a fact surely not lost on the network's bosses!

Well I do hope they do not put it on at 5PM. Thats all I'm saying.

There's already a thread on this, isn't there? Anyway, I don't think ITV have "announced" anything, have they? It's just something in the pipeline.

Correct. Mind you ITV have well and truely stuffed in daytime since they lost Home & Away...

New daytime soap to 'revive' ITV schedules

Britain's biggest commercial broadcaster today unveiled plans to launch a new daytime soap. Not discouraged by the failure of both 'Night and Day' and 'Crossroads', the network (soon to become known as ITV plc) has already hired a 92-strong cast and secured a time-slot on ITV1, which has been struggling in the daytime ratings since the loss of Home and Away.

Said Helen Wallace of Carlton Television, "We're all very excited about the new show. You can expect to see some famous names including Glynis Barber, Lisa Riley and Jane Asher."

The yet unnamed show will focus on life working in a hotel after a young girl vanishes from the premises and we're told to expect a shocking start.

"It's something we've never tried in this time-slot before. It's hard hitting drama with a mysterious twist."

The show will air at 17:00 and starts early next year.

I agree it would make sense for ITV to extend CITV to 5.30pm and then possibly have I Want That House at 5.30pm or perhaps a regional slot.

They should screen this new soap at lunchtimes, clearly there isnt a need for a soap at 5pm.