ITV 1 has axed its tea-time slot for Night and Day as speculation mounts over the future of the soap.
From April 11, the soap, which launched last November, will no longer be shown on Tuesday, Wednesday and Thursday afternoons. It will only be shown on ITV 1 in its late night 11pm slot on Thursday evenings. The Sunday omnibus edition will continue on ITV 2.
ITV will make a decision by the end of June on whether to recommission the soap, which attracted audiences of only about 1.5 million.
ITV head of continuing series Tony Wood says: “It has established a cult viewing among young adults and repositioning it in the evening will boost its appeal.”
The soap was originally commissioned to replace Home and Away in the 5pm slot. At the end of its run on ITV Home and Away attracted about 4.5 million viewers.
Carat broadcast planning director David Peters says: ” ITV1 needs something to bridge the gap between children and adults.”
He adds that there is an over supply of soaps in the schedule.