‘Coronation Street’ and ‘Emmerdale’ are the "most important" shows on ITV.
Kevin Lygo, head of studios at the channel, insists ITV’s two soaps play a huge role in the network’s success, and he personally "loves" ‘Corrie’ – which features the likes of Bill Roache (Ken Barlow) and Helen Worth (Gail Platt) – and couldn’t wait to step foot on the cobbles when he landed his job.
He said: "The soaps are probably the most important things on the channel.
"I absolutely love ‘Coronation Street’. I’ve watched it all my life, I love it.
"The thing I was most excited about when I got the job was I could walk onto the cobbles and say I was in charge."
Kevin has also revealed Leeds-based ‘Emmerdale’ has a massive 80 per cent share of viewing in the north of England when the show airs, and while ‘Corrie’ is also based up north in Manchester, the soap has a "broader" share across Britain.
He said: "People do sit down as a family with soaps. With ‘Emmerdale’, in the north, because it’s on at seven o’clock, it has something unbelievable like an 80 per cent share of viewing.
"But in London it probably has a 12 per cent share of viewing. That time doesn’t quite fit the lifestyle, it’s obviously a northern thing.
"’Coronation Street’ is a bit broader. But that’s fabulous for us."
Kevin joked he is a "pushover" when soap bosses approach him for money, and admitted the channel have invested heavily in ‘Corrie’ and ‘Emmerdale’ recently to ensure they stay at the top of their game.
Speaking at The Edinburgh International Television Festival in Scotland today (23.08.18), he added: "Knowing their place in the schedule, knowing their role within the entire company of ITV was important.
"We’ve put more effort and energy in, we’ve invested a lot of money.
"I’m a pushover when the people run them come to me and say, ‘We need a bit more money.’ I say, ‘Yes!’
"They’re so important it seems mad to penny pinch in that area."
Coronation Street and Emmerdale ‘most important shows on ITV’
