'Emmerdale' boss Kate Oates doesn't want British soap operas to be the "poor relations" to American dramas.
The ITV chief has praised online video streaming service, Netflix - which has produced the original dramas, 'Orange Is The New Black' and 'House of Cards' - as she believes the company is pushing writers and directors to create more interesting episodes for the Yorkshire-based soap, such as the introduction of The White Family.
When asked if she feels under pressure to compete with Netflix, Kate said: "The bar has been set so high because of what's coming out of America. You don't want people watching British soaps and then watching Netflix and thinking: 'This is loads better,' and we look like poor relations.
"I think soaps are becoming better respected and I think that is partly because as producers and writers, we are so influenced by TV dramas."
Despite the variety of high quality soaps on offer, Kate told the Daily Star newspaper she still deals with "soap snobs" but explained how she tries to focus on improving the characters and storylines - which includes the addition of the wealthy White family to 'Emmerdale'.
She said: "I think people fall into two camps - either those who gets soap, understand it and love it or those who are a bit snobby about it.
"Those who are snobby about it, that's fine. It's not a problem.
"But for the rest of us, I think we invest in the characters."

Mark Gatiss has revealed 'Sherlock' fans have changed the way the series is filmed.
The show's co-creator has revealed the upcoming new episodes of the BBC detective drama have largely been based indoors because of the growing amount of fans who turn up to watch the shoots and leak secrets online.
The craze - known as #setlock - has seen hundreds of fans arriving at filming locations to photograph and film the show's stars, including Benedict Cumberbatch and Martin Freeman, and then post everything on Twitter along with the actor's lines and other pieces of information, which is something the producers are hoping to limit.
Gatiss - who works on the programme with Steven Moffat - explained: "When we were filming Baker Street exteriors last time, the fact you've got about 300 people behind crash barriers is ... interesting. So we have factored in trying to minimise large scenes outside.
"If you're just drawing up in a taxi and running through a door, it's easier but large dialogue scenes outside are quite tough."
Apart from the leaking of storylines, the 48-year-old screenwriter explained it is nerve-racking for the show's stars to film in front of what he describes as "a live studio audience" and the crew have also had problems trying to avoid including 'Sherlock' super-fans in the background of shots.
Gatiss - who also plays Sherlock's brother, Mycroft - added to RadioTimes.com: "First of all it gives a lot away, which is a shame, but also just in terms of concentration it's hard when you feel like you're being observed by more than just the crew,"
However, viewers will have to wait for another year before finding out what is in store for the characters, with a Christmas special being broadcast in 2015 followed by the fourth series in 2016.

Miranda Hart is "terrified" of not leaving 'Miranda' on "a high".
The 41-year-old comedienne announced in October the 2014 Christmas specials would mark the end of the popular BBC sitcom but she's confessed she's worried about saying goodbye to the character on a bad note.
She explained: "I will really miss her - she has been so very good to me. But I'm terrified of not leaving on a high, plus I think in some way I've grown out of performing it. When I trip over, or sing, or do fruit people - I think, 'Oh come on Sitcom Miranda Person, that's a bit embarrassing now'."
However, Miranda is proud of the journey her character has made and claims that's why she's decided to bring the show to an end.
She added: "She couldn't stay in that 'getting it wrong' place perpetually. Well, she could, that's the sitcom, but I feel it's time for her to learn a bit and grow a bit and start to like herself a bit.
"And when she knows what to do, she's not funny any more. She's come into her own - and once she's come into her own, we've done her. It's over."
The actress previously admitted her family were relieved when she announced she was calling time on the programme - which began in 2009 and also stars Sarah Hadland, Tom Ellis and Patricia Hodge.
She said: "Most of my family went, 'Thank goodness', because they know how stressed I get writing it. But all my cast members were very sad, so we shall see [about further episodes], but I have written a finale."

Benedict Cumberbatch says it was a "tragedy" to not record 'Penguins of Madagascar' with Tom McGrath.
The 38-year-old actor couldn't work opposite his co-star Tom due to their conflicting schedules, which forced them to record their voice overs for the movie in separate studios.
Speaking about the set up, Benedict said: "The tragedy is that we never got to be in the same room acting opposite one another."
However, the 'Sherlock' star went on the explain that he still felt a connection to Tom - who plays leader of the penguins, Skipper - despite being in different countries.
He told Collider.com: "You do build up an understanding of someone else's performance. I still felt like I was performing with Tom. I just ... it would have been lovely to have had this [one-on-one].
"But it's still brilliant because you've got their idea of where it was going and then you could build on that and give it another turn, so it's a continual tennis match anyway."
Tom agreed, before adding that the separation actually helped Benedict to be more creative with his role as Classified.
The 50-year-old director and actor said: "It allows Benedict to explore and improvise.
"It can be hard to do that when you've got everyone stepping on each other and doing things."
Which led Benedict to quip: "I force actors to work in different continents all because of my working methods. That's so rude. I'm embarrassed!"

Rita Ora will perform on Matthew Morrison's new album.
The 'Glee' actor is thrilled the "talented" 'I Will Never Let You Down' singer will perform on the concept LP for his new stage musical 'Finding Neverland'.
Tweeting a picture of himself and Rita backstage at the American Music Awards at the weekend, Matthew wrote on Monday (24.11.14): "Such a great time at the American Music Awards last night with my friend Rita Ora. She's on the Finding Neverland - The New Musical concept soundtrack. TALENTED!! (sic)"
The pair were seen at the awards ceremony making music with 'Ray' star Jamie Foxx and his daughter.
A source told the New York Post newspaper's Page Six column: "They were singing an a cappella version of Iggy Azalea's 'Black Widow' with Jamie Foxx and his daughter, Annalise."
As well as Rita, Jessie J will also feature on the 'Finding Neverland' album.
It was announced earlier this month that Matthew will return to Broadway in the production, which explores the back story of the 'Peter Pan' book, as author J.M. Barrie.
The musical has been written by British playwright James Graham and features music written by Take That singer Gary Barlow.

John Legend found performing in front of a crowd "addicting" from a young age.
The 35-year-old singer became hooked in singing for an audience when he was a member of a church choir as a child because he loved the feeling of having the congregation respond to the music.
He said: "When I was singing in church, people will let you know how they feel pretty quickly.
"You can feel the energy of the congregation, and you get a sense of whether they like what you're doing, if you did a good job. That was very tangible to me. It was very addicting too, that feeling of affirmation and love, just feeling the elevation of the spirit and excitement of the crowd."
The 'All of Me' hitmaker - who is married to model Chrissy Teigen - was always "very precocious" and quickly learned to play the piano.
Speaking to the new issue of Los Angeles Confidential magazine, he said: "I was a very precocious kid, so I was very thirsty for learning. I wanted to learn the piano. I wanted to study the encyclopedia. I wanted to do everything. I just wanted to soak up a lot of knowledge."

Ridley Scott won't be directing the 'Blade Runner' sequel.
The 76-year-old director - who helmed the original sci-fi thriller in 1982 - has confessed he will not be returning to the director's chair for the follow up but has signed on to produce the film.
While the new director is yet to be revealed, Scott has been working with original writer Hampton Fencher to come up with a plot for the movie.
He told Variety.com: "We talked at length about what it could be, and came up with a pretty strong three-act storyline, and it all makes sense in terms of how it relates to the first one."
The Oscar-nominee also revealed that Harrison Ford - who starred as Rick Deckard in the original - will be returning in the sequel, although his character will only be making an appearance towards the end of the film.
He said: "Harrison is very much part of this one, but really it's about finding him; he comes in the third act."
The 'Prometheus' director - whose latest offering 'Exodus: Gods and Kings' starring Christian Bale and Ben Kingsley is due out in December this year - also confessed he has no plans to retire in the future.
He said: "If I stop, what am I going to do? Walk a spaniel?"
He added of his non-stop career directing both movies and TV commercials: "It was almost like being in sport.
"I thought, 'How many tournaments can I play?'"

Britain's Duchess Catherine was moved to tears as she listened to a woman talk about the death of her baby daughter.
The 32-year-old duchess - who has 16-month-old son Prince George with husband Prince William and is pregnant with her second child - hugged Leigh Smith, 33, and praised her bravery after hearing how her three-month-old baby Beatrice passed away from a heart condition earlier this year.
Leigh said: "She sought me out and gave me a hug just before she left.
'I was getting quite teary-eyed, she had tears in her eyes and she just said to me, 'You're a very brave lady and again, I'm just so, so sorry.' "
The pair had previously been in touch after Leigh wrote to Catherine - who was known as Kate Middleton before her marriage - to praise the work of East Anglia's Children's Hospices (EACH), of which Catherine is patron and who had helped her with Beatrice, and received a personal reply.
Leigh added: "I was so surprised to receive a letter with such personal comments and signed by her.It was a lovely gesture and helped me through a terrible time.
"I was touched that she had taken so much time to carefully read my letter and then to reply herself - it shows how much she cares.
"When I met her today she remembered the letter and said it was an honour to meet me. I was completely taken aback. For me it was an honour to meet her."
During her visit to Norfolk, Catherine met terminally ill children and their families, and also unveiled a range of Emma Bridgewater pottery which will be sold next year to raise money for EACH.
A royal aide said: "It was the duchess's idea to approach Emma, whom she didn't know previously, and she helped in the design process."

Security has been stepped up at the 'I'm A Celebrity... Get Me Out Of Here!' camp because there is a murderer on the loose.
ITV bosses have reportedly taken extra measures to protect the contestants - who include Michael Buerk, Vicki Michelle, Jimmy Bullard and Melanie Sykes - following a "shocking" incident in Murwillumbah, New South Wales, which is just five miles away from where the show is filmed, causing police to worry their suspect is hiding out in the jungle.
An ITV source said: "We have a security team on site. The safety and security of our celebrities and crew is of the utmost importance."
The shocking incident took place when a man in his 40s was stabbed in the eye during a raid on his home. The day after he returned home from hospital, the same attacker is alleged to have killed him and injured his 25-year-old son.
A local resident told The Sun newspaper: "It's a sleepy place and we're not used to this sort of thing happening.
"It was a shocking thing to happen and we're still reeling from it."
A New South Wales police spokesman added: "The investigation into this case continues."

Alfonso Ribeiro has been crowned the winner of 'Dancing with the Stars'.
The 43-year-old actor emerged victorious from the US dance show after a closely fought final against 'Pretty Little Liars' star Janel Parrish and 17-year-old 'Duck Dynasty' personality Sadie Robertson.
On being announced as the winner, he said: "I cannot believe this. I've wanted it forever! My god, I don't even know what to say."
In the show's final - which was broadcast last night (25.11.14) - Alfonso performed an action-packed fusion dance incorporating the cha cha and Argentine tango with dance partner Witney Carson, which was given a perfect score of 40 points from the panel of judges.
The final was touted as one of the closest-run episodes of the show's history with the three contestants entering the show within three points of one another. Ultimately, the father-of-two came out on top after the scores from previous episodes were added to the judges' scores and viewer votes.
The two runners up praised the star for winning the show and expressed their gratitude for making it so far in the competition.
Sadie - who finished in second place - said: "This has been an amazing experience and I just want to say I'm so thankful to God who has brought me this far in the completion,"
Janel added: "I'm honestly just so lucky to be standing here next to him."
The former 'Fresh Prince of Bel-Air' star was a favourite to take home the Mirror Ball trophy from the beginning of the series but was affected by debilitating injuries throughout his run on the show which even resulted in him crying his way through a routine earlier this month due to excruciating back pain.

Wes Chatham has become a father for the first time.
The 'Hunger Games: Mockingjay - Part 1' actor and wife Jenn Brown welcomed son John, who will be known as Nash, into the world on Monday (24.11.14), a few weeks ahead of the 'American Ninja Warrior' host's due date.
They said in a statement: "We are beyond thrilled to announce the birth of our son John 'Nash' Chatham.
"This love is more than we could have ever imagined and we are beyond blessed. We want to thank everyone for their love and support."
The little boy's birth came just a few days after the 33-year-old presenter shared an ultrasound photo of the baby on her Instagram page.
She wrote alongside it: "I already love this face...can't wait to meet him #36weeks."
The couple - who got engaged in September 2011 and married just over two years later - announced they were expecting a baby in July.
They said at the time: "We are overjoyed to be expecting our little one this December and the well wishes we received today means so much!!"
And the duo were already expecting the baby to be as active as its parents.
They joked: "With as much as this baby is kicking, we think we have America's first Baby Ninja Warrior!"

Adam Levine thinks Chris Hemsworth is a "handsome dude".
The Maroon 5 singer insists he doesn't mind relinquishing his status as People's Sexiest Man Alive to this year's recipient because he thinks the 'Thor' actor "deserves" the accolade.
He said: "Listen he's a super, super good looking [guy]. He's a handsome dude.
"He's Thor, for Christ's sake. I mean, the dude deserves it. Gosh!"
Meanwhile, Adam's fellow 'Voice' coach Blake Shelton - with who he enjoys a friendly rivalry - claimed he thinks Chris is a much more deserving winner than the 'Payphone' singer - even though he has "zero clue" who the 31-year-old actor is.
Asked whether he thinks Adam, 35, or Chris is sexier, Blake told 'Access Hollywood': "I don't even know. I don't even know who the other dude is. I have absolutely zero clue who the new guy is...
"But I guarantee you he's more manly and better looking and probably a better human being [than Adam] all together."
However, Adam insisted the 38-year-old country star was just jealous because he wasn't deemed "sexy enough" to be a cover star.
He hit back: "You guys, see, Blake made the inside of the magazine. Blake made the guys-who-weren't-quite-sexy-enough-to-be-on-the-cover list."