I’ve talked about how much I’ve enjoyed Hollyoaks, the Channel 4 soap currently airing on BBC America. I’ve been frustrated that BBC America didn’t manage to leave Hollyoaks in the same time slot for thirteen weeks and, now, it’s leaving the cable channel to go exclusively to webcasts.

I’m a bit annoyed that BBC America’s schedule is back to being a mess. After all, it hasn’t been long since BBC Worldwide America president Garth Ancier said, “I really believe, especially at a smaller cable network, you need to be extraordinarily consistent with your audience so that they know what to expect when they tune in to your channel, from mornings to primetime and all the way into late night.” Hollyoaks isn’t the only spot where the cable network’s schedule has been frustratingly inconsistent of late — their Saturday rerun of The Graham Norton Show was dropped last week for a Jeckyll marathon and next week it gets dropped again for a Doctor Who marathon. (Additionally, it’s incredibly frustrating to try to get accurate information on who Norton’s guests are each week — their own website usually lists the wrong guests.) It’s frustrating to hear a problem so accurately defined only to see the solution be abandoned so quickly.

Still, if the network doesn’t screw this one up (and, considering that their selection of Hollyoaks videos contains TV spots advertising the old time slot, I’m feeling pessimistic on that account) there’s an interesting opportunity, here. Hollyoaks’s audience is one that’s used to watching TV on their computer and putting the show online frees viewers having to keep up with the schedule. I’d like to think that if it succeeds there’s a chance of leverage that into importing some of the other Brit shows that have moderately good but, but not enough to spend the money on adding it to the schedule (like, say, that UK edition of Big Brother which, even with fans complaining, is far more compelling than the US edition).

Hollyoaks moves to BBCAmerica.com on September 4.