Diehard Coronation Street fans have mounted a virtual war with TVNZ over plans to slice up the long-running soap and shift it to an earlier time slot.
Lovers of the British drama have taken to the web, with more than 1500 putting their names to an online petition demanding the public broadcaster retract plans to replace it with MasterChef Australia.
Under the changes announced on Wednesday, TVNZ said the one-hour Coronation Street show would be knocked from its 7.30pm time slot on Tuesdays and Thursday and will instead screen in 30-minute segments every day at 5.30pm.
The Australian cooking show, which previously aired before the 6pm news, will now screen nightly at 7.30pm.
The change, effective October 17, has outraged fans who make their gripes abundantly clear - 5.30pm is too early and they have no interest in watching a "stupid" reality TV show.
"Have you not learnt anything from meddling with coro in the past??" wrote Craig Bell.
"Shame on you TVNZ!!"
Dianne was even more to the point. "Are they insane? A friggin ozzy cooking show, who cares!"
Many younger fans were insulted by TVNZ's inference that only elderly people were watching the show, so the earlier time slot would suit them.
"TVNZ executives may be home at 5.30pm but most others are still heading there," GK Taylor said. "Get real."
Even rest homes are getting involved, with one worker writing that the show is one of the few things residents have to look forward to.
Catherine Clews said the switch would move it into competition with her elderly mother's other favourite soap, Home and Away.
"She lives in Christchurch, has a broken house, lost her baby sister because of the February earthquake, and now you want to make her choose which one of her beloved soaps she can't watch!"
TVNZ has been unrepentant, saying MasterChef was extremely popular last year.
NZN