text: The launch was delayed until February 1985 due to a delay in the chat show Wogan, that was to be a part of the major revamp in BBC1's schedules. Smith was uneasy about the late start as EastEnders no longer had the winter months to build up a loyal following before the summer ratings lull. The press were invited to Elstree to meet the cast and see the lot, and stories immediately started circulating about the show, about a rivalry with ITV (who were launching their own market-based soap, Albion Market) and about the private lives of the cast. Anticipation and rumour grew in equal measure until the first transmission at 7p.m. on 19 February 1985. Neither Holland nor Smith could watch; they both instead returned to the place where it all began, Albertine's Wine Bar on Wood Lane. The next day, viewing figures were confirmed at 17million. The reviews were largely favourable, although, after three weeks on air, BBC1's early evening share had returned to the pre-EastEnders figure of seven million, though EastEnders then climbed to highs of up to 23million later on in the year. Following the launch, both group discussions and telephone surveys were conducted to test audience reaction to early episodes.