Emmerdale spoilers follow.
Emmerdale's Marlon Dingle changes tactics in the search for April Windsor next week.
The Woolpack chef concerns his loved ones as he tries to raise the stakes with publicity over his teenage daughter's disappearance.
Marlon has been searching the streets after April ran away from home at Christmas.
CCTV footage has shown that April was recently in Leeds, providing a focal point for the search for the first time.
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Despite this ray of hope, Marlon has struggled to find April and he's been pushing himself to his limits by devoting every hour he can to the mission.
Viewers recently saw Marlon struggling with a nasty cough, leaving those close to him worried that he was risking his health with his current approach.
Next week, Marlon finally loses patience as there have been no positive updates on April since the CCTV footage was found.
Believing that they need to make a splash with PR instead, Marlon decides to increase the offer of reward money for information leading to April's safe return.
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Marlon's wife Rhona, mother-in-law Mary and new ally Ross are all worried over his decision.
Publicity hasn't fared well for the family so far, after an appeal video led to unwanted attention from trolls earlier this month.
Could the public promise of a big payout cause more harm than good?
Show bosses have been working on this storyline with help from the Missing People charity.
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Producer Laura Shaw recently said: "Marlon has recently been struggling with his relationship with April but never imagined he would be in such a heartbreaking situation.
"As the search for April intensifies, we explore the emotional turmoil a family faces when a young person goes missing. We are so grateful to the charity Missing People for their invaluable help and support with this storyline."
Emmerdale airs these scenes on Friday, January 31 on ITV1 and ITVX.
Emmerdale airs on weeknights at 7.30pm on ITV1, and streams on ITVX.
