Hollyoaks is a long-running Channel 4 soap opera in the United Kingdom. This is a list of characters who first appeared on the programme during 2010, listed in order of their first appearance. In January 2010, it was announced that Paul Marquess would be taking over the role of series producer from Lucy Allan, who had been with the show for one year. Marquess fully took control on 17 January 2010, onwards. March saw the introduction of Jem Costello, a new love interest for Gilly Roach. The character of Eva Strong was introduced in April as the biological mother of Anita Roy, and Texas Longford joined Hollyoaks in May. Marquess's first major casting was former Footballers Wives actress Phina Oruche in the role of Gabby Sharpe along with her children Amber and Taylor and husband Phil, all of