"As the World Turns" Ends on CBS in September 2010
- AS THE WORLD TURNS, the long-running daytime drama, will complete its final season on the CBS Television Network in September 2010. CBS has decided not to renew the show for the 2010/2011 broadcast season, thereby ending its 54-year run on the Network.
"Throughout our history, AS THE WORLD TURNS has remained dedicated to sharing compelling stories that have entertained fans for more than five decades," said Executive Producer Chris Goutman. "We are disappointed and saddened by the news that the show is not being renewed. It will certainly be a loss for all of us, and for the show's loyal audience."
"AS THE WORLD TURNS has been a cornerstone of our business and a tremendous asset to the company," said Brian T. Cahill, Senior Vice President and Managing Director, TeleNext Media, Inc. "We are proactively seeking a new outlet to carry the show, and are open to exploring innovative formats and relationships that will enable the future success of ATWT."
The epitome of multi-generational, serial storytelling, AS THE WORLD TURNS has been entertaining generations of fans for more than half a century. The show boasts a well-loved and long-tenured cast, including actress Helen Wagner (Nancy Hughes) who spoke the first words on the premier broadcast of ATWT in 1956. To this day, Nancy is still at the helm of the Hughes family, earning Wagner the distinction of portraying the longest-running character in television history.
Other veteran cast members still on the show today include Eileen Fulton (Lisa Grimaldi) and Don Hastings (Dr. Bob Hughes) who each have played their characters for 49 years; Marie Masters (Dr. Susan Stewart) with 41 years; and Kathryn Hays (Kim Hughes) who has starred on the show for 37 years.
AS THE WORLD TURNS has tackled many contemporary themes over the years, including AIDS, Alzheimer's, alcoholism and more, while remaining true to the show's rich history and realistic characters. In 1988, the serial made history by introducing daytime television's first gay male character, Hank Eliot (played by Brian Starcher), for which it was honored at the first annual GLAAD media awards in 1990.
Created by Irna Phillips, AS THE WORLD TURNS premiered on April 2, 1956 as a 30-minute live television show, unprecedented at the time for a soap opera. Top-rated from 1959 to 1971, it was the first daytime serial with its own spin-off, Our Private World, which aired in prime-time. The show switched to color on 1967, and expanded from a half-hour in length to one hour in 1975. Over the years, ATWT has been awarded numerous accolades, including 58 Daytime Emmy awards.
Set in the fictional Midwestern town of Oakdale, As The World Turns launched the careers of many now-famous Hollywood celebrities, such as Dana Delaney, James Earl Jones, Julianne Moore, Parker Posey, Meg Ryan, and Marisa Tomei to name a few.
At the same time and like I said at the beginning of the thread, DAMMIT! There has been something seriously wrong within the soap opera industry ever since the mid 90s, and it's only gotten worse. To have cancellation notices for the two OLDEST soaps broadcasting just shows that everything they're trying to do to "fix" soaps is not working. Given the backstage drama between "Days of our Lives" and NBC, I expected them to go before "As the World Turns".
ETA:
Okay, I planned on writing that long-ass essay, but then I found this excellent article from Sara Bibel that pretty much covered everything I wanted to say:
Deep Soap: ‘As The World Turns’ Canceled, Another Nail in Daytime’s Coffin
- CBS’s long running soap opera As The World Turns has been canceled. It will air its final episode in September.
The news has blindsided everyone in the daytime industry. Though CBS Entertainment President Nina Tassler stated in August that the show was “having ratings challenges” — and hinted that the network was considering its options — I don’t think anybody thought a decision would be made this soon.
I do not understand why this decision was made. Yes, ‘ATWT’ has been the lowest rated soap since Guiding Light left the cancellation-happy CBS. But the show’s writing has improved over the past couple months. ‘ATWT’ does not have ‘GL’s’ physical production problems. It has one of daytime’s strongest casts, a passionate fan base, a decent time period, and a powerful history. There is still life in this show. As ‘Days of Our Lives’ has shown, it is possible to turn a soap around. I wish CBS had given the show another few months to see if the creative improvements would be reflected in the ratings before deciding whether or not to cancel the show.
It is tempting to play the blame game here. CBS daytime topper Barbara Bloom has allowed two soaps to die on her watch. It’s her bosses that made the call, but if the shows were doing better in the ratings, they never would have been canceled. While ABC’s Brian Frons regularly makes creative decisions that anger fans, all of the ABC soaps are still on the air.
Procter & Gamble, the company once synonymous with the term soap opera, has mismanaged its daytime business to the point where it now ceases to exist. The company could have put more effort into selling its soaps internationally the way Sony does, and generated millions of dollars in additional revenue that could have helped the shows.
Maybe Ellen Wheeler really is soap-opera kryptonite. The former ‘Guiding Light’ executive producer had just joined ‘ATWT’ as a director. Meanwhile, ‘ATWT’ executive producer Christopher Goutman has not been a particularly passionate advocate for the show. He stated in interviews that he did not think there was an audience anymore for soaps that aired five days a week and discouraged fans from writing letters to him.
Procter & Gamble is, at least officially, claiming that all hope is not lost.
P&G’s Senior Vice President Brian Cahill issued the following statement: “We are proactively seeking a new outlet to carry the show, and are open to exploring innovative formats and relationships that will enable the future success of ‘ATWT’.”
Though the studio was unable to sell ‘Guiding Light’ to another network when CBS canceled it, perhaps having more time to shop it around will make a difference.
‘ATWT’ was the original ‘It’ soap. It’s realistic, slow-paced storylines were a sensation in the 1950s and 1960s. ’ATWT’ had daytime’s first supercouple, Jeff and Penny. A recent episode of ‘Mad Men’ featured the famous clip of Walter Cronkite breaking into an episode to announce that JFK had been shot.** In the 1980s, headwriter Douglas Marland crafted some of the best daytime storylines ever told, including the epic romance of Lily and Holden. More recently, it innovated with daytime’s first gay male romantic storyline, Luke and Noah.
The show is truly a part of American history. It will be missed.
As the daytime ‘World’ turns upside down, it was business as usual for network brass Tuesday. CBS President Les Moonves appeared somewhat insensitive during an interview with CNBC, in which he discussed the long-running soap’s cancellation.
“The days of the soap opera have changed very much. ‘Guiding Light’ left earlier this year and ‘As the World Turns’ will leave later next year. They’ve had long and distinguished runs and their days are over,” Moonves said.
As Gawker points out (and provides the video), Moonves was likely unaware that the CNBC reporter he was interviewed by happens to have a mother-in-law (Marie Masters, who plays Dr. Susan Stewart) who’s worked on ‘ATWT’ for four decades. Ouch.
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albert

