'As the World Turns' Canceled by CBS; ATWT Bumped Off by Reality TV?
Final ATWT Episode to Air in September 2010
As the World Turns Canceled!
Lovingly referred to as ATWT by aficionados and insiders alike, As the World Turns has told the story of Illinois' fictional Oakdale since 1956. Running for 54 years and producing more than 13,661 episodes, the soap opera is one of the last holdouts of consumer product manufacturer produced advertising vehicles.
Today CBS reveals that it will pull the plug on As the World Turns in September of 2010, leaving ATWT fans to join the legions of Guiding Light fans, who watched that soap opera's conclusion in September of this year. The end of As the World Turns also spells the end of an era on TV.
ATWT is responsible for introducing a young Meg Ryan and James Earl Jones - as pointed out by We Love Soaps -- to national audiences. It tackled controversial issues and introduced contentious characters in its lineup.
A Case of Video Killed the Radio Star?
In 1979 The Buggles released the single "Video Killed the Radio Star." Pointing to the demise of beloved radio personalities in the dawning days of television's rise to fame, it may also hold some prophetic wisdom for the end of soap operas. Although the medium - TV - is not changing, the delivery of the entertainment is most certainly moving away from the tightly scripted soap opera to the more loosely scripted reality show.
The Breakthrough of Reality TV
Make no mistake, even as ATWT is a long lived soap, there are also reality shows that date back to the same area. For example, Candid Camera - in its earliest incarnations - is a holdover from an old radio program. Over the course of the decades, reality TV took up three basic directions: documentary nature, participant competition and impromptu situational comedy.
Of these, the documentary has evolved to such an extent that is has now become television's form of sponsored voyeurism and the interest generated by the gradual decline of the Gosselin family (as chronicled in "Jon and Kate Plus 8 Series Finale the Latest Family Casualty in Reality TV") is the latest example.
Win-Win for Sponsors
If you will remember, As the World Turns and other soap operas were put on the air by the big soap makers Procter & Gamble, Lever and also Colgate for the sake of advertisement. This function is now performed by reality TV. As outlined by USA Today, Procter & Gamble as well as others now rely heavily on product placement within the popular genre. America's Next Top Model was wooed by Lee Jeans, while Heineken peddled its beer via strategic placement during American Casino.
Now that As the World Turns is canceled, it is anyone's guess what will eventually replace reality TV in 50 or so years.
Sources
http://www.cbs.com/daytime/as_the_world_turns/about/
http://www.welovesoaps.net/2009/12/as-world-turns-ends-on-cbs-in-september.html
http://www.usatoday.com/money/media/2004-10-14-tv-product-placement_x.htm
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13 Comments
Post a CommentI have watched ATWT since the very first episode. I am 67yrs old. I feel like a family member has died!! I hate these stupid reality shows and do not watch them. My mother, daughter and granddaughters also have watched the show. I am really upset that it has been canceled. I cried like a baby on the last few episodes. I also did not want Reid to die! I am excited that Maura West (Carly) is coming to Y&R on Oct. 8th. I do not watch Y&R but I will now. I have never liked Y&R, but I love Maura West! They never mentioned Penny (Bob Hughes sister)or his brother Don when Nancy passed away. Did Don die? Does anyone know?
it sucks that your are taking as the world turns and took guiding light off the air. if you take anymore off i will not watch cbs anymore. you need to come up with some new soap operas to replace these two shows. thank you carolyn passmore
i do not like that you kill reid oliver off the show, the way you went about it was awful, how can you be so heartbreaking? what date is the last show? thank you carolyn passmore
I'm sad to see ATWT go, at least i was until the writers made dr.Reid Oliver die.If you read any of the fan blogs most every body is sad by this turn of events.They should have given Chris a heart from any of the sleazy characters and let Luke and Reid have a happy ending too.I didn't want Chris to die but we just got to know him again and i could have gotten over that.But to sacrifice a wonderful character like Reid and for luke to be so unhappy,and for what?it doesn't make sense and it made me cry....Writers you really screwed up.i will never remember with happiness any more....and I've been watching from day 1....that's when I was 13....for 54 years.I never was compelled to write before , until now.I'm so sad!!!
I am starting to hate CBS for cancelling ATWT and GL last year, screw you! I will not watch and I have 47 other people who will not watch those intended shows, and I will get more, I promise, take our other soaps and I will boycott the whole channel, you suck!
WE HAVE WATCHED ATWT FOR A LONG TIME . I AM READY TO RETIRE AND WOULD LIKE YOU NOT TO CANCEL ATWT. IT IS A PROGRAM I LIKE TO WATCH.
I would be a good time to have the writers address the subject of PTSD in police officers. In reality Jack would not just get better after shooting someone. More often than not the police suffer the results of PTSD and it affects them the rest of their lives. The writers could go out leaving their viewers with a good amount of info. Google "Post Traumatic Stress Disorder" by Ken Rodgers to see what it is really like in real life and get a good story line all in one for Jack.
It is like saying Goodbye to an old friend or family member. Thank you writers, actors, producers alike for my old friends As the world Turns and Guiding Light.
WOW. My mother did ironing to this show back in the 50s. I didn't even know it was still on.
Soap operas may have seen their day. Yes, people work from home sometimes but they seemed to be most popular before there were a ton of other choices and when homemakers were the norm (not balancing work and home). I always thought they were so boring but I could see the appeal for others. Also, think you are right in bringing reality tv into this. I can't help thinking of Tiger Woods, too. Would anyone have written a script like that for a soap opera (mistresses, the medical call, etc). Well, maybe they would :)