Yesterday ABC axed “All My Children” and “One Life to Live” saying that soaps were only popular with the World War II baby boom generation (my parents) but not with younger viewers.
“Soap operas have slowly been fading as a TV force, with many of the women who made up the target audience now in the work force. In place of the two canceled dramas, ABC will air shows about food and lifestyle transformations.”
“Brian Frons, head of ABC’s daytime department, went to the California set of “All My Children” to deliver the news on Thursday, where a video link was also set up to the New York set of “One Life to Live.” He said the shows were doing well creatively, but falling ratings indicated they had a bleak future.”
“If you have a show in severe decline, you’re trying to catch a falling knife,” Frons said.
“Daytime dramas have suffered recently as cable networks like TLC, Bravo and Oxygen aggressively seek viewers in those hours, he said. Soaps are popular with viewers from the post-World War II baby boom, but younger viewers are more interested in other programming, he said.”
Mothers have traditionally been the target audience of soaps – that and old people. I find it so interesting that so many mothers have gone to work that there’s nobody sitting around watching them. Are they DVR’ing the for later?
I watched soap operas in middle school, high school and college (I started out all ABC but then switched to CBS soaps in high school), but I never got hooked again when I became a stay-at-home mom. I didn’t have enough time to devote to watching them.
My mom watched when we were little. She loved “Days of our Lives” but for the last few years she’s been watching “All My Children,” along with several others.
My parents DVR the shows during the day and watch at night while they eat dinner. They are very serious about the soaps. Do not talk while they watching their shows. (Soaps never change. I totally knew who everyone was even though I haven’t watched in years.) I even give my mom and Godmother a soap opera digest type magazine for Christmas each year, which they devour weekly.
My mom is in total denial. She’s hoping there will be uproar from fans and another network will pick up “All My Children.” (They just love Erica Kane! They would say “You’ll never guess what Erica did today!” And then regale me with her antics!)
I guess they can’t make enough money off of mothers and my parents DVRing soaps for nighttime.
Did you watch soaps while you were in school? Did you get hooked on soaps when you stayed home with your kids? Do you DVR soaps to watch later? Which one will you miss the most? Do you care that they have been canceled? Do you want another Rachael Ray type show?
(I have two blogs up today: Do your kids want you to buy the new Crayola Colored Bubbles? Read this before you purchase!)
– Theresa Walsh Giarrusso, ajc.com Momania. I have increased my Twitter activity. I am sending out great stories for moms each day focusing on health, fitness, sex, entertainment, food, travel and obviously parenting! So follow me on Twitter at @AJCMOMania!)