"As the World Turns" Cancellation Marks the End of an Era - Ed Martin - MediaBizBloggers

Companies put so much time and money into their efforts to establish household names that it always amazes me when they turn around and destroy one amp160Not that it happens very often But itamp8217s going to happen tomorrow when the final episode of the venerable soap opera As the World Turns will be telecast ATWT was the breakout serial that made soaps a driving force in American popular culture and set the stage for daytime dramas to enjoy a halfcentury of successamp160I canamp8217t help but wonder why CBS and Procter ampamp Gamble the two corporate giants that made it so vital for so long would choose to eliminate a product that is so well known it is recognized even by those who donamp8217t use it or in this case watch itamp160Like many people reading this column I wasnamp8217t around when ATWT debuted way back on April 2 1956 But I remember my mother and my friendsamp8217 mothers watching it when I was a kid I think all people born anytime during the Fifties Sixties and Seventies can recall something about this show from their childhoods perhaps because it was the highest rated daytime drama from 19581978 Even if they never watched it they probably heard people talk about it They might remember as depicted last season on Mad Men that it was famously interrupted on November 22 1963 for a devastating announcement by CBS News anchor Walter Cronkite that President John F Kennedy had been assassinated Or they might recall the recurring sketch that it inspired on The Carol Burnett Show titled As the Stomach Turns which itself became a commonly used comic phrase They might also remember that ATWT in the summer of 1965 seeded a primetime spinoff titled Our Private Worldamp160Like millions of other soap opera enthusiasts I was all worked up one year ago when CBS and PampampG Productions killed Guiding Light a legendary soap that started on radio in the Thirties I wondered why nobody in the television business could come up with a way to continue so historic a franchise amp8211 as a weekly primetime show a basic cable series a groundbreaking Internet production a series of madefortelevision movies But the Light went out the world kept turning and here it is a year later and another soap that can only be described as iconic is falling victim to the inability of current television executives to think outside the boxamp160There was a time not too long ago when I thought ATWT would revitalize daytime drama It certainly tried to become contemporary and offer something new In recent years the show added to its canvas two gay characters Luke Snyder and Noah Mayer amp8211 and suddenly enjoyed more online publicity than any other soap It was as if broadcast soaps were finally catching up with MTVamp8217s notably diverse reality serial The Real World Indeed savvy young viewers who were drawn to this storyline lifted the Luke and Noah scenes hundreds of them over the years out of daily recordings of the show and posted them on YouTube launching a new kind of characterspecific soap opera watching Meantime CBS debuted a reality series on its Web site titled InTurn in which aspiring young actors lived together and competed for a contract role on ATWT InTurn ran for three seasonsamp160No matter what the producers of ATWT tried though it seems it was never enough to save the show from the multiple corporate and creative forces that were coming together to destroy it and in fact all broadcast soap operasamp160To anyone who gets them to anyone who understands the deep emotional connection that comes with following wellcrafted stories featuring multigenerational characters on a daily basis over a long period of time there is nothing else in the media landscape that comes close Consider the unforgettable drama last week on ATWT as the longrunning Luke and Noah storyline was brought to a hugely emotional conclusion Even the short version reads like the stuff of classic soap opera Lukeamp8217s new love interest brilliant but distant surgeon Reid Oliver who restored Noahamp8217s eyesight a short while ago tragically died from injuries sustained in a car accident while racing to another city to retrieve a donor heart for his ailing archrival Dr Chris Hughes with whom he was competing for the position of chief of staff at the city hospital In grand soap style Reid insisted that Chris receive his heart just before he diedamp160At the other end of the age range and no less engrossing the long absent Dr John Dixon who has deep ties to a number of other characters has been brought back for the showamp8217s final weeks and it has been splendid watching him interact with the family members and friends he has ignored for years amp8211 especially his bitter ex ruthless businesswoman Lucinda Walsh This has been soap storytelling at its best Johnamp8217s return has reignited and partially resolved a number of old storylines while also advancing much current dramaamp160Iamp8217ll miss such memorable moments from As the World Turns as I do those from Guiding Light and so many other soaps some long gone others still with us but no longer delivering the goods The particular longterm viewing pleasure that daily dramas provide is still something that only broadcast television can offer but as soaps continue to suffer and die itamp8217s getting increasingly difficult to find Soon all weamp8217ll have left are endless variations on Bravoamp8217s trashy Real Housewives franchise

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"As the World Turns" Cancellation Marks the End of an Era - Ed Martin - MediaBizBloggers

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