As The World Turns
UPDATE: CBS Pres Les Moonves to NY Times & CNBC… ATWT & GL had their day!
Photo Credit: JPI Studios
Les Moonves. President and CEO of CBS Broadcasting Corporation appeared on CNBC today with an interview with David Faber whose mother-in-law is the wonderful Marie Masters ( Susan ATWT), who has been on the soaps for decades. Moonves, when asked by Faber of today’s cancellation announcement of the soon to be 54 year old soap, said: “Well, you know what? The days of the soap opera have changed a lot. Guiding Light left us last year and As the World Turns will this year. You know what? They’ve had long and distinguished runs and their day… is… over!”
For more on Faber’s ‘foot-in-his-mouth’ gem, check out Gawker.com’s analysis of the interview with Moonves!
Later, in a article out in the New York Times, Moonves was quoted as saying, “Is it the end of an era? Sort of. Only the special soaps are going to survive. It’s certainly the end of the client-owned soap.” He added, “All good things come to an end, whether it’s after 72 years or 54 years or 10 years. It’s a different time and a different business.”
It was reported that CBS informed Procter & Gamble of the cancellation “a couple of days ago,” according to Jeannie Tharrington, a spokeswoman for Procter & Gamble.
“It’s a part of our business that we will miss, and it’ll be hard for us to say goodbye to the show,” Ms. Tharrington said. Proctor & Gamble said it would try to find a new home for the series. Given the current economic climate, though, that is considered unlikely.
As the World Turns had the longest-running continuing character in television history — the family matriarch Nancy Hughes, played by Helen Wagner, now 91. Despite the conservative reputation of many Procter & Gamble soaps, the show featured a male couple, Noah and Luke, and the first gay kiss on daytime television.
However, its audience, which exceeded six million viewers a week in the 1990s, has drawn less than 2.5 million so far this season, the Nielsen Company said. And the younger adult women viewers, which are favored by most advertisers, had shrunk even more.
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Les Moonves – The only thing I have to say is YOUR TOTALLY OUT OF TOUCH WITH YOUR AUDIENCE. I hope when it’s time for you to retire…you may understand that. Believe it or Not you don’t understand the soap opera fan like you think you do…CBS WILL lose alot of viewership..even more then when GL was canceled. The reason NBC is losing viewership is because they refuse to understand or even listen to their audience. So go ahead and cancel all the favorite show of many generation. Soon you will be in the same boat as your competitor.
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Julianne Moore Pays Tribute to ATWT’s Kathryn Hays: “I Am in Indebted to Her and So Saddened by Her Loss”
The soap world has been in mourning since last Friday with the news of the passing of As the World Turns icon, Kathryn Hays (Kim Hughes). The beloved actress passed away a few weeks ago at the age of 87.
Now, Hays former on-screen stepdaughter and niece, Oscar winner, Julianne Moore (Ex-Frannie/Sabrina Hughes) took to Instagram over the weekend to share her heartfelt remembrance and grief of working with Hays early in her acting career on ATWT.
Photo: JPI
Moore shared: “The beautiful and gracious Kathryn Hays has passed away. I worked with Kathryn on As the World Turns at the beginning of my career and she treated me with such kindness and generosity, and demonstrated in her every action how to be professional on a set. I am indebted to her and so saddened by her loss. My thoughts are with her family – she spoke to me so often of her daughter. I hope they know what a profound influence Kathryn had on me, and so many others. RIP Kathryn ❤️❤️❤️ ”
Julianne had played twins Frannie and Sabrina from 1985-1988 and then returned to the CBS soap opera one final time in 2010 before ATWT made its final farewell.
What do you think of the kind words Moore shared on her thoughts on the passing of Kathryn Hays? Do you remember Julianne in scenes with Kathryn on ATWT, if so, what were some of your favorites? Comment below.
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