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CBS's Barbara Bloom on new era of daytime programming for network

Photo Credit: JPI Studios

Photo Credit: JPI Studios

In an article out today from AD Age, the head of CBS Daytime Programming, Barbara Bloom, spoke on the ever-evolving and changing landscape of the CBS daytime programming block which has seen, As the World  Turns and Guiding Light as its first major casualties replaced by the game show, Let’s Make a Deal, and the new “Mommy” gabfest, The Talk, which premieres on October 8th.

Bloom stated in regards to the recent soap opera bloodbath:  “It is a time of great change and great opportunity and more viewing choices.  Staying at the forefront of making sure you’re the choice that is taken is always a battle. I’ve always thought the mandate is to make this the most competitive and engaging daypart as possible, and for a long time, we worked very closely with Procter & Gamble to try to keep the shows able to fulfill that mandate, and then it became clear that wasn’t happening.”

In regards to her new strategy for the daypart, Bloom said she always tries to keep her audience in my mind, and then works to hire people who the audience is attracted to:  “I always try to be really clear about what the universe is that I’m operating in. Am I empowering the people who are working on those shows? That’s the way I work. We really are trying to do the best by both our audience and the company.”

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Michelle
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Michelle

Cancelling ATWT was a big mistake. We will see how long this new crap lasts. I for one will not be watching.

Georgia
Guest
Georgia

CBS Daytime made the choice to cancel As the World Turns and Guiding Light. I have made my choice to turn off CBS during the daytime hours and watch Days of our Lives and Swift Justice. Both are seen on my NBC affiliate. Dr Phil and Oprah are on my ABC station. In fact I think the only CBS show I will watch is Blue Bloods on Friday night, and that will be from my DVR. I may not be speaking for all people, but you have lost my family.

russell
Guest
russell

what a bunch of nonsense. She took something unique and replaced it with something ordinary. the affiliate in my city doesn’t even bother airing GL replacement at 3pm they pushed it off to a less desirable slot, something they never did with GL. She has ruined CBS daytiime and doesn;t care one bit for the viewers who have been loyal to cbs daytime for years

mmc
Guest
mmc

It’s a shame that all we’re getting are reality shows and more game and talk shows.ATWT had such a core of decency, even with all the sleazey characters that wandered through.I really feel sick about it and what does it say about our society as a whole with the garbage that people are watching.If this is the way of the world I think we all are in big trouble.

Karen
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Karen

Nothing is replacing ATWT on my DVR. I’m moving to watching episodic nighttime TV series DVDs instead. The traditional networks (CBS, NBC, ABC) still don’t get how most people watch “live” TV today – they record it. It doesn’t mean people are not watching; they are simply time-shifting their viewing to a time when it’s convenient for them. There were probably millions of ATWT viewers that were simply not counted. I get it’s all about the ad dollars for the networks (obviously, they have to make money somehow), but if you still want eyes on your commercials in this new… Read more »

Jeffrey Moree
Guest
Jeffrey Moree

I think it was a mistake to cancel ATWT and to me Barbara Bloom is a Blooming idiot. I’d say it is easier to have a certain number of loyal viewers that are actually buying what is advertised as opposed to having new game shows and talk shows that will be hard to find and keep.. This was it for me i’ve moved on from CBS to find my entertainment.

Michelle
Guest
Michelle

How can she say that she is keeping her audience in mind. By cancelling ATWT you are most certainly not thinking about your audience. My daughter was the 4th generation in my family to watch ATWT. Have you thought about people like my grandmother and mother who have worked all of their life and since retiring has been enjoying this show. Even when they couldn’t watch it during the day, once vcr’s came along they started recording the show and so did I. You have no idea what you have done. In my line of work in medical office administration,… Read more »

Liv
Guest
Liv

It amazes me how people like Barbara Bloom land executive/director of programming positions of anything! The truth is this woman is a complete failure! She sucked at ABC and she’s sucking up the place at CBS! Since Barbara Bloom held former CBS head of daytime programming Lucy Johnson’s position, she’s managed to lose two iconic soap operas with Guiding Life and As the World Turns; enable poor writing staffs and production teams and is pretty much responsible for CBS Daytime’s tanking ratings. When Lucy Johnson held the position, the daytime line up was primarily locked around CBS Daytime’s strengths The… Read more »

Jenny in TX
Guest
Jenny in TX

Liv you summed up my feelings perfectly! My family no longer watches anything on CBS.

diana
Guest
diana

cbs has gone to the dog. cutting the people from cbs morning news to as the world turn and guiding light. some time changes are not good. how many talk show can you have. i am really enjoying abc. they are keeping it real.

sue jones
Guest
sue jones

It`s time to reveal some of the secrets on ONE LIFE TO LIVE ,we`re sick of watching in suspense.

Kristy Hefner
Guest
Kristy Hefner

Canceling ATWT was one of the biggest mistakes CBS ever made!

mmc
Guest
mmc

That’s for sure.As a long time viewer I still miss it and i know i always will.i stopped working a year and a half ago and i was so happy to have ‘time’ to really sit down and watch it with no interruptions….it was the one constant in my life.Even on bad days it was so much better than what’s on TV now.And the acting was so good most of the time.54 years on the air and the show and the viewers were not treated with respect at all.I have so many channels on my TV and i’m hard pressed… Read more »

Heather
Guest
Heather

CBS is a mess! Not only did they cancel ATWT, but the got rid of their whole early show news team. I used to be a big fan of CBS, but they seem to think nothing of their fans or the people who work for them. I perfer to watch ABC or NBC now!!

As The World Turns

ATWT Alum Michael Park Joins The Cast of Hulu Drama ‘Saint X’

Great news! Fans who have missed Michael Park (ex-Jack, As the World Turns) on the small screen will get a chance to see him once again in the new psychological drama series, Saint X.

The series will stream on Hulu and in it the two-time Daytime Emmy-winning actor will play the part of Bill Thomas, in the eight-episode series adapted from Alexis Schaitkin’s novel.

In story, Bill and his wife Mia Thomas (Betsy Brandt) are upper middle class parents of two, enjoying a family vacation in a Caribbean resort until one of their daughters goes missing.

According to Deadline, the series is told via multiple timelines and perspectives, explores and upends the girl-gone-missing genre as it explains how a young woman’s mysterious death during an idyllic Caribbean vacation creates a traumatic ripple effect that eventually pulls her surviving sister into a dangerous pursuit of the truth.

No further details have been been made available as to when the show will premiere on the streamer, but stay tuned for more updates.

So, excited to see Michael in Saint X? Comment below.

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As The World Turns

ATWT Alum Julianne Moore to Star In New Limited-Series

In casting news, Academy Award-winner and As the World Turns alum, Julianne Moore (Ex-Frannie and Sabrina Hughes) will star in a new period-piece drama for Sky and AMC.

Moore, who won a Daytime Emmy for her work on the beloved CBS soap back in 1988, will play Mary Villiers, Countess of Buckingham, in Mary & George.

Villers in 17th Century England moulded her  son, George, to seduce King James I and become his all-powerful lover. Through outrageous scheming, the pair rose from humble beginnings to become one of the richest, most titled, and influential mother and sons England had ever seen.

According to Deadline, the series is due to begin filming in early 2023 and is slated for an 8-episode run.

Mary & George will mark only the second time, Moore has starred in a TV drama, after her appearance in the 2021 Apple mini-series Lisey’s Story.

Julianne won her Oscar for Lead Actress back in 2014 for Still Alice, where she played a woman battling Alzheimer’s disease.

Intrigued to see Julianne in Mary & George? Comment below.

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As The World Turns

ATWT Alum Colleen Zenk Joins Tony Award-Winner, Michael R. Jackson For ‘As The Musical Turns: A Soap Inspiration’

Circle Friday Night, October 21st beginning at 6PM EST.  That’s when you can join a virtual event featuring former As The World Turns star, Colleen Zenk (ex-Barbara) who will join Pulitzer Prize and Tony Award-winner, Michael R. Jackson (A Strange Loop), for a very special discussion and more of his upcoming new musical to bow in 2023, White Girl in Danger.

The Zoom event is brought to you by The Hermitage Artist Retreat in partnership with Westcoast Black Theatre Troupe.

In As the Musical Turns: A Soap Inspiration, Michael will chat on how his new musical satire, White Girl in Danger was inspired by the soap opera genre that Zenk was front and center on for more than 30 years on the beloved CBS daytime drama.

Look for, White Girl in Danger to have its Off-Broadway production at Second Stage Theatre and The Vineyard Theater in the early part of the new year.

To register for As the Musical Turns: A Soap Inspiration’s virtual program click here.

Now, you can get inside scoop on this brilliant musical concept, and soon to be must-see theatre piece, that any soap fan will love!

So, looking forward to seeing Colleen and Michael virtually on October 21 and finding out more about ‘White Girl in Danger’ and its soapy inspirations? Comment below.

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