As The World Turns
P&G spokesperson Tharrington:"P&G wanted to keep ATWT on the air for another year but CBS canceled it!"
Photo Credit: JPI Studios
Jeannie Tharrington, Proctor and Gamble Spokesperson out of Cincinnati, where the P&G headquarters is located, had this to say in a new article out today on Cincinnati.com about the end of As the World Turns historic run, P&G getting out of the soap business, and that the company had hoped that ATWT had a few more years left before it was taken off life-support.
Tharrington stated: “The world has changed radically since “The World” started spinning stories in 1956 sponsored by Oxydol or Duz detergents. Not only are a lot of women not home anymore, there’s also competition from cable, DVRs and online videos like YouTube. We’re certainly proud of As The World Turns. The legacy soaps that got us into production created a chance for us to do other shows. P&G wanted to keep As The World Turns on the air for another year or two, but CBS canceled it. P&G tried to move the show to another network, cable, syndication or online without success.”
Marie Masters who has played Susan Stewart for 40 years, and is a native of Ohio, had this to say about the sadness she feels in her heart with the end of the series this week: “As The World Turns ends with main character Dr. Bob Hughes (Don Hastings) retiring. The taping was chaotic and crazy. People were crying and laughing and breaking down. They respected the format. I liked that. Life in Oakdale goes on. But there will never be closure. It’s heart-breaking that they (P&G) are out of the business.”
Now that P&G is officially out of the soap game it has shifted pursuit of consumers to producing quarterly family movies on NBC with Walmart; working with producer America Ferrera (“Ugly Betty”) on MTV’s new “Pedro & Maria” telenovela; producing the “People’s Choice Awards”; and making “My Black Is Beautiful” for BET. P&G has produced more than 50 TV movies and miniseries, plus “Circus of the Stars” and other specials.
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“As The World Turns” ends with main character Dr. Bob Hughes (Don Hastings) retiring. The taping was “chaotic and crazy. People were crying and laughing and breaking down,” Masters said.
“They respected the format. I liked that. Life in Oakdale goes on,” Masters said. “But there will never be closure. It’s heart-breaking that they (P&G) are out of the business.”
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I am sorry but I do NOT believe the P&G statement. The spokesperson made a similar comment when the taping ending that the company had made a thorough and exhaustive effort to find a home for it. I read this and other sites and as well as message boards for months following the cancellation decision and never saw ONE thing suggesting that P&G was doing anything to try to find another spot for ATWT. I do remember reading one comment from a P&G official that the day of the soaps was over. If the company wanted out of the business… Read more »
I’m with you Brock! P&G wanted out and they just got out–no ifs, ands or buts. I was a pre-teen when I joined my mom in watching this soap (along with Valiant Lady, Search for Tomorrow and Guiding Light) when they first appeared at 15-min intervals–LIVE!! I was enamored for years after that LOL! When the soaps went to 30 min, LIVE, well that truly was a treat beyond compare. It’s when they were expanded to the 1-hour format that things began to get messy. Then there was a soap on from Noon til 4…those were the days! Then we… Read more »
As we all know that’s a bunch of bullshit. It was there dream to get out of soaps. They slowly down size and dumb size there soaps so much in hopes fans would turn be turned off. They have succeed. A slow and painful death.
CBS wanted to buy the rights back in ’96 when ATWT & GL were still profitable. But P&G said no.
i always thought if the show was moved to evening on cable, bravo ,etc. it might have had a chance.P&G says they tried and there were no takers.That really is sad because a lot of the shows on are sleazy and disgusting.A lot of the Reality shows are not watchable…the Jersey Shore, Housewives of NJ,The kardashians, and so many more.Of course we still have some great reality like Top Chef,etc. but so much on TV is not watchable at least not to me.But somebody’s watching, and what does that say about us?ATWT always had a core of decency, even with… Read more »
What really pisses me off is that the actress that currently plays Lily was will to step aside. But old Gouty said no. She is fine actress, but just want Martha back. Now who would do that.
I’ll tell you ‘who’ would do that. A man who ran our beautiful show into the ground by forgetting the ‘fans’ are what kept the show on the air for so long. He did everything in his power during his ‘reign’ over ATWT to destroy our lovely show. He took away the family connections, the gatherings, the bonds that made ATWT stand out from every other soap on TV. His decisions were poorly made and for his own personal reasons–NOT for the fans. That’s what killed it.
I can’t help but think that shows that are gone now (ATWT, GL) will re-surface in some way in the future. It’s an exciting time with the different vehicles that exist for telling stories – the web, YouTube, mobile devices, etc.
we’ll see what happens. look at all the prime time shows that have gone away and then, years later, come back. it’s food for thought.
When the Guiding Light went off the air I was so sad as though I lost my BFF. Now that As The World Turns is leaving I feel like they have forgotten about all the Grandma’s who listened and watched these soap’s.. My husband ‘s mom came from Grmany she was a “war bride” and learned how to speak listening to soap operas on the radio and then watching them when they came to air on t.v….. It is soooooooooooo sad that they have just forgotten how many lives they have reached and just to through it away…..
Brock: I have friends that work for P&G, and from what I gather, their statement is true. If you want to be mad at someone, that someone should be Les Moonves, who wanted to take this show so that he could provide a vehicle for his wife, Julie Chen. I loved the final show – I cried when Luke listened to Reid’s heart, and pretty much cried through the rest of the show. I loved the lighted, spinning globe at the end – proof that the world did not stop turning after all…we just aren’t privy to it’s effects any… Read more »
perfectly stated. thank you. goutman and passanante destroyed the show. no question
perfectly stated. thank you. goutman and passanante destroyed the show. no question.
this should have been posted after snapegirls comment
It is not housewives that watch soaps anymore. It has not been that way for years. My friends and I grew up in the 70’s watching our shows with our Moms. As teens in the 80’s we taped our shows and watched them when we got home from school. We also taped soap weddings. My Mom let me stay home and tape Cruz and Eden’s wedding without commercials. As an adult through the 90’s and now my friends and I still tape and watch our shows. Now there is the ability to watch the episodes on-line, and DVR them. We… Read more »
ive watched gl/atwt i have watch them everyday since i was a child now i m 37 years old and my daughter that is 7 she watched them with me fear well to all hope to see you all on someday
I won’t be dvr’ng any daytime shows if the soaps go. The soaps are entertaining and give me a reason to “tune in tommorrw”. ATWT was my show. It was like watching family. I grew tired of a few plotlines, but I also get tired of the plotlines on those endless detective shows too. There is NOTHING new under the sun. Both GL and ATWT could have been saved in some form, even if it was just 5 minutes internet web series. CBS is going to wish they had shows that such devotion. I just hope that they will consider… Read more »
This is a bunch of crap. P&G is blaming CBS and Barbara Bloom is blaming P&G. One thing is for sure, I do remember reading an article where Les Moonves said that ATWT wasn’t special enough to be saved. Well it was very special to me as well as a lot of other fans. It can’t be replaced and should have never been cancelled. I don’t care what you put on your daytime schedule to relace it, I won’t be watching. This was a big mistake. You might not realize it now, but you will later on. “The Talk” isn’t… Read more »
Everybody is putting the blame on everybody else.I wonder if we’ll ever know the whole truth.The writers are intimating that they didn’t have total control as to the luke reid love story.That could be…but even so , the ending was so awful and as a long time viewer made me have such unhappy memories, wheras if everyone (especially Reid and Luke)had a happily ever after I could have looked back on this wonderful show with only happy memories!
They did’nt try hard enough to save the World Turns and Guiding light