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Another soap to end

Posted by Matthew Gilbert  December 8, 2009 10:11 AM

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"As the World Turns," the longest-running daytime drama and winner of 58 Daytime Emmy awards, will air its final episode in September. CBS has decided not to renew the 54-year-old series. Like "Guiding Light," which CBS ended earlier this year, "As the World Turns" has suffered a long ratings decline.

There's a some hope for fans, but only a crumb. "'As The World Turns' has been a cornerstone of our business and a tremendous asset to the company," said Brian T. Cahill of TeleNext Media, Inc., the show's production company. "We are proactively seeking a new outlet to carry the show, and are open to exploring innovative formats and relationships that will enable the future success of 'ATWT.'"

The world of daytime soap operas has been in trouble for many years, as talk shows have cut into their audiences. Also, the gradual, multigenerational storytelling of soaps goes against everything that scripted TV has learned in the past decade. Fast-paced narratives are more popular now, shortened seasons are in vogue on cable TV, and targeting specific niche audiences has replaced the soap's typically broader multigenerational approach.

Will you miss "ATWT"?

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