Guiding Light Cancelled! After 72 Years Does It Have to Stay Dead?

Thinking Fans share their grief: Skylar laments, ”I want to call my great grandmother and tell her the news, as I’m sure she doesn’t know. But I really don’t want to be the one to deliver the news: a friend of 72 years is set to disappear forever”  … while BL says, “I’m glad for all the people I’ve met and become pals with over the years due to our shared interest in Guiding Light. The show coming to a close won’t change that or erase all the memories” … and more. See Comments below.

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It’s official: CBS has cancelled Guiding Light, the New York Post reports, though TV Week says Procter & Gamble will seek a new home for the show. How profound is the loss of Guiding Light to American television? Here’s a powerful guest column by our friend, longtime TV trade reporter Ed Martin of JackMyers.com, aimed at top network television programmers, who might not have a full knowledge of what Guiding Light really means to the American audience. Look for Marlena’s commentary here soon. 

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Guiding Light logoBy Ed Martin

CBS made history today in a bad way. It cancelled Procter & Gamble Productions’ classic soap opera Guiding Light, the longest running scripted franchise in the history of modern media!

I have during the last ten years written many times about Guiding Light for Myers Reports and other publications, and whenever possible I have used those platforms to remind executives at CBS and P&G that GL isn’t simply another soap opera — it’s an American institution and a national treasure at that. Everyone reading this column has a relative, living or deceased, who either listened to GL during its run on radio (beginning in 1937) or watched it since it transitioned to television in 1952. Some of our parents can actually say that they first enjoyed this show on radio with their parents and still follow it on TV.

It isn’t sufficient to refer to this achievement as rare. This is a success story unparalleled in the history of modern media. Think about this: With few exceptions (most notoriously  the marathon daily news coverage of the O.J. Simpson

With all due respect to the fine folks at Nielsen, daytime audience measurement is, at its very best, irrefutably flawed.  The very idea that viewership for soap operas would decline in direct proportion to the ever-expanding increase in viewing options is utter bullshit.

double-murder trial), Guiding Light has been in continuous daily production through eight decades! The durability of this franchise makes it way too significant to fall victim to the current recession, when desperate [Read more...]