Why Soap Fans Are So Loyal

Those who are not soap opera fans often wonder: why are so many people so dedicated to their soaps and the characters who populate their soaps? Why do soap fans get so worked about their soaps, particularly their cancellations? What do soaps bring to our lives? Who are soaps fans loyal to—the networks/advertisers or their soaps. We often find it difficult to find replacements for the products advertise on our soaps. And we certainly can’t simply find another show to replace our soaps, which mean so much to us. If a network/advertiser treats our soaps well, we will be loyal to their products, as know how the system works—you scratch our backs, we scratch yours. And vice versa: if networks/advertisers treat our soaps poorly (especially by cancelling them, as difficult as it may be, we will find a replacement product).

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Soap characters are our extended family. To some they are the only family they have. We live with them and through their ups and downs often for decades at a time. Sometime we can’t count on a lot of other things, but for many of us, over the course of most of our lives we could count on our soap families’ being there at the same time, in the same place 5-days-a-week. We have formed deep bonds with our soap families.  These bonds are so deep that we celebrate, mourn, laugh, and cry with them, as do audiences the world over. When the stresses we experience become too much to bear, we can count on our soaps and their characters, even the ones we dislike! Soaps are our light in the storm through many of our darkest hours.

One example of what soaps bring to our lives is life-saving information. Many of us got tested for HIV when we saw AIDS slowly steal Stone Cates’ life away on General Hospital. Others made sure to get checked out for prostate cancer when Michael Baldwin was diagnosed with it on The Young and the Restless, and likewise as we watched Monica Quatermaine struggle with her breast cancer on General Hospital. We knew the healing power of bonding with others who had shared a similar trauma when Erica Kane opened up about her experience with rape on All My Children. Teenagers remembered never to give in to bullies when Shane Marasco attempted suicide because of a bully’s actions on One Life to Live. We knew some of the pain of being homeless thanks to Stephanie Forrester’s story on The Bold and the Beautiful. And more recently on The Bold and the Beautiful, fans met a transgendered woman, Maya Avant, and began to understand her struggle, and will more so as her story continues. Countless other examples exist of our being aided and supported through our life journeys by soap characters and their own.

The way is gonna beAnd those bonds are part of the reason we do not take lightly the cancellation of our soaps.
ABC/Disney, we gave you our loyalty for decades as we watched All My Children, One Life to Live, and General Hospital and SOAPnet. You took this loyalty for granted and canceled the former two soaps. We will keep up our boycotts of you, your products, and your advertisers until you restore All My Children and One Life to Live to your daytime lineup and SOAPnet to cable. Once you do that, you will have our valuable loyalty once again.

 

Guiding light logoCBS/Proctor & Gamble, for years we welcomed your products into our homes because we knew that doing so helped keep our soaps on the air. You betrayed us by canceling Guiding Light and As the World Turns. Now we buy your competitors’ products and will continue to do so, until you reverse “The Guiding Light Massacre” and bring the aforementioned soaps back to your daytime lineup.

santa barbaraNBC/Universal: because you have let Days of Our Lives remain on your programming schedule and because you did the right thing by selling the rights to Passions to DirecTV, we give you break. However, we haven’t forgotten how you canceled Another World and Santa Barbara—and we want them back. Be the first one to bring back your soaps, and you will be soaps fans’ number one network for years to come.
Calling all Dallas fansTNT, we thank for having brought back Dallas. Time Warner,  parent company to TNT, we thank you for having picked up Dallas. As soon you close the deal to bring Dallas home to CBS, you will create loyal customers of your film for life we promise you this. While we boycott Disney films, we will happily go to see ones funded by Warner Brothers, which you also own.

 

To reiterate, to the networks who carry/carried our soaps, we say: when you respect our soap family and keep our shows on the air, we will be loyal viewers and consumers of products advertised during our shows. But when you cancel our shows without a thought to how much we care for our soaps and soap families, without telling us that our soaps are in trouble and you need our help to make them more profitable, we will exercise our power to boycott you and your sponsors. We will make you pay, literally, until you bring our shows and families back.

 

A group of SOS campaigns have created a formal petition that will be launched Friday. We’ll let you know where! And, soap fans, when you think of all soaps have meant to you over the years, you will sign it.

And Remember: Stay Soapy,

Your blog Editor-in-Chief

Akbi Khan

Welcome to the Chicken Coop, Mr Wolf

Chucky 2Politics. The word is so charged and laden with emotional baggage that many people wisely leave the room at its mere utterance. Give it a try, and if you’re anything like most people, the images it conjures in your mind are probably fairly predictable (and not at all unreasonable): Angry people yelling at each other, often-rigged popularity contests, and above all, disingenuous, unscrupulous individuals more concerned with attaining positions of power than with faithfully carrying out the responsibilities that are supposed to come with it.

 It may surprise you to hear, then, that – of all things – the inner workings of soap operas are surprisingly similar to this latter aspect of politics. All too often, favors and status from personal friends result in the appointing of someone to a role of some stewardship over a soap that the named person in no way deserves. Today we discuss one such example, in the infamous person of Charles Pratt, Jr.

 Of course, for soap opera fans, this man needs no introduction. A writer of influence for some time on All My Children, he was commonly ridiculed by viewers, who liked to joke that he “couldn’t write a grocery list”. His style and the content of his stories left it plain that he neither understood the show for which he was writing, nor cared about its integrity. Susan Lucci and Michael E Knight are among the AMC alum known to have criticized Pratt, and even to have approached him with protestations that their characters were being egregiously mishandled, all to no avail. Fed up, fans even launched an online petition, collecting digital signatures to demand that Pratt be removed as a writer.

 So naturally, he’s now an Executive Producer on The Young and The Restless.

 I’m afraid you read that right. Not only has Pratt never been punished for his careless attitude toward the show he was entrusted to guide and protect, he’s now been rewarded with a promotion. In addition to the fact that this is simply outrageous, it’s also a threat to another beloved soap, and it must be treated as such. This monster, who obviously couldn’t care less about the soul of the shows he works on, must not be allowed to do to Y&R what he did to AMC.

Fans must make their voices heard, speaking clearly and unequivocally their rejection of Charles Pratt, Jr, and be clear that they will not patronize his involvement. It’s his job to protect this show, but we already know he’s not going to do it. And that means it falls to us!

By Eternalendrea

Our Soapy New Year’s Resolutions

Hey, Soap Fans. We at LTAS wish you a happy new year!

This is the time of year for resolutions, right? So here are ours:

  1. We resolve to continue not to watch ABC (except for watching “General Hosptial”), boycott all Disney products, advertisers, parks, etc. No support of The Rat until “All My Children” (AMC) and “One Life to Live” (OLTL) are back in their 1:00 p.m. and 2:00 p.m time slots on ABC, respectively.
  2. We resolve to boycott Proctor and Gamble, the original soap killers that set this whole nightmare in motion, all their sponsors and products, until “Guiding Light” and “As the World Turns” are returned to their original time slots on CBS. (See Kim Zimmer’s (Riva Shane GL) book, ‘I’m Just Sayin.’).
  3. We resolve to support the advertisers who support the soaps.We will support all Soap Opera Website by clicking at least ten times on the advertisements on those sites, to make sure the soap admins get revenues and can keep their soap opera websites going. [Also, we humbly request that you do the same ten clicks on our ads too! Please. :).
  4. We resolve to pressure Warner Brothers to make a deal with CBS to bring “Dallas” home.
  5. We resolve to get the “Dynasty” reboot off to a good start and make its ratings sky-high by faithfully watching it (but first and foremost, because we love it) from its first day back.
  6. We resolve to support in any ways we can the soap stars, who have been at the forefront of the fight four our soaps.
  7. And we resolve to remain vigilant and do whatever the moments call for in the future to make sure we are never in this position fighting for our soaps to return to us again.

Also, remember that we will be posting a run-down of our 2014 accomplishments next Monday, our and the many other faithful Save Our Soaps groups’ accomplishments being the reason we are confident our resolutions will make a difference and that even without them, AMC and OLTL are on their way back.

P.S. To Disney: The only way to have the boycott of all your goods and services lifted is to return AMC and OLTL to their original time slots. If they return in any other form, yes, we will follow them, but your millions of soap viewers (AMC and OLTL) will not end the boycott of all things ABC/Disney. Also, Spain has a second soap channel, and we don’t even have one! Why? We want SOAPnet back!

Remember to like us on Facebook, follow us on Twitter, and subscribe to this blog by entering your e-mail in the upper-right corner. And comment below, of course! Say anything you feel, for example share with us your soap-related resolutions!

And, as always, soap fans, Stay Soapy!

 

Your Editor-in-Chief,

Akbi Khan

 

Soaps Are Family, Especially At Christmas Time

jack and erica wedding picOLTL Christmas pic

It’s that time of year again when I miss the soaps that are no longer with us the most. As I decorate and wait for my family to arrive for our annual visit, I think back to many Christmases when I found comforts in soaps and when the soaps were very much a part of the family celebrations.

I’ve watched just about every soaps over the years and I always loved Christmas on the soaps. When I think of Christmas and the soaps I think of Days of Our Lives, Another World, General Hospital, All My Children, Guiding Light, As The World Turns, Young & The Restless, and more. These soaps played an important role in my life and each of them gave me special Christmas memories and in many respects, each gave me a tradition that I carry with me even today.

day christmasOne of my earliest memories of soaps at Christmas time was watching Days of Our Lives with my grandmother in the 1970’s. Each year, we would bake cooking and decorate the house, all while watching the Horton family prepare for their Christmas activities. I remember the Horton tradition of decorating their tree with bulbs that had the names of each family member. This tradition is one that carries forward to today, and it is one that stays with me. As Alice Horton always explained, the bulbs were a way to have the entire family present, even if the actual person could not be in Salem, or if they had passed and were no longer with us. As I grew into adulthood, I borrowed a variation of this tradition for my own tree. I don’t have bulbs with the names of family members, but I make sure to buy dated ornaments each year as a reminder of what that particular Christmas meant to me and my parents. Each year, as I decorate the tree, every ornament has a memory and a meaning attached to it, and each time I view them, I am transported back to a special time, and I always think of Alice Horton and the tradition she started.

As I entered my teenage years I quickly discovered that time honored soap Christmas tradition of bringing hope when things seemed most hopeless. This was always the case with lovers who had been torn apart for whatever reason, somehow, they always found themselves in the same place at the same time to remember what they mean to each other and to give hope to the viewer and signal that they would soon find their way back to each other. One my of favorite Christmas soap moments was JennyandGreg amcwatching Jenny and Greg on “All My Children” in the early 1980’s. The pair had overcome their different socio-economic backgrounds to find love, only to be broken up by the meddling of others. Somehow, though, at Christmas, they found themselves in the same place and the magic of Christmas let them, and the viewers, know that they needed to be back together, and soon! I had the same a feeling almost a decade later when “Guiding Light” reunited Phillip Spaulding with his long lost and believed dead love, Beth Raines. With the help of Phillip’s guardian “Nick” who somehow only showed up at Christmas time, the two lovers found each other again and celebrated their very own Christmas miracle.

I’ve written before of how I always had the soaps on in the background while I was decorating our family tree and I thought of that this week as I prepared my tree for the arrival of my parents for Christmas. As I hung the lights and ornaments, my mind immediately went back to those many Christmases when I would start decorating around noon and continue on through the afternoon as “Young & The Restless,” “Bold & The Beautiful,” “As The World Turns” and finally “Guiding Light” played on the television. By 4:00 PM, the tree would be finished, the house decorated, and another soap-inspired Christmas in my memory.

Christmas, sadly, can also be a time of stress and sadness, if you are thinking of lost love or family that is no longer with us. In those situations, there is nothing better than curling up with a warm cup of hot chocolate, some comfort food and the soaps. Many sop writers realize that there are viewers struggle through adversity and they always craft storylines around the holidays that center on finding hope in hopeless situations. No soap does this better than “Young & The Restless.” Each holiday season for the past several years, that soap has presented an episode that focuses on one character and the struggles they face. Over the hour, that character hits rock bottom and with the guidance of a stranger, they reach the end of the episode, not with their problems solved, but with hope that everything will work out over time. That theme speaks to so many during the holidays and it has spoken to me many nicki drinkingtimes. The episode that stays with me most is the one that centered on heroine Nicki Newman. Nicki has battled alcoholism for years and as she found herself alone at Christmas and involved in an alcohol fueled car accident on her way to her daughter’s wedding, she encountered a stranger who explained what life would be like for her loved ones without her in their lives. In the end, she discovered that the stranger was her long dead mother, manifested as her guardian angel.

Many dismiss the soap opera genre, but when done well, the soaps are inspirational, and I for one have been inspired, comforted and uplifted by the soaps year after year. I can’t imagine a Christmas without the soaps and I hope there will never be a holiday season when I can’t turn the television on and share my Christmas with my soap families. That is why we must work hard to keep our soaps on the air, and fight to get our old soaps back.

Share some of your favorite soap Christmas memories, I know you have some.

David Arwood

David Arwood

American Soaps Overseas: Popular Much?

????????????????????????????????????Hey, soap fans! Have you ever wondered whether American soap operas were and/or are popular overseas? Well, wonder no more. Here is one example, written by a LTAS contributor “Lidia”. She is a young Spanish woman and has a fascinating story to tell about the popularity of American soaps overseas. Read on, fans!

I was born at the beginning of the 90s.

TV series are something I’ve grown up with. Personally, I am a huge fan of Xena the Warrior Princess and Buffy the Vampire Slayer, but I’ve also consumed an endless list of series and I’ve enjoyed them greatly.

I’ve always lived surrounded of a TV culture that, daily or weekly, allowed me to visit for a while someone else’s life, and usually that someone else was American. And these series that surrounded me were of all kinds and genres, Family, Comedy, Action, Science Fiction, Horror… and also of course Soap Operas.

All these series have made me and people very different than me, people that may never set foot in the USA, become strangely familiarized with the American lifestyle, culture and even history. With the curious and strange (for us) American high school hierarchy, with American dollars, with American presidents, with Thanksgiving… through our TVs, American culture entered our homes, and it was very welcome!

But, even though I’ve always lived surrounded by all this, even in the 90s this was a pretty new situation in Spain.

It may be strange to read this for an American, because you’ve been enjoying a great variety of TV shows for decades (even from the 50s and 60s, I Love Lucy, Bewitched, The Brady Bunch… and I’m not even sure all of them were aired in Spain! Talk about how strong American culture is), but in Spain, when we look back with TV nostalgy… we don’t have to look back much, because it’s all pretty recent in comparison.

Because in Spain, back then, we only had two networks (although, ironically enough, in some aspects they were much more productive than nowadays). I was born at the same time as channel plurality in our TVs, in 1990.

I tell you all this because it’s important to keep it in mind to fully appreciate how big of a deal it is that Spanish audiences keep some things, certain soap operas, certain characters and moments, so close to their hearts.

All these was important because in the years that followed this birth of multiple TV channels, in these first decades of TV in Spain, what was aired was carefully chosen, and it was supposed to be a big hit for the audiences, it became part of our popular culture.

These decades gave us shows that had their golden age in our TVs and endure in people’s memories as fantastic products that made us love the small-screen. American cop shows, family sitcoms… and Soap Operas.

A huge and very beloved part of these TV revolution were those great series about wealthy families and colossal financial empires, with archetypical characters, fabulous openings… the 80s was a glorious moment for American Soap Operas. Those were dramas starred rich and powerful families, where its members hate each other for their wine or oil businesses, and they ruled TV audiences for years and won their hearts with those wicked villains, those love triangles—and even quadrilaterals–those mansions and those stories full of secrets and unexpected twists.
For the audiences, the characters, their lives full of luxury and intrigues, the whole package was just fascinating.

falcon crestA great example of all this was “Falcon Crest”, which apparently was more successful in Europe than in the United States. In Spain, people loved how very involved the wine culture was on a story level. Even just the opening theme is one of the most famous from TV shows history. An everyday conversation back then might probably include some references to certain character who became part of our TV culture… because Angela Channing was a celebrated villainess par excellence. “Falcon Crest” was one of the firsts Soap Operas to arrive on Spanish TV. Here, it truly became a social phenomenon. Each new chapter made thousands of homes stay paralyzed, everyone looking at the screens, tuned to the wine/love stories of those characters.

Alexis ColbiSpeaking of TV villainesses becoming popular icons… if “Dynasty” had an added bonus, it was Joan Collins, another great wicked villain: Alexis stole the scenes every time she appeared. And, even though the show was famous for the incoherence in its scripts and the apparitions/disparitions of characters, in a sense, it also laid the foundations of the genre in our screens, and “Dynasty” is still a synonym of glamour for us.

Dallas JRAnother great Soap Opera to arrive here was “Dallas”, of course, the show that made the breakthrough. It was the first luxury saga, set on a Texas ranch, that told parallel stories of several families whose members were by no means moral exemplars, to the point that “good” characters were a rarity. What the Spanish audiences enjoyed was its narrative structure: several entwined plots giving us a story about a Texan family, the Ewings, millionaires from the oil and cattle industries. And also, once again, people loved the unforgettable villain: J.R., another villain that would influence greatly our popular culture, even being named and referenced in a lot of programs and pictures by comedy actors such as Lina Morgan on Spanish TV.

Dallas also paved the way for other classic shows to try to make a comeback. In summer of 2012 it was on the news that TNT Spain would air the “Dallas” revival, to the joy of the online community of fans of the show… even though a couple of months ago we learned about its cancellation after three seasons. Fans wondered, is this the destiny for the Soap Opera genre?

Spanish network la Sexta announced in 2011 plans for having its second channel completely devoted to Soap Operas and telenovelas, making a profit from its association with Televisa.

This genre is so beloved in Spain that our studios have tried to replicate the success with some projects hugely inspired by the classic American productions. One example would be “Herederos”, in 2007, a production that followed the line of the great American Soap Operas and told the story of a wealthy family from the bullfighting scene, the Orozcos, living under the scrutiny of the press and fighting internal disputes, with intrigues, the fights between classes, double morals and plenty of betrayal. The main character was played by a very well-known Spanish actress, Concha Velasco, and it was impossible not to see references to shows such as Falcon Crest, Dynasty, or the recent Brothers & Sisters.

The problem for the Spanish audience of today, young people like myself that were born after the successful era of this genre, is that first of all we would have to learn to differentiate two different genres that are seen as one and the same nowadays: Soap Operas and telenovelas. This confusion is, in this case, damaging the Soap Opera genre because young audiences are not very keen of Latin American telenovelas (although this genre also has its own audience and tends to be successful in terms of numbers).

Meanwhile, we are living with a trend in which everything “retro” is fashionable, a trend driven by nostalgia that makes young people want to experience everything that made a hit decades ago (remember the “A-Team” movie, for example…). Just mentioning any of the great American Soap Operas evokes the idea of those popular TV shows that we’ve heard about so much, but in most cases never had the occasion to watch.

AMC OLTLI should say the confusion between Soap Operas and telenovelas in Spanish audiences’ minds is not damaging at all in the case of American audiences. Univisión is huge in the USA thanks to their telenovelas. We learned, much to our surprise, of the cancellation of classic Soap Operas such as “All My Children”, “One Life to Live”… while each new Televisa or Telemundo production is sold to an average of 20 countries.

Some people think Soap Operas today would be almost obsolete formulas for being “serialized dramas that require a hard loyalty that nowadays would be difficult to get”. But actually, that hard loyalty from audiences is today much easier and normal than it used to be before the Internet. Online communities of fans have had a huge impact on shows such as “Lost”, “Breaking Bad” or “Game of Thrones”. The only difference would be the genre, it might be that the audience’s taste has changed… but even that would be arguable.

daysofourlivesIf “Grey’s Anatomy” still works, it is thanks to its distinctly Soap-Opera-esque quality, very much in the tradition of shows like “General Hospital” or “Days of Our Lives”, that allows them to keep, through thick and thin, a large number of captive audiences that have endured ups and downs and some very bizarre moments.

General HospitalIt’s not so much that the tastes have changed—people still like a good Soap Opera. What may have changed, in fact, are expectations. We expect quality TV.

TV business has changed. We are living a new golden era for TV shows. In foreign countries like Spain we can enjoy an endless amount of American shows, for all kinds of tastes, being aired with less than a week of difference than in the USA. Now there are very different kinds of creators, genres, broadcasting…

Then, why would it have to be the end of ANY genre? Especially given how much television owes to THIS genre. Right now, there is an audience for pretty much any genre you can think of, and definitely there is an audience eagerly waiting for the great return of Soap Operas.

Then, what are networks waiting for?

Lidia,

As always, soap fans, stay soapy! And don’t forget to comment. And subscribe to our blog (upper-right-hand corner of the main page).

Your Editor-In-Chief

Akbi Khan

Soap Operas and Business, American & International Pt.2

Don book cover.jpgHey, Soap/LTAS Fans! Hope you’re all doing well and NEVER giving up on all soaps, near and far! As promised, here is the second part of our interview with business, advertising, author, and soap expert, Dr. Donald Boudreau.  Have you ever wondered how much money the networks make or could make from the international soap opera market.  Wonder no more..read on.  :)

Dr. Donald G. Boudreau is an internationally recognized expert in the field of economic statecraft and is the author of several books, including American Business and Daytime Dramas (Smashwords, 2012).  He and his wife, Zoraida de (together with their two dogs and two parakeets) are happily building their new home in a small coastal fishing town that serves as a gateway to North Carolina’s Outer Banks.

LTAS: So far we’ve talked about soaps in the context of their domestic audience only? We know that American soap operas have had big international audiences for a long time, and thus the networks have/had big money to make there. If you were a network’s head of daytime programming, how would you handle the international audience?
DB: In my book American Business and Daytime Dramas, an entire essay is devoted to the international appeal of soap opera. In this regard, it is noteworthy that a show such as “The Bold and The Beautiful” in recent years has been deemed the most popular soap opera currently for its success domestically and internationally. This is a show that can be seen in more than 110 countries and garnered more than 24.5 million viewers worldwide in 2008, making it more watched than any telenovela or soap opera on television, according to the Guinness. It is also noteworthy that in France, “One Life to Live” did in fact have a brief stint during 1987‐1988,airingunder the name” On ne vit qu’une fois” which means “You Only Live Once.” Reportedly as well, “Loving” was big in Italy along with “Guiding Light,””Days of our Lives” in Australia, “Santa Barbara” in Armenia. “As the World Turns” is very popular in The Netherlands. And no wonder it is much to its credit, Proctor & Gamble is working hard in creating new soaps for Turkey and other Arab nations that are sweeping the Middle East with a view to marketing their suite of products throughout such, thanks to its worthwhile product placement and product integration techniques, if only major television networks take to wisely emulating the same. All of which raises the questions of what international syndication, international product placement, and international product integration opportunities the major United States television networks have heretofore to the present day yet failed to exploit through its valuable soap opera franchises? Why not be using platforms such as popular American soap operas like” One Life to Live” and “All My Children” in a similar manner per the aforementioned proven successful business model for “The Bold and the Beautiful.”? For the many ABC Disney shareholders’ interests, one wonders just how much in profits has been sacrificed, and over how many years, by senior ABC Disney executives not taking full international business advantage wisely of these valuable soap opera franchises thanks to abysmal management decisions taken including among others, cancelling them (One Life and All My Children)domestically, failing to exploit them successfully internationally, “replacing them” for a litany of in some cases, pricey, soon failed talk shows a la Katie, all failing to recapture the significant loyal market share soap opera audience followings lost, via the rank ill-conceived cancellations? Powerfully witness, too, that CBS has long taken advantage of airing soaps in French in Canada ala Days, unlike the ABC soaps. And, there you have it. There is so much work to be done now by ABC and the other networks, and lucrative new growth markets to be had for the taking.

LTAS: As of this writing, fans are working busily every day to get “Dallas” back on TV after it was resurrected and then cancelled again (on TNT). “Dynasty” is said to be making a 2015 comeback. How do you explain the fact that these nighttime soaps haven’t lost their audiences in 20 years?
DB: The cancelling of Dallas by TNT has unleashed an international uproar by fans on Twitter and other social media that is nothing short of impressive. Just earlier in November 2014, there was a Super Tweetathon that began in New Zealand and was held for 6 hours worldwide. Much has been written regarding Warner Brothers Pictures efforts being made with a view to Saving Dallas and The Globe Magazine has stepped up also with its campaign supporting fans efforts in this regard. Moreover, there was the Save Dallas European Tweetathon with its separate respective starting times for the European Union, United Kingdom, and United States that drew much attention and support to the cause. Andyes, Dynasty is reportedly being slated for a possible comeback. To what are we to attribute this phenomenon of strong staying power of fans supporting so‐called nighttime, primetime soap operas? Storytelling is a primordial basic human needs engrained in our very core of existence. it is what distinguishes us as people, we have stories to tell. All of these fans are sending messages to the networks and to all of the corporate advertisers who are listening. Deliver to the fans the entertainment what they are clamoring for, and their buying patronage and loyalty will reciprocally flow riches into the hands of your companies shareholders and corporate advertisers. That is the very proposition now set forth that waits for appropriate action to be taken by the networks and production companies forthwith. Networks and production companies need to pay heed in addressing these powerful consumer demands being made by vocal viewing audiences for good scripted, storytelling, classical American soap operas. These are the many millions of viewers who have been overly saturated with the lowest common denominator reality food and weight reduction show offerings entertainment. Quality storytelling is timeless, and will always win out in the end, as people continue demanding their stories presence in their living rooms. The pendulum is now swinging back into that rightful direction bring with it new business opportunities for growth aplenty, both domestically and in international markets.

LTAS: From an economic point-of-view, what would it mean for New York City to have AMC and OLTL return to production there?
DB: Regarding New York City, it is noteworthy that during the course of a livingthedream.mom.com podcast on Tuesday, May26, 2011. the widely respected actor Jerry ver Dorn, in recent years known for his work in playing the role of Clint Buchanan in “One Life to Live” observed that in 1978 when he first arrived on the scene in Manhattan, there were 3 networks producing 15 soap operas! Today, there are none, thank you ABC/Disney et al. Having One Life to Live and All My Children return to production in New York City would bring many jobs and economic benefits to ABC Disney shareholders, to New York City and New York state, and to the many ancillary businesses operating in the New York metropolitan region that would be positively affected by their presence. In my book American Business and Daytime Dramas, an entire essay is devoted to the manner in which the presence of soap opera in New York City long historically and successfully served as a training ground, a feeder system if you will, for the many talented actors and actresses who have go onto become blockbuster talents in today’s Hollywood movies and on the Broadway stage. This was no accident, and it was no small treasure, and yes it can be replicated no win force, and by orders of magnitude with new investment bringing good steady returns for the ABC Disney Company and its shareholders. There are many avenues open for more efficiently, economically producing these soap operas than heretofore had existed in past years, and ABC Disney is well positioned to take advantage of such opportunities given its rather impressive preexisting resource and infrastructure and skills bases, its significant footprint in New York City and let us not forget its production facilities in the surrounding boroughs as well.

LTAS: LTAS and the Save Our Soaps (SOS) movement as a whole are in the process of re-directing a coupon campaign to persuade the already-receptive DirecTV to create an exclusively soap opera-based channel. What that be a good move, business-wise, for DirecTV? Why or why not?
DB: Actually, I think it would be a good business move for DirecTV or for other takers with the necessary resources. In recent years, we have seen a proliferation of networks specializing their offerings based on viewing audience preferences. Here in the Washington, DC metropolitan area, for example, Me TV offers a wide range of nostalgic television show offerings that have a large and significant following. There are all types of network and cable shows today catering to more specialized viewing audiences than at any time in the past based on consumer preferences (e.g., crime related and law enforcement, foods, hobbies, sports, dress and fashion, homes and real estate, travel and leisure activities, etc.) and there is no end in sight it seems to me. The network or networks that are successfully able to create a forum whereby legions of fans of these many soap shows can take advantage of viewing these substantial catalogs, on a day‐to‐day basis, stand to realize significant revenues by monetizing these longstanding consumer loyalties to these shows. Millions upon millions of soap opera fans will buy the product lines advertising on, and thus underwriting, these shows continuing successes as such. Too many of these shows catalogs are now tragically lying dormant, gathering dust on company shelves, and this situation needs to be reversed, and sooner rather than later one hopes to be the case.

LTAS From a business point of view, do you think networks can simply air reality-based programing in time slots once occupied by daytime serials and hope for the profits and fan loyalty that latter once brought them?

DB: I am not here to demonize reality television as I have and do, on occasion, like many people enjoyed watching as how such as for example, Next Great Baker or another food, restaurant‐themed like show. But I believe that that pendulum has swung to an extreme level due to network group think. As some observers have noted, much of so called reality programming is, in fact, very much scripted and rehearsed programming, too. But the human condition cries out with certain basic, primordial needs which it craves and storytelling is one such critical need that soap opera programming, not just here in the United States but internationally, is the most dominant form of such that we find in the world today. Millions of American fans of American soap opera gravely miss All My Children and One Life to Live and they and their families and friends continue boycotting ABC and Disney, until such time that those shows are returned to the airwaves. One need look no further than social media protests that remain powerful forces in advertising their support for these shows clamoring for ABC Disney to take the necessary corrective actions with a view toward settling the protracted litigation with Prospect Park, and bringing these shows back to the their respective fan bases forthwith, and uniting those fan bases back to supporting ABC/Disney’s network and its ancillary businesses and its many corporate sponsors tied to supporting such shows programming. I find myself in near constant awe and feeling tremendous respect toward the All My Children and One Life to Live Save Our Soaps movement, its many leaders and its millions of supporting fans, nationwide. How can one not have been moved by the haunting image of one soaps activist Nathan Brookshire, standing on the side walk of a road in a town in America with traffic passing by, holding up a placard sign supporting these shows? How can one not be moved by the longstanding dedication and hard work evidenced by the team of unbeatable great ladies all, tied to producing Let’s Talk About Soaps (“LTAS”) out of Brooklyn, New York including among others, the show’s co‐hosts Cheneise Carey‐Beebe, Stella Winston, the noted songstress Alura Johnson, behind‐the‐scenes and always hard at work executive producer Tessa K. McKenzie, director Bernice Brook, and you, yours truly their phenom blogger, scribe Akbi Khan? How can one not be moved by the hours of heartfelt YouTube videos produced by LTAS’ Cheneise as she rightly and relentlessly hammers ABC Disney and its senior executives calling them out by name and deed, for their rank misguided, disastrous corporate decisions made by cancelling these two iconic American soap operas; shows, that had long been profitable ventures for the network for many decades, thus having provided the financing for so many of its historical prime time television successes? How can one not be moved by the heart wrenching YouTube videos produced by Tina Byrd Payne powerfully demonstrating how significant these shows are; the useful ongoing role that they play in fans and their families lives year‐after‐year? And too, do not forget her admirably selfless generosity in organizing the producing of actor Michael Easton calendars, again and again, selflessly supporting with so many other soap fans the good work of the American Cancer Society. Who has produced more astute, brilliant legal commentary regarding the ongoing, seemingly never ending ABC‐Prospect Park litigation than the wonderful Spin’s Vixenella, thanks to her talented presence on Twitter, in particular? Look at the leadership role in the soaps movement played by someone such as Shawn Brady of Soap Fans United, including among many others, how could one not be moved? Powerfully witness the work of so many of the soap journalists such as, among so many others, Nanci Hughes, of the New York Soap Opera Examiner, as a wonderful fan of these shows and a great supporter in the forefront of the Save Our Soaps (“SOS”) movement. Look at Canadian soap journalist, Nelson Branco, and his daring bravery and journalistic integrity in publicly and selflessly defending these shows in the face of their nasty cancellations. How can one not be moved? How cannot be moved by the acutely perceptive business observations, brought to bear by one John Larsen of New York City, he being no stranger to New York daytime television production, also known as Midnighter on Facebook and Twitter, as he powerfully lectures ABC Disney, in precise, hefty dollar figures, on its rank failed business economics case in cancelling these two shows and foolishly supporting talk shows (some pricey) that have in short order tanked in the ratings and been forced from the airways by relentless, boycotting soap fans nationwide refusing to watch them? How can one not come away impressed with the substantial body of work analytically crafted by the talented Michael Fairman of Michael Fairman Soaps in addressing the many thorny issues, tied to these two shows and their respective casts, since their infamous cancellations by ABC/Disney? How can one not be moved by the likes of Travis Stair creatively supporting, through his many Facebook postings, his unwavering conviction of One Life To Live as the greatest television show, ever? The problem with singling people out, with the naming of names of leaders and noted fans is, of course, that one will always fail to recognize many deserving contributors to the Save Our Soaps movement and its day‐to‐day work who too, are equally worthy of being duly recognized. To name but a few more, Marc Anthony Ouckama, Andrea Kollo, Denise Quinones, Heather Chajko, Mike Wahl, Tony R. Curtis, Mary Amos, Trevor Mcbain, Edna Jackson Barefoot, Toure T. Cannon, and Karim El Masri. How can one not be moved by the useful contributions made to these shows and this genre by the well respected Carolyn Hinsey of Soap Opera Digest fame and Mr. Dan J. Krol of Soaps Central Live? And, do not forget the indefatigable work of Richard M. Simms, the executive editor of Soaps In Depth magazine. They are, individually and collectively, a powerful, formidable force to be reckoned with along with the countless other Facebook pages, leaders and supporting fans there and on Twitter and related soap blogs and magazines and radio shows, too. Each and every one, mentioned here and not due to space and time limitations, have been core, critical to the success that is the contemporary soaps movement, aimed at rectifying this rank injustice and bringing the respect and honor due this genre by the entertainment industry writ large.

LTAS: It’s been a tough few years for soap fans. Do you believe, as we at LTAS do, that soaps, like Phoenix, will rise from the ashes triumphant? Could there be a second Dr. Donald Boudreau book about 2015 as the year American business AND daytime drama won?
DB: The legendary American baseball outfielder and pitcher, Babe Ruth, once observed that “You just can’t beat the person who never gives up.” And, somehow and someway ABC Disney and its daytime programming decision makers it seems to me must come to grips with this inexorable reality and get on with the business of countermanding and reversing these misguided program cancellations. The many millions of dedicated American soap opera fans of All My Children and One Life To Live are the very people that Babe Ruth was referring to as they do not give up. It needs to be understood by myopic television network programming decision makers, special note of each and every television network that soap opera and its audiences are anything but myopic or stove piped in their decision making and loyalties. These are the same and one consumers who will loyally buy the sponsors products when they visit their supermarkets and stores nationwide. These are the same and one customers who will plan their weddings and family celebrations and vacations on Disney cruises and at Disney’s entertainment venues. These are the same and one fans who will be coming to the soap fan weekends, patronizing all of the related businesses while there. It is they who will be bringing their children and their grandchildren to the company’s latest movie releases. The soap opera fans customer loyalty is not to be taken for granted, and accordingly, such will be richly reciprocated in turn. They are consumers, customers, and fans, all of these things and you marginalize ‐ or ignore them ‐‐or, but pay them lip service, at your career and the company’s peril. And yes, finally, if ABC Disney one day soon has a corporate epiphany, coming full circle, and doing the right thing for its loyal national television viewing audience, resurrecting these vintage shows to their rightful throne son Manhattan Island (and please, Luna Moody’s Soaps Goddess, may it be with none other than Cartini at the helm!), then yes, I can certainly envision writing another tome commending them for such, at long last. That actually would be my personal pleasure and a sequel worth penning. “Thank you” great ladies of Let’s Talk About Soaps for having me here with you once again, take care and be well and finally, keep on keeping on, in keeping the SOS faith alive. See you next time and happy holidays to all. Best wishes as ever, D)

Stay tuned, soap/LTAS fans! Now you’ve heard from Dr. Boudreau on the foreign soap market. Next week we will have a Spanish soap fan who will tell us all about American soap operas and their popularity in Spain!  And as ALWAYS, Stay Soapy! Subscribe (upper right corner) and comment away!

Your Editor,

Akbi Khan




Soap Opera And Business (American & International), Pt 1

Don book cover.jpgHey, Soap/LTAS Fans! Hope you’re all doing well and NEVER giving up on all soaps, near and far! 🙂

Dr. Donald G. Boudreau is an internationally recognized expert in the field of economic statecraft and is the author of several books, including American Business and Daytime Dramas (Smashwords, 2012).  He and his wife, Zoraida de (together with their two dogs and two parakeets) are happily building their new home in a small coastal fishing town that serves as a gateway to North Carolina’s Outer Banks. We at LTAS have been big “Dr. Don” fans for a while now. And not just because of his wonderful book, but because he is an exemplary colleague in general, supporter of soaps, and friend to all of us here. He knows a great deal about why things happen the way they do in the soap-advertiser relationship, and we wanted him to share some of that knowledge with you. This is just part one of our interview with him! There’s more to come!

Dr. Boudreau, first of all I would like to thank you for taking the time to do this interview and for always being a friend to the soaps—and LTAS.

 LTAS: How did your book, “American Business and Daytime Dramas,” come about?

DB: For 20 years, my wife and I were avid watchers of “One Life To Live” (OLTL). It was a sacred entertainment ritual that became as much a beloved part of our daily lives as the ever-talented ensemble cast of “One Life” (and, all that incredible Cartini magic) were treasured guests in our family home. Of course when I say Cartini, I am referring to the noted team of executive producer Frank Valentini and head writer Ron Carlivati most currently affiliated with General Hospital. I wrote the book American Business And Daytime Dramas (Smashwords, 2012, available at Smashwords and Amazon.com) largely out of anger and grave disappointment at the erroneous decision announced by ABC/Disney Television on Thursday, April 14,2011, regarding its cancelling of All My Children (AMC) and “One Life To Live,” two of noted writer Agnes Nixon’s longstanding soap opera masterpieces. My reasons for writing such were not altogether selfish in that, moreover, I believed that the cancellation decision was also a horrific business decision on business case economic and market share grounds and that, historically it would become upon serious reflection viewed as such by business schools worldwide, ultimately becoming akin to other historically notorious business decisions such as New Coke. I believed then and I believe now that ABC/Disney, and the faulty decision circle embraced there by the then senior management trio of Bob Iger, Anne Sweeney and Brian Frons would eventually come to long rue the day upon realizing they had seriously miscalculated in making such decision. Noted national and international business schools (not to mention the industry‐wide knowledge thereof) will long observe and study the many egregious business failings of these ABC/Disney executives and the conditions and factors that led them to so miscalculating to the detriment of the loyal ABC television viewing public, and moreover, to the many ABC/Disney share holders that have been damaged as a result. I would be remiss if I failed to note too the many dependent families affected, again adversely via the cancellations, including but not limited to, the casts and crews of AMC and OLTL and the millions of loyal fans of these two shows nationwide. And, let us not forget, the two shows many corporate sponsors who depended on the buying power patronage of those fan bases.

LTAS: In your book you mention that people at ABC were responsible for the cancellation of AMC and OLTL. Fans swore their heads would roll, and they either have or are slated to roll in the future. Can you explain, from your position as a soap fan and expert on big business/daytime drama explain the firings, or upcoming departures, of Brian Frons, Anne Sweeney, and Bob Iger?

DB: The great lady, Cheneise Carey‐Beebe, co‐host of Let’s Talk About Soaps fame, known too for her wonderful YouTube videos defending AMC and OLTL against ABC Disney, was prescient in her prediction that as a first imperative corrective measure, there needed to be a housecleaning writ large of the parties that brought about this train wreck decision of cancelling these shows. That the individuals responsible for substituting them with a chain of overwhelmingly failed reality and talk shows, so‐called replacement shows be called to task. It is these shows which, on the whole, have failed miserably in recapturing the lost fan bases that were devastated by losing AMC and OLTL. It is extremely difficult to reverse the effects of highly dysfunctional business decisions in large, complex organizations, powerfully witness the almost Zombie‐like fealty to continuing to produce low-rated talk shows, akin to cranking out mediocre, lowest common denominator entertainment happy meals fare, and surely not filet mignon, always seeking to find the next, ever elusive cash cow show a la the Oprah show. Powerfully witness the notoriously expensive, ABC/Disney’s Big Fail of a television talk show that was named Katie. Remember it? Frankly, we know who the responsible culprits are who created that daytime show fiasco, hint: ask Cheneise Carey‐Beebe, why she’ll tell you who in a nanosecond. The relentless follies of ABC Disney television’s daytime programming decisions are continuing unabated as ABC/Disney and Prospect Park remain mired in seemingly protracted litigation as the ever valuable franchises of AMC and OLTL continue languishing, gathering dust, shamelessly it is to be lamented. So much for the ABC/Disney Television network’s creative programming decisions and its loyalty to the millions of many decades long fans nationwide of AMC and OLTL, still waiting, once again, to be tapped into viewing their beloved shows if only they would return with a view to rebuilding integrity and respect. Imagine if only but for a moment, ABC/Disney saying publicly, “We heard you ‘All My Children’ and ‘One Life To Live’ fans and we’re sorry…we sincerely apologize, we blew it, yes, but ‐we’re coming back and bigger and better than ever,” in a nationwide televised and social media blitz campaign, aimed at successfully resurrecting these two shows and with new international marketing efforts acknowledging these two ABC Disney properties as the valuable (and profitable) franchises that the network and the public earnestly knows them to be. ABC/ Disney would, accordingly, take the reins…

 

LTAS: In recent column, a frequent LTAS contributor, my esteemed colleague Eternelendrea wrote a blog post “With a Hidden Dagger, Network Fakes a Smile.” He was especially referring to ABC/Disney’s leading of fans down a primrose path using Prospect Park. Can you talk a little about the painful rollercoaster ABC/Disney took viewers on with the aforementioned company and its versions of AMC and OLTL?

DB: Observers have remarked on the troubling relationship between Prospect Park and ABC Television and there are many theories regarding such. Some people believe that ABC intentionally conspired with Prospect Park to bring the shows back as a means of defusing fans ire at ABC/Disney over the cancellations. Some observers note that one of the two Prospect Park partners had formerly served as a senior Disney executive. Other observers note that the very name Prospect Park has meaning linked to ABC as further evidence of the existence of collusion, a conspiracy if you will, between the two companies. But many of these conspiracy theories fall apart it seems to me when you look at the current day reality. Both firms are now mired in expensive and protracted litigation with a view to resolving various claims and counterclaims that have been made by the parties. Meanwhile, it is the fans who continue suffering, once again. It is extremely difficult to believe that sufficient due diligence was made by ABC/Disney in protecting its shareholders property interests relative to these two soap opera daytime television franchises. Other more viable prospective agents for producing these shows may or may not have been given due consideration at the time by the powers that then prevailed in ABC/Disney Television. The obviously high risk business decision involved, in taking the shows from television to the Internet, was also so novel for this type of a business arrangement that ABC/Disney may one day if not sooner lament that it do not take on a larger equity role in developing this new medium of entertainment given that with each passing year, more viewers are moving onto other types of viewing platforms, mobile devices in real time, on demand applications and uses, regardless of geography, that which is becoming so omnipresent in our world today. But the Prospect Park experiment was by no means flawless, of course, and its shortcomings and pitfalls soon became evident. Longtime fans, too, are extremely loyal to the shows, their franchises, and to the integrity of their story lines and characters in a serious manner not to be cavalierly discounted or ignored by its producers, without grave consequences being brought to bear, as was the case with Prospect Park surely to a degree it seems to me (as any reasonable reviewing of the many soap journo stories, of that day appertaining, powerfully demonstrate). At the end of the day, the fans are the ultimate customers of these shows and it is they, the fans and their families and extended families and friends, who decide to reciprocate loyalty by either buying the corporate sponsors’ products, or otherwise choosing not to. One ignores such, arrogantly or ignorantly, at one’s peril it seems to me.

 LTAS: Ultimately, we at LTAS feel, the soaps were meant for television, not the Internet. And now it seems that LTAS co-host Cheneise Carey’s theory that before the soaps come back, we need a clean house. And you have said that the soaps must come back with the same cast, writers, directors, crew, back in New York City, etc. General Hospital (GH) is now back in its 3:00 p.m. time slot, indicating this process has begun. Can you explain what it would entail from a business point of view for the completion of that process?

DB: As in our own household, we too like “Let’s Talk About Soaps,” are favorably inclined given our long, historically favorable experience, to viewing our show (OLTL) on television rather than on the Internet. Having said that, I have in the past stated my desire (like so many countless others) that the shows need to be returned intact, as much as possible, preserving their character and their integrity.Yes, I am a firm believer in Cartini magic, too, based on solid evidence and their phenom track record with “One Life” and now surely too, with GH. I fully believe the noted soap journalist, Daytime Confidential’s acutely perceptive blogger and podcaster, and ever ingeniously comedic Jamey Giddens, when he observes that OLTL, in the five years prior to it leaving the ABC airwaves, produced some of the finest soap opera writing ever witnessed in the genre, bar none. This is no small treasure—not that ABC Disney, in its blind spot, ever fully appreciated the value of such a jewel that Cartini’s prowess manifested with “One Life” on multiple fronts. But, I have never yet deluded myself into believing that such a resurrection process of the two shows, intact in New York City is currently underway, except perhaps in pleasurable dreams; fantasies, that I might on occasion allow myself the pleasure of having. ABC/Disney surely has all the requisite resources for successfully carrying out such a mission yet needs the corporate will necessary for embarking on such an ambitious venture. Some people suggest that the cancelled soaps, as such, will never return. But I think it would be folly for fans of AMC and OLTL to lose hope. America is a very nostalgic country and American entertainment is heavily prone toward following suit in repeatedly bringing such to the marketplace. One need look no further than the current list of Broadway shows as powerful, and exceedingly profitable evidence of such. ABC/Disney has a long and fruitful history of producing viable, profitable soap opera in New York City for many good reasons, including the high geographical concentration of talented cast and crews and other talented support staff that, for many past decades, have made it good commerce and fruitful enterprise for many; long having been in ABC/Disney’s shareholders best interests, too.

 LTAS: If you combine SOAPnet, soap star weekends, soap fan cruises, and other soap tie-ins, wasn’t ABC/Disney making millions of their daytime lineup?

DB: As the acutely perceptive soaps activist, John Larsen of New York City (also known as Midnighter on Facebook and Twitter) powerfully observes, ABC/Disney historically made substantial profits from its daytime soap opera lineup; funds that long supported substantial parts of the network’s other operations, including many of its historical blockbuster, prime time successes. The two valuable franchises, AMC and OLTL possessed, and still possess, multiple possible profit centers for ABC/Disney, including among other things, international syndication rights. Loyalty, important loyalty exists for a network in various forms of purchasing power; the patronage extended to goods and services advertised, by millions of fans too, to the network at large, and to Disney as a company, bringing multiple spillover economic benefits that are now, intentionally and unwittingly shortsightedly it can be argued, being foregone thanks to its myopic decision making to the detriment of the economic growth of both ABC and Disney corporate enterprises. But that surely does not have to remain the case and appropriate corrective measures can be taken. But that takes sound business leadership and creative thinking.

Stay tuned, Soap/LTAS Fans for the continuing story of Dr. Donald Boudreau on soaps! Remember when they used to say that on some of our soaps–the part about the continuing story? And as ALWAYS, Stay Soapy! Subscribe (upper right corner) and comment away!

Your Editor,

Akbi Khan

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Dr. Donald Boudreau on Soaps and Advertisers

UPDATE; November, 28th, 2014: My dear readers, I was a little confused by the first two comments below, as much as I appreciate them in general and any you may post. It seemed to me that Mary Jo Sawyer and Toure Cannon thought WE at LTAS were AGREEING with the advertisers. I wanted to MAKE SURE that anyone who reads this understands that we ABSOLUTELY do not agree with advertisers or network executives in their view of soap fans or how they treat us. We are doing our best, and will be in the future, to prove them both wrong about their misled views on our viewing and consumption habits. Again, WE DO NOT AGREE WITH THE ADVERTISERS OR NETWORK EXECUTIVES IN THEIR IDIOTIC ESTIMATION OF SOAP FANS LIKE THOSE OF US AT LTAS, AND YOU, OUR WONDERFUL READERS–WE ARE TRYING TO SHOW THEM THAT WE ARE VALUABLE AND IMPORTANT (although we shouldn’t have to show them this, but that’s life, right–ugh!). And ultimately, of course, we are trying to get AMC and OLTL back–not to mention GL, ATWT, AW, Loving, Dynasty, and Dallas.

———–

Hey, Soap Fans. Now, this is neither the interview with Dr. Donald Boudreau that we told of in our “Hot December Promo” post the other day, nor the interview with an unnamed expert on advertising that we also promoted in that post. Dr. Donald is an expert on this topic, as it is a big part of business, and that is his specialty. So we asked him just one question.

Recently an LTAS idol, soap journalist, and author of, “Love in the Afternoon: Why Soaps Still Matter,” Carolyn Hinsey, reported in a recent column that advertisers don’t target older audiences, because they think we are set in our consumer habits and aren’t going to be useful targets for them for their ever-new products and ads. We told Dr. Boudreau this and asked him what he thought. Here is what he had to say…

“Jeffrey Bercovici (2011) observes that, “Advertisers have been bamboozled.  They’ve been told by the networks for 40 years that the only people worth targeting are 18-49 year olds.  It originated with ABC, which was getting its ass handed to it by CBS.”

In my book, American Business and Daytime Dramas (published by Smashwords, 2012; available at Smashwords.com and Amazon.com) an entire essay is devoted to the subject, “On the Economic Prowess of the Baby Boomer Generation As Television Advertisers Audiences.”  It powerfully goes about documenting how misguided television networks are for not supporting both retaining and expanding viewership among these age groups, in light of their proven adaptability to adopting new technologies with enthusiasm, contrary to the conventional wisdom, and given their strong purchasing power, relative to other age/gender demographics.  While advertisers are generally focused on targeting the ages 18-49 year olds, what this means is that more than half of the affluent boomer demographic is being completely ignored, according to Nielsen’s own research.

Moreover, if the aforementioned should somehow still fail to convince one, then at least take note of the following.  According to a recent study, “Inheritance and Wealth Transfer to baby boomers,” commissioned by MetLife from Boston College’s center for Retirement research, two out of three boomers should get something, with $64,000 being the median amount.  The study is anticipating an intergenerational transfer of wealth totaling $11.6 trillion, including some $2.4 trillion that has already been gifted.  Corporate advertisers spending your advertising dollars at major network Upfronts for television show advertising, pay heed to this key Baby Boomer age demographic, ignoring it at your own peril.

In recent years, Nielsen’s own Joe Stagaman and Pat McDonough presented findings at the Consumer 360 conference on the opportunities that exist for advertisers seeking opportunities beyond traditional demographics.  In fact, marketers who are only focusing on the traditional 25-54 age demographic are missing approximately 58 percent of the United States population totaling 180 million people.  Additionally, in the process of neglecting them, television networks are overlooking growth opportunities as baby boomers age and those under 25 wield increasing influence over household spending.

Conclusively and finally, recent research suggests (Tedeschi, 2006) that, in fact, older adults engage in more consumer spending than any other age group and have become major players in the web economy, good reasons to be given all their due respects by the major television networks and production studios.  And that respect includes the rapid returning to the airwaves of ABC’s One Life to Live (intact as heretofore, including Cartini style) and, of course, All My Children complete too with the great Susan Lucci, et al.  Now that would not only make good sense and a renaissance to ABC Daytime television; it would also make sound business sense in the best economic interests of ABC Disney’s shareholders and that of the shows many longtime corporate advertisers, those household names who loyally and profitably supported the same for decades.”

What an answer! See, advertisers! We are an audience worth targeting! Also, yes, many soap viewers are “older.” But many are younger too. Our two new recent staff additions, Casey Hutchinson (“The Young and the Restless” Cliffhanger Friday columnist) and Sofia Bryan (“The Bold and the Beautiful” Cliffhanger Friday columnist) are just two examples of this.”

Now, soap fans, what would YOU say in response to this view by advertisers that the older viewers/consumers are, the less likely they are to be valuable advertising targets? Write your responses in the comments section below this post! It is so, so, so important and wonderful for us to hear from you on any and every subject and post, including this one.

Don’t forget you can and should subscribe to our blog in the upper right hand corner of this page!

And also don’t forget to, as always, stay soapy!

–Your Editor-in-Chief, Akbi Khan

LTAS December promo

1. We will be posting an interview with Dr. Donald Boudreau, author of “American Business and Daytime Drama.” He is a soap fan, a brilliant business thinker, a wonderful writer, and one of the most gracious and kind people. You’ll see all this reflected in our interview, guaranteed.

2. We will also be posting an interview with an advertising industry insider who has some fascinating insights into soaps and their relationships to advertisers. We drew inspiration from Carolyn Hinsey’s recent column on the same topic.

3. Our Cliffhanger Friday columns for “The Bold and the Beautiful” and “The Young and the Restless,” penned by Casey Hutchinson and Sofia Bryan will be starting up.

4. And we have a surprise interview in the works. I wish I could tell you more—I’m itching to—but I you’ll see it soon enough.

And as always, soap fans, stay soapy!

–Your Editor-in-Chief, Akbi Khan

Photo on 5-2-14 at 3.42 PM #3

The Cliffhanger Friday

Casey picHey, LTAS fans! We have some exciting news. We are thrilled to be inviting a new member on to our staff. His name is Casey Hutchison, and he will be doing The Cliffhanger Friday weekly  of “The Young and the Restless (Y&R). In the comments following his recaps, we encourage Y&R fans, and fans of any other soaps, and soap fans in general, to communicate with each other, vent about issues related to Y&R, and most importantly show the networks YOUNG PEOPLE DO WATCH SOAPS! We at LTAS are so excited to have a talented and enthusiastic writer like Casey on board as part of our team. Welcome, Casey! And below find Casey’s introduction of himself.

LTAS: Can you provide a basic introduction of yourself and your favorite soaps?

CH: My name is Casey Steven Hutchison. I was born on October 28th, 1999 in Springfield, Illinois. As of June 20th, 2014, I currently live in Rosebush, Michigan. I watch two soap operas that are my favorite as well. They are “General Hospital,” and “The Young and the Restless.”

LTAS: What about your new column for us?

CH: I will be recapping “The Young and the Restless” for LTAS I will recap the whole week for you super fans!!!

LTAS: Networks claim young people don’t watch soaps. Do you agree?

CH: I think younger people would be missing something in their lives if soaps were gone. This genre is one that viewers can rely on to come on their screens every weekday. Not too many TV shows do that. Three words to advertisers who think the young demographic doesn’t watch soaps.…you are wrong. I have been watching soap operas since I was three. That is twelve years! I have let them come into my home and my life. So, advertisers… there is how you are COMPLETELY wrong.

LTAS: Do young people—like the so-called “older demographic” of people over 37—need soaps in their lives?

CH: People, including young people want a constant in their lives, and daytime serials can still provide that.

LTAS: Any final words to your future readers?

CH: I hope that you enjoy what I have to say about my favorite soap Y&R! I cannot wait until you see what I have to offer to the soap world. LOVE ALL THE SOAPS, NO MATTER WHAT!!!!!!!!!!!!!”

We also have a November 28th, 2014 launch date for our Cliffhanger Friday recaps.

Another wonderful soap fan and writer will be doing recaps for “The Bold and the Beautiful.”

We are looking for two volunteers to do Cliffhanger Friday recaps (e-mail me at akbikhan@gmail.com for details) for “General Hospital” and “Days of Our Lives.”

And as always, soap fans, stay soapy!

–Your Editor-in-Chief, Akbi Khan