Soaps Get Technical: How Daytime Dramas are Using New Media To Survive

Daytime soap operas represent a past time of television. In the past, people in general had more time on their hands to watch television. Now, with the Internet, cable TV, and other distractions, television networks are constantly looking for new ways to get and keep audiences. Daytime soaps are no exception, especially with low ratings to worry about. The soaps are using technology as a life preserve to save them from cancellation.


A good example of technology being used to seal the fate of a soap in danger of cancellation is Passions. A few months ago, NBC announced that it would be cancelling Passions, which was a shock but at the same time, it wasn’t. The cancellation news was a shock because Passions has earned a good amount of ratings, especially with teenaged girls and young women, but its ratings are always horrible in comparison to the other ten soap operas on TV. Of the ten, Passions is always rated the lowest, and Passions has been network television for eight years. In 2007, NBC says it is cancelling Passions because it wants to add another hour to the morning show Today, and also the network wants to cut back on its budget. As soon as NBC announced Passions’ cancellation, there was immediately speculation that SOAPNET would pick up the show. SOAPNET is a network owned by Disney which repeats soap operas such as General Hospital, The Young and The Restless, and Days of Our Lives (the other NBC soap) at night. It would have made sense to put Passions on SOAPNET, but SOAPNET did not want it. It seemed like there was no hope for Passions, but it was recently announced that DIRECTV would pick up the show. New episodes will run five days a week, and reruns will be shown on the weekend.
Passions will be the first soap opera that was saved in cancellation in this way. Producers of popular cancelled soaps of the past must be kicking themselves for not having the option to have been saved by satellite television. Even if DIRECTV did not catch Passions before it fell, the Internet could have saved it. Passions fans can already watch episodes of the soap on NBC’s website. If it wasn’t already going to DIRECTV, Passions could have made history by becoming the first soap opera that was on television but could now only be seen online. It’s not as if it would be the first time that a soap opera moved from one medium to another. Shows such as Guiding Light and As the World Turns are the only soaps on television today that originally started on radio, so why not with a show like Passions that is in danger of cancellation. With dwindling ratings, it is an option that soaps should definitely consider.



Although the majority of soap operas are not in as much relative danger of cancellation as Passions, let’s face it. Daytime soaps are considered by many in America to be archaic, boring, and lacking in creativity and innovation, so what better way to spruce up the viewing public’s image of soaps than to use it together with new media technologies. For example, two soap operas-As the World Turns and Guiding Light-are available for download on iTunes. What’s interesting about this is that the downloads are only audio and not video downloads, which hearkens back to the radio years of those two particular soaps. It is a positive thing because Proctor & Gamble-owned As the World Turns and Guiding Light have comparatively older viewers than the other two CBS soaps: The Young and the Restless and The Bold and the Beautiful, so iTunes is an alternative to get viewers, especially young, technologically savvy viewers, interested in the P&G soaps.



With the exception of the P&G soaps and Passions, the other daytime soaps don’t offer their shows on iTunes. So for a soap fan that misses their favorite show, SOAPNET is another alternative. As previously mentioned, SOAPNET’s allure is that you can watch your favorite soaps even at night if you miss them during the day. SOAPNET, as with anything in life, had good and bad points. The network is good if you, for example, do not feel like watching General Hospital at the time it is broadcast on your ABC-affiliate. SOAPNET is also useful if you forgot to program your VCR or TiVo. On the down side, SOAPNET does not show all of the soap operas. Another big downer is that SOAPNET is very biased towards ABC’s soap operas, which isn’t surprising since both SOAPNET and ABC are owned by Disney. It is only very recently that SOAPNET introduced The Young and The Restless and Days of Our Lives to the lineup; before, the lineup was all of ABC’s soaps.



Basically, if you are watching SOAPNET for the non-ABC shows, you will feel cheated and that there is nothing much for you to watch, but the network wants to show that it has a cornucopia of programming for a soap viewer. What is great about SOAPNET is that it has original programming such as I Want to Be a Soap Star, a reality show where aspiring actors and actresses compete to win a 13-week contract on a soap. The network also has Soapography, a series about the biographies of soap opera stars.



Of course, what about the person who doesn’t have iTunes or SOAPNET? Well, of course, there is always the good old-fashioned Internet. All three of the major networks have websites for their soap operas. The websites contain information on the soap characters, cast bios, story synopses, and more. These sites are also interactive so that fans can vote on polls and write on message boards.