Lynn Liccardo: CBS Does A "Piss Poor Job" At Attracting New Viewers For GL




Red Room's Lynn Liccardo has a new piece on the irony of Guiding Light's situation, the lack of a plan to promote the show and what the network can do to attract more new viewers. Here is a highlight.

There's certainly been a lot of effort to attract soap fans. But the only way GL can survive is by attracting new viewers, which is to say people who don't already watch soaps. Notwithstanding the obstacles I discussed last month, the show needs another year to do that, which is one argument to make to CBS. But all the time in the world won't matter if there's no plan in place to attract new viewers. That's the network's responsibility, and, frankly, CBS is doing a piss poor job of it. This is nothing new; see Pimping the 2007 Daytime Emmys. But if there's ever been a time for the network to create an action plan, that time is now.

Do you think that CBS has done enough to promote Guiding Light?


Comments

Member since:
10 July 2008
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2 years 27 weeks

Is it safe too that GL is safe for now?

myworld's picture
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17 March 2009
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3 years 32 weeks

I do not agree with Lynn completly, look at Otalia most of those fans are not people who actually watch soaps, but have heard such positive press about the story as it has been written and acted. GL promoted the hell out of Phillip's return on the covers of mags and radio ads all across the country they have promoted the show, the show needs to have someone like maybe Zach Conroy (if he can really act) as a break out star a young man who is connected to the core of the show and is young. GL can rise again, but CBS needs to give the show time. What really gets me is the fact that, the show was so bad at one point, but was renewed, now the show is good and they my really want to cancel the show.

n69n's picture
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CBS doesnt promote it because they dont want it.

as far as the networks are concerned, the viewers arent the ones that need to be satisfied; its the shareholders.

Member since:
22 January 2008
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A few months back I might have agreed with her, but they did a full court press for Phillip's return. Full page ads in all the celebrity weeklies, radio spots, etc.

J Bernard Jones's picture
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Hear, hear, Jamey. For whatever lapses, P&G and CBS have had in the past, you couldn't swing a dead cat without hitting a GL promo somewhere.

It's not a problem with a lack of (recent) promotion; it's a problem of it being something of a penny short and a day late.

Member since:
22 January 2008
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of it being something of a penny short and a day late.
***
Y'all don't wanna pray with me!

J Bernard Jones's picture
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Prayer changes things indeed, but also God helps those who help themselves!

Member since:
22 January 2008
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but also God helps those who help themselves!
***
Boy, I'm gone start talkin' in tongues if you keep on! LOL Luke, PASS THE COLLECTION PLATE! Jillian, get on up there to the choir stand and sang, "This little Guiding Light of mine!" We about to have church up in here!

Bangel Angle's picture
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Who's going to be the usher to stand at the door and welcome the new viewers?

"Programs anyone?"

DaytimeFan0001's picture
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I completely agree with her. I was thinking this same thing before I went to bed last night. I know GL and P&G had a lot of GA promos, yet how many times do we see commercials for Gary Unmarried? Or a banner for Numb3rs? Thats what daytime needs, is quick in your face reminders that "Yes we are still here".

DaytimeFan0001's picture
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OH and BTW I emailed Perez Hilton about the GL becoming under fire and Otalia and he made a small post on his blog about it.

Member since:
31 March 2009
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2 years 18 weeks

I had been watching GH for the last year on a regular basis, I stopped in December. The reason I stopped was because the show isn't even close to telling the storylines I want to watch. Honestly they really aren't telling any storylines. They take couples like Jason & Liz and Lucky & Sam and shove them in the backburner while pushing the likes of Claudia, new Emily and Jason, Spinelli and so forth. Once my fun sexy Lucky & Sam were shipped off, I shipped out.

Why am I pointing this out, because the woman who commented on CBS not doing their job to draw viewers is right. There is a large group of women out there like me, in there 30's who know all these shows, who are wanting to see a little romance and not getting it from their current show, willing to shift to another.

In the past while I was content with GH I would shift the channel around and sometimes fall on GL, but it didn't interest me, I never like Harley & Guzz or Cassie and Josh and therefore I kept going.
One day in my GH anger I saw some scenes of Dinah & Shayne and it drew me in, the stuff they had at first.
So I started watching, then I wasn't just liking them, I was liking Olivia & Natalia (I'm not usually a fan of gay storylines on soaps) and soon after I was treated to the return of Phillip. Now I'm also getting to enjoy some history, the Spaldings, Bill & Lizzie and some wonderful stuff for the character of Josh with his son.

Has CBS done anything to tell me this was available to me........NOPE....
They ran one add during the PCA that was great, an add they should have stuck to.
Sure they have loaded us up on Phillip stuff and I like the character, but not enough to make me a regualar. It's not that people don't love him, it's that people watch soaps for family, romance, cat fights, and angst with the end result being payoff. When fans who creat youtube videos can market your show better than it's network, something is wrong.

That's the problem, it's not if you market, it's how.
ABC did some great stuff with the GH "Wonderful Surprise" and the newyear promos. But the problems is that they lie, they use those promos but don't deliver any storyline near what they hint.

VS

The problem with GL and CBS's promotion of it. Guding Light is delivering on it's promise, but CBS isn't promoting that promise to the viewers.

If I didn't happen on Shayne & Dinah I would not have watched the show or known to watch it. Now I cannot believe the level of talent that lies in that cast.
Why isn't the network promoting that as well.

I do think TPTB have turned the show around, but CBS needs to leave how to promote it in a way that a soap watcher wants to see it. Know your clients. Know your product and who it interests. It's fun to watch Phillip, but nobody wants to see promos with Phillip/Alan/Buzz, the just aren't pretty.

How about a full page add with Natalia/Olivia or Shayne/Dinah, perhaps even a shot of reva/shayne/dinah/josh, maybe even Bill/Lizzie or Remi/Cristina.. that's the stuff soaps are made off and what the viewers want to see, what draws them in.

Member since:
6 December 2007
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Angry Angry Angry In a word NO!I don't think they give a care what happens to soaps in genreal!! They could show whats coming during the week in the evening hours. Soap fans do watch at nighttime too! They really could have talked up O/N, storyline!! Its HOT! But, no these lazy bums don't care!

Member since:
27 January 2009
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Sorry, I have to disagree with Lynn and completely agree with Jamey (surprise, surprise). Phillip's return was everywhere. I was floored by how much promotion was behind that. It was in magazines, radio spots (which floored me to no end...), etc.

The problem is the "too little too late" factor. EW should have been making certain that her writers were *actually writing* strong and compelling stories when they gave her the extension last year.

But, if CBS really doesn't want it as "n69n" says, it won't matter anyway...

Member since:
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OH and BTW I emailed Perez Hilton about the GL becoming under fire and Otalia and he made a small post on his blog about it.

***

Sweet!

Member since:
22 January 2008
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I have to say, I disagree with something else in this article. The only way for soaps to survive is not to attract new viewers, it's to attract "lapsed" viewers. The 40somethings like my Mom who was hooked on GL when Josh and Reva and The Four Musketeers in the early 80's, yet tuned the show out when Reva drove her car off a bridge. Or 20-something women like my cousins, who remember watchin it with their mom, but switched to GH in their teens because GL was "boring" and Maurice Benard had dimples. Lapsed viewers are the ones who the shows should be courting. People who never watched GL, will never want to I am sorry. Just keeping it really. WE know how greatly improved it is over what it was, but if I tuned in today for the first time, there is no way I would want to watch it.

Member since:
31 March 2009
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But what have then been promoting, what storyline?
It's just been Phillip and nothing else.

Have you seen them promote Natalia/Olivia?
Have you seen them promote Dinah/Shayne?

There has been very little promotion for Bill/Lizzie as a pair.

The actors on GL have been hitting things out of the part over the past 3 months, the network should be promoting some of the other storylines and they haven't. They need to promote GL like the character driven show it is right now.

Member since:
22 January 2008
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Have you seen them promote Natalia/Olivia?
***
Every lesbian website has done a story from After Ellen to Jamey Giddens Presents Hello Soap Kitty.com—copyright pending!

n69n's picture
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6 September 2008
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i wanted to bring attention to this comment by chris345 , because its ***SO TRUE***:

"When fans who creat youtube videos can market your show better than it's network, something is wrong."

THEBEST's picture
Member since:
12 February 2008
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1 day 14 hours

I agree about putting GL on Soapnet. If they want to attract a few new fans or lasped ones, putting it on in the evening or at night is a start. I believe that the 10am time slot in most markets is killing it. It needs to air at 2pm like it does here. P&G needs to contact Brian Frons, ASAP!

Member since:
31 March 2009
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5 years 2 weeks

Never mind atracting new viewers, how bout keeping your loyal viewer... What they should do is "CLEAN HOUSE." Wheeler was an good actress but I just don't think she even got it with the GL storylines. Save the show, bring back characters like Harley (Beth Ehlers. GL has lost it's wind in it's sail but this show deserves another revamp. Don't let to go... Think of all the character you could build from the past; Roxy Shane, Alan Michael, Lujack, Simon. You have great actors they just need wheels...

Member since:
8 May 2008
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3 days 3 hours

Why not air classic old GL episodes online to get revenue and to get interest in the show.

DaytimeFan0001's picture
Member since:
23 April 2008
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3 days 2 min

All of this takes me back to when Passions was up for cancellation. the only prob was that there was no getting rid of Reilly....he owned the thing. But EW should be pushed down from EP to the assistant to the ep...they need her to make this model work....they just need new direction but no in the GL offices...in the CBS offices.

Member since:
30 October 2008
Last activity:
4 years 9 weeks

Yes, why not sell classic and new day episodes on I-Tunes? They were out there with the audio podcasts for awhile. That would bring in some money and probably lapsed viewers as well. Days just put their 555-5555 season on sale for $10 on I-tunes. It is over 200 episodes. Even at a higher price GL could make big bucks.

Member since:
30 October 2008
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4 years 9 weeks

2008/2009 season, don't know why it shows as all fives

gwynnega's picture
Member since:
28 November 2007
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3 years 42 weeks

I do think they've been promoting the hell out of the show lately--but in spite of the improved writing, I still think the show's production style works against it. A GH fan I know recently blogged about tuning into GL for the first time--she wanted to know if it had always looked so awful! I do think it's hard for viewers to get pulled in when the show's production values are so un-soapy.

Puertoricanlips's picture
Member since:
4 February 2009
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2 days 4 hours

I have called several times today and left several messages to save Guiding Light. I will continue from now on to do the samething. I sent out 4 postcards to the Addresses on this site. I will be mailing out 4 big Evelopes with rolls of toilet paper, cut out big 72 numbers and a letter threating to boycott all CBS SHOWS. I will mail this out Thursday afternoon. I am also starting a petition and I will try to get as many signatures as I can to mail out Monday or Wednesday next week. I have had several friends, coworkers and family members call and leave messages to save GUIDING LIGHT. I am doing my part to save my soap. I challenge each and everyone of you to do the samething. I mean no matter wether you like this show or not please please help us save it before its to late. We have had to say goodbye to enough soaps. Now is the time we stand up and fight. Start the petitions, calls leave messages and let your voice be heard. I just watched yesterdays episodes and I totally adored Olivia's scenes with I guess she was a nun and talking about Natalia's faith and how it has changed her. I just loved the scene and this is coming from a gay man who has never cared for anything remotely Lesbian. I can't wait to see more of Olivia and Natalia and for them to slowly take there relationship even further.

SAVE THE LIGHT !!!!!!!!!!!!!!!!!!!

Member since:
11 December 2008
Last activity:
6 weeks 1 day

IA that CBS does a pitiful job at promoting it's soaps. Y&R did try to promote a big storyline last summer, but it was a poor storyline and not one that even established viewers were interested in seeing. And many soap EPs and HWs are busy forcing us to like what their agenda, rather than writing the formula that created a regenerating fanbase to begin with.

I used to watch The Light but basically quit during one of Paul Rauch's ridiculous stories. He blames others for the Reva Clone story, but I think I quit watching when Reva traveled back in time and was dressed up like Scarlett O'Hara or the Medicine Woman or some ridiculousness.

I tried to watch The Light again recently, but the production (camera, lighting, editing) was so bad, that the story didn't even have a chance to draw me in.

Member since:
2 January 2009
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4 years 12 weeks

i think that guiding light has enough promotion, but they only promote one thing at a time. for months they put all the promoting eggs in the phillip returns basket and they pushed grant til people really noticed and for a while the ratings went up slightly (though not enough to get out of last place). now they are putting those promo eggs in the otalia basket. what they need to do is seperate it a little to appeal to more people and maybe the ratings will go up. they have great storylines right now. much better than B&B, GH, Y&R, and ATWT. GL, Days, & OLTL are the only soaps right now w/ semi-watchable stories. the only reason i started watching GL again was b/c of the james s/l and cause jonathon is returning this summer. zack conroy is doing a great job as james and he brings out a good, watchable side to daisy that makes me interested in this pairing.