Remember when I told you ABC would be making some "major decisions" about the future of its daytime lineup before the second quarter of 2011 (which starts at the beginning of April)? Well, it looks like Hollywood's most powerful blog is hearing the exact same thing. Deadlineis reporting ABC is considering trimming its soap opera lineup, and that All My Children appears most vulnerable.
All My Children appears to be the most vulnerable for cancellation, and there is speculation that it may be replaced by a a talk show in the fall. All My Children, which is in its 41st year on the air, recently posted two weeks of back-to-back all-time lows in the key Women 18-49 demographic, in which it is dead last among the 6 daytime dramas on the air, drawing paltry 463,000 for the week of March 7, down 34% vs. last year. For the same week, All My Children was also last in total viewers, averaging 2.32 million. (ABC's One Life to Live did only marginally better with 2.36 million.) One reason for ABC to keep its 3 daytime dramas on the air was the fact that they were getting a second window on sibling cable channel SOAPnet. But with SOAPnet changing its format to the preschool-centered Disney Junior next year, Disney-ABC is clearly scaling back on its commitment to soaps, and the daytime lineup on the broadcast network will probably be next.
I hear ABC's One Life to Live tested better than both General Hospital and All My Children via data from a recent, annual marketing study ABC Daytime conducts. Could the results of the marketing study, coupled with OLTL's stellar budget management, be helping it stay on the air?
I hate to see any soap go, but if ABC does have to make a cut, it only makes sense that it would be AMC. While I think the Agnes Nixon creation has made a slight creative turnaround in the last six months under current head writers David Kreizman and Donna Swajeski, OLTL makes more sense to keep on the air from a fiscal stand and enjoys cult fan fave status among soap viewers. Meanwhile, no one ever really thought GH was in any immediate danger, did they? I can't wait to see if ABC responds to Deadline's report like they always do mine...