ABC Daytime just lost its crowning jewel. Okay, so The View has definitely needed polishing in recent seasons, but it was still a cash cow for the division!
Variety is reporting the 18-year-old talk show will move to the non-fiction arm of ABC News. The move was spearheaded by incoming president Ben Sherwood. ABC News President James Goldston will now oversee the program.
A revolving door of co-hosts, constant backstage drama and the rise of CBS Daytime's The Talk have all proven problematic for The View in recent seasons. From The Hollywood Reporter:
While the show recently averaged a competitive 2.8 million viewers and a 1.0 rating in women 25-to-54, its showing in the key demo is pacing downward for the fourth straight season and is 30 percent south of where it was five years ago. The View also now only has a small advantage over rival CBS daytime show The Talk.
Reportedly, the powers that be are hoping some of the magic from Good Morning America will rub off on The View, now that they're both under the news division.
When ABC cancelled All My Children and One Life to Live a few years back, sources told me Sherwood, then helming the news division, made a strong pitch for seizing the whole of ABC Daytime for the News division. ABC Daytime will now consist of The Chew and GeneralHospital.