Prof. Jeff McCall '76 Anaylzes the Decline of Soap Operas for Advertising Age

Prof. Jeff McCall '76 Anaylzes the Decline of Soap Operas for Advertising Age

August 9, 2010

DSC_5799.JPGAugust 9, 2010, Greencastle, Ind. — An Advertising Age story on the fading fortunes of daytime dramas -- better known as soap operas -- states, "a host of programming options introduced over the past few years -- talk shows, a CBS revival of Let's Make A Deal, the introduction of more hours of Today on NBC -- are washing away the soap, that once-dominant genre of boob-tube programming." The article includes analysis from Jeff McCall, professor of communication at DePauw University.

As Brian Steinberg reports, "CBS' new chat show, The Talk, will take the place of the venerable As the World Turns, a Procter & Gamble production that has been on the air for 54 years and more than 13,000 episodes. CBS canceled Guiding Light, which started on radio in 1937, last fall. And Walt Disney recently announced it would transform its SoapNet cable channel, which has aired daily reruns of the most-watched soaps for people who can't watch during the day, into an outlet for preschoolers and their parents in 2012."

Dr. McCall tells the publication that today's daytime viewers have a multitide of choices they didn't have years before. "The competition includes medical shows, cooking shows, fitness shows, judge shows and everything else, both on traditional television and cable," the professor declares.

Access the full story -- "Who Dropped the Soap on Daytime TV?" -- at (a subscription may be required).

AAdvertising Age.gif 1976 graduate of DePauw, Jeffrey M. McCall is the author of Viewer Discretion Advised: Taking Control of Mass Media Influences and has been cited in articles published by more than 100 newspapers. The professor recently discussed President Obama's appearance on The View with the Christian Science Monitor and authored an op-ed on cameras in the U.S. Supreme Court, accessible via this story.

Source: Advertising Age