Kim Zimmer – Guiding Light’s Reva Shayne Lewis
On a day usually reserved for practical jokes, CBS announced that Guiding Light, the longest running show in broadcast history, is being cancelled, with the final show airing September 18.
The 72-year-old soap opera, produced by Procter & Gamble, began in 1937 as a 15-minute NBC radio serial, then moved to television as a 15-minute soap on CBS in 1952. The series changed to a 30-minute format in 1968 and expanded to an hour in 1977.
Guiding Light has been broadcast from three locations: Chicago, Illinois, from 1937-1946, Hollywood, California, from 1947-1949, and New York City from 1949-present. It was moved from Chicago to Hollywood to take advantage of the talent pool. Production was subsequently moved to New York City, where it remains. It is currently taped at the CBS studios in midtown Manhattan. Since shortly before February 29, 2008, outdoor scenes have been shot on location in Peapack, New Jersey. The location filming coincided with another significant production change, as the series became the first American weekday soap opera to be recorded digitally.
The fictional action has also been set in three different locales – it was based in the fictional towns of Five Points and Selby Flats before “moving” to its current day locale of Springfield.
The term “soap opera” stems from the original dramatic serials that had soap manufacturers such as Procter and Gamble, Colgate-Palmolive, and Lever Brothers as sponsors. The shows, aimed at a predominately female audience, were broadcast in weekday daytime slots when mostly housewives would be available to listen.
According to The New York Post:
The cancellation of “Guiding Light” is yet another nail in the coffin of daytime soaps–many of which have fallen by the wayside due to declining ratings.
It’s not known what will replace “Guiding Light” on CBS’ daytime schedule.
“No show in daytime or primetime, or anytime, has touched so many millions of viewers across so many years,” said CBS daytime exec Barbara Bloom.
“We thank the cast, crew and producers–past and present–who delivered this entertainment institution…”
Guding Light launched the careers of several celebrities – Kevin Bacon, Calista Flockhart, Allison Janney and Hayden Panettiere all got their start there.
Outraged fans have been burning up Guiding Light message boards all over the internet, however, there may still be hope. According to TV Week, “Procter & Gamble, which produces the show, is not giving up on , however. The company said it will explore other possibilities for keeping the show alive. An online version and a cable network are both possibilities.”
Brian T. Cahill, Senior Vice President and Managing Director, TeleNext Media, said in a statement that “We are working hard to find the show a new home, and we are exploring all our options to continue to bring loyal fans the characters and stories they love.”
photo: WENN