Procter & Gamble, which invented the "soap opera," will no longer produce daytime serials next year with CBS' announcement Tuesday that it will cancel "As The World Turns."
"This is definitely the end of an era," says Jeannie Tharrington, P&G spokeswoman. "We've been at this since 1933."
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"We didn't anticipate (the cancellation), but we were prepared if it happened," Tharrington says.
The company and producing partner TeleNext Media Inc. will attempt to keep the show in production, as well as revive "Guiding Light," she says. CBS gave P&G nine months' notice this time, compared to only five months for "Guiding Light."
"We have a little more time, so we're more hopeful. We're still exploring options for 'Guiding Light' too," she says.
In prime-time, P&G is down to one show - the 36th annual "People's Choice Awards" Jan. 6 - after producing "Circus of the Stars," TV movies, beauty pageants and ice skating shows in the 1980s and '90s. The company may do more TV next year.
"We do have some things planned for next year, but I can't talk about them yet," she says.
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