Where Viewers go Advertisers Follow

Where Viewers go Advertisers Follow


Technology has given the big networks, ABC, NBC, and CBS a wake up call. During the early years there was little competition or diversity in television programming. Coverage was limited. A lucky viewer had access to the three networks and the PBS station. Viewers at few options and little control over what they watched. Modern technology in the form of cable, satellite and the internet revolutionized the television industry, changing the balance of power; however, there are still network executive who don't realize that ship has sail. They were left waiting on the docks, wondering what happened to their revenues.

Broadcast transmitters had limited range and were easily obstructed. Signals were transmitted by line of sight or by occasionally being bounced of the atmosphere. Taller broadcast towers or home antennas received better reception from greater distances. Over air signals simply didn’t travel well. Back then the mail man might deliver in rain, sleet or hail, but most viewers saw mostly snow on their screens. Satellite technology and later cable not only expanded a station’s coverage area, but it also made the signal stronger and more reliable. Computers and the internet built an entertainment highway that carried traffic both ways. No longer were viewers limited to just receiving; instead, they have become active participates not long by voicing their opinions but in creating their news and entertainment as well

The three big networks originally had more control over the content and availability. With the limited access, the network executives knew they had a captive audience. The viewer had few options: ABC, NBC, CBS, PBS or nothing. With the pie sliced four ways, with PBS stations receiving the smallest piece, the networks were insured a steady income. Using their own measuring sticks, the network execs control which programs were aired and when. News, entertainment and sports programming was decided not on quality, but on sponsorship. The networks had a monopoly and they liked it that way.

Technology was a double-edged sword for the networks. It increased the quality of their signal, thereby increasing the number of their affiliates and revenues. However, it also further divided the advertising dollars and viewers. Revenues dropped. In the 80’s and 90’s, the response was to invest in quality programming. The networks that kept their production standards set high both on and off the screen kept their audience; those who chose to cut costs and lower their standards also saw their profit margin decline.

In the early years, the networks were known for their big-named stars and elaborate specials, while the independents stations were left with sloppy-second programming and cheaply produced shows. Now, the networks are the one who are unwilling to pay for quality entertainment. Cheesy reality and talk shows have become the main course on the networks’ buffet. Instead, well thought out entertainment with professional talent, they chose to air every day people humiliating themselves--The Gong Show goes prime time. The cheaper the better--quality be damned has become the motto. Yet, quality entertainment is available; it is now found on the independent stations and cable networks. Big named stars in well written series have move quickly to the networks that are willing to pay for them, taking with them both the viewers and the advertising dollars. The original networks still have control over their programming, but the viewers have control over the remote. With the hundreds of channels at their fingertip, they don’t have to settle for the updated version of the Gong Show. There is quality entertainment, news, and sports just a click away.

Days of Our Lives: Why it will be Cancelled

Days of Our Lives: The Numbers Don't Lie
By
Theresa Chaze

Even though the ink isn’t even dry the new agreement, which renews Days of Our Lives until September 2010, there are already rumors that the soap is living on borrowed time. The non-traditional 18-month contract along with executive producer, Ken Corday, agreeing to make onscreen changes, including adjustments to the cast list, could herald the end of Days as the long-time fans’ wishes continue to be ignored.

Days was the top ranking soap for years, placing first or second in the overall standings until March 2007. With the disappearance of John Black (Drake Hogestyn), the attempted forced pairing of a rapist and victim, who's the daddy and the Colleen/Santo storylines offended many of the viewers. Their dissatisfaction was dramatically reflected in the ratings. While Days came into 2008 with a high of 2.7 and a low of 2.5, by April, the highest ranking was 2.1 with a low of 1.9.












Dena Higley officially joining the Days staff as the head writer in March 2008; however, it was reported that she was one of the scab writers who ghost wrote Days during the strike. Although she inherited rankings that ranged from 2.0 to 2.4, her writing style has only served hasten the drop in the rankings. Even though she was able to bring back both John Black and Stefano, her propensity to focus on romantic triangles and to only write for the characters or couples she likes gained her no favor with the viewers.

August 6, 2007 Corday Productions announced the Emmy award winning producer, Ed Scott, would be joining the Day of Our Lives team as co-executive producer. Ken Corday was quoted as saying, "Ed comes with more than 20 years experience with The Young and the Restless and brings a new, vibrant, creative energy and strength to this all-important position of leadership,"

Instead of working together to improve Days, Higley and Scott chose to ignore both the shows history and the fans favorite characters.. The Colleen/Santo story, although it had the potential of being a wonderfully romantic and suspenseful tale in its own right, was instead turned into a way of forcing the pairing of EJ and Sami down the viewers' throats. The DiMera Vendetta was not only another ploy to support Ejamie as the couple had been nicknamed, but it was also used to kill off Shawn Sr. and John Black. It also totally disregarded the show's history and characters' family backgrounds. The viewers expressed their displeasure as the ratings continued to drop.

In addition the veteran actors were pushed aside in favor of the younger generation; the campus rapist and the Sorority house was intended to attract younger viewers. Intention and reality were never on the same page. Instead of attracting younger viewers, the storyline drove away the loyal long-time fans. September, October and November registered the worse ratings of 2008 with September and October bottoming out at 1.8 while November did little better with 1.9. With the return of the vets, John Black as well as Tony and Anna DiMera, the ratings once again began to climb. January through April of 2008, Days gained .4, bringing it to a high of 2.4 and returning it to third place.


With the backstage conflicts between Scott and Higley spilling out not only on the set but out into rumor mill, the personality and professional conflicts between them came to a head when Higley reportedly quit, accusing Scott of rewriting her scripts and encouraging the actors to do the same. Corday convinced Higley to remain; Scott was fired. .

Gary Tomlin was chosen as Scott’s replacement. A soap opera veteran, Tomlin has worked as an actor, director, writer and producer. Again, Corday expressed his utmost confidence and faith in his new choice, promising that Tomlin‘s "...long successful history of being an actor's producer and a writer's producer to our cast and crew and I know the viewers will see the immediate results of this change for the better." However, months later that promise has yet to be fulfilled.

Except for a brief bump in the ratings that herald the return of Stefano, portrayed by Joseph Mascolo, the ratings remain flat and near the bottom of the list. Instead, leading the genre in ratings and awards, Days suddenly finds itself at the bottom with their highest rankings in 2008 equaling that of it’s lows in 2006. In the three months Tomlin has acted as the co-executive producer, Days’ ratings haven’t risen above a 2.0 and fourth place. From the two murder whodunits where no one cares who did or who died to the once again back burning vets in favor of new characters, the fans have had few kind words for either Higley or Tomlin.

Corday Productions seem to have difficulty learning from their past mistakes. With the soap on life support, Corday has chosen once again to shake up the cast by releasing popular actors, while adding younger talent. It has been recently rumored that Drake Hogestyn will be once again leaving the show along with Jay Kenneth Johnson. At the beginning of 2007 when Corday disregarded the fans wishes, Days fell from first to fourth (2.7 to 1.9) within four months; at this point, there is no place left to fall except off the air.


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