Are Daytime Soaps Doomed?

By Rebecca Detken | Thursday, November 20, 2008, 7:08 PM

Deidre Hall and Drake Hogestyn

Jeff Katz/NBC

On Wednesday, "Days of Our Lives" announced that it was firing two of the soap's biggest stars: Deidre Hall and Drake Hogestyn. I was shocked and saddened by the news. Can you imagine the town of Salem without Marlena (aka "Doc") and John?

Thanks to budget cuts "Days" execs reportedly had to let go of the highly-paid actors in order to keep their show on NBC for another 18 months, but with a bloated cast of 31, couldn't they have axed some of the newbies instead of these beloved vets?

When I asked my friend -- who works in the soap industry -- for his initial reaction to the news and what it means for the future of daytime, he responded, "You might as well sound the death knell."

That's what I was afraid of. I used to write for a soap magazine many years ago, so daytime holds a special place in my heart. I'm also fiercely protective of the genre, which people love to knock. "The acting's horrible" and "the storylines are ridiculous" are two common criticisms. Yes, at times they are, but let me remind everyone that Kevin Bacon, James Earl Jones, Tommy Lee Jones, Demi Moore, Julianne Moore, Hayden Panettiere, Ryan Phillippe, Meg Ryan, and Marisa Tomei are just a few of the Hollywood stars who got their starts in daytime. And since "Guiding Light," which is the longest-running drama in TV history, hit the radio airwaves in 1937, soaps' silly stories have provided fans with a daily form of escapism. Of course, it's been hard to keep these tales fresh over the years, which is why some writers have resorted to penning the absurd, supernatural plots that have turned many a soap fan off.

With that said, daytime ratings continue to dip, and it's really no surprise. Although there are plenty of male fans out there, soap operas were originally aimed at housewives. As we all know, there aren't as many stay-at-home moms as there used to be, and if someone does happen to be watching TV during the afternoon, they have hundreds of cable channels and programs to choose from. Plus, with everyone's busy schedules, people simply don't have the time to devote to a daytime serial anymore.

I'm not making any great revelations here. Everyone in the soap industry is fully aware of its problems, but they don't seem to know how to solve them. In an attempt to boost ratings, the network suits have decided that what they need to do is attract young, new viewers, which, let's face it, ain't happening.

According to my soap insider friend, instead of firing vets like Hall and Hogestyn, who longtime fans adore, the soaps should work on preserving what they have. "I don't really think you're ever going to get new viewers," he continued. "The days of moms and grandmas turning their kids on to their stories are long gone. The next best hope is to attract lapsed viewers -- fans who left for a reason, who were disappointed in how their stories were being written and how their favorites were being fired."

As much as I hate to say it, I'm not sure if the soaps can be saved, but in staying true to the genre's form, a dramatic death is inevitable.