Daytime Dramas Get Time And Space Shifted To The Web

Three months after ABC canceled the soap operas “All My Children” and “One Life to Live,” the network said Thursday that the shows would be given a second life online by Prospect Park, a two-year-old media and production company.

Prospect Park will produce the two shows and distribute them “via online formats and additional emerging platforms including Internet-enabled television sets, according to The New York Times.

“All My Children” is set to end on ABC on Sept. 23; “One Life to Live” is set to end on the network in January.

Los Angeles Times notes that the economics of this move won’t be easy. Soap operas have large casts, writing staffs, producers and lots of sets. A soap can cost as much as $50 million a year to produce.

Both soaps average about 2.5 million viewers. But will they move follow the shows online? And will new viewers, with digital expectations about sharing and empowerment, join the audience?

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About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.