Procter and gamble

Have you seen the new TV commercial for Cheer that features a soap opera-ish plot (a woman wakes from a coma and has to choose between her boyfriend and the hunky doc) and music? That's not just a one shot thing. Procter and Gamble have actually created an online soap called Brighten Bay, and they're holding a contest. The winner gets a walk-on role on CBS' As The World Turns.

Hey, maybe if the contest is a hit they'll reconsider canceling the show. (Note: not likely.)

[via BrandFreak]

There will be no reprieve from the governor, no last minute miracle save. No, the end is approaching and Guiding Light will stop filming the week of August 3. The CBS soap opera will air its last show on September 18, 2009, and the 72-year-long run of America's most enduring daytime drama will officially wrap.

Fans have been hoping that somehow, someway Guiding Light would find a new home, but neither CBS nor Procter and Gamble have been able to save the show. Soapcentral.com has reported that efforts have been made to no avail. "We have not been able to secure an outlet to carry the show moving forward. We are extremely disappointed with this outcome, but we are confident we have exhausted every possible option," said TeleNext Media SVP Brian T. Cahill.

It looks the lighthouse may be switched off before the end of 2009. CBS is expected to determine whether or not to renew Guiding Light later this week. All things considered, I think the network is going to call it a day for the 72-year-old soap opera.

The ratings have been lagging and the way Guiding Light is situated around the country – being broadcast in different time slots instead of having a regular fixed time like the rest of the CBS soaps – it's not likely to ever challenge in the Nielsens.

It was big news when As the World Turns, CBS and Procter & Gamble's 52-year-old daytime drama, presented a gay love story between two men. When Luke Snyder (Van Hansis) admitted to Noah Mayer (Jake Silbermann) that he loved him, it was a major step forward for the soap opera genre. However, fans of the show are upset. No, they're okay with them being gay. They just want them to be more affectionate. They're protesting!

In an AP story about the As the World Turns protest, Roger Newcomb, a die-hard fan, said, "We totally support this show and applaud the show for doing this story line. We just don't understand why they [Luke and Noah] have to be censored or treated differently."