EXCLUSIVE: ABC’s daytime president Brian Frons is the most hated man among soap fans today after the announcement that the network is canceling both All My Children and One Life To Live. He even quipped that he “pre-entered the witness protection program prior to today’s events.” The demise of the two venerable soaps was actually a year in the making, Frons tells me. “A year ago, we started to look at our projections where the ratings for the soaps would go,” he said. When those projections came in pretty discouraging, the network began to aggressively develop replacement shows, 15 of them. Four of the 15 were picked up to pilot: The Chew, The Revolution and two others, a talk show and a dating show. Originally, the idea was to cancel only one daytime drama, Frons said. But “the way the ratings developed and the pilots turned out, the ratings developed negatively and pilots developed positively, so we decided to make a bigger shift.”
The call to go ahead with canceling a daytime soap was made a couple of weeks ago, while the final decision to axe both AMC and OLTL was made within the past week, Frons said. He confirmed that there was a brief discussion about a year ago to combine the two soaps into one, bringing together some of the best characters from each series. “It was one of my craziest ideas,” Frons said. Other crazy ideas he had for the soaps’ slots? “I looked at (Bravo executive/talk show host) Andy Cohen and thought maybe I should have talk show.”
While ABC also developed more traditional daytime fare like talk and game shows, genres CBS recently used to replace its soaps The Guiding Light and As the World Turns, the network ultimately opted for more non-traditional fare with The Chew and The Revolution, both hybrid unscripted/talk shows. That was by design, said Frons, noting that he was following advice by his former boss at NBC Brandon Tartikoff not to go for shows others already have on.
“I wanted to do shows that were unusual for daytime,” Frons said. “What’s happening now is people are looking for information to make their lives better, they’re obsessed about what they eat and they’re obsessed with weight,” Frons said about going with The Chew and The Revolution, whose titles were chosen to complement ABC’s daytime talk show The View, with which they are designed to run in a “block of talk and information that you can build your day around,” Frons said. It probably doesn’t hurt that the new shows are also much cheaper to produce than the two soaps they are replacing, even after AMC was moved from New York to Los Angeles in 2009 to cut costs. Frons declined to discuss the size of the orders to The Chew and The Revolution but noted that “daytime shows take awhile” to take hold, indicating that ABC will give both series time to establish themselves.