Jeannie Tharrington, Proctor and Gamble Spokesperson out of Cincinnati, where the P&G headquarters is located, had this to say in a new article out today on Cincinnati.com about the end of As the World Turns historic run, P&G getting out of the soap business, and that the company had hoped that ATWT had a few more years left before it was taken off life-support.
Tharrington stated: “The world has changed radically since “The World” started spinning stories in 1956 sponsored by Oxydol or Duz detergents. Not only are a lot of women not home anymore, there’s also competition from cable, DVRs and online videos like YouTube. We’re certainly proud of As The World Turns. The legacy soaps that got us into production created a chance for us to do other shows. P&G wanted to keep As The World Turns on the air for another year or two, but CBS canceled it. P&G tried to move the show to another network, cable, syndication or online without success.”
Marie Masters who has played Susan Stewart for 40 years, and is a native of Ohio, had this to say about the sadness she feels in her heart with the end of the series this week: “As The World Turns ends with main character Dr. Bob Hughes (Don Hastings) retiring. The taping was chaotic and crazy. People were crying and laughing and breaking down. They respected the format. I liked that. Life in Oakdale goes on. But there will never be closure. It’s heart-breaking that they (P&G) are out of the business.”
Now that P&G is officially out of the soap game it has shifted pursuit of consumers to producing quarterly family movies on NBC with Walmart; working with producer America Ferrera (“Ugly Betty”) on MTV’s new “Pedro & Maria” telenovela; producing the “People’s Choice Awards”; and making “My Black Is Beautiful” for BET. P&G has produced more than 50 TV movies and miniseries, plus “Circus of the Stars” and other specials.
“As The World Turns” ends with main character Dr. Bob Hughes (Don Hastings) retiring. The taping was “chaotic and crazy. People were crying and laughing and breaking down,” Masters said.
“They respected the format. I liked that. Life in Oakdale goes on,” Masters said. “But there will never be closure. It’s heart-breaking that they (P&G) are out of the business.”