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CBS May Cancel Guiding Light March 30, 2009 7:46 pm

Posted by Rosario T. Calabria in CBS, News, Television.

guidinglightlogo-033009TV Week is reporting that CBS may soon decide to pull the plug on Guiding Light, the longest-running daytime drama in television history (it started on radio and together with its television run its survived more than 70 years).  While no final decision has been made yet, the network’s deal ends in September and the network would likely settle on a decision within the next month.

Last February the show changed its storytelling approach to one that gave the show a more realistic, less stage feel.  That was also around the time that CBS renewed the show for its current season and retaining an option for an additional season.  But ratings haven’t improved since the switch.  According to data from Nielsen, season-to-date, the show is averaging 2.17 million viewers and a 0.9 rating in women 18-49 rating (the target demographic for daytime soaps); that’s down 18% in viewers and 25% in the demographic season-to-season.