After a five-year break, Procter & Gamble Co. has resumed producing prime-time family TV movies.
"People tell us that they want more shows to watch together as a family, or appealing to all family members," says Marc Pritchard, P&G global marketing officer. "Tell everyone that 'Family Movie Night' is back."
In 1999, P&G helped establish what is known as the Alliance for Family Programming, a consortium of leading advertisers that helped to develop GILMORE GIRLS, CHUCK, FRIDAY NIGHT LIGHTS, EVERYBODY HATES CHRIS and other family shows. P&G and Walmart executives co-chair the group.
While moving into movies, the Cincinnati-based consumer giant also is listening to pitches for new TV projects, including miniseries. But the company which invented the "soap opera" in 1933 is not looking for new daytime dramas.
"I think they've run their course," he says.
P&G's last daytime drama, AS THE WORLD TURNS, will be going off the air in September. Fans of ATWT and GUIDING LIGHT will be holding a "Save Our Soaps" rally on Friday morning in New York City.
What do you think? Have daytime dramas run their course? Or are perhaps the wrong people, with the wrong attitudes, running them into the ground?
- America Ferrera To Make Interactive Telenovela With P&G