(Soaps.com)

The end of the month is quickly closing in. Soon we’ll arrive at the much hyped date of February 29th. Not just a curious day because it only happens on a leap year, but because it will also be the date that Guiding Light fully dons the brave new look that’s been promised. We’ve already told you about where the show will be shot (here), but since the future is where we’re all going to be spending our time, as a psychic once joked, here’s a little more information about the upcoming change which may be of interest.

Barbara Bloom, the senior Vice President of daytime programs at CBS has officially stated that the “…reality is that daytime shows are still a vitally important part of the network, but you have to look at the issue of audience erosion and take it seriously.” And what is causing, or, at least, contributing to this erosion of the audience? “The way daytime looked was becoming a barrier in terms of bringing in new audiences,” Bloom explained. The senior VP-managing director of Televest Daytime Programs, Brian T. Cahill, has cited research done by the production company which suggests that much of the TV audience has become disaffected with the traditional way of doing things. “Some of these soap opera production conventions were distracting for people, and it’s because we live in an age where prime-time programming is very authentic,” Cahill has stated. According to Neilsen numbers, Guiding Light has lost nearly half of its audience in the past decade and the soaps industry in general has been losing nearly five percent of its advertising cash per year for the past several years.