I used to watch Another World and Days of Our Lives in the late 1980s/early 1990s. The storytelling – especially on AW – was quite often funny, touching, exciting, didn’t take itself too seriously but wasn’t dumbed down or over-the-top. They didn’t talk down to their audience. Also, addictive. To me, those are the requirements I have for serialized fiction. The multi-year DOOL story of Jack Deveraux’s long fought battle against his own self-loathing, self-destructive, overly entitled, bitter, insecure nature (eventually developing into a still-neurotic, still flawed antihero in a semi-stable relationship with Jennifer and reclaimed family) was one of the best-played character arcs I’ve seen on any TV show, daytime or nighttime. The only “reformed rapist” storyline I’ve ever been able to swallow, mainly because it took years and Jack (as played by Matthew Ashford) never forgot his past.
Then, in the mid '90s, DOOL gave free rein to Head “Writer” James Reilly, and with him came the downfall of soap operas. He’s the evil super genius who gave us Satan-possessing-Marlena, which alas turned the genre into a never-ending oneupsmanship of “let’s see how outrageous we can get!” crapfests. So in addition to Satan, soaps started in with clones, vampires, aliens, incest, witches, and other absurd garbage. Of course, daytime had sometimes dabbled in this sort of thing before – some soaps, like Dark Shadows, were even focused on the supernatural. I never had a problem with Dark Shadows, actually; the supernatural was its bedrock, and you knew what you were gonna get when watching it. But when this started to take over series that were supposed to take place in “real life” (albeit melodramatic version thereof), I think the shows destroyed what little respect or groundedness they ever had.
I returned to DOOl briefly when they brought Jack/Matt Ashford back in 2002, but unfortunately they rehired Reilly soon after – and Reilly, who never “got” or liked the multidimensional character, “killed” Jack no less than three times in some of the absolute worst gimmick writing I’ve ever seen. (A sentence that probably is self-evident.) Reilly’s the Serial Killer.
Soap execs still blame the O.J. trial for the loss of their audience, but the truth is, they started pandering to what they thought was the ideal demographic: teens with ADD. Overreliance on sex and violence, and a total lack of respect for character continuity or development; these are the hallmarks of what soaps have become. They lost their loyal audience and never gained the teen demo they so lusted after. That soaps are dying now, rather than following the lead of new serialized dramas on primetime, is a sad but somewhat deserved ending to a long tradition.
Nighttime serials do what they used to much better. People who sniff at the thought of watching a soap rush home to their Tivos of Lost, ER, Desperate Housewives, Ugly Betty, Buffy, Battlestar Galactica… There’s really no reason daytime can’t emulate any of these shows. It’s the execs who are holding soaps back. The audience would follow if they returned to what they used to do best: heightened drama based on characters we know inside and out.
Now I write my own web-based serial and follow other internet soaps. The good stuff is now online, y’all.