The face of daytime TV is changing

By Maureen Aylward

Daytime TV is undergoing an extreme makeover. With the exit of Oprah and the decline of soap operas, what’s next for daytime TV? Our Zintro experts had some opinions about this.

Mike Hjorleifsson, an expert in television and corporate video production, says that current mid-day television trends among the primary viewers at that time (30 and 40 year old females) seems to be leaning toward informational and educational programming rather than the traditional talk and soap opera formats.

“The HGTV, TLC, Travel, and History networks have seen increases in this time period in that demographic,” he says. “The programming on these networks during daytime slots tends to be more how-to, expositional non-fiction, and informational in nature rather than fictional and romantic like soap operas or entertainment-oriented talk shows.”

Hjorleifsson points out that political topics, news, and discussion shows have seen an increase in viewership with daytime’s demographic. “While this may be related to the current economic and social discussions of today, this is a trend that could be a potential avenue to reach this audience,” which will further shift daytime TV’s programming.

Jay O’Conner, an entertainment industry executive, says that the traditional guidelines and playbook for daytime TV can be thrown out the window. “With night time shows running during the day and soap operas available 24 hours a day on SoapNet, audiences are watching what they like when they want to,” he says. “Video on demand, DVRs, and cross-programming decisions blur the lines between daytime and night time television.”

By Maureen Aylward

What do you think?

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