As a longtime television critic with a deep appreciation for the rich history and cultural significance of soap operas, I am both intrigued and excited by CBS’s decision to partner with NuTime Media to sell national ad opportunities for their new daytime soap opera, “The Gates.” This groundbreaking series, aimed primarily at Black audiences, is a welcome addition to broadcast television, which has been without a daytime drama featuring a predominantly Black cast since “Generations” was canceled in 1991.
CBS needs assistance in securing national ad sales for its newly introduced daytime soap opera, which is one of the first new ones to air since 1999.
A network, supported by Paramount Global, will collaborate with NuTime Media – a Black-owned sales representative – to sell national advertising spots for “The Gates,” a new soap opera predominantly targeting Black viewers. In March 2021, NuTime established a partnership with CBS, allowing them to represent various shows from CBS Media Ventures to advertisers seeking to connect with Black audiences.
“Morris McWilliams, head of NuTime Media, expressed his excitement about acquiring ‘The Gates’ for our collection. It’s been over three decades since a daytime soap opera like this was last aired on television. We believe it will effectively cater to the African American demographic and generate a positive response.”
“NBC’s daytime soap opera ‘Generations,’ which debuted in 1989 with a predominantly Black cast, was the first of its kind. Unfortunately, it got cancelled in 1991.”
“The show ‘The Gates’ focuses on a prosperous African American family living in an exclusive, guarded neighborhood. Michele Val Jean, with over 2,000 episodes of daytime soap operas under her belt and experience on ‘The Bold & the Beautiful’ and ‘General Hospital,’ will take on the role of creator, writer, and executive producer. Val Jean will be joined by Sheila Ducksworth, Leon Russell, Derrick Johnson, and Kimberly Doebereiner as fellow executive producers.”
THE GATES was developed from a content partnership between CBS Studios and the NAACP, led by Sheila Ducksworth, and produced in partnership with P&G Studios, a division of Procter & Gamble. Over its history, P&G has been involved in the production of soap operas including “As The World Turns” and “The Edge of Night.”
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2024-07-22 16:46