Soap Opera Update
October 15, 1996
Foreign Frenzy

Why are American soaps so popular with international viewers? There are a few reasons. First, our programs have far higher production values--better cameras, lights and sound--than most overseas shows.

"Other countries don't have the technology we do," says THE CITY's Catherine Hickland (Tess), who lived abroad for two years in the late 1980s after her stint on the now-canceled CAPITOL. "Countries like Italy really don't have anything like it."

Besides the lure of high quality, there's also the free-time factor. Many countries, especially those in Europe, shut down completely at midday, allowing residents a block of time most Americans don't have. "In Italy, people take two-hour lunches," Hickland says. "They go home, eat and watch soap operas."

These things help to explain why during the last two decades foreign syndication of soaps--basically, the sale of soap reruns--has exploded. Classic soaps like ANOTHER WORLD, AS THE WORLD TURNS, GUIDING LIGHT, and DAYS OF OUR LIVES are just as popular in foreign countries as they are here--sometimes even more so.

But overseas, the most successful daytime dramas are the newer ones. The CITY (or LOVING, as it's still known worldwide) is broadcast in 15 countries; THE YOUNG & THE RESTLESS is broadcast in 30.

Why are these newer series more popular than the more established ones? Simple.

"Shows like THE CITY have an advantage because they can start relatively in the present, without 20 years of back story to figure out," says Josh Braun, senior vice president in charge of sales, development and production for the distribution company that handles THE CITY.

Overall, though, the most popular soap in the world in THE BOLD AND THE BEAUTIFUL, which is estimated to reach 250 million viewers a day in over 90 markets.

"THE BOLD AND THE BEAUTIFUL is very popular here," says Annie Anthierens, a fan from Belgium who likes the show for the same reason most of us do: there's a bunch of pretty people doing outrageous things. "You always want to know what happens next!"