“It’s impossible! I just saw him die!”
Today, Roger Collins opens a door in the east wing of Collinwood and discovers another world, filled with familiar people leading different lives at the exact same time. He’s fascinated by it, of course, and he spends the whole week talking about how desperate he is to see those exciting new stories. This turns out to be a tactical error.
Because there really is Another World — it airs on NBC at 3:00pm, and it’s doing so well that they’re creating a spinoff, which will compete directly with Dark Shadows.
Now, back in the good old days of September 1968, when Angelique was a vampire and Quentin was still a twinkle in Henry James’ eye, nobody would dare counter-program against Dark Shadows. It was a nationwide sensation, thirty minutes of thrills beamed every day to everyone who mattered.
The Columbia Broadcasting System was the big dog in the soap world, with chart-busters As the World Turns, Search for Tomorrow and Guiding Light at the top of the ratings for more than a decade. But in September ’68, CBS took stock of the situation and decided to turn tail and run, moving The Secret Storm from 4:00 to 3:00, where it was safer and the light was better anyway. They threw poor old Art Linkletter into the 4:00 spot, so the squares had something to do if they’d already finished their homework and folded all the socks. And so Art Linkletter’s House Party lived out the rest of its days, unwatched and unloved, a 25-year broadcasting giant felled by a show that at the time was mainly make-believe mad science experiments.
But Dark Shadows has spent the last four months telling a story that nobody really wanted to hear, and squandering the talents of their new werewolf superstar. There is movement in the shadows. The other wolves can smell weakness.
And next Monday, on March 30th — the same day that Barnabas changes channels to Parallel Time, and gives everybody who wasn’t excited about the Leviathans a natural jumping-off point — NBC premieres their brand new soap opera at 4:00pm. It’s not very good, and it doesn’t last that long, but it gets better ratings than Dark Shadows does, because sometimes the wrong people win.