AN EXCLUSIVE AND UNUSUAL INTERVIEW WITH MICHAEL FAIRMAN

One of the leading experts in the field of daytime drama, Michael Fairman has had over seventeen years experience in the medium. Michael has been an innovator in the field developing new concepts for the soap opera genre. He has also been a writer/producer in the on-air promotions department for ABC Daytime and SOAPnet, creating numerous spots for various soaps and image campaigns. For the past five years, Michael’s feature interviews with the top stars of the genre have become a mainstay for this fortnightly publication. He has also been contributing feature writer/reporter for TV Guide Online, In-Touch Weekly, and other online and publication platforms with his unique special event coverage and features.  Today Mr. Fairman has granted an exclusive interview to Santa Barbara Blog. We’ll discover the reason of the soap genre’s decline, the innovations introduced by Santa Barbara, a lovely portrait of A Martinez (Cruz), a critical look at the controversial Eden’ Rape (1988), a reflection about Robin Wright, the best soap ever (according to Michael Fairman) and much more…

During this interview we will examine the daytime soap operas and especially "Santa Barbara". Your soaps came to Italy in the 80’s. Capitol, Loving, Santa Barbara, B & B and Guiding Light were the most successful . In Italy the other soaps have been resounding failures and they aired briefly. Capitol, Loving and SB aired until their last episodes. B&B and GL still airing here. How can you explain these differences between our ratings and yours? 

I think all the soaps that you name except for Santa Barbara and Guiding Light; they had the benefit of being half hour soaps.  And, it has been proven in ratings and popularity that globally, the half-hour soap format seems to work best. B&B is widely popular and airing in over 100 plus countries.  A lot also has to do with the fact that shows owned by ABC Daytime such as GH, OLTL (now cancelled), AMC (now cancelled); the networks did not put such an aggressive effort to get huge international distribution. B&B, for instance has there own international department.  But ultimately, the style of the shows like SB, B&B, etc had high-camp elements and drama and glamour that other nations seem to gravitate too.

SB began in 1984 and it ended in 1993. Throughout its existence, it remained at the bottom of ratings, but it has won year after year, huge critical acclaim: with 24 Emmys and several Soap Opera Digest Award. I remember clearly the first episode: the murder of the young Channing Jr., the humor of Dame Judith Anderson (Minx), the natural talent of the wonderful Robin Wright (Kelly Capwell) ... All in one episode! I stood thunderstruck! Which are the innovations that SB introduced in daytime?

Santa Barbara was quirky and unusual and was written extremely well. They went out and hired a mix of well-known actors, not only from the soaps, but from primetime and motion pictures, and added in some fresh faces.  But, once the show was starting to get into a groove, and to help bolster their ratings, they would get the hottest stars and most-known names in daytime to come over and play a new role.  Look at Jack Wagner, Justin Deas, and Kim Zimmer ….. the list goes on and on.  It was very, very special show.

Which are the SB’ weaknesses?

At times, it was mish-mash of stories and characters, and this had to do more with all the writing and producing regimes being shown the front door, than the performances.

Another reason that made me fall in love with SB is that SB was not afraid to take risks and to dare. For example, when they decided to kill Mary crushing her with a big C. Mary was a much beloved character at that time and a soap generally tends to use its beloved characters until the end. And then when Eden was raped by Zack (Leigh McCloskey), the gynaecologist who examined her after the rape. What do you think about that? 

I think everyone remembers Mary getting crushed by the giant C.  It was pretty brilliant and original and unexpected! As far as the gynaecologist story, it was very risky.  Especially, in light of the fact, that many women who watch soaps may be uncomfortable with their gynaecologists. In terms of story, yes, it was controversial, and kind of fits in with Santa Barbara’s outlandish and shocking stories.   Looking back on it, I am sure they should have re-thought that one. I don’t think that would get past certain network Standards and Practices today, but who knows?  Soaps sometimes do what they have to do to try and garner ratings!

Which are the reasons that led to the cancellation of SB?

Santa Barbara was rolling along and garnering ratings increases and won three consecutive Daytime Emmys for Outstanding Drama Series.  Here it was the critical darling, similar to Ryan’s Hope’s streak of Emmy wins.  But from 1988- through to the end in 1993, the Dobsons (the creators) had trouble with NBC thus causing head writing changes, and then multiple executive producer changes, and the show was just loosing its footing and the ratings were dropping.  Pam Long came in at the end as head writer, and added new characters that apparently no one wanted to see!

Some actors who made their debut on a soap do not deny their past (such as Julianne Moore), while others seem to be ashamed of it (Robin Wright). I love Robin Wright, but in a recent interview she seemed annoyed by the questions related to SB. The fans suffer this kind of attitude / approach...What do you think?

I think there is a notion that if an actor becomes a “soap” actor that is all they will ever be and there is still to this day a huge stigma attached to it.   Some embrace their roots and their starts such as Julienne Moore and Nathan Fillion, and some perhaps as you say like Robin Wright, might not want it brought up during a press  interview when they want to discuss their current movie etc, and not hark back to their beginnings.  It will be very interesting what happens now that the American daytime soap operas are dying off one by one.  What will be the next place an actor can get their start in television? Will that have a stigma too?  Soap operas have and had some of the most unbelievable acting talent I have ever seen.  

The SB creators were Bridget & Jerome Dobsons. What kind of writers they were? And why they disappeared after SB?

The Dobsons were good writers, depending on the soap they were working on.   But they always ended up in lawsuits and legal trouble with the shows they created (GH, too), and this was the case with Santa Barbara, This caused their disappearance, only to return to the show later as head writers for a year and half before its final demise.

You have interviewed many soap stars. Which is SB reputation?

I can tell you that my favorite all-time interviews with any one from the cast of Santa Barbara are with A Martinez (Cruz).  This man, is without a doubt, the kindest and most thoughtful actor to conduct an interview with.  A was extremely kind to me on a recent episode of my On-Air On-Soaps Podcast, when we were promoting his recent guest star appearances on B&B.  He remembers the night at the Daytime Emmys, when I told him I knew he was going to win for Lead Actor that year.   He had mentioned that made him feel very good going into the evening, that myself and others were showing him love on his big night.   I will never forget A winning his much-deserved Emmy, and giving him a big hug afterwards. 

In the last four years four soaps have been canceled and since 1999 no new soap has been produced. It's 'obvious that the soap genre is in steep decline. I do not think the fault is ONLY the high production costs and the success of reality shows. The main fault in my opinion is that the soaps have not been able to reinvent themselves. They have been the same for decades. Following what circumstances does it come time to cancel a soap?

You are correct.  I have always preached and tried to explore with the individual soap series, the networks and their marketing and promotions departments ways to expand the soap audience, and ways to move in into the current mindset of the viewing audience.  The world has changed significantly since the 80’s and 90’s and the beginning of the new millennium and soaps never changed their format with the prototypes.  Guiding Light attempted a horrendous experiment that drove them further into the ground with shooting in Peapack and making it more “realistic” because the production values were so awful.  But that being said, the networks in the U.S. are now only concerned with the business economics of shows.  So, if The Chew costs 40% less than AMC, then so be it.  AMC ratings were not good for years.   So as to  your question of when to pull a soap – low ratings, horrific writing and producing, but only if you can’t come up with a plan to reinvigorate it, and only if you think you have a sure bet replacement that will be worth giving up the loyal viewers that still hang in there every day.  In my mind, daytime programming in the U.S is no longer must-see appointment television with the influx of game shows, talk shows, and the reality/makeover shows.  And, I don’t think women want to watch this all day long, and they have so much as told me through many comments and post on my website.

And now few quick questions: Which is your favorite soap of all time?

One Life to Live… so I am deeply saddened that it was cancelled.

And the best soap ever?

Got to go with my One Life to Live on that one, too.

The worst?

There are so many! (Laughs)  I have a tie – NBC’s For Richer For Poorer and The City (the camera work made me seasick!)

The most overrated soap?

Of all-time? Or currently? 

Currently...

Currently, in the U.S., I would have to say, The Young and the Restless.   The stories have been difficult to get into and follow which I hope changes since they have the most amazing cast at its disposal!

The most underrated?

Again, One Life to Live!

The most conventional?

I think As the World Turns was your very original conventional show as was Guiding Light in the truest sense of what the Soap Opera was at its core. I also think DAYS was very conventional, and as things started to evolve in our culture these shows began to deviate from that.

The less conventional?

I loved Edge of Night – there was always a new murder mystery unfolding, and some of the characters were so out there and wild.  The last few years though of EON were dreadful though.  And yes, we can throw Santa Barbara in there too as a close second, and you can throw in One Life to Live as well.

This interview is designed primarily for the Italian public. In our country, “Santa Barbara” was very much loved and followed. Have you ever been to Italy? What do you know about our country? Do you want to say something to the Italian public? 

Oh Italy!  I have wanted so much and for so long to visit your country.  It has been number one on my list for years!  Here is a true story; I had my visa and was all set to come to Italy in 2001 with The Bold and the Beautiful.  When I was in charge of SoapCity.com, we created a contest to send your designs in and have them judged by the actors who play The Spectras and The Forresters and win a trip to Italy! B&B had this big Italian remote planned with stops in Venice, Florence and Portofino.  We had the contest, chose the winners, and I was all set for my big trip and then 9/11 happened!  You see, our trip was a scheduled for October. Needless to say, B&B cancelled their travel plans, I never saw your beautiful country, but I still have the visa and got it renewed! So, god-willing, hopefully in the next few years, I will make it there.   I can tell you also that my national soccer team is and always, has been Italy, and when they won the World Cup, I was ecstatic!  I am a huge fan of Luca Toni, (where is he now btw? I miss him!) And, I wear all the Italian World Cup t-shirts around Los Angeles.  I have many versions of it!  

Pics #3,4,7 are from Capridge.com