Shapiro new ABC daytime prez

Exec bumped from marketing

NEW YORK — Soaps marketing vet Angela Shapiro has been tapped to take over as president of ABC’s daytime division, the web announced Thursday.

Shapiro, who had been senior VP of marketing and promotion for ABC Daytime since joining the network in 1995, had been a leading candidate for the position (Daily Variety, 7/31). She replaces — and will report to — Pat Fili-Krushel, who last week was upped to president of the ABC Television Network.

With daytime viewership suffering ratings erosion similar to primetime network programming, Shapiro’s biggest challenge will be to make sure audiences continue to tune in. “The network business is in a precarious position, and daytime is no different,” Shapiro admitted.

Soapy past

Shapiro — who co-founded two leading soap industry mags, Soap Opera Digest and Soap Opera Update — says she’ll try to forge a closer relationship between ABC’s daytime marketing department and the producers of the web’s sudsers. “Marketing should make promises programming is able to deliver,” she said.

Shapiro will also play a key role in the continuing development of ABC’s fledgling all-suds cabler, which is undergoing dry runs in three markets in advance of a possible national rollout. While some affiliates have expressed concerns about losing exclusivity for ABC daytime programming, Shapiro says the cable channel is not meant to cannibalize current daytime audiences.

“The goal is to allow people who are not available in the afternoon to watch these shows at night,” she said.

Shapiro also helped launch the annual Soap Opera Awards as a primetime kudocast, and was a co-owner of Brookville Marketing/Greybark Advertising, which developed album compilations.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Biz News from Variety

Loading