TV Land

Cleveland is getting hotter as TV Land’s “Hot in Cleveland“ brings in soap stars Cameron Mathison (“All My Children“) and a returning Jack Wagner (“General Hospital,” “Melrose Place“) for guest stints.

On the Wednesday, January 30 episode of the hit series, entitled ”The Anger Games,” Mathison will portray Bill, the buddy of Melanie’s (Valerie Bertinelli) boyfriend, Alec (Jay Harrington), who is set up with Joy (Jane Leeves). Meanwhile, Elka (Betty White) tries her hand at being Victoria’s (Wendie Malick) agent. In the end, gossip and secrets circulate among the group of women as things come to a head at their monthly game night.

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As the daytime drama continues its climb up the endangered species list, frustrated soap fans aren’t the only ones starting to panic. A recent report by TheWrap states that advertisers are beginning to grow concerned as well, preferring soap operas to the talk and game shows that are replacing them.

While the alternatives are cheaper and easier for the networks to produce, soap operas remain more cost-effective for companies and corporations seeking to advertise on TV. “They are even more efficient than much of daytime cable programming. I would be disappointed if all of the soap operas disappeared,” comments an unidentified ad buyer.

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