With soap opera ratings on the decline, the networks are trying all sorts of tactics to increase viewership. The latest strategy hinges on the Web. CBS this summer began making full episodes of
three of its four soaps — “As the World Turns,” “Guiding Light” and “The Young and the Restless” — available online for free for one week following
their air dates. CBS is streaming the shows on CBS.com and on sites from a variety of partners including AOL, Microsoft, CNET Networks, Comcast, Joost, Bebo, Brightcove, Netvibes, Sling Media and
Veoh. With the streams, CBS hopes not only to entice soap fans whose schedules prevent them from watching, but also to attract new Web-savvy — and presumably young — viewers. Gerber has
signed on as a major sponsor of the online initiative.