|
Few programmes in the history of British television have been as reviled as
Crossroads. Critics loathed it, the television industry treated it with scorn,
and even its own production company ATV was often embarrassed by it. Despite
this, it was second only in popularity to Coronation Street (ITV, 1960-)
throughout the 1970s, and it was still managing healthy ratings when it was
cancelled in 1987. The fascination of Crossroads lies between these two
extremes, and although its faults were many, the success, demise and brief
resurrection of the programme reflects the changing attitudes of both the
audience and the television industry towards daily soap opera.
Crossroads made its debut on 2nd November 1964 and starred Noele Gordon in
the pivotal role of Meg Richardson, owner of the eponymous motel. Viewers
responded to the melodramatic but family-friendly storylines, and warmed to
memorable characters such as Meg's children Jill and Sandy, receptionist Marilyn
Gates, and the volatile chef Carlos Raphael. The series proceeded into the 1970s
with new characters such as David Hunter and Benny Hawkins, achieving both
nationwide coverage and a popularity that defied the frequent mockery.
But events were to conspire against the series just as it was enjoying its
greatest success. In 1977, Independent Broadcasting Authority regulations forced
ATV head Lew Grade to stand down, and a few years later new franchise conditions
obliged ATV to undergo a partial change of ownership and to adopt the name
Central. With Grade gone and Noele Gordon rapidly ousted under the new regime,
the programme became vulnerable. Although it maintained good viewing figures,
the show was increasingly perceived as a relic from the past, with an average
audience age to match. Different producers were used in an attempt to woo a
younger audience, but the axe finally fell and brought the series to a close on
4th April 1988.
There was a false dawn in 2000, when (somewhat ironically) Carlton brought
the series back in the hope that it would provide them with a ready-made ratings
winner. This revival demonstrated that television executives and broadcasting
authorities were no longer in a position to care about how ratings were
achieved, and even 'quality' serials such as Emmerdale (ITV, 1972-) and
Coronation Street are now on the daily soap treadmill and
frequently criticised for falling standards. Crossroads may now be in the past,
but it was always pointing toward the future.
John Williams
|
