After 21-years of non-stop soapy action the long-standing US television show, the Bold and the Beautiful is coming to an end and will no longer be broadcast on SABC 3, as of March 4 2019.
The troubled South African Broadcasting Company (SABC) said, the decision was a financial one as the series return on investment was not matching the increased financial investment to acquire the property. In response to the current financial challenges facing the SABC, the channel is implementing a programming strategy which hopes to ensure that it provides compelling and entertaining programming, that resonates with audiences.
The Bold and the Beautiful debuted on SABC screens in September 1997 and has been part of many South African lives for years.
The SABC said in a statement that it would like to thank all the viewers who have shown unwavering support to the show since its debut.
As the news reached locals they took to Twitter to share how they feel about the end of an era.
SABC 3 will no longer broadcast The Bold and The Beautiful. The only soap opera I still enjoy. pic.twitter.com/t7nDXrTVIH
— nasiphi (@africasnas) March 3, 2019
Yaas! The ANC can’t even keep Bold and the Beautiful going? https://t.co/yvxAH84FVw
— Xam (G~am) (@Lonties) March 2, 2019
Finally, bold and the beautiful has been cancelled.
— Z.A Kwela (@pinkykwela) March 2, 2019
Yes. Brooke and Hope are cancelled. The Bold and the Beautiful is cancelled.
— Lisa Rybacki (@BrwnEyedGrl24) December 4, 2018