Edited sentence: CBS, like NBC in 1999, could end up being the ultimate loser.Chances of that happening have increased since Procter & Gamble Productions (PGP) refuses to sell either of their serials to CBS Corporation and the ratings for Guiding Light (GL)(2.812 million in 2005) are very poor.Even though ATWT's ratings are good enough for it to be renewed, it's unlikely that PGP will cancel just GL and fork over millions just to produce 1 serial.GL must be averaging at least 3.367 million viewers.GL’s ratings for the remainder of 2006 will determine the longevity of ATWT.If both PGP serials are cancelled in 2007, this would be a huge blow to CBS.If offered, CBS would buy ATWT from PGP, however, if PGP would only sell their shows as a packaged deal, many doubt CBS would go for that.In the meantime, CBS will be developing a new serial to compete with its main rival, ABC.Insiders say that in order for ATWT to be renewed next year, the show must be averaging at least 3.896 million viewers per episode.Reilly (former head writer of DAYS; co-creator of Sunset Beach) for the creative and ratings success of DAYS at the time of April 1999.Since As The World Turns was renewed in 2005, there has been speculation that it will be cancelled it in 2007 if ratings continue to drop.So, according to insiders, PGP shopped AW at ABC and they declined because ABC wanted to but the show outright, thus signaling its cancellation.That would give the PGP shows an average of 3.631.500 million viewers.The first show do to that was the aforementioned AW.There was speculation that PGP wanted to continue to produce the low-rated Another World (AW: 1964-1999), but NBC wanted to cancel it so they could "congratulate" James E.To lessen its injuries, they will expand The Bold And The Beautiful to one hour (2-3pm ET) and possibly The Young And The Restless (12:30-2pm ET), making it the second serial in history to have a running time of 90 minutes