» “As the World Turns” (1956 to 2010), Phillips’ sister show for “Guiding Light,” debuted the same day as “The Edge of Night” and became the second-longest running show, lasting 54 years. The show was set in the fictional Midwestern town Monticello, but the opening credits showed the Cincinnati skyline. Instead, “Edge” was a thinly veiled copy with John Larkin, who portrayed Mason on radio. » “The Edge of Night” (1956-84) was conceived as a daytime version of “Perry Mason,” but Mason creator Erle Stanley Gardner had a fight with CBS and backed out. » “The Brighter Day” (1954-62) was created by Phillips for radio in 1948, and was the only soap with an overt religious theme. » “Search for Tomorrow” (1951-86) advertised P&G’s Joy dishwashing liquid and Spic and Span household cleaner. Including radio, it ran 72 years, a total of 18,262 episodes.
#SOAP OPERA TV#
» “Guiding Light” (1952 to 2009) is listed in the “Guinness Book of World Records” as the longest-running TV drama, running 57 years. Procter & Gamble Productions produced several soap operas for television:
#SOAP OPERA SERIES#
The series transitioned to television in 1952, but continued to also be broadcast on radio until 1956. Their most successful production was “The Guiding Light,” a soap opera created by Irna Phillips in 1937, and sponsored by P&G White Naphtha Soap. P&G sponsored numerous radio shows, including “Perry Mason,” “The Red Skelton Show,” “Truth or Consequences,” “The Road of Life,” “Dreft Star Playhouse” and “Against the Storm,” the only radio drama to win a Peabody Award.
Payne died in her Clifton home in 1977, at age 67.
She later performed on Broadway, then moved back to Cincinnati and often appeared in productions for Playhouse in the Park. Payne played Ma Perkins in all 7,065 episodes over 27 years. The date became known as “the day radio drama died.” 25, 1960, when all the remaining radio serials were canceled. The connection to Oxydol was so strong that the show was often called “Oxydol’s Own Ma Perkins.”Īlthough Oxydol dropped its sponsorship in 1956, “Ma Perkins” continued until Nov. “The mother of all soap operas” was produced by Anne and Frank Hummert, the leading soap opera creators in the 1930s and ’40s. “Ma Perkins,” sponsored by Oxydol laundry soap, starred Virginia Payne of Price Hill as the venerable widow who ran a lumberyard in the small Southern town Rushville Center and raised her three children. 4, 1933, and production moved to Chicago.
#SOAP OPERA SERIAL#
The 15-minute serial was picked up for a nationwide rollout on NBC on Dec. P&G had a top-notch radio studio in its own backyard with WLW, broadcasting from the Crosley Building in Camp Washington.Īfter trying out “The Puddle Family Radio Show” in 1932, P&G sponsored “Ma Perkins” at WLW, starting Aug.
The format was appealing to P&G, as research suggested women would prefer to be entertained while they did housework. Then, in 1930, Chicago radio station WGN hired Irna Phillips of Dayton to write “Painted Dreams,” a domestic serial drama. The company first dipped into radio in 1927, underwriting NBC’s “Radio Beauty School” to advertise Camay perfumed soap. P&G was prolific, producing several long-running soap operas for radio and television. The shows were associated with sponsors such as P&G’s Oxydol, Duz and Ivory soaps and were dubbed “soap operas.” P&G was one of the first companies to sponsor daytime serial dramas on the radio in the 1930s to advertise their products to housewives. Count soap operas among Procter & Gamble’s many successes.
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