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. » “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: 4, 1933, and production moved to Chicago. 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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