An American Soap Opera: As The World Turns 1956 - 1978.

Abstract

The purpose of this study was to determine to what extent As the World Turns has contributed to the development of the daytime serial genre. The dissertation includes a historical summary of the evolution of the serial genre, but primarily confines itself to a historical analysis of As the World Turns from April 2, 1956 through March, 1978. The study of the serial focused specifically on the variables involved in the creation, characterization, writing, production, ratings and sponsorship of the program. Research for this study was conducted through secondary sources and manuscript collections located at the Television Information Office, New York Public Library at Lincoln Center and at the CBS research library. The primary sources included interviews with the business executives, production personnel and actors associated with As the World Turns plus one week of observation on the set. Historical Findings. As the World Turns first made serial history in 1956 when it became the first daytime drama, on either radio or television, to be broadcast in half-hour installments. As a result of the high ratings of As the World Turns and several other serials which also expanded, by the 1960's all daytime soap operas were a half-hour in length. Also because of its outstanding ratings, As the World Turns became the first CBS serial to expand to an hour per day. No other daytime program in the history of television has ever held the number-one rating position as long as As the World Turns. By 1959 it had become the number-one rated program of any kind on daytime television; a position it held until 1973. In 1973, the program dropped to being the second most popular program but remained the highest rated soap opera. However, by 1976-77, it had regained its number-one status for overall daytime programming. As a direct result of As the World Turns' position in the Nielson ratings, CBS-Television introduced the prime-time spinoff, Our Private World, in 1965. This is important historically since it was the first and only evening serial to spinoff from a daytime serial. A Unique Blend. The following qualities, which emerged from the study, help explain why As the World Turns has not only excelled in the ratings, but has been a favorite serial for millions of viewers for twenty-four years. (1) There is a synthesis between the characters, the actors who portray them and the production staff, who together create a sense of family--both on screen and off. (2) A major factor in the credibility of storylines and characters is the fact that many of the characters have been portrayed by the same actors for more than a decade. (Don MacLaughlin and Helen Wagner have portrayed Chris and Nancy Hughes since the first episode on April 2 1956.) (3) There is a lasting appeal when major characters react in a predictable manner--one that is consistent with the character's basic makeup. (4) Many actors perceive their characters as role models for viewers. (5) From the writer's point of view, the plot is secondary to the establishment of realistically portrayed characters. Even the costume and set designers emphasize realism in the designs. (6) Proctor & Gamble strive to have As the World Turns reflect the middle-class values and attitudes of the viewers. Summary. It has become evident that As the World Turns' prominence in the Nielson ratings, use of color and live telecasting--have all contributed to the status of As the World Turns as one of the most significant daytime television soap operas in history. But what has also governed the the lasting appeal of the serial is the creation and development of beloved characters. Characters, who for the past twenty-four years, have captured the hearts of millions of Americans.