As the World Turns: A Daytime Drama Legend

For over five decades, television audiences tuned into the fictional town of Oakdale, Illinois, for the intricate stories of As the World Turns (often simply known as ATWT), an iconic American soap opera that graced CBS airwaves from April 2, 1956, until September 17, 2010. Conceived by the legendary Irna Phillips, who also brought us the equally enduring Guiding Light, ATWT was initially a sister show, destined for its own place in television history.

Its staggering run of 54 years saw the production of an astonishing 13,763 hours of cumulative narrative, earning it the distinction of having the longest total running time of any television show ever. In the competitive landscape of daytime network television, As the World Turns proudly held the fourth-longest continuous run for a soap opera, a testament to its enduring appeal, only surpassed by giants like General Hospital, Guiding Light, and Days of Our Lives. For the majority of its life, 43 years to be precise, the show was produced in Manhattan, before moving its operations to Brooklyn from 2000 until its finale in 2010.

Pioneering the Half-Hour Format and Ratings Domination

When As the World Turns first debuted on April 2, 1956, at 1:30 p.m. EST, it marked a significant shift in television serials. Alongside The Edge of Night, which premiered on the very same day, ATWT broke the mold by introducing the 30-minute episode, a departure from the traditional 15-minute format that had dominated the genre. While initial viewer reception was somewhat lukewarm, the show quickly found its stride. Ratings began a steady ascent in its second year, culminating in As the World Turns claiming the coveted top spot in daytime Nielsen ratings by the fall of 1958. This success wasn't fleeting; in 1959, the show embarked on an incredible streak of weekly ratings victories that remained unbroken for more than 12 years, solidifying its status as a cultural phenomenon.

Technological and format changes also marked its long journey. On August 21, 1967, the world of Oakdale transitioned to color television, bringing a new vibrancy to its dramatic narratives. Then, on December 1, 1975, coincident with The Edge of Night's move to ABC, ATWT expanded its daily broadcast from a half-hour to a full hour, offering even more time for its compelling storylines to unfold. For two decades, from 1958 to 1978, As the World Turns reigned as the most-watched daytime drama, captivating an average of ten million viewers daily. Its success brought national recognition to its core ensemble, with actors like Helen Wagner, Don MacLaughlin, Don Hastings, and Eileen Fulton becoming household names. Notably, Helen Wagner, Don Hastings, and Eileen Fulton hold the remarkable distinction of being three of the longest-serving actors in the entire history of American soap operas, a testament to their dedication and the show's longevity.

Milestones and Farewell

The series celebrated its 10,000th episode on May 12, 1995, and reached another monumental milestone with its 50th anniversary on April 2, 2006, moments that underscored its incredible endurance. By September 18, 2009, As the World Turns held a poignant position as the last remaining Procter & Gamble-produced soap opera for CBS, following the conclusion of its sister show, Guiding Light. However, all good things eventually come to an end. On December 8, 2009, CBS made the difficult announcement of the show's cancellation, citing declining ratings after nearly 54 years on air. The final scenes were taped on June 23, 2010, leading to a dramatically poignant finale episode that aired on September 17, 2010.

In the immediate aftermath, the time slot once occupied by As the World Turns was temporarily filled for four weeks by reruns of popular game shows like The Price Is Right and Let's Make a Deal, alongside The Young and the Restless, from September 20 to October 15, 2010. Ultimately, on October 18, 2010, CBS introduced a new talk show, The Talk, as its permanent replacement, closing a significant chapter in television history.

The Edge of Night: Mystery and Intrigue in Daytime

Premiering alongside its groundbreaking counterpart, The Edge of Night offered a unique blend of mystery, crime drama, and the familiar serial format of a soap opera. Created by Irving Vendig and also produced by Procter & Gamble Productions, this series carved out its own niche in daytime television history. It first debuted on CBS on April 2, 1956, and captivated audiences with live broadcasts for the majority of its run on that network, continuing until November 28, 1975.

In a significant network shift, The Edge of Night then moved to ABC, where it continued its compelling narratives from December 1, 1975, through December 28, 1984. Over its impressive run, 7,420 episodes were produced, with approximately 1,800 still available for syndication, allowing new generations to discover its intricate plots. Perhaps a testament to its unique appeal and well-crafted storytelling, The Edge of Night boasted an unexpected roster of devoted fans, including literary giant P.G. Wodehouse, iconic actresses Bette Davis and Tallulah Bankhead, former First Lady Eleanor Roosevelt, renowned impressionist Rich Little, and legendary songwriter Cole Porter. This diverse and distinguished fanbase highlights the show's broad cultural impact beyond the typical soap opera demographic.