Will the "soap" soon be washed out of soap operas?
By Robert Feder
Chicago Sun-Times
April 16, 1987
Procter & Gamble Co., which owns three relatively popular daytime dramas, has been approached by two networks and one studio to sell its television production division, according to widespread industry reports. The giant manufacturer of soap and other consumer goods produces the long-running drama series GUIDING LIGHT and AS THE WORLD TURNS for CBS and ANOTHER WORLD for NBC. Late last year, it canceled a fourth series, SEARCH FOR TOMORROW, which jumped from CBS to NBC during its record-setting 35-year run on television.
Indeed, the very term "soap opera" was coined to describe the early radio serials sponsored by such advertisers as Procter & Gamble. Without the continued presence of the soapmaker behind its three remaining series, the familiar phrase would become an anachronism virtually overnight.
Reports surfaced in the trade press last week that Procter & Gamble was negotiating the possible sale of its serials with CBS, NBC and New World Television, the Los Angeles-based studio that produces such prime-time series as CRIME STORY, RAGS TO RICHES, MARIAH and SLEDGE HAMMER! and the daytime soap opera SANTA BARBARA.
Spokesmen for the networks and New World would not comment on the reports.
At Procter & Gamble headquarters in Cincinnati, company officials did not return calls. In response to the rumors, however, the company last week released a terse statement that "the soaps are not for sale."
Reports that Procter & Gamble may want out of the soap-opera business stemmed in part from declining ratings on network television and steadily rising production costs already in excess of $500,000 a week per show.
Suspicions also were raised when the company laid off about 10 staffers - mainly in the areas of promotion and publicity - in its New York offices.
The largest advertiser in the world, Procter & Gamble last year spent an estimated $1.6 billion to promote its products.
DAYTIME SOAP OPERAS
