In 1975, Another World made television history as the first daytime soap opera to expand from 30 minutes to a full hour. The show officially launched its daily hour-long format on Monday, January 6, 1975, after previously airing a one-hour special on May 3, 1974, to mark its 10th anniversary.
Under executive producer Paul Rauch, and in collaboration with NBC and Procter & Gamble, the popular serial underwent a major transformation. To support the expansion, Rauch and head writer Harding Lemay introduced new characters, including Barbara Weaver, an attorney at the law office of John Randolph (played by Michael M. Ryan) hired to replace Sam Lucas.
At the same time, Roberta Maxwell was starring on Broadway in “Equus” alongside Anthony Hopkins and Frances Sternhagen when Rauch recruited her to join the soap as Barbara.
I recently spoke with the actress about her time on the groundbreaking series.
“I was in and out of Another World because I was doing a Broadway show, so they accommodated my dates,” Maxwell recalls. “I can tell you, it was a very demanding way to work. It was New York City—there weren’t a lot of opportunities the way there are now.”
Maxwell made an immediate impression on the show. Her first line—“Now, Mr. Matthews, women lawyers try to forget about such things”—came in response to patriarch Jim Matthews commenting on Barbara’s appearance, a moment that neatly captures both the gender dynamics of the time and the way Another World was beginning to acknowledge them on screen.
Maxwell’s strongest memories center on Rauch’s exacting leadership. During her time on the show, Another World was frequently among the top-rated soaps—sometimes even claiming the number one spot.
“Paul Rauch was a tough guy,” she says. “He watched over the product in every possible way. He cast it, he went after the best actors in New York, and he oversaw everything—casting, your hair, every word in the script. That’s why it was such a great show.”
The day-to-day pace, however, left little room for anything else.
Read the full interview with Roberta Maxwell at We Love Soaps Insider. You can also sign up for We Love Soaps Insider email alerts to receive new articles in your inbox.
DAYTIME SOAP OPERAS
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