Search for Tomorrow
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|Search for Tomorrow|
Title card, 1982–86
|Created by||Roy Winsor|
|Narrated by||Dwight Weist|
|Country of origin||United States|
|No. of seasons||35|
|No. of episodes||9,130|
|Running time||15 minutes (1951–68)|
30 minutes (1968–86)
|Production company(s)||Procter & Gamble Productions|
|Distributor||Americana Entertainment (1951–82)|
|Original network||CBS (1951–82)|
|Picture format||Black-and-white (1951–67)|
|Original release||September 3, 1951 –|
December 26, 1986
Search for Tomorrow was created by Roy Winsor and was first written by Agnes Nixon (then known professionally as Agnes Eckhardt) for the series' first thirteen weeks and later by Irving Vendig. The program was one of several packaged from the 1950s through the 1980s by Procter & Gamble Productions, the broadcasting arm of the famed household products corporation, who were also responsible for the likes of Guiding Light, As the World Turns, The Edge of Night, and Another World.
Search for Tomorrow aired as a fifteen-minute serial from its debut in 1951 until 1968, at 12:30 p.m./11:30 a.m. Central Time. Procter & Gamble used the show to advertise mainly Joy dishwashing liquid and Spic and Span household cleaner. As the show's ratings increased, other sponsors began buying commercial time. Both Joy and Spic and Span continued to be the primary products Procter & Gamble advertised on the show, well into the 1960s.
The serial discontinued live broadcasts in favor of recorded telecasts in March 1967, began broadcasting in color on September 11, 1967, and expanded to a half-hour on September 9, 1968, keeping the 12:30/11:30 slot while its old 15-minute partner The Guiding Light also expanded to 30 minutes, moved to the CBS afternoon lineup at 2:30/1:30. At the time, Search for Tomorrow and The Guiding Light, which had shared the same half-hour for sixteen years, were the last two fifteen-minute soap operas airing on television. Search for Tomorrow would remain the top-rated show at 12:30/11:30 well into the late 1970s, despite strong competition from shows like NBC's The Who, What, or Where Game and ABC's Split Second and Ryan's Hope.
In 1983 (by which time the show had spent more than one full year on NBC), both the master copy and the backup of an episode of Search for Tomorrow were lost, and on August 4, the cast was forced to do a live show for the first time since the transition to recorded broadcasts sixteen years before; it was also the first live daytime drama since 1975. Many soap critics and daytime television insiders speculated that the live episode was most likely a stunt orchestrated by NBC and Procter & Gamble to boost the show's sagging ratings. The show aired its 9,130th and final episode on December 26, 1986, after 35 years on the air. At the time of its cancellation, it was the longest-running daytime television program in history. The following Monday, its timeslot was filled by the game show Wordplay.
From 1987 until summer 1989, reruns aired on cable TV in late night on the USA Network. The network aired episodes from the first three years (1982-1985) of the NBC run.
In 2006, P&G began making several of its soap operas available, a few episodes at a time, through America Online's AOL Video service, downloadable free of charge. Reruns of Search for Tomorrow began with the October 5, 1984, episode and ceased with the January 13, 1986, episode after AOL discontinued the P&G Soaps Channel on December 31, 2008.
Daytime Emmy Award winsEdit
Drama performer categoriesEdit
|Lead Actor||Larry Haines
|Supporting Actor||Larry Haines||Stu Bergman||1981|
- 1986 "Outstanding Achievement in Music Direction and Composition for a Drama Series"
- 1978 "Outstanding Individual Achievement in Daytime Programming: Costume Designer" (Connie Wexler)
- Writers Guild of America Award (1974, 1975, 1985)
- Soaps 1968
- "AOL to Launch New Video Portal," WebWire.com, July 31, 2006.
- "PGP Classic Soap Channel," pgpclassicsoaps.com, January 1, 2009.
- "Daytime Emmys – 1976". Internet Movie Database. Retrieved 2013-02-22.
- "Daytime Emmys – 1977". Internet Movie Database. Retrieved 2013-02-22.
- "Daytime Emmys – 1981". Internet Movie Database. Retrieved 2013-02-22.
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