CBS owned daytime throughout the 50s and especially the 60's where the mix of reruns in the morning, soaps/game shows/variety in the afternoon dominated every timeslot.

Meanwhile ABC and NBC were constantly juggling their lineups trying to break through.

Finally in the late 60's NBC made headway as Days/Doctors and AW began winning their timeslots forcing CBS to make changes. Then GH asserted itself and the 70's saw all 3 networks battling for domination.

CBS made a lot of changes in the 70's. Introducing Y&R was no doubt their best move.

Let's discuss CBS Daytime over the years.

Edited August 6, 20232 yr by Paul Raven

1 hour ago, Paul Raven said:

Paradise Bay was not a Ted Corday production.

 

 

Schemering 1987 p.181 Paradise Bay ... The show was created by Ted Corday, Jerry D. Lewis & John Monks, Jr. ... 

11:30 eastern  between Morning Star & Jeopardy.

In Ken Corday's book he lists the two shows that NBC asked his father to do for them & put in a morning block. Paradise Bay is the one that's not Morning Star. 

I stand corrected. I think Ted was more closely involved with Morningstar than Paradise Bay.

May 87 Albuquerque 

13 - KGGM (CBS) (now KRQE)
5:30 am - CBS Morning News (x2)
6:30 am - The Morning Program
8:00 am - The $25,000 Pyramid
8:30 am - Card Sharks
9:00 am - Donahue
10:00 am - The Young and the Restless
11:00 am - As the World Turns
12:00 pm - News
12:30 pm - Stopwatch/PM
1:00 pm - The Price is Right
2:00 pm - Guiding Light
3:00 pm - Hour Magazine

Game shows before 9am Y&R at 10 and TPIR in the afternoon.

.

Irving Vendig (who had created Three Steps to Heaven and The Edge of Night) was the head writer for Paradise Bay (following the cancellation of The Clear Horizon).

The show's owner, Ted Corday, probably felt that it was in more capable hands than Morning Star, so he supervised that show more closely.

MORNING STAR is a daytime soap opera which aired on NBC from September 27, 1965 to July 1, 1966. The show was created by Ted Corday. The show aired at 11:00 AM; it was paired with PARADISE BAY which aired after it and also was created by Ted Corday. MORNING STAR was one of the first soap operas to air in color. The show followed Katy Elliot who was a fashion designer from Connecticut; she moved to New York City to begin work in her chosen field. It followed her trials and tribulations.  The show opened with an epigraph, as was customary for soap operas of the time, “No matter how dark the night, there is always a new dawn to come. The sun is but a morning star.”

BEN JARROD was also early use of color. 

9 hours ago, Paul Raven said:

May 87 Albuquerque 

13 - KGGM (CBS) (now KRQE)
5:30 am - CBS Morning News (x2)
6:30 am - The Morning Program
8:00 am - The $25,000 Pyramid
8:30 am - Card Sharks
9:00 am - Donahue
10:00 am - The Young and the Restless
11:00 am - As the World Turns
12:00 pm - News
12:30 pm - Stopwatch/PM
1:00 pm - The Price is Right
2:00 pm - Guiding Light
3:00 pm - Hour Magazine

Game shows before 9am Y&R at 10 and TPIR in the afternoon.

.

No Bold and Beautiful 

I knew that Ben Jarrod, Attorney at Law was the first daytime serial to be aired in color on a regular basis.

I am thinking that Moment of Truth was also broadcast in color.

I disagree that there was never a successful morning soap. Love of Life was at 11:30 for at least 10 years and was competitive in the ratings. It wasn't until CBS moved Love of Life to 4:00 that the ratings and clearances began to fall, leading to cancellation. 

1 hour ago, TEdgeofNight said:

I disagree that there was never a successful morning soap. Love of Life was at 11:30 for at least 10 years and was competitive in the ratings. It wasn't until CBS moved Love of Life to 4:00 that the ratings and clearances began to fall, leading to cancellation. 

Generally when people speak of there being no successful morning soap, they don't include 11:30 because that's considered lunchtime. And, people tend to look at 11:30, noon, and 12:30 together. Obviously literally you are correct because it is morning so it's a bit of a liberty being taken. 

Happy Anniversary, today, to CBS's 1st successful soap, Search for Tomorrow. 

Edited September 3, 20232 yr by Donna L. Bridges
combine 2 posts

On this date in 1972, CBS got back into the game show market with the premieres of Jokers Wild, The New Price is Right, and Gambit. They also changed schedules to put P and G soaps in one block 

On 9/2/2023 at 1:32 AM, Paul Raven said:

I stand corrected. I think Ted was more closely involved with Morningstar than Paradise Bay.

Agree. 

On 9/2/2023 at 12:42 AM, Paul Raven said:

Paradise Bay was not a Ted Corday production.

Other morning soaps over the years

1950's Hawkins Falls, The Bennetts. Follow Your Heart, Three Steps to Heaven, One Man's family, A Time to Live, Way of the world. All NBC efforts. Gotta give credit for trying.

1960s

CBS tried Clear Horizon The Brighter Day and then Love of Life settled at 11.30 am

NBC slotted Morningstar and Paradise Bay

Then in the 80's Loving and Texas.

Morning soaps had worked on radio, but I guess the fact that CBS had success in the PM established that was where soaps belonged.

 

Okay, I just looked up all of these. (Schemering & Hyatt)  What I said about 11:30 & Lunch doesn't hold up. Love of Life was just the exception to the rule where MOST morning soaps failed & it did not. 

Ben Jarrod 1st regular use of color. DAYS first to debut in color & always be in color. Morning Star & Paradise Bay early use of color. Moment of Truth B&W. 

Hawkins Falls 5 first but then 11

The Bennetts out of Chicago 11:15

Follow Your Heart 11:45 

Three Steps to Heaven 11:30

One Man's Family 3 

A Time to Live out of Chicago 10:30

Way of the World 10:30

Clear Horizon 11:30

The Brighter Day 1 pm & then later in the afternoon. It has an interesting epigraph. The show began each day with "Our years are as the falling leaves. We live, we love, we dream & then we go. But, somehow, we keep hoping, don't we, that our dreams come true on that brighter day."  

Loving 11:30 then 12:30

Texas! 3 then 11

Love of Life 12:15 then noon then 11:30 then 4

One Man's Family aired @10.30 from March 1 1954 until July 54.

The Brighter Day aired @ 11.30 June - Oct 62

One Man's Family 10:30 Mar-Jul 54; 3 July & Aug 54; 3:30 Aug 54-Apr 55

The Brighter Day 1 Jan-May 54; 4 Jul 54-June 62 ; 11 June-Sept 62

Late 71. In a surprise move CBS nabbed Bud Grant from NBC to head up daytime,replacing Paul Rauch.

Changes in effect around that time were the return of Irna Phillips to ATWT, Christopher Bell (Loring Mandel) appointed as LOL headwater and Labine/Mayer becoming headwriters of Where The Heart Is.