ARTICLE: Procter & Gamble On Daytime Television Return: “We Invented the Soap Opera”

[Errol]

In a post on Instagram, Procter & Gamble is touting its return to the world of soaps, proclaiming, “We invented the soap opera,” as it prepares for the launch of “Beyond the Gates,” the first brand new soap opera set to debut on a broadcast network in more than 25 years, since the launch of “Passions” in 1999, and the first-ever one-hour Black-centric daytime drama series.

“We’re returning to our soap opera roots to bring you ‘Beyond the Gates!’ the company says in the caption of its post, which is accompanied by a video message narrated by “Entertainment Tonight” co-host Kevin Frazier, and features a behind the scenes look at the taping of the new series. Additionally, the company updated its bio on Instagram to include the message, “We invented the soap opera.”

In the clip, “Beyond the Gates” executive producer Kimberly Doebereiner gave attendees a soap opera history lesson in a speech during last fall’s start of production and ribbon cutting ceremony for the soap. Doebereiner is also Group Vice President, Future of Advertising and Head of P&G Studios at Procter & Gamble.

“Back in 1937, we started by creating something called ‘Guiding Light’ on the radio and invented the soap opera,” said Doebereiner. “With the invention of TV in the 50s, we successfully moved ‘Guiding Light’ in 1952 to CBS.”

Kevin Frazier
CBS Media Ventures

With footage from a behind the scenes taping playing, in the video Frazier asks the question, “Have you ever wondered why soap operas are called soap operas?” As an answer, he says, “Well, you can thank Procter & Gamble for that. The company known for its products including soap and detergents sponsored the first daytime dramas on radio and later TV, including one of the longest-running soaps ‘As The World Turns’ [sic*] that ran on CBS for 72 years.”

Note*: It was “Guiding Light” (or “The Guiding Light” to long-time fans) that ran for 72 years between its radio and television broadcasts, having aired from January 1937-June 29, 1956 on radio and June 30, 1952-September 18, 2009 on television. “As The World Turns” aired exclusively on television and aired for just 54 years (April 2, 1956-September 17, 2010). Both soaps were created by the pioneer of the genre, the late, great Irna Phillips, who also created such iconic soaps as “Another World,” and “Love is a Many Splendored Thing,” among numerous others, including the first-ever soap opera, “Painted Dreams” in 1930 (radio).

“Now, P&G Studios is making its return to daytime after 15 years co-producing ‘Beyond the Gates’ with CBS and the NAACP,” Frazier continued.

In its post, Procter & Gamble shared that there will be more “Beyond the Gates” content coming up as “Entertainment Tonight” takes viewers behind the scenes of the daytime drama series, learning more about P&G’s journey as soap opera pioneers.

With “Beyond the Gates,” P&G is returning to its soap opera roots, teasing the show as another innovative way of connecting more people with their daily use products through entertaining and inclusive stories.

Created by veteran soap opera writer Michele Val Jean, “Beyond the Gates” is developed and produced by the CBS Studios/NAACP Venture, led by Sheila Ducksworth, in partnership with P&G Studios, a division of Procter & Gamble. The series is distributed by Paramount Global Content Distribution.

Alongside Val Jean, who also serves as head writer, executive producer and showrunner, executive producers include Sheila Ducksworth, Julie Carruthers, Robert Guza Jr., Leon W. Russell, Derrick Johnson, Kimberly Doebereiner and Anna Saalfeld.

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Daphnee Duplaix. Clifton Davis, Tamara Tunie, Karla Mosley
Quantrell Colbert/CBS

The series stars Tamara Tunie, Clifton Davis, Daphnee Duplaix, Karla Mosley, Alex Alegria, Lauren Buglioli, Brandon Claybon, Timon Kyle Durrett, Sean Freeman, Ben Gavin, Marquita Goings, Jibre Hordges, Jen Jacob, Maurice Johnson, Trisha Mann-Grant, Mike Manning, RhonniRose Mantilla, Ambyr Michelle, Colby Muhammad and Arielle Prepetit.

“Beyond the Gates” premieres  Monday, February 24 at 2:00 p.m. ET/1:00 p.m. PT on CBS, and will be available to stream Live and On Demand on Paramount+. Ahead of the premiere, during the week of February 17-21, 2025, CBS will air “Beyond the Gates: Welcome to the Neighborhood,” a five-day, five-part daytime special that will give potential viewers a sneak peek at the new series with episodes like “Unveiling Fairmont Crest,” “Creating the Cast,” “Fashion and Flair,” “A Day in the Life” and “Sneak eEek and Guest Stars.” 

For a full breakdown of the special’s episodes, click here.

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On TV: A Black History Month Special
CBS

On Monday, February 17 at 8:00 p.m. ET/PT, cast members from the soap will be featured in the CBS primetime special, “On TV: A Black History Month Special,” a guide through a celebration of Black excellence in television hosted by Kevin Frazier and Nischelle Turner from “Entertainment Tonight” where the two shine a spotlight on Black actors who are forging a path in daytime and primetime television.

Others to be featured in the special include Tichina Arnold (“The Neighborhood”), Rocky Carroll (“NCIS”), Shemar Moore (“S.W.A.T.”), Wayne Brady (“Let’s Make a Deal”), Damon Wayans, Damon Wayans Jr., Essence Atkins and Tetona Jackson (“Poppa’s House”), Morris Chestnut (“Watson”) and Wendell Pierce (“Elsbeth”).

Check out the P&G sneak peek clip below.

Note: The post Procter & Gamble On Daytime Television Return: “We Invented the Soap Opera” appeared first on the Soap Opera Network website.

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[Vee]

Never thought I'd see the day P&G recommitted to their historical institution.

[Soapsuds]

It warms my heart that my "As the World Turns" was mentioned in the clip.❤

Edited February 16 by Soapsuds

[wonderwoman1951]

mine, too. though if would have been nice if someone had taken the time to factcheck.

‘world turns ran for 54 years. it was guiding light that ran for 72 years, including 15 years on radio before it moved to television. 

Edited February 16 by wonderwoman1951

[janea4old]

The P&G woman speaker at the podium in the video said correctly that GL was 72 years.  The male background video narrator got it confused and said ATWT was 72 years.  He was probably supposed to say that ATWT was one of P&G's soaps and that P&G had been doing soaps for 72 years, but he messed it up, or the script they gave him messed it up.

Edited February 16 by janea4old

[Liberty City]

I mean, awesome, but they awe some apologies to the fans of the soaps previously produced by P&G.

[Khan]

Yeah, but to say THEY invented the soap opera.  No, you assholes.  You didn't invent the soap opera; Irna Phillips did.  She might not be around anymore, but give her her damn flowers just the same.

[DRW50]

I would take them just doing their best to not only acknowledge past P&G soaps but preserve and release whatever they have remaining. I don't need their apologies because it would take a very long time to get through...

Irna will be watching over them, whether they say her name or not. 

If that was even a real person.

I am very glad they made the video and honored ATWT and GL. I just wish they'd turned the music way down (if we even needed any music) and not used GPT for research. But at least they are trying, which is more than I could have said for quite a few years now. In today's industry this may be the best they can do. 

[janea4old]

Feb. 1, 2025 from official P&G youtube
 

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Edited February 16 by janea4old

[Liberty City]

Honestly, releasing what they have would be an apology enough for me for right now.