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A history of the broadcasting of daytime serial dramas in the United States

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A history of the broadcasting of daytime serial dramas in the United States

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Content A HISTORY OP THE BROADCASTING OP DAYTIME SERIAL DRAMS
IN THE UNITED STATES
by
Raymond W illia m Stedm an
A D i s s e r t a t i o n P r e s e n t e d t o th e
FACULTY OP THE GRADUATE SCHOOL
UNIVERSITY OP SOUTHERN CALIFORNIA
I n P a r t i a l F u l f i l l m e n t o f t h e
R e q u ire m e n ts f o r th e D egree
DOCTOR OP PHILOSOPHY
( C om m unication)
June 1959
UNIVERSITY O F SOUTHERN CALIFORNIA
GRADUATE SCHOOL
UNIVERSITY PARK
LOS ANGELES 7, CALIFORNIA
This dissertation, written by
....................mMOHD..^ILUm.STEIMM.....................
under the direction of h.±s— Dissertation Com
mittee, and approved by all its members, has
been presented to and accepted by the Graduate
School, in partial fulfillment of requirements
for the degree of
D O C T O R OF P H I L O S O P H Y
Dean
Date...........
DISSERTATION COMMITTEE
)
C o p y rig h t by
Raymond W illia m Stedm an
1959
TABLE OP CONTENTS
CHAPTER PAGE :
I . THE PROBLEM..........................................................................................1
I n t r o d u c t i o n . . . . . . . . . . . . . . . . . 1
Tho p ro b le m .....................*. j.................................................................3
I
The p u r p o s e .....................................................................................I). |
D e f i n i t i o n s of t e r m s ................................ ...............................5
D aytim e s e r i a l d ra m a s ....................................................... £
H i s t o r y o f th e f o r m ...................... .........................................5 >
t& jo r r a d i o and t e l e v i s i o n n e tw o r k s ...................£
L i m i t a t i o n s .....................................................................................6
B a s ic a s s u m p tio n s ......................................................................6
S i g n i f i c a n c e o f th e s t u d y ..................................................7
M ethod, m a t e r i a l s and p r o c e d u r e s .................................. 7
L i t e r a t u r e ................................................................................. . 12
S o u r c e s ........................................................................................ 12
Review o f t h e l i t e r a t u r e ........................................... lij.
Summary..............................................................................................17
I I . THE STRUCTURE OP THE DAYTIME SERIAL DRAMA. . . . 19
I n t r o d u c t i o n .................................................. 19
S e t t i n g . ..........................................................................................20
P l o t s t r u c t u r e a n d n a r r a t i v e t e c h n i q u e s . . . . 22
E x te n t o f r e a l i s m ............................................................ 36
1
S e r i a l s o c i e t y ................................................... . . . . . 39
M o r a l i t y I}.2 |
V
CHAPTER PAGE
i
C h a r a c t e r s ..................................................................... £0
S e r i a l g ro u p s ............................................................................ 58
S u m m a ry ........................................................................................... 59
I I I . ORIGINS OF THE DAYTIME SERIAL D R A M .......................... 6 l
The f i r s t dram as on r a d i o .............................................. 6l
The s e r i a l dram a....................................................................... 62
The o r i g i n of t h e d a y tim e s e r i a l dram a. . . . 66
S u m m a ry ........................................................................................... 73
IV . THE DAYTIME SERIAL DRAMA, 1932-1937 . . . . . . 75
I n t r o d u c t i o n ............................................ 75
P rogram h i s t o r y ....................................................................... 77
C r i t i c i s m ............................................................................................I l l
R e s e a r c h s t u d i e s .............................................................................112
S u m m a ry ................................................. 113
V. THE DAYTIME SERIAL DRAM, 1 9 3 7 -1 9 1 + 2 ................................... 115
I n t r o d u c t i o n .......................................................................................115
Program h i s t o r y .................................. 118
C r i t i c i s m ............................................................................................ll+l
R e s e a r c h s t u d i e s ................................................. II4.8
S u m m a ry ........................ 152
V I. THE DAYTIME SERIAL DRAM, 158
I n t r o d u c t i o n ................................ ................................................l £8
P rogram h i s t o r y ............................................................ 160
C r i t i c i s m ........................ 173
v l I
CHAPTER PAGE |
R e s e a r c h s t u d i e s .............................................................................. 182 :
Summary 199 ;
V I I . THE DAYTIME SERIAL DRAMA, I9 l} .7 -1 9 £ 2 .................................205 j
I n t r o d u c t i o n . .............................. 205
j
P rogram h i s t o r y .............................................................................. 208 [
|
C r i t i c i s m ............................................................................................... 217
R e s e a r c h s t u d i e s .............................................................................. 220 :
S u m m a ry ..................................................................................................228
V I I I . THE DAYTIME SERIAL DRAM, 1 9 5 2 - 1 9 5 7 ................................232
I n t r o d u c t i o n ........................................................................................232
P rogram h i s t o r y ............................................................................. 23I 4
C r i t i c i s m ...............................................................................................2I 4 .L 1 .
R e s e a r c h s t u d i e s ............................................................................. 251
S u m m a ry ................................................................................ .2 5 2
IX . FURTHER DEVELOPMENTS........................................................................ 255
I n t r o d u c t i o n ....................................................................................... 255
P rogram h i s t o r y ............................................................................. 262
C r i t i c i s m .............................................................................................276
R e s e a r c h s t u d i e s ........................................................................... .277
S u m m a ry .......................................................................................... , .2 3 0
X. SUMMARY, CONCLUSIONS, IMPLICATIONS, AND
RECOMMENDATIONS FOR FURTHER STUDY .2 8 2 ‘
S u m m a ry ............................................................................................... .2 3 2
C o n c l u s i o n s .2 9 1 j
1
v i i
CHAPTER PAGE
I m p l i c a t i o n s ..........................................................................................296
R ecom m endations f o r f u r t h e r s t u d y ..................................... 298
BIBLIOGRAPHY..............................................................................................................302
APPENDIX A. The S p o n s o re d D aytim e S e r i a l Dramas
P r e s e n t e d on M ajor R a d io N etw orks
F e b r u a r y , 1 9 3 2- F e b r u a r y , 1 9 5 9 ....................................317
APPENDIX B. D aytim e S e r i a l Dramas P r e s e n t e d on
A m erican T e l e v i s i o n N etw orks 1 9 5 0 -1 9 5 9 • • 331
■ LIST OF TABLES
TABLE PAGE
I . O c c u p a tio n s of P r i n c i p a l C h a r a c te r s o f CBS R a d io
D aytim e S e r i a l s i n J a n u a r y , 1958* Iflj
I I . E le m e n ts o f Crim e an d L i t i g a t i o n i n D aytim e j
S e r i a l s , O c to b e r, 1 9 5 2 ...................................................................l|.5j
I I I . E v en in g R a d io S e r i a l s , A ugust 6 , 1928, t o
November 2 , 1 9 3 1 .................................................................................. 68
IV . The N etw ork D aytim e S e r i a l D ram as, D ecem ber, 1958* 2£6
V. Number o f N etw ork D aytim e S e r i a l s P r e s e n te d i n
J a n u a r y , 1932 t o 1 9 5 9 .............................. 257
CHAPTER I
THE PROBLEM
I . INTRODUCTION
i
|
When th e w r i t e r b e g a n t h i s s tu d y i n J a n u a r y , 195 6 ,
th e d a y tim e s e r i a l dram a had b e e n a f e a t u r e o f A m erican
1
b r o a d c a s t i n g f o r a q u a r t e r o f a c e n tu ry * F ew er d ay tim e
s e r i a l s w ere on t h e a i r t h a n h a d b e en on t h e a i r f i f t e e n
2
y e a r s e a r l i e r , b u t t h e a u d ie n c e s u rv e y s i n d i c a t e d t h a t t h e
m ost p o p u la r p ro g ram s on t h e A m erican r a d i o n e tw o rk s w ere
3 ■
d a y tim e s e r i a l d ra m a s. F u rth e rm o re t h e t e l e v i s i o n n e t -
!
w orks h a d a d o p te d t h i s p ro g ra m fo rm . What c o u ld a d e q u a t e l y ;
e x p l a i n so lo n g a p e r i o d o f b r o a d c a s t i n g p ro m in en ce?
Some o f t h e r e a s o n s f o r th e l a s t i n g n e s s o f th e d a y
tim e s e r i a l w ere f a i r l y c o n c r e te and w ere t h e a d v a n ta g e s
t h a t a c c ru e d t o a d v e r t i s e r s i n s p o n s o r in g d a y tim e s e r i a l s ,
iC om m ercial s p o n s o rs h a d b e e n a t t r a c t e d t o t h e p ro g ram s b e
c a u se s e r i a l s c o u ld be p r e s e n t e d t o a m o d e r a te ly l a r g e
a u d ie n c e a t l i t t l e c o s t t o t h e s p o n s o r , f o r s e r i a l s w ere
k
n o t e x p e n s iv e t o p r o d u c e . F u r t h e r t h e a u d ie n c e s o f th e
V i d e p p . 7 1 , 7 3 .
2V ide p p . 1 1 5 , 2 3 2 .
^ E .g . "The B usy A i r , 1 1 T im e, 6 7 :3 2 , J a n u a r y 2 , 1 9 5 6 . I
— M I
^ E .g . " T a l e n t C o s t I n d e x ," B i l l b o a r d , 5 5 : 8 , Decem
b e r 1 8 , " E s tim a te d P r o d u c tio n B o s t s , " V a r i e t y , II4 .I}.; [
2 8 , O c to b e r 2 2 , 19^1; M e r r i l l D e n iso n , "S o ap O p e ra ," j
d a y tim e s e r i a l dram a w ere e s p e c i a l l y r e c e p t i v e t o s a l e s
5
m e s sa g e s t h a t w ere p r e s e n t e d i n t h e p ro g ra m s .
The r e a s o n s f o r t h e a t t r a c t i v e n e s s o f s e r i a l s t o
t h e i r a u d ie n c e s w ere l e s s c o n c r e t e t h a n t h e econo m ic a t t r a c
t i o n s o f t h e s e r i a l s t o t h e i r c o m m e rc ia l s p o n s o r s . C h a r
a c t e r i s t i c s o f t h e s e r i a l s w h ic h h a d b e e n i d e n t i f i e d a s
b e in g i m p o r t a n t t o t h e c o n t i n u i n g a t t r a c t i v e n e s s o f t h e
d a y tim e s e r i a l s t o t h e i r a u d ie n c e s w ere l a c k o f hum or
w i t h i n t h e e p i s o d e s , a n undu e e l e v a t i o n o f th e r o l e o f
women i n d a i l y l i f e , t h e e x c e s s i v e num ber o f p r o f e s s i o n a l
p e o p le among t h e c h a r a c t e r s , s t e r e o t y p e d v i l l a i n s an d
6
; h e r o e s , e m p h a sis on t r a g e d y , a n d o t h e r s .
The w r i t e r r e g a r d e d e a c h o f t h e s e c h a r a c t e r i s t i c s
a s a p o s s i b l e r e a s o n f o r t h e a p p e a l o f t h e d a y tim e s e r i a l
dram a t o i t s a u d i e n c e s . He a l s o n o te d t h a t t h e s e c h a r a c
t e r i s t i c s w ere d e te rm in e d i n c r o s s - s e c t i o n a l s t u d i e s o f th e
i H a r p e r 1 s , 180:1+98-1+99, A p r il, 191+0.
! K
" B a b -0 A d -$ $ $ ," S p o n s o r , l : l l ) . - l 8 , Novem ber,
I 9I+ 6 ; "B a b -0 B ounces B a c k / 1 S p o n s o r , 5 : 2 9 , O c to b e r 22,
| 1 9 5 1 J "tfl.ke S a y s ," R a d io la n d , U :3 0 , J u n e , 1 9 3 5 ; "M ajo r N e t
w orks P r o v id e Num erous Prem ium O f f e r s , " B r o a d c a s t i n g , l8 :3 lu
A p r i l 1 , lgl+O.
! ^ E .g . C h a r le s S iep m an n , R a d io 1a S econd Chance
i ( B o s to n : L i t t l e , Brown a n d Company, 19Ufc), p p . 5 7 - 5 8 ; "'Why
| Soap O pera S p o n s o rs S t a y P u t $2 W eek s," S p o n s o r . 1 0 0 -
! 1 0 2 , A p r i l 9 , 1 9 5 1 ; G i l b e r t S e l d e s , The (Treat A u d ie n c e
| (New Y o rk : The V ik in g P r e s s , 1 9 5 0 ) , p p . 111+-117; L lo y d
j W arner a n d W illia m H e n ry , "The R a d io D aytim e S e r i a l : A
| S y m b o lic A n a l y s i s , " G e n e tic P s y c h o lo g y M onographs, 3 7 :6 l-6 1 |,
F e b r u a r y , 19i+8.
d a y tim e a e r i a l # No fo rm a l h i s t o r y o f t h e d a y tim e s e r i a l
7
dram a h a d b een p e rfo r m e d . P e rh a p s t h e r e w ere r e a s o n s f o r
t h e l a s t i n g n e a s o f th e d a y tim e s e r i a l dram a t h a t had n o t
b e e n r e v e a l e d i n c r o s s - s e c t i o n a l s t u d i e s # P e rh a p s th e
im p o rta n c e o f some u h a r a c t e r i s t i c s o f s e r i a l s h ad b e e n
o v e re m p h a s iz e d i n c r o s s - s e c t i o n a l s t u d i e s #
I I . THE PROBLEM
I t was t h e p ro b le m o f t h i s s tu d y t o w r i t e a h i s t o r y
o f t h e fo rm o f t h e d a y tim e s e r i a l dram as t h a t w ere p r e
s e n te d b y th e m a jo r r a d i o and t e l e v i s i o n n e tw o rk s o f th e
i U n ite d S t a t e s and th e n t o aouem pt t o d e r i v e fro m t h i s
j
i h i s t o r y a n e x p l a n a t i o n o f th e d u r a b i l i t y o f t h e d a y tim e
s e r i a l fo rm .
I n o r d e r t o t r e a t t h e p ro b le m o f t h i s s tu d y i t
! seem ed n e c e s s a r y t o a n sw e r th e s e q u e s t i o n s :
l o When a n d u n d e r w hat c ir c u m s ta n c e s d i d daytim e
i
i s e r i a l dram as o r i g i n a t e ? The o r i g i n o f th e s e r i a l s was
! o b sc u re#
' 2 . What was th e g e n e r a l s t r u c t u r e o f t h e d a y tim e
i
i
s e r i a l dram a? I t seem ed w ise t o o b s e rv e and s t a t e t h e
c h a r a c t e r i s t i c s o f th e fo rm w h ic h t h e w r i t e r was t o examine:
h i s t o r i c a l l y .
| j
7V lde p . 1 2 .
3 , What was th e p ro g ram h i s t o r y o f t h e s e r i a l s ?
The y e a r t o y e a r d ev elo p m en t o f th e p ro g ram s n e v e r h a d
b e e n s e t f o r t h ,
ij.. What was t h e h i s t o r y o f s e r i a l c r i t i c i s m ?
A lth o u g h c r i t i c i s m was l a r g e l y s u b j e c t i v e i t was a p o t e n
t i a l s o u r c e o f i n s i g h t f u l i n f o r m a t i o n , '
f># What was th e h i s t o r y o f t h e r e s e a r c h s t u d i e s
o f th e d a y tim e s e r i a l dram a? The f i n d i n g s o f o t h e r s t u d i e s
c o u ld p r o v id e an u n d e r s ta n d in g o f th e fo rm o f t h e s e r i a l .
I I I . THE PURPOSE
- I t was t h e p u rp o se o f t h i s s tu d y t o p r o v id e a
! h i s t o r y o f th e d a y tim e s e r i a l dram a w h ich w ould be o f
v a lu e t o s o c i o l o g i s t s , p s y c h o l o g i s t s , b r o a d c a s t p ro g ra m e rs ,
an d o t h e r s who w ish e d t o s tu d y th e s e r i a l s o r t h e i r
a u d ie n c e s by d e s c r i b i n g th e d e v elo p m en t o f c h a r a c t e r i s t i c s
j o f th e fo rm o f t h e d a y tim e s e r i a l dram a w h ich may have c o n -
; t r i b u t e d t o th e c o n tin u in g v i a b i l i t y o f t h e p ro g ra m s .
I t was t h e hope o f th e w r i t e r t h a t t h i s s tu d y w ould
j s e r v e a s h i s t o r i c a l b a c k g ro u n d f o r s u b s e q u e n t s t u d i e s o f
I
j t h e d a y tim e s e r i a l d ram a. I n t h e p a s t v a r i o u s a s p e c t s o f
j ;
j t h e s e r i a l s h a d b e e n exam ined b y a u t h o r s who may h a v e h ad
l i m i t e d d i r e c t know ledge o f t h e s e r i a l s th e m s e lv e s . A
h i s t o r i c a l s tu d y c o u ld a f f o r d an y i n v e s t i g a t o r t h e means i
o f becom ing f a i r l y w e ll a c q u a in te d w i t h th e b a c k g ro u n d an d
d e v e lo p m e n t o f t h e d a y tim e s e r i a l * T h is a c q u a in t a n c e s h i p
c o u ld a s s i s t him i n h i s own s tu d y , w h a te v e r h i s p r i n c i p a l
c o n c e rn w ith th e d a y tim e s e r i a l dram a.
IV . DEFINITIONS OF TERMS
Daytim e S e r i a l Dramas
D aytim e s e r i a l dram as w ere d e f i n e d a s r e g u l a r l y
a p p e a r in g r a d i o o r t e l e v i s i o n d r a m a tic p ro g ram s t h a t h a d
c o n tin u in g n a r r a t i v e s , w ere i n te n d e d p r i m a r i l y f o r a fe m a le
a u d ie n c e , and were b r o a d c a s t e d b etw een t h e h o u rs o f n in e
i n t h e m ornin g and s i x i n t h e e v e n in g , u s u a l l y on Mondays
th ro u g h F r i d a y s .
H i s t o r y o f t h e Form
H i s t o r y o f t h e fo rm r e f e r r e d t o t h e o r i g i n and
d ev elo p m e n t o f t h e l i t e r a r y mode o f t h e d a y tim e s e r i a l
, d ram as.
i R a d io and T e l e v i s i o n N etw orks
Ife jo r r a d i o and t e l e v i s i o n n e tw o rk s r e f e r r e d t o t h e
■ p r i n c i p a l b r o a d c a s t i n g n e tw o rk s o f t h e U n ite d S t a t e s : t h e
*
| N a tio n a l B r o a d c a s tin g Company, th e A m erican B r o a d c a s tin g
i
| Company, t h e C olum bia B r o a d c a s tin g S y stem , t h e M utual
B r o a d c a s tin g S y stem , and t h e Dumont T e l e v i s i o n N etw o rk.
R e g io n a l n e tw o rk s , ev en t h o s e w i t h i n t h e m a jo r n e tw o rk s ,
were n o t I n c lu d e d w i t h i n t h i s d e f i n i t i o n . The t r a n s c r i p -
j t i o n n e tw o rk s o r s y n d i c a t i o n n e tw o rk s a l s o w ere e x c lu d e d .
V. LIMITATIONS
6
The s t u d y was p r o g r a m - o r i e n t e d . The e m p h a sis was
u p o n t h e h i s t o r y o f t h e fo rm o f t h e s e r i a l s . I t was n o t
an econom ic o r a s o c i o l o g i c a l s t u d y .
The w r i t e r c o n d u c te d no s u r v e y o f a u d ie n c e s i z e o r
c h a r a c t e r i s t i c s . He p e rf o rm e d no e x t e n s i v e c o n t e n t a n a ly s is
He d id s t u d y m a t e r i a l s o f t h e s e k in d s t h a t h a d b e e n g a t h e r
e d by o t h e r w r i t e r s a n d h e r e l a t e d them t o p ro g ram m a t e r i
a l s o f t h i s s t u d y .
F o r p u r p o s e s o f s i m p l i c i t y t h e w r i t e r l i m i t e d h i s
r e s e a r c h p r i m a r i l y t o t h e d a y tim e s e r i a l s w h ic h w ere com
m e r c i a l l y s p o n s o r e d and w ere d i s t r i b u t e d t h r o u g h t h e m a jo r
n e tw o r k s . S u s t a i n i n g s e r i a l s a n d t h o s e w h ic h w ere d i s
t r i b u t e d t h r o u g h r e g i o n a l , t r a n s c r i p t i o n , o r s y n d i c a t i o n
n e tw o rk s , o r th r o u g h l o c a l s t a t i o n s o n ly w ere n o t e x am in ed
I n d i v i d u a l l y ; t h e s p o n s o r e d s e r i a l s w h ic h w ere d i s t r i b u t e d
t h r o u g h t h e m a jo r n e tw o rk s w ere e x am in ed i n d i v i d u a l l y .
V I. BASIC ASSUMPTIONS
A c e n t r a l a s s u m p tio n w as t h a t a n e x a m in a tio n o f d o c
u m en ts and t h e d i r e c t e x p e r i e n c e o f t h e w r i t e r w ould r e s u l t
I n a h i s t o r y o f t h e fo rm o f t h e d a y tim e s e r i a l d ram a .
A n o th e r a s s u m p tio n was t h a t t h e h i s t o r i c a l r e s e a r c h !
t h a t was n e c e s s a r y t o t h e s t u d y m ig h t h e l p t o e x p l a i n t h e
l a s t i n g n e s s o f t h e d a y tim e s e r i a l fo rm .
T h ere was th e f u r t h e r a s s u m p tio n t h a t t h e r e s e a r c h
w ould be m ost f r u i t f u l i f th e p r i n c i p a l a r e a s o f s tu d y were
p ro g ram h i s t o r y an d i f s u p p le m e n ta r y a t t e n t i o n were g iv e n
t o c r i t i c i s m and r e s e a r c h s t u d i e s o f ,th e s e r i a l s ,
V I I . SIGNIFICANCE OF THE STUDY
P r i o r t o t h i s s tu d y t h e r e h a d b e e n some c r o s s - s e c - i
ft
t i o n a l s t u d i e s o f th e d a y tim e s e r i a l dram a, b u t t h e r e
was no fo rm a l h i s t o r y o f , t h e fo rm w h ic h a n i n v e s t i g a t o r
9
c o u ld c o n s u l t i n o r d e r t o s tu d y t h e d a y tim e s e r i a l . The
num ber o f s e r i a l s i n 19^6 and t h e i r g e n e r a l p o p u l a r i t y
i n d i c a t e d t h a t t h e d a y tim e s e r i a l dram a w ould rem a in
im p o r ta n t on th e A m erican s c e n e . I t was p o s s i b l e t h a t a
h i s t o r i c a l s tu d y w ould p r o v id e f u r t h e r u n d e r s t a n d i n g o f th e
c o n ti n u i n g v i t a l i t y o f t h i s p ro g ram fo rm .
The p r e s e n t s tu d y was t h e f i r s t f o r m a l e x a m in a tio n
o f t h e d a y tim e s e r i a l dram a w hich in c lu d e d t h e d a y tim e
s e r i a l s o f t e l e v i s i o n .
V I I I . METHOD, MATERIALS AND PROCEDURES
As was i n d i c a t e d , t h e h i s t o r i c a l m ethod was em ployed
® E.£. P a u l L a z a r s f e l d a n d F ra n k S t a n to n ( e d s . ) ,
R adio R e s e a rc h 19h-2-jj.3 (New Y ork: D u e ll, S lo a n and P e a r c e , i
1 9 4 4 )> PP* 3 -1 0 7 ; W arner and H e n ry , op . b i t . , p p . 3 - 7 1 ;
Leda P. Summers, D aytim e S e r i a l s a n d ~Towa Women (Des
M oines, Iow a: R a d io S t a t i o n WHO, 19^371
9 y id e p p . 1 2 , 1 6 .
i n t h i s s tu d y i n o r d e r t o i n v e s t i g a t e d u r a b i l i t y o f t h e
d a y tim e s e r i a l dram a th r o u g h t h e h i s t o r i c a l d e v elo p m en t
o f i t s fo rm 0 The g e n e r a l p r o c e d u r e was t o l o c a t e d o c u -
' m e n ts, exam ine th e m , su p p le m e n t t h i s m a t e r i a l b y c o n s u l t i n g
; a u t h o r i t i e s and m o n ito r in g s e r i a l s , an d p l a c e t h e f i n d i n g s
fro m t h e s e s o u r c e s w i t h i n t h e h i s t o r i c a l fram ew o rk o f t h e
s t u d y .
A f t e r a p r e l i m i n a r y s u rv e y o f th e l i t e r a t u r e co n
c e r n in g th e d a y tim e s e r i a l d ram a , th e w r i t e r s e t a b o u t
e s t a b l i s h i n g a c h r o n o l o g i c a l l i 3 t o f s p o n s o r e d n e tw o rk
d a y tim e s e r i a l s . T h is was done i n o r d e r t o c o r r e c t l y p la c e
| i n d i v i d u a l s e r i a l p ro g ram s w i t h i n th e h i s t o r i c a l fram ew o rk
i o f t h e d a y tim e s e r i a l dram a and i n o r d e r t h a t p ro g ram
t i t l e s w h ich w ere fo u n d i n v a r i o u s d o cu m en ts c o u ld be
r e c o g n iz e d a s t i t l e s o f d a y tim e s e r i a l s . An im p o r ta n t a i d
| t o th e w r i t e r i n t h i s u n d e r t a k in g was a s e r i e s o f u n p u b -
| l i s h e d a n n u a l p ro g ram r e p o r t s t h a t was c o m p ile d by D r.
i
! H a r r is o n B. Summers. The Summers r e p o r t s i n d i c a t e d t h e
|
! d a y tim e s e r i a l s w h ic h w ere p r e s e n t e d on t h e n a t i o n a l n e t -
! w orks i n J a n u a r y o f e a c h y e a r . U sin g th e s e r i a l t i t l e s
| o b t a i n e d fro m t h e Summers r e p o r t s a s a n u c l e u s , t h e w r i t e r
I
i I
1 ;
I 1
■^Almost tw o y e a r s a f t e r th e w r i t e r f i r s t u s e d th ese;
r e p o r t s a l i m i t e d num ber o f com bined r e p o r t s was d i s t r i -
! b u te d a s f o l l o w s : H a r r is o n B. Summers, A T h i r t y - Y e ar
j H i s t o r y o f Program s C a r r i e d on N a tio n a l R a d io N etw orks i n
; th e U nitec[ S t a t e s 192b-195b TColum bus, O hio: D e p a rtm e n t
o f S p e e c h , Ohio S t a t e U n i v e r s i t y , J a n u a r y , 1958)* The
a n n u a l t e l e v i s i o n r e p o r t s c o m p ile d by D r. Summers w ere n o t
i n c l u d e d .
was a b l e t o c o m p le te t h e l i s t o f d a y tim e s e r i a l s b y d raw
i n g u p o n v a r i o u s o t h e r s o u r c e s , I n c l u d i n g p e r i o d i c a l s a n d
n e w sp a p e rs* The p r i n c i p a l d i f f i c u l t y l a y i n t h e f a c t t h a t
I n p ro g ra m l i s t i n g s d a y tim e s e r i a l s w ere seld o m i d e n t i f i e d
i a s s u c h . U s u a l l y s e r i a l t i t l e s were e a s y t o r e c o g n i z e ,
b u t o c c a s i o n a l l y t h e w r i t e r i n v e s t i g a t e d a p ro g ra m w h ich
p o s s i b l y c o u ld h a v e b e e n a d a y tim e s e r i a l , o n l y t o f i n d
t h a t i t was t a l k o r m u s ic . Once t h e l i s t o f d a y tim e s e r i a l
t i t l e s was c o m p le te d , t h e w r i t e r o b t a i n e d f u r t h e r b a s i c
i n f o r m a t i o n on t h e i n d i v i d u a l p ro g ra m s p r i m a r i l y by c o n -
11
s u i t i n g t h e y e a rb o o k s o f t h e p e r i o d i c a l B r o a d c a s t i n g .
j T h ese y e a rb o o k s i n d i c a t e d n e tw o rk , a g e n c y , h o u r o f p r e s e n ta -
i
t i o n , a n d num ber o f s t a t i o n s f o r e a c h s p o n s o r e d s e r i a l *
; Many o f t h e B r o a d c a s t i n g y e a rb o o k s i n d i c a t e d t h e s t a r t i n g
d a t e s o f I n d i v i d u a l s e r i a l s . T hey d i d n o t c l a s s i f y p r o -
! gram s b y t y p e ; t h e r e f o r e i t was n e c e s s a r y t o em ploy th e
I l i s t o f t i t l e s w h ile c o n s u l t i n g t h e y e a r b o o k s . I n J u n e ,
i t h e w r i t e r u s e d t h e t i t l e l i s t a s a g u id e t o
! r e s e a r c h r e g a r d i n g i n d i v i d u a l p ro g ram s d u r in g t e n d a y s o f
; i n v e s t i g a t i o n a t t h e New Y ork o f f i c e s o f NBC and CBS,
I T h e re h e was a llo w e d t o exam ine p ro g ra m f i l e s a n d o t h e r
S s o u r c e s o f i n f o r m a t i o n p e r t a i n i n g t o t h e d a y tim e s e r i a l
! d ram a; t h e s e f i l e s p r o v id e d i n f o r m a t i o n c o n c e r n in g t h e
! |
s t a r t i n g d a t e s , a g e n c i e s , p l o t s , r a t i n g s , e t c e t e r a , o f \
i n d i v i d u a l p ro g ra m s .
J-^-V ld e B i b l i o g r a p h y , p . 3 0 £ .
T h roug hout t h e c o u rs e o f t h i s s tu d y th e w r i t e r com
p i l e d in f o r m a tio n r e g a r d i n g th e s t r u c t u r e o f th e d ay tim e
s e r i a l by w a tc h in g o r l i s t e n i n g t o h u n d red s of e p is o d e s o f
d ay tim e s e r i a l s on r a d io and t e l e v i s i o n * T h is s e r i a l
m o n ito rin g in c lu d e d from f o u r t o a p p ro x im a te ly one h u n d re d '
e p is o d e s o f e v e r y d a y tim e s e r i a l drama t h a t was p r e s e n t e d
on th e n a t i o n a l r a d i o and t e l e v i s i o n n etw o rk s b e tw ee n
J a n u a r y , 1956, and t h e c o n c lu s io n o f t h i s study* Some o f
t h i s m o n ito rin g was of c o n s e c u tiv e e p is o d e s * Some o f i t
was d e l i b e r a t e l y random i n o r d e r t o d e te rm in e th e e a s e o f
f o llo w in g p l o t s . (The w r i t e r a l s o had l i s t e n e d t o many
o f th e d a y tim e s e r i a l s , su c h a s J u s t P l a i n B i l l an d S t e l l a
D a l l a s , w hich l e f t th e a i r b e fo r e t h i s s tu d y was begun*)
I n o r d e r t o ro u n d o u t h i s i n v e s t i g a t i o n o f day tim e s e r i a l
s t r u c t u r e th e w r i t e r exam ined pro gram d e s c r i p t i o n s and
: re v ie w s* He a n a ly z e d s c r i p t s o r p r i n t e d v e r s io n s o f e p i
so d es from tw e n ty -o n e d i f f e r e n t s e r i a l s t h a t were p r e s e n t e d
; b etw een 1933 a n d 1 9 5 0*
i Prom tim e t o tim e i t was n e c e s s a r y t o make d i r e c t
; i n q u i r i e s t o a u t h o r i t i e s r e g a r d in g c e r t a i n program s* The
! w r i t e r a c c o m p lish e d t h i s th ro u g h l e t t e r s and p e r s o n a l
| in te r v ie w s * The w r i t e r o f t e n fo u n d th e I n f o r m a tio n t h a t
I
he d e r i v e d from t h i s p ro c e d u re t o b e u n s a t i s f a c t o r y *
M a rg are t W eb ste r o u t l i n e d th e r e a s o n s f o r th e d i f f i c u l t y
11
1 p
i n h e r b o o k , S h a k e s p e a re w ith o u t T e a r s * She t o l d o f th e
German p l a y i n w h ic h G oethe r e t u r n e d t o l i f e a s a c o l l e g e
s t u d e n t who was a b o u t t o ta k e a n e x a m in a tio n on G o e th e ,
He c o u ld n o t p a s s t h e t e s t b e c a u s e he c o u ld n o t rem ember
c e r t a i n i n c i d e n t s . M iss W e b ste r c o n j e c t u r e d t h a t S h a k e s
p e a r e m ig h t h a v e t h e same d i f f i c u l t y i f he r e t u r n e d t o
l i f e . A lth o u g h h e was n o t q u e s t i o n i n g a u t h o r i t i e s o f t h e
s t a t u r e s o f G oethe o r S h a k e s p e a re , t h e p r e s e n t w r i t e r d i d
d i s c o v e r t h a t t h e human memory was f r e q u e n t l y n o t a s v a l i d
n o r a s r e l i a b l e a s t h e d o c u m e n t. N e v e r th e le s s t h e w r i t e r
d i d o b t a i n much u s e f u l i n f o r m a ti o n fro m some o f th e a u t h o r -
i i t i e s he c o n s u l t e d , Gordon H ughes, f o rm e r d i r e c t o r o f
The G u id in g L ig h t and many o t h e r d a y tim e s e r i a l s , and
; H e c to r C h e v ig n y , w r i t e r o f The S econd Mrs. B u r to n , w ere
; p a r t i c u l a r l y c o o p e r a t i v e . A u t h o r i t i e s c o n s u l te d by t h e
w r i t e r i n c l u d e d a c t o r s , w r i t e r s , d i r e c t o r s , a g e n c y r e p r e -
! s e n t a t i v e s , s t a t i o n m a n a g e rs , a n d t e c h n i c i a n s who w ere o r
h a d b e e n a s s o c i a t e d w i t h t h e d a y tim e s e r i a l dram a i n a
: d i r e c t c a p a c i t y .
The re m a in in g c h a p t e r s i n t h i s s tu d y r e s u l t e d fro m
' a s y n t h e s i s o f m a t e r i a l s d e s c r i b e d i n t h i s s e c t i o n . A
f
| more c o m p le te d e s c r i p t i o n o f th e docum ents eiqployed i n
!
t h i s s t u d y was p l a c e d i n t h e l i t e r a t u r e s e c t i o n o f t h i s
12
M a rg a re t W e b s te r, S h a k e s p e a re w ith o u t T e a rs
(New Y o rk : F a w c e tt W orld L i b r a r y , 1957)* P* 2 l 9 .
12
c h a p t e r w hich f o l l o w s . B ecau se t h e h i s t o r i c a l d e v e lo p m e n ts
o f t h e d a y tim e s e r i a l dram a b etw een 1932 a n d 1957 f e l l so
n e a r l y i n t o f i v e y e a r p e r i o d s , t h e w r i t e r d i v i d e d th e
m a t e r i a l p r e s e n t e d i n C h a p te rs IV th r o u g h V I I I i n t o p e r i o d s
o f t h i s l e n g t h f o r e a s e o f t r e a t m e n t and r e a d e r u n d e r s t a n d
i n g .
IX . LITERATURE
S o u rc e s
The b a s i c l i t e r a t u r e o f t h i s s tu d y i n c l u d e d b o o k s ,
p a m p h le ts , p e r i o d i c a l s , t r a d e j o u r n a l s , n e w s p a p e rs ,
r e s e a r c h s t u d i e s , s c r i p t s , p u b l i c i t y r e l e a s e s , u n p u b lis h e d
r e s e a r c h s t u d i e s , a n d o r i g i n a l d o c u m e n ts.
A r o u t i n e e x a m in a tio n o f t h e c a r d i n d i c e s ( th e
U n i v e r s i t y o f S o u th e rn C a l i f o r n i a L ib r a r y and t h e New Y ork
P u b lic L ib r a r y ) and b i b l i o g r a p h i c a l s o u rc e s r e v e a l e d no
book n o r d i s s e r t a t i o n d e v o te d e x c l u s i v e l y t o th e d a y tim e
s e r i a l d r a m a . ^ The w r i t e r d i d f i n d a num ber o f books
^3The p r i n c i p a l l i s t i n g s w e re ; D o c t o r a l D i s s e r t a
t i o n s . a n n u a l e d i t i o n s 193^ t o 1956 (New Y ork; The H. W.
W ilso n Com pany); The R e a d e r 1 a G uide t o P e r i o d i c a l L i t e r a
t u r e . a n n u a l e d i t i o n s 1930 t o 1957 "(New Y orks The H. W.
W ilso n Com pany); The New Y o rk Tim es I n d e x , a n n u a l e d i t i o n
1930 t o 1957 (New Y o rk ; New tfo rk T im e s ); N o r b e r t R. R o d e-
man, ” The D evelopm ent o f A cadem ic R e s e a rc h i n R a d io a n d
T e l e v i s i o n f o r t h e F i r s t H a lf o f t h e T w e n tie th C e n tu ry ”
( u n p u b lis h e d d o c t o r a l d i s s e r t a t i o n , N o rth w e s te r n U n i v e r s i t y
1 9 5 1 ); Raymond C h e y d le u r a n d R o b e rt G o i t e r , ” G ra d u a te
T h eses and D i s s e r t a t i o n s on B r o a d c a s t in g ; A T o p ic a l I n d e x , ”]
J o u r n a l o f B r o a d c a s t in g , 2 ;5 9 “ 90» W in te r 1957-58* R adio
and T e l e v i s i o n B i b lio g r a p h y (New Y o rk ; C olum bia B r o a d c a s t
i n g S ystem , 1 9 ^ 2 ).
13
w h ic h c o n ta in e d u s e f u l i n f o r m a tio n . R e la te d M a s te r ’ s
1 1 1 -
t h e s e s w ere b y D o ro th y B la c k a d o re , S . R. Rowe, and
Leda Sum m ers.1^ *
P e r i o d i c a l s , su c h a s T im e, Newsweek. S a tu r d a y Review.
and H arper* 3 , w ere h e l p f u l b e c a u s e o f a r t i c l e s an d com
m en ts r e g a r d i n g th e s e r i a l s and a n a l y s e s o f s p e c i f i c p r o
gram s# The f a n m a g a z in e s , s u c h a s R ad io D i g e s t , R ad io
S t a r s , and TV -Radio M i r r o r , p r o v id e d much i n th e way o f
h i s t o r i c a l b a c k g ro u n d . T h e i r n a t i o n a l p ro g ram l o g s w ere
; p a r t i c u l a r l y h e l p f u l .
The p r i n c i p a l t r a d e p u b l i c a t i o n s t h a t w ere em ployed
i b y t h e w r i t e r w ere B r o a d c a s t in g , V a r i e t y , and B i l l b o a r d .
; I n t h e y e a rb o o k s o f B r o a d c a s tin g w ere fo u n d l i s t i n g s o f
t h e s p o n s o re d n e tw o rk s e r i a l dram as w i t h c o n t r a c t d a t e s .
V a r i e t y and B i l l b o a r d w e re q u i t e v a lu a b le t o t h e w r i t e r
; b e c a u s e t h e y c o n ta in e d w e e k ly r e p o r t s o f t h e s t a t u s o f
! b r o a d c a s t i n g , a lo n g w i t h much m a t e r i a l on s e r i a l dram as
' and num erous re v ie w s o f i n d i v i d u a l p ro g ra m s .
| ^ D o r o t h y B la c k a d o r e , "The A d v e r t i s i n g E f f e c t i v e -
I n e s s and S o c i a l D e s i r a b i l i t y o f t h e R ad io D aytim e S e r i a l "
( u n p u b lis h e d M a s te r ’ s t h e s i s , C olum bia U n i v e r s i t y , New
| Y o rk C i t y , 191+9)*
; ^ S . R* Rowe, "T he R a d io S e r i a l " ( u n p u b lis h e d
M a s t e r 's t h e s i s , B o sto n U n i v e r s i t y , B o s to n , I9I+9)* !
^ L e d a Summers, "A S tu d y o f D aytim e R a d io S e r i a l
L i s t e n i n g b y Iow a Women," M a s t e r 's t h e s i s , C olum bia U n iv e r
s i t y , I 9I+ 3 , p u b l is h e d a s D aytim e S e r i a l s and Iowa Women
(Des M oines, Io w a: R ad io S t a t i o n WHO, 191+3)V
N ew spapers ( p r i n c i p a l l y t h e New Y o rk T im e s) s e r v e d
a s s o u r c e s o f h i s t o r i c a l b a c k g ro u n d , e s p e c i a l l y i n t r a c i n g
t h e c h r o n o l o g i c a l d e v elo p m e n t o f th e s e r i a l s #
The w r i t e r a l s o drew upon m is c e lla n e o u s m a t e r i a l s ,
; su c h a s l e t t e r s , s t a t i o n a n d n e tw o rk r e p o r t s and f i l e
c a r d s , p u b l i c i t y m a t e r i a l s , and premiums*
R eview o f t h e L i t e r a t u r e
D aytim e s e r i a l dram as w ere f i r s t m e n tio n e d i n new s
p a p e r p ro g ram l o g s , a lt h o u g h t h e y w ere n o t r e f e r r e d t o a s
d a y tim e s e r i a l s u n t i l t h e y h a d b e e n on th e a i r f o r s e v e r a l
y e a rs * The p ro g ram s were f i r s t l i s t e d a s " s k e t c h e s , "
; T h ere was no d i f f e r e n t i a t i o n b e tw ee n d a y tim e s e r i a l s and
o t h e r dram as i n p ro g ra m l i s t i n g s * The m ain t h i n g t h a t th e
w r i t e r n o te d i n e x am in in g b a c k i s s u e s o f t h e New Y ork Times
. was t h a t t h e d a y tim e s e r i a l s w ere on th e a i r f o r s e v e r a l
I y e a r s b e f o r e t h e y m e r i t e d m e n tio n a s s u c h , o r , i n f a c t ,
j any m e n tio n a t a l l # L a t e r , o f c o u r s e , t h e y w ere t h e su b -
: j e c t s o f num erous a r t i c l e s .
The r a d i o f a n m a g a z in e s d e v o te d 3p a ce t o t h e d a y -
! tim e s e r i a l q u i t e e a r l y , a lt h o u g h , once a g a i n , th e d a y tim e
i s e r i a l was n o t r e g a r d e d a s a s e p a r a t e p ro g ram fo rm f o r
!
I s e v e r a l y e a r s . T hese m a g a z in e s c o n ta in e d a r t i c l e s and
p h o to g ra p h s p e r t a i n i n g t o i n d i v i d u a l p ro g ra m s, w r i t e r s ,
and p e rf o rm e rs * They w ere p a r t i c u l a r l y u s e f u l i n h e l p i n g
th e w r i t e r t o g a i n p e r s p e c t i v e # T hey r e f l e c t e d p ro g ra m
p o p u l a r i t y and c o n ta in e d t h e f i r s t d e s c r i p t i v e r e f e r e n c e s
t o i n d i v i d u a l program s*
By t h e m id d le o f t h e n i n e t e e n t h i r t i e s , t h e p r i n t e d
l i t e r a t u r e c o n c e rn in g th e d a y tim e s e r i a l dram a b e g an t o
i n c r e a s e . S t i l l th e w r i t e r fo u n d p u b l i c a t i o n s i n w h ic h th e
l a c k o f r e f e r e n c e t o d a y tim e s e r i a l s was s i g n i f i c a n t . An
17
exam ple was The P s y c h o lo g y o f R a d io , p u b l i s h e d i n 1935*
T h is book was d e s c r i b e d by t h e a u th o r s a s t h e f i r s t a tte m p t
b y p s y c h o l o g i s t s t o exam ine a s a w hole th e new m e n ta l w o rld
c r e a t e d by r a d i o . A lth o u g h t h e r e w ere r e f e r e n c e s to r a d i o
dram a, i n c l u d i n g a l i s t i n g o f th e r e q u ir e m e n ts f o r s u c c e s s
f u l r a d i o dram a, t h e r e was no m e n tio n o f d a y tim e s e r i a l s ,
e v e n i n a s u rv e y s e c t i o n c o n t a i n i n g f o r t y - t w o d i f f e r e n t
p ro g ram t y p e s . The d a y tim e s e r i a l s h ad n o t y e t become
p o p u la r s u b j e c t s f o r r e s e a r c h s t u d i e s o r c r i t i c a l a n a l y s e s .
They h a d become q u i t e p r e v a l e n t on t h e a ir w a v e s . By 1938
two m a jo r books on r a d i o w r i t i n g l o g i c a l l y d e v o te d much
X ft
s p a c e t o them and p r e s e n t e d sam ple s c r i p t s . Max W ylie
i n c l u d e d an i n s t a l l m e n t o f a d a y tim e s e r i a l i n h i s B e s t
B r o a d c a s ts o f 1939-ilO . 1^ I n h i s n e x t vo lum e, w h ich was
■ ^H adley C a n t r i l an d G ordon W. A l l p o r t , The
P s y c h o lo g y o f R a d io (New Y orks H a rp e r and B r o t h e r s , 1 9 3 5 )•
18
Sherm an L aw ton, R a d io C o n t i n u i t y T y pes (B o s to n :
E x p r e s s io n Company, 1938) j" a n d Jam es W h ip p le , How t o W rite
f o r R ad io (New Y orks W h it t le s e y H ouse, 1 9 3 8) .
1 ^Max W ylie ( e d . ) , B e s t B r o a d c a s ts o f 1939-ij.O
(New Y ork; W h it t le s e y H ouse, '19^0)'•
16
r e s t r i c t e d by th e w a rtim e p a p e r s h o r t a g e , W y lie i n c l u d e d
' 20
e p is o d e s o f f i v e d a y tim e s e r i a l s * By 1939 m is c e lla n e o u s
c r i t i c i s m o f t h e d a y tim e s e r i a l dram a was a p p e a r i n g f a i r l y
r e g u l a r l y i n n e w sp a p e rs and p e r i o d i c a l s , a n d B r o a d c a s tin g
m agazine b e g an a s e r i e s o f e d i t o r i a l s on t h e s u b j e c t * I n
th e n i n e t e e n f o r t i e s a num ber o f c r o s s - s e c t i o n a l r e s e a r c h
s t u d i e s o f th e d a y tim e s e r i a l dram a and i t 3 l i s t e n e r s ap
p e a re d * None o f them was h i s t o r i c a l i n o r i e n t a t i o n .
The o n ly p u b l is h e d h i s t o r y o f t h e d a y tim e s e r i a l
dram a w h ich t h e w r i t e r d is c o v e r e d was an in f o r m a l s tu d y
t h a t was i n c l u d e d i n a book o f humor* Jam es T h u rb e r
d e v o te d s i x t y - n i n e p a g e s o f The B e a s t i n Me and O th e r
21
A nim als t o a s e c t i o n e n t i t l e d " S o a p la n d . 1 1 T h u rb e r r e
f e r r e d t o ’’S o a p la n d ” a s ’’t h e r e c o r d o f a y e a r ’ s s o j o u r n
i n th e s t r a n g e and f a s c i n a t i n g c o u n tr y o f t h e d a y tim e
s e r i a l . . . [a c o u n tr y ] so v a s t and c o m p lic a te d t h a t th e
lo n e e x p l o r e r c o u ld n o t p o s s i b l y do i t f u l l j u s t i c e . . . . ”
He a p o lo g iz e d t o i t s c o u rte o u s n a t i v e s f o r a n y e r r o r s o f
o m is s io n , f a c t , a n d i n t e r p r e t a t i o n * ^
T h u rb e r* s s tu d y was q u i t e h e l p f u l t o t h i s w r i t e r .
^ M a x W ylie ( e d . ) , B e s t B r o a d c a s ts o f 19lj.O-l4 -l
(New Y o rk : W h i t t l e s e y H ouse, 1 9 ^ 2 )•
21
Jam es T h u r b e r , The B e a s t i n Me a n d O th e r A nim als
(New Y o rk : H a r c o u r t, B race a n d Company, 1 9 ^ 8 ), p p * 19I -
2 6 0 .
^ I b i d . , p . x*
17
I t was b a s e d l a r g e l y u p o n e x t e n s i v e s e r i a l l i s t e n i n g a n d
u p o n c o n v e r s a t i o n s w i t h p e r s o n s who w ere i n v o lv e d i n t h e
p r e s e n t a t i o n o f d a y tim e s e r i a l d ra m a s . T h u r b e r was a b l e
t o e l i c i t b a c k g ro u n d i n f o r m a t i o n w h ic h w o u ld h a v e b e e n
d i f f i c u l t f o r t h e o r d i n a r y i n v e s t i g a t o r t o o b ta in * Of
c o u r s e much o f ’’Soapland** was a n e c d o t a l . I t was m eant t o
e n t e r t a i n . B u t t h e p o r t i o n s w h ic h w ere d e v o te d t o s e r i a l
w r i t e r s , p ro g ra m s t r u c t u r e , a n d t h e o r i g i n o f th e d a y tim e
s e r i a l w e re q u i t e v a l u a b l e , b o t h i n th e m s e lv e s an d a s
g u id e s t o f u r t h e r r e s e a r c h .
X. SUMMARY
I t was t h e p ro b le m o f t h i s s t u d y t o w r i t e a h i s t o r y
o f th e fo rm o f t h e d a y tim e s e r i a l dram as t h a t w ere p r e
s e n t e d b y th e m a jo r r a d i o a n d t e l e v i s i o n n e tw o rk s o f th e
U n ite d S t a t e s and t h e n t o a tt e m p t t o d e r i v e fro m t h i s
h i s t o r y a n e x p l a n a t i o n o f t h e d u r a b i l i t y o f t h e d a y tim e
s e r i a l f o rm . The p u r p o s e was t o p r o v id e a h i s t o r y o f t h e
d a y tim e s e r i a l dram a w h ic h w ould b e o f v a lu e t o s o c i o l o g i s t s ,
p s y c h o l o g i s t s , b r o a d c a s t p r o g r a m e r s , a n d o t h e r s who w is h e d
t o s t u d y t h e s e r i a l s o r t h e i r a u d ie n c e s by d e s c r i b i n g t h e
d e v e lo p m e n t o f t h e c h a r a c t e r i s t i c s o f t h e f o rm o f t h e d a y
tim e s e r i a l dram a w h ic h may h a v e c o n t r i b u t e d t o t h e c o n
t i n u i n g v i t a l i t y o f t h e p ro g ra m s . The s t u d y was p ro g ra m -
o r i e n t e d a n d was n o t a n eco n o m ic o r a s o c i o l o g i c a l i n v e s t i
g a t i o n . A c e n t r a l a s s u m p tio n was t h a t a n e x a m in a tio n o f
18
docum ents and th e d i r e c t e x p e r ie n c e o f t h e w r i t e r would
r e s u l t i n a h i s t o r y o f t h e fo rm o f t h e d a y tim e s e r i a l
drama* No f o r m a l h i s t o r i c a l s tu d y o f th e s e r i a l s was
a v a i l a b l e t o i n v e s t i g a t o r s p r i o r t o t h i s s t u d y , w h ic h was
th e f i r s t f o r m a l e x a m in a tio n o f t h e d a y tim e s e r i a l dram a
t o i n c l u d e th e s e r i a l s o f t e l e v i s i o n .
The w r i t e r em ployed th e h i s t o r i c a l m ethod i n t h i s
s tu d y i n o r d e r t o i n v e s t i g a t e th e c o n tin u in g v i t a l i t y o f
t h e d a y tim e s e r i a l dram a th r o u g h t h e h i s t o r i c a l d e v e lo p
m ent o f i t s fo rm . The g e n e r a l p r o c e d u r e was t o l o c a t e a n d
exam ine d o c u m e n ts, t o su p p le m e n t t h i s m a t e r i a l by c o n s u l t
in g a u t h o r i t i e s and m o n ito r in g s e r i a l s , an d t o p l a c e t h e s e
f i n d i n g s w i t h i n t h e h i s t o r i c a l fram ew ork o f th e s t u d y .
The w r i t e r drew upon a v a r i e t y o f docum ents i n
p r e p a r i n g t h i s s t u d y . An e x a m in a tio n o f th e l i t e r a t u r e
r e v e a l e d o n ly one h i s t o r y o f th e d a y tim e s e r i a l d ram a.
23
I t was Jam es T h u r b e r ’ s in f o r m a l s t u d y , M S o a p la n d .tt
23 T h u rb e r, o £ . c i t pp. 1 9 1- 2 6 0.
CHAPTER I I
THE STRUCTURE OP THE DAYTIME SERIAL DRAMA
I . INTRODUCTION
A lm o st e v e r y a n a l y s i s o f th e d a y tim e s e r i a l dram a
w h ich t h i s w r i t e r s t u d i e d c o n ta in e d t h e I m p l i c a t i o n t h a t
a l l d ay tim e s e r i a l s were b a s i c a l l y th e sam e. T h is was n o t
t r u e . S t i l l t h e r e w ere good r e a s o n s why d a y tim e s e r i a l s
came t o be c o n s id e r e d as b e in g a lm o s t i d e n t i c a l t o e a c h
o t h e r , ^ B r i e f l y , c r i t i c s p la c e d a l l d a y tim e s e r i a l s i n
t h e same c a te g o r y b e c a u s e so many o f them -w ere a l i k e *
F u r t h e r , a s im p le c l a s s i f i c a t i o n made a n a l y s i s s i m p le r .
One o f t h e g r e a t e s t t r a p s w h ich i t was n e c e s s a r y t o a v o id
was t h e te n d e n c y t o p u t a l l d a y tim e s e r i a l s i n t o one g ro u p
f o r c o n v e n ie n c e o f t r e a t m e n t . T h e r e f o r e a t t h e o u t s e t o f
t h i s c h a p t e r i t s h o u ld be s t a t e d t h a t i t was t h e w r i t e r ' s
i n t e n t i o n t o d e s c r i b e e le m e n ts t h a t w ere c h a r a c t e r i s t i c o f
m ost d a y tim e s e r i a l s a n d n o t t o im p ly t h a t a l l s e r i a l s
f o llo w e d a s i n g l e f o r m u la . I n e x a m in in g t h e d a y tim e
s e r i a l dram a t h e w r i t e r fo u n d w ide d i f f e r e n c e s i n l i t e r a r y
q u a l i t y , p r o d u c t i o n te c h n iq u e and o t h e r a s p e c t s . He t r i e d
t o I n d i c a t e th e s e d i f f e r e n c e s th r o u g h o u t t h i s stu d y * I t
was hoped t h a t t h e c h a r a c t e r i s t i c e le m e n ts d e s c r i b e d i n t h i s
^V ide C h a p te r IV
c h a p t e r w ould n o t be r e g a r d e d a s e s s e n t i a l e le m e n ts . The
d a y tim e s e r i a l fo rm i t s e l f r e q u i r e d o n ly a c o n ti n u i n g n a r
r a t i v e . The r e m a in d e r o f t h i s c h a p t e r was b a s e d upon
c h a r a c t e r i s t i c e le m e n ts o f m ost o f t h e d a y tim e s e r i a l
dram as t h a t w ere p r e s e n t e d on th e n a t i o n a l n e tw o r k s . The
e v e n t s t h a t l e d t o t h e s e e le m e n ts becom ing c h a r a c t e r i s t i c
w ere ex am in ed i n l a t e r c h a p t e r s . U n le s s o th e r w is e i n d i
c a t e d , th e q u o t a t i o n s and d e s c r i p t i o n s t h a t w ere exam pled
i n t h e r e m a in d e r o f t h i s w ork were b a s e d u p o n e p is o d e s
t h a t w ere h e a r d o r view ed b y th e w r i t e r .
I I . SETTING
I n a lm o s t e v e r y d a y tim e s e r i a l dram a t h e s e t t i n g
was i n c o n t i n e n t a l U n ite d S t a t e s . T h is was t r u e fro m 1932
t o t h e tim e o f t h i s s t u d y . T h ere w ere a few e x c u r s io n s t o
f o r e i g n s h o r e s , s u c h a s t h e one B a c k s ta g e W ife made t o
I t a l y i n t h e s p r i n g o f 1 9 ^ 8 ; d u r in g W orld War I I t h e r e w ere
o c c a s i o n a l e p is o d e s i n th e b a t t l e z o n e s ; b u t i n e s s e n c e
t h e d a y tim e s e r i a l s h a d d o m e s tic s e t t i n g s . I n a d d i t i o n
th e s e t t i n g s w ere f a m i l i a r o n e s f o r m o st l i s t e n e r s and
v i e w e r s . R e l a t i v e l y few e p is o d e s to o k p la c e i n th e
Maine woods o r on t h e A m erican p r a i r i e . S u ch p l a c e s w ere
som etim es v i s i t e d , b u t m ost o f t h e p ro g ra m s w ere b a s e d i n
u r b a n a r e a s . R u r a l s e t t i n g s w ere uncommon. Some s e r i a l s
to o k p la c e i n r e a l c i t i e s , s u c h a s New Y ork C ity an d
Los A n g e le s . A g r e a t many, h o w e v er, were s e t i n s m a ll o r
4
21
m id d le s i z e d co m m u n ities t h a t had im a g in a r y n am es. I n
2 3
s e p a r a t e s t u d i e s i n 19^1 anc* 19^-8 i t was fo u n d t h a t l a r g e
c i t y l o c a l e s were o u tn u m b ered by s m a l l e r com m unity l o c a l e s
by a r a t i o o f two t o o n e . S e r i a l w r i t e r s c r e a t e d t h e com
m u n it i e s o f R u s h v i l l e C e n te r (Ma P e r k i n s ) , H a r t v i l l e ( J u s t
P l a i n B i l l ) , Elmwood ( P e p p e r Young*3 F a m ily ) , T h ree Oaks
(Young D r. M alone) , H en d erso n (S e a rc h f o r Tomorrow) , an d
so on* The p h y s i c a l l o c a t i o n s o f t h e s e im a g in a ry communi
t i e s g e n e r a l l y w ere l e f t t o t h e a u d i e n c e 's i m a g i n a t io n ,
a lt h o u g h t h e u s e o f g e n e r a l A m erican p r o n u n c i a t i o n and
o c c a s i o n a l r e f e r e n c e s t o c h a n g e s o f s e a s o n te n d e d t o g iv e
th e I m p r e s s io n t h a t t h e s e co m m u n ities w ere l o c a t e d i n
s t a t e s su c h a s I l l i n o i s , P e n n s y lv a n ia , a n d New Y o rk . To a
g r e a t e x t e n t , ho w ev er, i t was p o s s i b l e f o r a l i s t e n e r o r
v ie w e r t o p l a c e th e c o m m u n ities w h e re v e r he o r s h e w is h e d .
T e l e v i s i o n s e r i a l s gave more c lu e s t o t h e l o c a t i o n o f t h e
h a p p e n in g s th a n d id r a d i o s e r i a l s . Some s o r t o f s c e n e r y
h ad t o show th r o u g h w indow s, an d t h e d r e s s o f t h e c h a r
a c t e r s was a p p a r e n t t o th e v i e w e r s . S t i l l , i n m o st o f th e
d a y tim e s e r i a l s th e g e o g r a p h i c a l l o c a t i o n was v a g u e .
A lm ost e v e ry d a y tim e s e r i a l dram a to o k p l a c e i n t h e
p r e s e n t . Numerous f l a s h b a c k s were w i t h i n e p i s o d e s , b u t
^ P a u l L a z a r s f e l d ( e d . ) , R adio R es e a r c h I9lj.2-li3
(New Y o rk : D u e ll, S lo a n and P e a r c e , 19lflf) , p . 397
3
-'James T h u r b e r, The B e a s t i n Me and O th e r A nim als
(New Y o rk : H a r c o u r t, B race and Company, 19l|tT), p . 2 0 6 .
22
o n ly a few h i s t o r i c a l s e r i a l s e x i s t e d .
By and l a r g e , t h e n , m ost o f t h e d ay tim e s e r i a l
dram as h a d u r b a n U n ite d S t a t e s s e t t i n g s an d to o k p l a c e i n
th e p r e s e n t .
I I I . PLOT STRUCTURE AND NARRATIVE TECHNIQUES
T h ree t y p e s o f p l o t s t r u c t u r e were i n t h e d ay tim e
s e r i a l d ra m a s: th e p l o t o f u l t i m a t e c o n c lu s io n , th e r e v o l v
in g p l o t , and th e e p i s o d i c a l p l o t . The l a s t ty p e was by.,
f a r t h e l e a s t common s e r i a l fo rm th r o u g h t h e y e a r s . V ic
and Sade was th e b e s t exam ple o f t h i s p l o t ty p e i n w hich
th e c h a r a c t e r s f a c e d a n d r e s o lv e d a d i f f e r e n t p ro b le m o r
s i t u a t i o n e a c h d a y . L i s t e n e r s w ere a b l e t o become q u i t e
f a m i l i a r w i t h th e r e g u l a r c h a r a c t e r s a n d s e t t i n g s , b u t e a c h
e p is o d e c o u ld s ta n d a lo n e and was n o t d e p e n d e n t upon a
p r e c e d in g i n s t a l l m e n t , a lth o u g h r e g u l a r l i s t e n i n g p r o b a b ly
I n c r e a s e d u n d e r s t a n d i n g o f s u b t l e t i e s . The c h a r a c t e r s i n
p l o t s o f t h i s ty p e u s u a l l y were w e ll d e f i n e d , 'f o r d r a m a tic
a c t i o n was l i t t l e e m p h a siz e d .
I n th e p l o t o f u l t i m a t e c o n c lu s io n t h e a c t i o n p r o
g r e s s e d t o a d e f i n i t e e n d in g a n d t h e n a new s i t u a t i o n and
s e t o f c h a r a c t e r s was i n t r o d u c e d . The e p is o d e s o f th e
s e r i a l s h a v in g p l o t s o f u l t i m a t e c o n c l u s i o n , o f w h ic h A unt
J e n n y 1 s T rue L i f e S t o r i e s was t h e b e s t e x a m p le , w ere f r e
q u e n t l y t i e d t o g e t h e r b y a r e g u l a r s t o r y t e l l e r . S e r i a l s
i n w h ic h t h e c o n c l u s i o n was re a c h e d a f t e r o n ly a few
23
e p is o d e s t h e c h a r a c t e r s c o u ld n o t b e w e l l d e f i n e d and t e n d
ed t o b e s t e r e o t y p e s .
H ost d a y tim e s e r i a l s u s e d t h e r e v o l v i n g p l o t .
S e r i a l s o f t h i s c o n s t r u c t i o n w ere b u i l t a ro u n d more t h a n
one p ro b le m . W henever one p ro b le m was r e s o l v e d a n o th e r
was w a i ti n g t o c o n f r o n t t h e c h a r a c t e r s . B e ca u se o f t h e
g e n e r a l l y slow p r o g r e s s i o n o f th e r e v o l v i n g p l o t g r e a t e r
e m p h asis was p u t u p o n c h a r a c t e r i z a t i o n i n i t t h a n i n t h e
p l o t o f u l t i m a t e c o n c l u s i o n .
T h ro u g h t h e y e a r s w r i t e r s d e v o te d much c r i t i c i s m
t o t h e m ethod o f t e l l i n g t h e s t o r y . ^ T h is c r i t i c i s m was
d i r e c t e d p r i m a r i l y a t th e r e v o l v i n g p l o t s e r i a l s , w h ich
were c h a r a c t e r i z e d by p ro lo n g e d p l o t s . I n t h e s e s e r i a l s
a s i n g l e p ro b le m f r e q u e n t l y p r o v id e d th e b a s i s f o r m onths
o f e p i s o d e s . A b a s i c s i t u a t i o n , s u c h a s t h e p ro b lem s
a r i s i n g fro m m a r r ia g e t o a p o p u la r m a tin e e i d o l , p r o v id e d
m a t e r i a l f o r m ore th a n tw e n ty y e a r s o f e p is o d e s i n s e v e r a l
r a d i o s e r i a l s .
To p r o v id e t h e r e a d e r w ith an exam ple o f th e t y p i c a l
p r o g r e s s i o n o f r e v o l v i n g p l o t i n a d a y tim e s e r i a l dram a,
t h e w r i t e r w a tc h e d s e v e n te e n c o n s e c u t iv e h a l f - h o u r e p is o d e s
o f th e CBS T e l e v i s i o n s e r i a l As t h e W orld T u rn s b e tw ee n
% !.£ • T h u r b e r , o £ . c i t . , p . 212; J o h n C ro sb y , Out
o f th e BTue (New Y o rk : Simon an d S c h u s t e r , 1 9 5 2 ), p p . 7 6 - 77;
L u th e r W eaver, The T ec h n iq u e o f R ad io W r i t in g (New Y o rk :
P r e n t i c e - H a l l , I n c . , i'9¥& ) » PP« 331> 333*
J u l y 2lj. and A u g u st 1 £ , 1957* T h is s e r i a l was w r i t t e n by
I r n a P h i l l i p s , and p o r t r a y e d t h e l i v e s o f t h e members o f
L ow ell and Hughes f a m i l i e s , who l i v e d i n a n e x c l u s i v e Oak
d a le a re a * The Hughes f a m i l y was h e a d e d by C h ris H ughes,
a member o f t h e L o w e ll law f i r m . He had a w i f e , N ancy, a
s i s t e r , E d i t h , and t h r e e c h i l d r e n , P enny, Don and Bob.
H is f a t h e r was l i v i n g w ith h im . The L o w ell f a m i l y was
h e a d e d b y a t t o r n e y Jam es L o w e ll. He h a d a w i f e , C l a i r e ,
and a te e n a g e d a u g h te r , E l l e n . E l l e n was t h e b e s t f r i e n d
o f Penny H ug hes. The p a t r i a r c h o f t h e f a m i l y was t h e
d i s t i n g u i s h e d Ju d g e L o w e ll, J i m 's f a t h e r . S h o r t l y b e f o r e
th e m o n ito re d e p i s o d e s , Jam es L o w ell h a d d i e d a s a r e s u l t
o f an a c c i d e n t . I n a s e n s e , t h i s r e s o l v e d one c o m p lic a tio n
o f p l o t , f o r L o w e ll, a m a r r i e d modi, h a d had a s e c r e t lo v e
a f f a i r w i t h s p i n s t e r E d i t h H ughes. L o w e l l 's w i f e , C l a i r e ,
had a g re e d t o g iv e him a d i v o r c e d e s p i t e t h e e f f o r t s o f
t h e i r d a u g h te r , E l l e n , t o k e e p t h e p a i r t o g e t h e r . He was
w a i ti n g o u t th e d iv o r c e i n F l o r i d a when th e f a t a l a c c i d e n t
o c c u rre d * A f t e r i t e a c h f a m ily f a c e d t h e p ro b le m o f
r e c o v e r i n g from so rro w a n d s c a n d a l . The p r i n c i p a l h a p p e n
i n g s o f s e v e n o f t h e s e v e n te e n e p is o d e s f o l l o w .
W ednesday. J u l y 2 lu 1 9 5 7 : Penny Hughes s t a t e s t h a t sh e
w ould p r e f e r t o go t o C o r n e ll t h a n t o t h e l o c a l u n i v e r
s i t y . H er p a r e n t s t r y t o d is s u a d e h e r b e c a u s e t h e y
know t h a t I t i s c o ll e g e man, Chuck H e n d e rso n , n o t
C o r n e l l , who r e a l l y I n t e r e s t s h e r . L a t e r , a t t h e
l o c a l coke b a r , Chuck i s n o t p r o p e r l y im p re s s e d by
P e n n y 's announcem ent o f a change i n h e r c o l l e g e p l a n s .
T h u rs d a y , J u l y 2£, 1 9 5 7 s Over c o f f e e a t t h e L o w e l l s ',
Judge L o w ell t e l l s C l a i r e t h a t he h a s s p e n t en ou gh
tim e a t h e r h o u se i n r e c o v e r i n g fro m t h e l o s s o f h i s
s o n . I n t h e n e x t sc e n e E d i t h Hughes ex am in es th e
o f f i c e s o f D r. Doug C a s s e n , w here sh e w i l l w ork f o r
two w eeks a s a r e c e p t i o n i s t . D r. C a sse n h a s d in n e r
w ith C l a i r e L o w ell and t h e ju d g e t h a t n i g h t a n d a g r e e s
t h a t Ju d g e L o w ell i s w e l l . ( " I t i s tim e t o b r e a k th e
C o rd ," he s a y s . "C o rd ?" a s k s C l a i r e ; and D r. C assen
e x p l a i n s th e S i l v e r C ord t o t h e a p p a r e n t l y w e l l e d u
c a t e d woman. He c o n c lu d e s by s a y in g , " I t ' s p sy c h o
l o g i c a l . " C l a i r e r e p l i e s , " O h ." ) A f t e r Ju d g e L o w ell
r e t i r e s , D r. C a sse n c a s u a l l y a s k s C l a i r e t o d i n n e r t h e
n e x t w eek.
F r i d a y , J u l y 2 6 , 1 9 5 7 i E l l e n L o w ell c r i t i c i z e s h e r m o th e r
f o r p u t t i n g away h e r f a t h e r ' s p i c t u r e . On th e n e x t
m orning E d it h b e g in s h e r new jo b . A f t e r h e r f i r s t
d a y 's work she d i n e s w i t h D r. C a s s e n . She t e l l s him
t h a t h e r te m p o ra ry work i n a d o c t o r 's o f f i c e a l r e a d y
h a s h e lp e d h e r t o se e t h a t o t h e r s h a v e p r o b le m s .
Monday, J u l y 2 9 , 1 9 5 7 : E l l e n v i s i t s Penny i n h e r bedroom*
T h e i r c o n v e r s a t io n r e c a p i t u l a t e s e v e n ts o f p r e c e d in g
m o n th s. W hile t h e y a r e d i s c u s s i n g Chuck H e n d e rso n ,
Penny r e c e i v e s a c a l l fro m him* E l l e n d o e s n o t approve*
o f t h e i r rom ance a n d s a y s so* She a n n o u n c e s t h a t she
w i l l s t u d y law so t h a t sh e c an t a k e t h e p l a c e o f th e
f a t h e r whom sh e i d o l i z e d . M eanw hile a t t h e L o w e lls 1,
• Emma, t h e m aid , and C l a i r e a g re e t h a t Ju d g e L o w ell
lo o k s g o o d , b u t e x p r e s s c o n c e rn o v e r E l l e n . L a t e r
E l l e n r e t u r n s fro m t h e Hughes hom e. When sh e d i s c o v e r s
t h a t h e r m o th e r p la n s t o d in e w i t h D r. C a sse n , she i s
h u r t and h o r r i f i e d .
T u e sd a y , J u l y 3 0 , 1 9 5 7 : The s t o r y resum es im m e d ia te ly f o l
lo w in g th e p r e c e d in g e p is o d e . E l l e n i s s o r r y f o r h e r
b e h a v io r and a p o lo g i z e s t o h e r m other* I n th e L ow ell
g a rd e n Judge L o w ell an d G r a n d f a th e r Hughes c h a t . E l l e n
j o i n s them a n d p o i n t e d l y a s k s how E d i t h i s g e t t i n g
a lo n g i n D r. C a s s e n 1s o f f i c e . A f t e r G r a n d f a th e r
Hughes l e a v e s , Judge L o w ell a s k s Penny why she men
t i o n e d a s u b j e c t t h a t h u r t t h e o l d m an. E l l e n r e p l i e s
t h a t E d i t h i s a bad woman. And she d o e s n o t t h i n k t h a t
Ju d g e L o w ell s h o u ld h a v e a sk e d h e r b r o t h e r C h ris Hughes
t o b e a s e n i o r p a r t n e r i n t h e law f i r m . Ju d g e L o w ell
r e p l i e s t h a t n o th in g c a n change t h e f a c t t h a t E d i t h
an d Jim lo v e d e a c h o t h e r , E l l e n th e n a t t a c k s t h e
27
d in n e r d a t e t h a t h e r m o th e r i s th e n h a v in g w i t h Dr*
C a s s e n . I n a p a r a l l e l s c e n e D r. C a sse n t e l l s h i s
d i n n e r p a r t n e r t h a t E d i t h and Jim lo v e d e a c h o t h e r .
W ednesday. J u l y 3 1 . 1 9 ^ 7 ; I n th e Hughes l i v i n g room C h ris
Hughes e x p r e s s e s h i s c o n c e rn o v e r P en n y 1s i n t e r e s t i n
Chuck H e n d e rso n . H is w ife Nancy i s n o t w o r r i e d . I n
t h e l i v i n g room o f t h e w e a lth y B a k er f a m i ly young J e f f
B a k e r, who l i k e s P enny, t r i e s u n s u c c e s s f u l l y t o
i n t e r e s t h i s f a t h e r i n h i s p l a n s f o r c o l l e g e . A t a
c o u n tr y c lu b dance Penny an d Chuck b e g in a sc e n e by
d i s c u s s i n g m a t e r i a l i s m and end i t by k i s s i n g . * Back a t
t h e Hughes home J e f f B a k er 13 a v i s i t o r . I n P e n n y 's
p a r e n t s he h a s fo u n d tw o p e o p le who w i l l l i s t e n t o h i s
p l a n s f o r t h e f u t u r e . H is own p a r e n t s a r e n o t I n t e r
e s t e d .
T h u rs d a y , A ugust 1 , 19E?7: I t i s s t i l l t h e same d a y w h ich
b e g an w i t h t h e e p is o d e o f Monday, J u l y 2 9 . G ran d fath er* '
i , ,
Hughes r e t u r n s fro m th e L o w e lls . He m e n tio n s E ll e n
an d Judge L o w e ll, an d t h e s c e n e ch an g es t o t h e L ow ell
l i v i n g room . The ju d g e e x p r e s s e s c o n c e rn w ith E l l e n ' s
a t t i t u d e to w a rd h e r m o th e r. E l l e n p r e f e r s t o d i s c u s s
h e r p l a n s f o r a law c a r e e r . E l l e n t h e n e x p r e s s e s c o n
c e r n w ith P enny, an d th e a c t i o n r e t u r n s t o t h e Hughes
hom e. I t i s l a t e a n d C h r is i s w o r r i e d . A t l a s t h i s
d a u g h te r a n d Chuck r e t u r n fro m th e d a n c e . They k i s s
28
an d Penny a r r a n g e s a n o th e r d a t e . A f t e r Chuck l e a v e s
C h r is t e l l s h i s d a u g h te r t h a t sh e m ig h t be h u r t . He
f e e l s t h a t she -wants m a r ria g e to o much. Penny a s k s
him t o hav e a l i t t l e f a i t h i n h e r .
As t h e W orld T u rn s c o n tin u e d a t t h e same l e i s u r e l y
p a ce f o r t h e r e m a in in g e p is o d e s w h ich w ere w a tc h e d . On
F r i d a y , A u g u st 15, 1957* t h e s i t u a t i o n was a b o u t t h e same
as i t h a d b e e n s e v e n te e n e p is o d e s e a r l i e r . E l l e n L o w ell
was s t i l l m ourning t h e l o s s o f h e r f a t h e r ( a s sh e w ould be
more t h a n n in e m onths l a t e r i n t h e M em orial Day e p is o d e o f
May 3 0 , 1958)* Penny was s e e k in g m a r r ia g e , an d J e f f B a k er
was s e e k in g P enny. F o r m onths b e f o r e Jim L o w e l l 's d e a t h
th e s e r i a l ' s p l o t d e s c r i b e d th e p ro b le m s s u r r o u n d in g h i s
im p ro p e r lo v e a f f a i r . F o r m onths a f t e r h i s d e a t h , th e
p l o t d e s c r i b e d t h e p ro b le m s h i s d e a t h b r o u g h t t o h i s s u r
v i v o r s , A lm ost a y e a r l a t e r a l l t h e s e p ro b le m s had n o t
b e e n s o l v e d . I n th e m eantim e Penny a n d J e f f w ere m a r r ie d
and t h e m a rria g e was a n n u l l e d ; a n d i n A p r i l o f 1958, J e f f
was th e d e f e n d a n t and C h r is h i s a t t o r n e y i n a m u rd er t r i a l .
B o th o f t h e s e p ro b le m s h a d r e s u l t e d fro m c o n d it i o n s w h ich
w ere known t o t h e v ie w e r s a t l e a s t as e a r l y a s J u l y , 1957s
P e n n y 's d e s i r e f o r an e a r l y m a rr ia g e and t h e l a c k o f u n d e r
s t a n d i n g t h a t was d e m o n s tra te d b y J e f f ' s p a r e n t s .
The d e v elo p m e n t o f t h e r e v o l v i n g p l o t o f As t h e
W orld T u r n s , was t y p i c a l o f th e d a y tim e s e r i a l d ram a. Had
th© e p is o d e s b e e n f i f t e e n m in u te s i n l e n g t h i n s t e a d o f h a l f
an h o u r , tw ic e as many d a y s a s w ere u s e d w ould h a v e been
n e e d e d t o p r e s e n t th e same m a t e r i a l * Many s e r i a l s , o f
c o u r s e , moved a t an e v e n s lo w e r p a ce t h a n t h e p ro g ram th e
w r i t e r u s e d a s a n e x a m p le . T h u r b e r com pared t h e p l o t p r o
g r e s s i o n of a d a y tim e s e r i a l dram a t o t h e movement o f a
g l a c i e r . He n o te d t h a t t h r e e d a y s a f t e r a n a u to m o b ile a c c i
d e n t i n When a. G i r l M a rr ie s t h e l e a d i n g woman was s t i l l
u n c o n s c io u s an d h e r h u s b a n d wa3 s t i l l m oaning o u t s i d e th e
d e m o lis h e d c a r* T h u rb e r was n o t s u r p r i s e d when B i l l o f
J u s t P l a i n B i l l re m a rk e d , 1 1 I t d o e s n 't seem p o s s i b l e t h a t
R a lp h W ilde a r r i v e d h e r e o n ly y e s t e r d a y * " T h is was b e c a u se
h e h a d a r r i v e d t h i r t e e n days e a r l i e r a c c o r d in g t o m o r ta l
tim e * T h u rb e r a l s o rem em bered t h a t i t once to o k fro m
Monday t o T h u rsd a y f o r B i l l t o sh a v e a man, t h e w a te r
r e m a in in g h o t a l l t h a t t i m e . 5
The i r r e g u l a r p l o t p r o g r e s s i o n o f t h e d a y tim e s e r i a l
dram a o f t e n made i t d i f f i c u l t t o e s t a b l i s h a r e l a t i o n s h i p
b e tw e e n s e r i a l tim e an d r e a l t i m e . A c e r t a i n am ount of
tim e h a d t o b e assum ed b e c a u s e t h e d r a m a tic a g e n t s n e ed e d
some tim e i n w h ic h t o w ork o u t t h e i r p ro b le m s ; y e t t h e
c h a r a c t e r s o f some s e r i a l s n e v e r r e a l l y seem ed t o ag e much,
w h ile th o s e o f o t h e r s m a r r i e d a n d h a d c h i l d r e n who grew t o
a d u lth o o d . T h e re were s u c c e s s f u l s e r i a l s o f b o t h s o r t s .
^ T h u r b e r, 0£ . c i t . , p . 2 1 2 .
30
One o f th e few a n c h o rs t o r e a l tim e was t h e common p r a c
t i c e o f s e r i a l w r i t e r s o f m aking r e f e r e n c e t o im p o r ta n t
h o l i d a y s .
S e r i a l w r i t e r s d e v e lo p e d s e v e r a l n a r r a t i v e d e v ic e s
i n o r d e r t o p r o lo n g t h e a c tio n * One s u c h d e v ic e was t h e
s o l i l o q u y , w h ich was o v erw o rk ed by t h e l e s s t a l e n t e d
w r i t e r s * By means o f t h e s o l i l o q u y w h ich was sp o k en i n
e i t h e r f u l l v o ic e o r th r o u g h a f i l t e r , a d a y tim e s e r i a l
c h a r a c t e r was a b le t o a n a ly z e a p ro b le m a t g r e a t l e n g t h
w ith o u t c a u s in g t h e a c t i o n t o a d v a n c e . M oreover i t was
p o s s i b l e t o p la c e e x p o s i t o r y m a t e r i a l w i t h i n a s o lilo q u y *
F o r exam ple on M arch llj., 1958* i n an e p is o d e o f t h e CBS
r a d i o s e r i a l Our G al Sunday, D r, J u l i a n A b b o tt s a i d t o
h i m s e l f , " C h r i s t o p h e r L ane, whom I a s k e d t o h e l p L ord
H enry t o r i d h i m s e l f o f t h e o b s e s s io n t h a t Sunday was u n
t r u e t o him* . * . C ould I know he w ould f a l l i n lo v e
w ith Sunday?" I n t h e p r e c e d i n g d a y ’ s e p is o d e a c h a r a c t e r
e x p re s s e d i n a s o l i l o q u y h i s r e l i e f o v e r " h i s [L o rd H en ry ’s]
and S u n d a y 's fo r th c o m in g t r i p t o E n g la n d ." Not a l l s e r i a l s
p r e s e n t e d e x p o s i t i o n i n so p o t e n t a m an n er, o f c o u r s e .
The ex am p les fro m Our G al Sunday w ere u s e d b e c a u s e o f t h e i r
s i m p l i c i t y .
S e r i a l w r i t e r s a l s o l e a r n e d t o p la c e e x p o s i t o r y
m a t e r i a l w i t h i n d i a l o g u e . I n t h e e p is o d e o f Our Gal Sunday
on March 1 2 , 1958* F o r r e s t , L ord H enry B r i n t h r o p e ’s
a i r c r a f t p l a n t m anager who was h i s c l o s e f r i e n d ,
31
te l e p h o n e d L ord H enry t o t e l l h im o f a l e t t e r . I n t h e c o n
v e r s a t i o n he r e f e r r e d t o ^ray f i a n c e e , S t e p h a n i e C r a i l . n
B o th S te p h a n ie a n d t h e f a c t t h a t she was F o r r e s t ' s f i a n c e e
w ere w e l l known t o L o rd H e n ry . E x p o s i t i o n wa3 f a i r l y com
mon on Monday e p is o d e s o f d a y tim e s e r i a l s b e c a u s e o f t h e
two d a y w eekend i n t e r r u p t i o n o f i n s t a l l m e n t s .
S om etim es s e r i a l w r i t e r s a c c o m p lis h e d e x p o s i t i o n
by s im p ly r e p e a t i n g a s c e n e on d i f f e r e n t d a y s . I n some
s e r i a l s t h e w r i t e r s d id n o t r e p e a t t h e s c e n e e x a c t l y . I n
s t e a d t h e y v a r i e d t h e r e p e a t e d s c e n e i n o r d e r t o a llo w a
i
l i t t l e p r o g r e s s i o n o f p l o t . I n t h e e p is o d e o f CBS r a d i o ' s
The Romance o f H e le n T r e n t o f M arch 1 0 , 1 9 5 8 , h e r o i n e H e le n
e n t e r e d t h e w a i t i n g room o u t s i d e I n s p e c t o r M i l l i n 's o f f i c e .
T h ere sh e e n c o u n te r e d t h e * * g irl i n re d ,'* who h a d o f f e r e d t o
s e l l t o H e le n i n f o r m a t i o n w h ic h w ould c l e a r H e le n o f
s u s p i c i o n o f a s h o o t i n g . When she saw H e le n a t t h e I n s p e c
t o r ' s o f f i c e t h e g i r l f l e d . The e p is o d e e n d ed a f t e r an
u n s u c c e s s f u l a tte m p t b y H e le n t o p e r s u a d e o t h e r s t o s t o p
t h e g i r l . I n s p e c t o r M i l l i n d i d n o t a p p e a r i n t h e e p i s o d e .
On M arch 1 1 , 1958, t h i s b a s i c s c e n e was r e p e a t e d , an d i n
t h i s v e r s i o n H e le n was u n a b le t o p e r s u a d e t h e g i r l n o t t o
f l e e . A f t e r t h e g i r l ' s d e p a r t u r e I n s p e c t o r M iillln e n t e r e d
t h e w a i t i n g room a n d was t o l d b y H e le n o f t h e i n c i d e n t .
He com m ented u p o n t h e g i r l ' s u n r e l i a b i l i t y . I n t h e n e x t
d a y 's e p is o d e t h e s c e n e was a g a i n e n a c t e d . B ut t h i s tim e
I n s p e c t o r M u llin was an o b s e r v e r o f t h e i n c i d e n t . No tim e
32
h a d t o be s p e n t i n t e l l i n g t h e i n s p e c t o r o f t h e i n c i d e n t .
He h a d s e e n i t . A f t e r t h i s se co n d r e e n a c tm e n t, t h e s e r i a l 's
p l o t a d v a n c e d f o r th e f i r s t tim e i n t h r e e d a y s .
When t h e y so d e s i r e d , s e r i a l w r i t e r s c o n d e n se d
a c t i o n , a s was done i n t h e H e le n T r e n t s c e n e . I n some e p i
so d e s t h i s was done by h a v in g c h a r a c t e r s a s h a n d a n sw e r a
q u e s t i o n i n t h e same s e n t e n c e . On A p r i l 3 a n d 1|, 195 8 ,
i n e p is o d e s o f The Homance o f H elen T r e n t , H e le n e x c la im e d ,
" K u r t, why a r e you h e re i n t h e l i b r a r y w a i ti n g f o r me?"
K u rt was w a i t i n g f o r H e le n , b u t she h a d no r e a l r e a s o n t o
know t h i s . As f a r a s i t w as p o s s i b l e f o r h e r t o know, he
may s im p ly have b e e n h i d in g fro m t h e p o l i c e who w ere n e a rb y .
I n t h i s e p is o d e t h e w r i t e r a v o id e d t h e n e c e s s i t y o f g i v i n g
t h e a c t o r who p la y e d K u rt a s i n g l e l i n e o f d i a l o g u e . He
h a d no l i n e i n e i t h e r I n s t a l l m e n t . T h is p r a c t i c e o f a v o i d
in g s i n g l e s p e e c h e s of t a x i d r i v e r s , e l e v a t o r o p e r a t o r s ,
an d o t h e r s t h r o u g h s k i l l f u l w r i t i n g was a good means o f
r e d u c in g t a l e n t c o s t s i n r a d i o s e r i a l s .
An im p o r ta n t c h a r a c t e r i s t i c o f th e d a y tim e s e r i a l s
o f r a d i o was th e u s e o f t h e n a r r a t o r , whom T h u rb e r c a l l e d
6
" t h e m ost awkward cog i n t h e m ac h in e ry o f s e r i a l te c h n iq u e ?
N a r r a t o r s w ere r e l a t i v e l y uncommon i n t e l e v i s i o n s e r i a l s .
S k i l l f u l r a d i o w r i t e r s w ere a b le t o l i m i t n a r r a t i o n . L e s s
^ T h u r b e r, 0£ . c i t . , p . 221.
t a l e n t e d w r i t e r s som etim es a llo w e d th e n a r r a t o r s t o g iv e
t h e l i s t e n e r more i n f o r m a ti o n t h a n t h e s e r i a l c h a r a c t e r s
p r o v i d e d . I n s e r i a l s s u c h a s L i f e Can Be B e a u t i f u l t h e
n a r r a t o r p r e c e d e d t h e o p e n in g them e w i t h a b i t o f p h i l o s
o p hy. G e n e r a ll y he was f i r s t h e a r d a s t h e o p e n in g them e
was p la y e d i n th e b a c k g ro u n d . T h is was th e tim e when t h e
n a r r a t o r f r e q u e n t l y p o se d t h e t o p i c q u e s t i o n o r s ta te m e n t
w h ich was r e p e a t e d i n e v e r y e p is o d e . "And now, The
Romance o f H e le n T r e n t , th e s t o r y t h a t p ro v e s what so many
women lo n g t o p r o v e : t h a t a f t e r a woman r e a c h e s th e a g e o f
t h i r t y ^ f i v e o r o l d e r rom ance i n l i f e n e e d n o t b e o v e r ," ^
"And now we p r e s e n t Our Gal S u n d a y , t h e s t o r y t h a t a s k s t h e
q u e s t i o n , ’.Can t h i s g i r l fro m a s m a ll m in in g tow n i n t h e
W est f i n d h a p p in e s s as t h e w ife o f a w e a lth y and t i t l e d
O
E n g lis h m a n ? ,H The t o p i c s t a te m e n t u s u a l l y r e f l e c t e d th e
l i t e r a r y q u a l i t y o f a s e r i a l b u t was n o t a lw ay s em p lo y ed .
A f t e r th e s t a n d a r d o p e n in g u s u a l l y i t was th e n a r
r a t o r ^ d u ty t o s e t t h e s c e n e f o r t h e day * s e p is o d e , t o
b r i d g e s c e n e s , a n d t o u t t e r some c l o s i n g re m a r k s . I t was
p o s s i b l e f o r t h e n a r r a t o r t o a i d t h e l i s t e n e r b y r e v ie w in g
t h e p l o t o r a d d in g t o t h e d r a m a tic f o r c e . E s p e c i a l l y i n
t h e e a r l y h i s t o r y c?f th e daytim e s e r i a l d ram a, th e n a r r a t o r
"^Quoted fro m t h e s t a n d a r d o p e n in g o f The Romance o f
H e le n T r e n t .
T T T I
8
Q uoted fro m th e s t a n d a r d o p e n in g o f Our Gal S u n d ay .
3^
som etim es p r o v id e d so much i n f o r m a t i o n t h a t l i t t l e was
l e f t t o th e im a g i n a t io n of th e l i s t e n e r .
So a t l a s t B e tty an d Bob a r e t r u l y u n ite d *
M a rr ie d . I n l o v e . Happy. I d e a l l y h a p p y . They
d e s e r v e I t . But p e o p le c a n ’ t s h u t th e m s e lv e s up
i n t h e i r homes f o r e v e r — an d k eep o t h e r p e o p le o ut*
T hey have t o go on l i v i n g fro m day t o d a y a s t h e y
b r u s h a g a i n s t th e w o rld . How lo n g w i l l t h i s b l i s s
f u l s t a t e l a s t ? W ill so m e th in g come up t o s p o i l I t ?
Or have B e t t y a n d Bob l e a r n e d en o u g h t o be w ise when
d a n g e r t h r e a t e n s ? What does t h e f u t u r e h o ld ? What
w i l l h ap p en ?9
At t h e tim e o f t h e p r e s e n t s tu d y t h e te n d e n c y o # : s e r i a l
w r i t e r s t o o v e ru s e t h e n a r r a t o r seem ed t o b e d i s a p p e a r i n g .
O nly i n a few p o o r ly w r i t t e n s e r i a l s d id t h e n a r r a t o r s
d e s c r i b e a d r a m a tic a g e n t i n t h e m anner o f Jam es T h u rb e r* s
p a ro d y i "So t h e r e s t l e s s , i n t o l e r a n t , u n n e ig h b o r ly Norma,
10
l e f t a lo n e by t h e f r i e n d l y , f o r g i v i n g , b u t p u z z le d Jo s e p h ."
Words o f th e s e r i a l n a r r a t o r s som etim es a c h ie v e d a
h ig h l i t e r a r y q u a l i t y . The c l o s i n g n a r r a t i o n s I n pro g ram s
l i k e Lone J o u rn e y w ere q u i t e I n c o n t r a s t w i t h th o s e o f many
d a y tim e s e r i a l s ;
H enry*s v o ic e ech o e d h a p p i l y i n th e s t i l l , c o ld a i r .
Sydney l e f t h e r b a k in g a n d came h u r r y i n g o u t o f th e
h o u s e , a n d t o g e t h e r t h e y s to o d l i s t e n i n g f o r th e f a r
away sound o f M el’ s c a r . S oon, fro m t h e d i r e c t i o n o f
t h e D ouble S p e a r T , came th e s i g n a l o f s e v e r a l s h o r t ,
c h e e r f u l b l a s t s o f t h e c a r h o r n .
Sydney a n d h e r U n cle H enry s m ile d and nodded
q u i c k l y . W olfe h a d come home0 I n a b a r e t r e e j u s t
bey ond t h e p o r c h , Mr0 O ls e n , t h e m ag p ie, s c o ld e d i n
^ B e tty an d Bob. O c to b e r 2 6 , 1 9 3 6 , L aw ton, o p . c i t . ,
P .
■ ^ T h u rb e r, o p . c i t . , p . 221*
35
j e a l o u s annoyance a t n o t b e in g n o t i c e d . Sydney r a n
I n t o th e h o u se and came b a c k t o g iv e him an o u t
r a g e o u s l y b i g h e l p i n g o f h i s f a v o r i t e f e e d . H o lid a y
w arm th an d e x c ite m e n t s p r e a d i n g r e a t w av es, fro m th e
o v en w i t h i n d o o r s , t o in c l u d e t h e y a r d , t h e r a n c h ,
and t h e w hole v a l l e y u n d e r th e p e a c e f u l sk y o f a
November a f t e r n o o n . i l
An im p o r ta n t c h a r a c t e r i s t i c o f t h e n a r r a t i v e t e c h
n iq u e o f t h e d a y tim e s e r i a l dram a was t h e r e l a t i v e l y
s u s p e n s e f u l e n d in g o f t h e F r i d a y i n s t a l l m e n t . S u f f i c i e n t
i n t e r e s t h a d t o be a ro u s e d i n t h e p ro b le m s o f t h e c h a r
a c t e r s t o c a u se t h e l i s t e n e r s a n d v ie w e r s t o tu n e i n th e
n e x t e p is o d e on Monday. I n r a d i o th e s u s p e n s e g e n e r a l l y
was b u i l t t h r o u g h d ia lo g u e and n a r r a t i o n . The c l o s i n g
n a r r a t i o n on th e F r i d a y p ro g ram was more p o i n te d t h a n on
I
I o t h e r d a y s , as i n th e f o l l o w i n g exam ple fro m Amanda o f
Honeymoon H i l l :
How w i l l Amanda, e n d e a r in g , t r u s t f u l b u t i g n o r a n t
o f a l l m odern ways o f l i f e , g e t a lo n g w i t h E dw ard’ s
r i c h , s o p h i s t i c a t e d f a m ily ? I s S y l v i a , E d w a rd 's
f i a n c e e , j e a l o u s ? "What w i l l h ap p en i f Edward d i s
c o v e rs t h a t Amanda means more t o him t h a n a l l th e
w o rld ?1 2
T e l e v i s i o n s e r i a l s g e n e r a l l y d e v e lo p e d t h e s u s p e n s e t h r o u g h
j d i a l o g u e . I n b o t h r a d i o and t e l e v i s i o n d ay tim e s e r i a l s
| t h e r e was s u b s t a n t i a l e v id e n c e t h a t th e F r i d a y p ro g ram s
^ M a x W y lie , B e s t B r o a d c a s ts o f 19U0-li.l (New Y ork:
W h i t t l e s e y H ouse, I 9I4S ) , p p . 3 1 fo-3l7. j
■ ^ K a th e rin e B e s t , " L i t e r a t u r e o f t h e A i r ; R a d io 's j
P e r p e t u a l E m o tio n ," S a tu r d a y Review o f L i t e r a t u r e , 2 1 :1 6 ,
A p r i l 2 0 , 1 9 ^ 0 .
36
13
w ere r e s e r v e d f o r " t h e m ost e x q u i s i t e s u s p e n s e t a g s , ”
On o t h e r d a y s , d a y tim e s e r i a l e p is o d e s ended on o n ly m il d l y
s u s p e n s e f u l n o t e s .
T h ro u g h t h e y e a r s c r i t i c s o f t h e d a y tim e s e r i a l o b -
; s e r v e d t h a t t h e r e was a lm o s t no hum or w i t h i n t h e e p is o d e s — J
a t l e a s t no I n t e n t i o n a l hum or. Of many s e r i a l s t h i s was
; t r u e , b u t t h e r e w ere e le m e n ts o f hum or i n m any. The p o p u
l a r and lo n g - r u n n in g s e r i a l , V ic an d S a d e , e s s e n t i a l l y was
a com edy. O th e r s u c c e s s f u l p ro g ra m s , s u c h a s The G o ld b erg s.
I Ma P e r k i n s , and The S econd Hr s . B u rto n c o n ta in e d f r e q u e n t
|
hum orous e le m e n ts . A lth o u g h i t was a c c u r a t e t o s t a t e t h a t
! many d a y tim e s e r i a l s c o n ta in s l i t t l e o r n o hum or, l a c k o f
■ humor c o u ld n o t be c o n s id e r e d a s a t r u e c h a r a c t e r i s t i c o f
t h e d a y tim e s e r i a l dram a a t th e tim e o f t h i s s t u d y .
IV . EXTENT OP REALISM
I n 19^8 Jam es T h u rb e r n o te d t h e a b s e n c e o f a w hole
: com m unity i n m ost o f t h e d a y tim e s e r i a l d r a m a s . ^ He
: o b s e rv e d t h a t o f t e n t h e r e w ere no m ilkm en, p o lic e m e n , o r
!
I 3.3naX W y lie , R ad io a n d T e l e v i s i o n W r itin g ( r e v i s e d
| e d i t i o n ; New Y o rk : R i n e h a r t an d Company, I n c . , 1 9 5 0 ),
! p . 3 0 9 .
•^ E .jg . T h u r b e r , 0£ . c i t . , p p . 2 1 1 -2 1 2 ; G i l b e r t
S e l d e s , TKe G re a t A u d ien ce (Kfew Y o rk : The V ik in g P r e s s , 1
1 9 5 0 ) , p p . 1 1 5 -1 1 6 ; C h a r le s S iepm ann, R a d io »3 S econd ]
Chance (B o s to n : L i t t l e , Brown a n d Company, 1914.6 ) , p p . 5 ^ -5 ^
^ T h u r b e r , o p . c i t . , p p . 2 0 8 -2 1 0 .
n e i g h b o r s . A lso he was u n a b le t o f i n d th e so unds o f r e a l
i t y , s u c h a s t i c k i n g c lo c k s , s q u e a k in g c h a i r s , b a r k in g
d o g s , o r n e w sp a p e rs h i t t i n g th e p o rc h * W ith few e x c e p ti o n s
T h u rb e r fo u n d i s o l a t i o n i n th e d a y tim e s e r i a l s . The p r e
s e n t w r i t e r fo u n d T h u r b e r 's a n a l y s i s t o be l a r g e l y a c c u
r a t e , " ^ b u t dram a i n g e n e r a l n e v e r h a d b e e n f i l l e d w i t h
m ilkm en and b a r k i n g dogs u n l e s s t h e y were im p o r ta n t to
p l o t o r mood. I s o l a t i o n was l i k e l y t o be o v e rlo o k e d i n
a s t a g e p l a y o r i n a n o n - s e r i a l b r o a d c a s t dram a b e c a u s e
o f t h e s h o r t d u r a t i o n o f t h e s e f o rm s . I n d ay tim e s e r i a l s
t h a t r a n f o r m onths o r y e a r s th e a b se n c e o f m ilkm en and
| b a r k in g dogs was l i k e l y t o be n o t i c e d b y c r i t i c s , i f n o t
b y l i s t e n e r s o r v i e w e r s .
I t was n o t t h e a b se n c e o f r e a l i s t i c e n v iro n m e n t
w hich i n t e r f e r e d m ost n o t i c e a b l y w i t h t h e i l l u s i o n o f
i r e a l i t y I n th e d a y tim e s e r i a l d ram a. I t was t h e p r e s e n c e
' o f u n r e a l i s t i c e n v ir o n m e n t. Most s e r i a l s w ere f i l l e d w i t h
: c o u r t t r i a l s , c h a r a c t e r s who h a d a m n e s ia , l o s t m a te s , and
; c r i m i n a l s f a r i n e x c e s s o f t h e num ber a n o rm a l p e r s o n m ig h t
I e x p e c t t o e n c o u n te r i n a n e q u a l p e r i o d o f tim e o r I n a
! l i f e t i m e . S e r i a l c h a r a c t e r s h a d u n u s u a l s u s c e p t i b i l i t i e s
i
| t o s t r a n g e d i s e a s e s a n d a f f l i c t i o n s t h a t h o u se w iv e s d i d not'
i i
^ T h u r b e r made h i s o b s e r v a t i o n s b e f o r e t h e r e w ere
d a y tim e s e r i a l s o r t e l e v i s i o n , b u t i n th e m a t t e r o f r e a l -
| ism , t e l e v i s i o n s e r i a l s d i f f e r e d fro m r a d i o s e r i a l s p r i n
c i p a l l y b e c a u s e th e c h a r a c t e r s a n d s e t t i n g s c o u ld b e s e e n .
have t o f e a r . Many o t h e r p ro b le m s f a c e d t h e c h a r a c t e r s i n
g r e a t e r fr e q u e n c y t h a n w ould n o r m a lly be e x p e c te d i n a
g iv e n am ount o f t im e . I n some s e r i a l s t h e same p ro b le m s
r e c u r r e d y e a r a f t e r y e a r .
A lth o u g h d a y tim e s e r i a l c h a r a c t e r s f a c e d u n l i k e l y
p ro b lem s i n i s o l a t i o n fro m r e a l i t y , t h e p ro b le m s a n d t h e i r
e n v iro n m e n ts seem ed q u i t e r e a l t o many v ie w e r s and l i s t e n
e r s . Why was t h i s ? The an sw er seem ed t o be c o n n e c te d
w i t h a p ro m in e n t f e a t u r e o f m o st d a y tim e s e r i a l d ra m a s, th e
e x tre m e p r o l o n g a t i o n o f p l o t . P r o l o n g a ti o n o f p l o t a llo w e d
tim e f o r c h a r a c t e r d e v e lo p m e n t t h a t no o t h e r d r a m a tic fo rm
; c o u ld m a tc h . Some s e r i a l c h a r a c t e r s w ere f i r s t i n t r o d u c e d
! t o l i s t e n e r s i n 1933* Even t h e w r i t e r s o f s h o r t - l i v e d
s e r i a l s h a d t h e o p p o r t u n it y t o a c q u a in t t h e l i s t e n e r o r
i v ie w e r w i t h t h e i r c h a r a c t e r s d u r in g f i v e d ay s a week f o r
i a t l e a s t t h i r t e e n w e e k s . T h is was i n c o n t r a s t w ith th e
t h r e e h o u rs o r so t h a t w ere g iv e n a p l a y w r ig h t f o r d e v e lo p
ment o f b o t h c h a r a c t e r and p l o t . The p ro lo n g e d p l o t s o f
s e r i a l s p r o v id e d tim e f o r s m a ll d e t a i l s t h a t c o u ld n o t be
i
I n c lu d e d I n o t h e r d r a m a tic fo rm s . F o r exam ple i n t h e e p i -
| sode o f CBS r a d i o 1s Ma P e r k in s on M arch 2fy, 1 9 5 8 , M a's
s o n - i n - l a w , W illy , h a d j u s t f i n i s h e d p a i n t i n g Abby D an-
f b r t h 1 s home. He c o m p la in e d o f s t i f f n e s s i n h i s n e c k a n d !
i
I
s h o u l d e r s . Ma s a i d t h a t he was s t i f f b e c a u s e he h a d n o t I
| ;
| u s e d a s t e p - l a d d e r . L a t e r W illy c o m p la in e d o f a s o r e arm j
when he had t o sh ak e h a n d s . T h ere f o llo w e d a d i s c u s s i o n
of w h e th e r o r n o t th e a m a te u r p a i n t e r s h o u ld a c c e p t paym ent
f o r h i s w ork. W illy and Ma m e n tio n e d t h e p r i c e p e r h o u r ,
th e t o t a l h o u rs w o rk ed , and t h e t o t a l c o s t . I n t h e same
p ro g ram one o f - t h e c h a r a c t e r s gave a n i n f o r m a l b u t q u i t e
d e t a i l e d l e c t u r e upon th e econom ics o f m in in g . I n t h e
e p is o d e o f CBS R a d i o 's The S eco nd M rs. B u rto n o f M arch 2 7 ,
1958, S ta n B u r to n d e c l i n e d a b r i d g e i n v i t a t i o n b e c a u s e o f
th e d i f f i c u l t y o f o b t a i n i n g a baby s i t t e r . I n t h e e p is o d e
o f CBS T e l e v i s i o n 's Edge o f W ight on Ju n e 1 1 , 19f>9i th e
: h e r o in e b u rn e d h e r f i n g e r s i n c le a n i n g t h e k i t c h e n s to v e
and h a d t o a p p ly b u t t e r t o t h e i n j u r e d f i n g e r . D ig r e s -
i s io n s fro m th e m ain p l o t w ere n o t u n u s u a l i n t h e d a y tim e
1
; s e r i a l dram a and i n a s e n s e g a v e t h e i l l u s i o n o f r e a l i t y
t h a t was n o t p o s s i b l e t o im p a r t th r o u g h o t h e r d r a m a tic
f o rm s . O nly t h e d a y tim e s e r i a l dram a h a d s u f f i c i e n t tim e
1
f o r d e s c r i b i n g t h e m in u tia e o f l i f e . H aving a s u r p l u s o f
: tim e and no n e c e s s i t y t o f i t a g r e a t am ount o f d r a m a tic
! a c t i o n i n t o a s m a ll am ount o f tim e , d a y tim e s e r i a l w r i t e r s
c o u ld p r e s e n t a dram a i n e n v ir o n m e n ta l i s o l a t i o n , f i l l I t
: w ith u n l i k e l y e v e n t s , a n d s t i l l g iv e a n im p r e s s io n o f
i r e a l i t y .
i
i
| V. SERIAL SOCIETY
C h a r a c te r s o f t h e d a y tim e s e r i a l dram a p r o b a b ly
I d id n o t r e p r e s e n t a c r o s s - s e c t i o n o f A m erican s o c i e t y .
: C e r t a i n l y t h i s was t r u e o f th e o c c u p a tio n s o f i t s p r i n c i p a l
c h a r a c t e r s , a s d e m o n s tr a te d by T a b le X. I n g e n e r a l t h e
p r i n c i p a l c h a r a c t e r s o f t h e d ay tim e s e r i a l dram a w ere
e i t h e r h o u se w iv e s o r p r o f e s s i o n a l p e o p le . The s im p le h o u se
w ife seld o m a p p e a r e d . Mary Noble o f B a c k s ta g e W ife and
: T e r r y B u rto n o f The Second M rs. B u rto n h a d s h o r t b u t success
f u l m o tio n p i c t u r e c a r e e r s . Sunday B r i n th r o p e was th e
m i s t r e s s o f a v a s t e s t a t e . When t h e p r i n c i p a l c h a r a c t e r
o f a s e r i a l was a m ale he was a lm o s t a lw ay s a p r o f e s s i o n a l
man and u s u a l l y a d o c to r o r an a t t o r n e y . A few w ere
b a r b e r s , g a ra g e m e c h a n ic s , f a r m e r s , o r m in e r s . No im p o rtan t
c h a r a c t e r was an u n s k i l l e d l a b o r e r .
i
j The g e n e r a l l y h i g h o c c u p a t i o n a l s t a t u s o f t h e p r i n
c i p a l s e r i a l c h a r a c t e r s n a t u r a l l y r e s u l t e d i n a h ig h e r t h a n
a v e ra g e econom ic l e v e l i n s e r i a l s o c i e t y . G re a t w e a lth
was n o t common t o t h e m ain c h a r a c t e r s , h o w e v e r. W ith few
e x c e p tio n s th e u p p e r m id d le c l a s s was t h e econom ic l e v e l
o f th e r e g u l a r s e r i a l c h a r a c t e r s . Most c h a r a c t e r s w orked
! f o r t h e i r m oney. I n some s e r i a l s t h e p r i n c i p a l s em ployed
s e r v a n t s , b u t t h e p r a c t i c e was n o t a s common a t th e tim e
o f t h i s s tu d y as i t was i n t h e e a r l i e r d a y s o f t h e d a y tim e
; s e r i a l when s e r v a n t s were l e s s e x p e n s iv e t o h i r e . When
i s e r v a n t s a p p e a re d i n th e s e r i a l s th e y te n d e d t o b e c l o s e l y
r e l a t e d t o th e l i v e s o f t h e i r e m p lo y e rs . They w ere a lm o s t I
i
members o f t h e f a m i l y . T hey c o u ld be c a l l e d u p o n f o r h e l p |
! o r a d v ic e and som etim es h a d p ro b le m s o f t h e i r own. A
d i g n i f i e d g e n tle m a n ’s g e n tle m a n m ig h t be e x p e c te d t o go
1*1
TABLE I
OCCUPATIONS OP PRINCIPAL CHARACTERS
OP CBS RADIO DAYTIME SERIALS IN
JANUARY, 19^8
S e r i a l P r i n c i p a l r o l e
B a c k s ta g e Wife W ife o f fam ous a c t o r .
The Romance o f H e le n T r e n t S u c c e s s f u l H ollyw ood d r e s s
d e s i g n e r .
Our G al Sunday W ife o f w e a lth y n o b le .
T h is I s N ora D rake S u c c e s s f u l n u r s e .
Ma P e r k in s Owner o f lu m b e ry a rd .
Young; D r. Malone P ro m in e n t p h y s i c i a n ( m a le ) .
Road o f L if e P ro m in en t p h y s i c i a n ( m a le ) .
Wendy W arren Women’ s news b r o a d c a s t e r .
The S econd Mrs. B u rto n M otion p i c t u r e a c t r e s s and
e d i t o r ’ s w ife
f
beyond t h e l i n e o f d u ty , a s P e t e r s o n d i d on The Romance o f
H e le n T r e n t when he h e lp e d H elen to s e a r c h an em pty h o u se
17
i n i n v e s t i g a t i o n o f a s h o o tin g *
R e p r e s e n t a t i v e s o f m i n o r i t y g ro u p s d i d n o t a p p e a r
j f r e q u e n t l y i n th e d a y tim e s e r i a l drama* Most o f th e c h a r
a c t e r s seem ed t o be C a u c a s ia n A m erican P r o t e s t a n t s *
N egroes a p p e a re d a s s e r v a n t s i n e a r l y s e r i a l s , b u t a p p a r e n t
l y t h e y h a d d i s a p p e a r e d b y t h e tim e o f t h i s s t u d y . I n no
n a t i o n a l n e tw o rk d a y tim e s e r i a l w ere t h e p r i n c i p a l e h a r -
: a c t e r s N eg ro es who w ere p la y e d b y N e g ro e s . J e w is h c h a r -
i a c t e r s a p p e a re d o c c a s i o n a l l y . U s u a l l y th e y w ere p o r t r a y e d
| s y m p a t h e t i c a l l y . The G o ld b e rg s p o r t r a y e d a J e w is h f a m i l y .
<
1
The k i n d l y Papa D av id o f L if e Can Be B e a u t i f u l was J e w is h .
B o th program s h a d much s u c c e s s b u t w ere d i s c o n t i n u e d b e
f o r e t h i s s tu d y was b e g u n . I r i s h c h a r a c t e r s w ere p ro m in e n t
i n The 0*N e i l l s an d Today* s C h i l d r e n . Most daytim e s e r i a l
! c h a r a c t e r s d i d n o t come fro m m i n o r i t y g r o u p s .
V I. MORALITY
■ The w r i t e r fo u n d t h a t t h e g e n e r a l m o ra l to n e o f t h e
j d a y tim e s e r i a l dram a was u n e v e n . P e r f e c t j u s t i c e g e n e r a l l y
j p r e v a i l e d and t r e a t m e n t o f s e x was h e l d t o a minimum; y e t
i :
t h e dram as w ere f i l l e d w ith a p l e t h o r a o f c r im e .
f
! 17CBS R a d io , A p r i l 3, 19^8*
The p e r f e c t j u s t i c e o f t h e d a y tim e s e r i a l u s u a l l y
d id n o t depend upon t h e i n t e r v e n t i o n o f a d i v i n e power*
The P r o t e s t a n t e t h i c fo rm ed t h e p r i n c i p a l g ro u n d r u l e o f
; t h e s e r i a l s , a n d v i o l a t o r s o f t h e e t h i c e v e n t u a l l y w ere
j p u n ish e d * The p u n ish m e n t u s u a l l y came a s a m a t t e r o f
c o u rs e and n o t a s t h e judgm ent o f God. V i l l a i n s alw ays
l o s t i n th e e n d , a lt h o u g h t h a t en d so m etim es d i d n o t o c c u r
u n t i l a f t e r t h e v i l l a i n s h a d c r e a t e d d i f f i c u l t i e s f o r
m o n th s, o r e v en y e a r s . A f e e l i n g t h a t r i g h t w ould p r e v a i l
was g e n e r a l ; an d i n d a y tim e s e r i a l s i t was seld o m d i f f i -
j
■ c u l t t o d e te r m in e w hat was c o n s id e r e d t o b e r i g h t a n d w hat
j was h e l d t o be w rong.
O c c a s io n a lly a c h a r a c t e r a s k e d f o r d i v i n e h e l p .
No m ir a c le was n e c e s s a r y . F o r e x am p le , i n e p is o d e 2 ,1 1 9
o f P o r t i a F a c e s L if e a man on t r i a l f o r a m u rd er t h a t he
d i d n o t commit s t a t e d ;
The God whom I lo v e i s a j u s t God a n d m e r c i f u l .
He w i l l n o t l e t C a r l H ubbard go f r e e w h ile I p a y
w ith my l i f e f o r a c rim e o f w h ic h I 'm i n n o c e n t .
B i l l and K a th y w i l l g e t h e r e i n t i m e . J o a n w i l l be
a b le t o t e l l th e t r u t h on th e w itn e s s s ta n d * 1 ”
I Som etim es God was i n d a y tim e s e r i a l s on s p e c i a l d a y s o r
! h o l i d a y s . Ma P e r k in s a n n u a l ly p r e s e n t e d a r e l i g i o u s p r o
gram on t h e W orld Day o f P r a y e r . R e li g i o u s m essag es
a p p e a re d a t E a s t e r and C h ris tm a s on The G u id in g L ig h t a n d
o t h e r p ro g ra m s . The Good F r i d a y 1958 e p is o d e o f t h e t e l e - j
I <
! v i s i o n v e r s i o n o f The G u id in g L ig h t c o n ta in e d a c h u rc h
^ W y l i e , R ad io an d T e l e v i s i o n W r i t i n g . op. d l t * , p . 316.
kk
s e r v i c e i n which, t h e c h a r a c t e r s o f t h e s e r i a l w ere th e
c o n g r e g a t i o n . The p a s t o r open ed h i s serm on and t h e s e r
v i c e w ith a s ta te m e n t t h a t Good F r i d a y h a d a s i g n i f i c a n c e
f o r p e o p le o f a l l r a c e s , c o l o r s , an d c r e e d s . W ith o rg a n
: m usic i n th e b a c k g ro u n d t h e m i n i s t e r t o l d th e C r u c i f i x i o n
s t o r y , u s i n g a s h i s t e x t t h e S ev en L a s t W ords, He i n d i
c a t e d t h a t " F a t h e r f o r g i v e them " c o u ld s e r v e a s a g u id in g
l i g h t f o r e v e r y o n e . T h e re was no m e n tio n o f t h e R e s u r r e c
t i o n .
I n s h a r p c o n t r a s t t o t h e s p e c i a l r e l i g i o u s p ro g ram s
w ere th e many c r i m i n a l a c t s i n t h e d a y tim e s e r i a l d ra m a s .
; The p ro gram s w ere r e a s o n a b l y f r e e fro m s e r i o u s c rim e i n
t h e e a r l i e r d a y s o f th e d a y tim e s e r i a l . As t h e y e a r s w ent
by t h e i n c id e n c e of c rim e i n c r e a s e d s t e a d i l y . I n h i s
F e b r u a r y 7» 19f?l> colum n Jo h n C ro sb y rem a rk ed t h a t m urder
had become q u i t e f a s h i o n a b l e i n th e d a y tim e s e r i a l . He
; a l s o n o te d t h a t d a y tim e s e r i a l m u rd er d i f f e r e d fro m h i g h t -
; tim e m u rd er on r a d i o I n t h a t t h e r e was no e le m e n t o f m y steiy
: i n t h e s e r i a l s and t h a t t h e m u rd ers to o k p l a c e i n o r d e r
t h a t someone c o u ld be i m p l i c a t e d an d hav e t o s u f f e r , ^
20
P rogram sy n o p se s o f d a y tim e s e r i a l s f o r t h e f a l l o f 195?2
I r e v e a l e d e le m e n ts o f crim e o r l i t i g a t i o n i n a t l e a s t
j t h i r t e e n o f t h e t w e n t y - s i x r e v o l v i n g p l o t s e r i a l s . T h is
| f r e q u e n t o c c u r r e n ce o f c rim e c o n tin u e d i n 1 9 5 9 *
; ^ 9 jo h n C ro sb y , o p . c i t . , p p . 71-73*
20»tj)a ykim e D ia r y ," R a d io TV M ir r o r , 38:2ij., 25* 9 0 ,
9 1 , O c to b e r, 1 9 ^ 2 ,
t+5
TABLE I I
ELEMENTS OP CRIME AND LITIGATION
IN DAYTIME SERIALS*OCTOBER* 19^2
S e r i a l C rim e o r l i t i g a t i o n
B a c k s ta g e W ife
F r o n t P age F a r r e l l
L o ren zo J o n e s
M ia . P e r k i n 3
Our G al Sunday
P e r r y Mason
R ig h t t o H a p p ln ea s
R oad o f L i f e
Romance o f H e le n T r e n t
R osem ary
S t e l l a D a l l a s
T h is I s Nora D rake
When a G i r l M a rrie s
N a r c o t i c s t r a f f i c
M ird e r
K id n a p in g , a s s a u l t , je w e l
t h e f t
D iv o rc e
H it an d ru n k i l l i n g
Je w e l t h e f t
D e fa m a tio n o f c h a r a c t e r
F i n a n c i a l c h i c a n e r y
S la n d e r
M ird e r
M ird er
M ird e r
S l a n d e r
The te n d e n c y t o b u i l d d a y tim e s e r i a l p l o t s a ro u n d
c rim e was c a r r i e d t o t e l e v i s i o n s e r i a l s . I n V a r i e t y A r t
W oodstone o b s e rv e d t h a t " o f t h e e i g h t m a jo r so a p o p e r a s ,
s e v e n b o a s t g u n s, g a n g s t e r s o r some form o f d a n g e ro u s
p s y c h o s is a s th e m eat o f t h e y a m . 1 ' W oodstone*s o b s e r v a
t i o n s w ere t r u e o f t h e d a y tim e s e r i a l s on t e l e v i s i o n a t
th e tim e o f t h i s s t u d y . E le m e n ts o f c rim e s o r p la n n e d
c rim e were i n se v e n o f th e n in e t e l e v i s i o n s e r i a l s t h a t
w ere p r e s e n t e d on t h e d a y b e f o r e C h r is tm a s , 1957*
The many c rim e s t h a t were co m m itted i n d a y tim e
s e r i a l s u s u a l l y had an im p o r ta n t p u rp o s e o f b r i n g i n g a
i good p e r s o n u n d e r s u s p i c i o n , o r b e t t e r y e t , t o t r i a l .
; S e r i a l p ro g ram s p o r t r a y e d a re m a rk a b ly g r e a t num ber o f
t r i a l s . T h e se t r i a l s som etim es l a s t e d f o r w eeks. The
in n o c e n t a lw ay s w ere a c q u i t t e d .
I f c rim e was e m p h a size d i n th e d a y tim e s e r i a l dram a,
s e x was n o t . T here w ere lo v e s c e n e s , b u t m ost were q u i t e
m ild . K i s s in g was i n f r e q u e n t . I n t h e r a d i o s e r i a l s a
; k i s s was o f t e n m e re ly s u g g e s te d b y a p a u se a n d a s i g h .
: I n t e l e v i s i o n t h e r e was no re a d y way I n w h ich t o c o n c e a l
i
| a k i s s , b u t o n ly r a r e l y d id a lo v e sc e n e e q u a l t h a t w h ic h
t h e w r i t e r o b s e rv e d i n th e M arch 27# 1958# e p is o d e o f CBS
| T e l e v i s i o n 's The S e c r e t S to rm . T h a t e p is o d e o p en ed w ith
I
| --------------------------------
! 21j^r ^ W oodstone, ’‘Crime on Soap S t r e e t , 1 ' G olden
J u b i l e e V a r i e t y £ o th A n n iv e r s a r y , 201:lf> £, J a n u a r y h*
1 9 5 6 .
a woman k i s s i n g a man who was r e c l i n i n g on th e s o f a upon
w h ic h sh e s a t* The man was a wayward h u sb a n d and h i s
f r i e n d was t h e " o t h e r woman." The good p e o p le o f th e
s e r i a l s g e n e r a l l y w ere n o t p o r t r a y e d I n s u c h m an n er.
; A g ro u p o f p o o r l y w r i t t e n r a d i o s e r i a l s , s u c h as
!
The Romance o f H elen T r e n t and B a c k s ta g e W ife , depended
h e a v i l y upon a r i d i c u l o u s l y n a iv e i n t e r p r e t a t i o n o f sex*
On s e v e r a l o c c a s io n s th e w r i t e r h e a r d H e len T r e n t rem ind
a s u i t o r t h a t th e f a c t t h a t th e y had b e en d a t i n g gave him
no r i g h t t o h o ld h e r hand* The h e r o i n e s o f s e r i a l s o f
: t h i s s o r t had a way o f m aking a k i s s seem l i k e s e x u a l
I e x c e s s * To d e m o n s tra te t h a t th e h e r o i n e was t e m p o r a r i l y
| n o t h e r s e l f , t h e w r i t e r o f The Romance o f H elen T r e n t
c a u s e d h e r t o th ro w c a u t i o n a s i d e and a s k th e man who h a d
b e e n h e r f i a n c e o f f and on f o r f i f t e e n y e a r s o r more t o
| p u t h i s arm s a ro u n d h e r and p r e s s h i s f a c e t o h e r s . To
; p r e v e n t t h e sc en e fro m becom ing to o s u g g e s t i v e , H e len p ro ~
| p o se d m a r r i a g e . The p a t i e n t f i a n c e r e p l i e d , "You b e t l ” 22
The tim ew o rn them e o f a tte m p te d s e d u c t i o n a p p e a re d
! f r e q u e n t l y i n t h e l e s s - l i t e r a r y d ay tim e s e r i a l s * I n th e
| e p is o d e o f B a c k s ta g e W ife on D ecem ber 2 7 , 1 95 7, t h e f o llo w
i n g d ia lo g u e was h e a r d :
V i l l a i n : "1*11 k i s s t h a t h a t r e d o u t o f y o u I"
M ary: "No, you w o u l d n 't l n
! M dsic: "O rg an them e t o end e p i s o d e . "
^ C B S R a d io , J a n u a r y 2 9 , 1958.
1 * 8
The A p r i l I*, 1958, e p is o d e o f The Romance o f H elen T r e n t
f o llo w e d t h e same p a t t e r n * I n t h i s e p is o d e , H elen fo u n d
h e r s e l f t r a p p e d i n a n em pty h o u se w ith t h e v i l l a i n , K u rt
B o n in e . F o r th e f i r s t tim e she r e a l i z e d t h a t he was e v i l .
I As h e a p p ro a c h e d h e r l u s t f u l l y , H e len c r i e d , " K u rt, y o u 1r e
i
mad! 1 1 Then came an announcem ent • F o llo w in g th e a n n o u n ce
m ent th e a n n o u n c e r r e t u r n e d th e l i s t e n e r s t o th e sc en e i n
th e em pty h o u s e , w here H elen f a c e d th e " d e s p e r a t e unm asked
d e v i l . " The d ia lo g u e resum ed w i t h K u r t 's d i s c o u r s e u p o n
I h i s rev e n g e* H elen h a d r e p u l s e d him lo n g en o u g h ; he w ould
b e g in h i s re v e n g e w ith h e r* As t h e e p is o d e en d ed K u rt
1
1
I e x c la im e d , "When I 'm th r o u g h w i t h y o u . . . . " H elen i n t e r -
i
r u p t e d him w i t h th e l i n e t h a t B a c k s ta g e W ife h a d u s e d on
Decem ber 2 7 , 1957* " K u r t, K u r t, you w o u l d n 't ! " What t h e
v i l l a i n w ould n o t do was n o t e x a c t l y c l e a r * What soun ded
i l i k e s e d u c t i o n f r e q u e n t l y t u r n e d o u t t o be n o th in g more
: th a n an a tt e m p t t o k i s s o r a p r e l u d e t o a tte m p te d m u rd e r.
|
■ N e v e r th e le s s t h e i m p l i c a t i o n t h a t t h e v i l l a i n was a t t e m p t -
! i n g t o se d u c e th e h e r o i n e was s tro n g o
\ y
N a iv e te a b o u t s e x seem ed t o be d i s a p p e a r i n g fro m
i
I th e d a y tim e s e r i a l dram a a t t h e tim e o f t h i s stu d y * The
!
| y o u n g e r r a d i o s e r i a l s a n d m o st o f th e t e l e v i s i o n s e r i a l s
| d e m o n s tra te d a much more m a tu re a t t i t u d e t h a n was o b s e rv e d
i n B a c k s ta g e W ife and The Romance o f H e le n T r e n t . On t h e
! same day when H elen T r e n t was r e s i s t i n g t h e d e s p e r a t e
; a d v an c es o f K u rt B o n in e , V ick y H a r c o u r t, a c h a r a c t e r i n t h e
t e l e v i s i o n s e r i a l Love o f L i f e , t e a s e d a t e l e v i s i o n p r o
d u c e r i n t o g i v i n g h e r an e x t r a ’ s jo b by t o u c h i n g t h e to p
b u t t o n o f h e r b l o u s e and l a u g h i n g l y s t a t i n g t h a t i f he
d i d n ' t , s h e w ould ” c a l l f o r h e l p a n d sa y you w ere m o le s t i n g
; me. 1 1 The e n t i r e s i t u a t i o n was p la y e d f o r hum or an d was
i n c l e a r c o n t r a s t t o t h e H e le n T r e n t e p is o d e o f t h e same
: d a y . 23
A t t h e tim e o f t h i s s tu d y t h e r e w ere i n d i c a t i o n s
t h a t t h e m a t t e r o f im p e n d in g m o th e rh o o d was b e in g t r e a t e d
i n an a d u l t m an n er, a t l e a s t i n t h e d a y tim e s e r i a l s o f
I
; t e l e v i s i o n * The b i r t h o f t h e h e r o i n e 's c h i l d on S e a rc h
I ? ov Tomorrow c o in c id e d w i t h th e b i r t h o f t h e s e c o n d c h i l d
! o f Mary S t u a r t , t h e a c t r e s s who p la y e d Jo a n n e T a t e , th e
h e r o i n e . The f a c t t h a t t h e h e r o i n e was p r e g n a n t was n o t
c o n c e a le d a s i t h a d b e en w hen a c t r e s s S t u a r t was c a r r y i n g
| h e r f i r s t c h i l d , b u t had n o t y e t m a r r i e d A r th u r T a t e i n
j t h e s e r i a l . ^ J a n i c e W h ip p le , a c h a r a c t e r i n As th e W orld
: T u r n s , show ed t h e ch an g e o f f i g u r e a n d s im p le p ro b le m s
r e s u l t i n g i n t h e D ecem ber 2 7 , 1957, e p is o d e o f t h e CBS
t e l e v i s i o n s e r i a l * She w ore m a t e r n i t y c l o t h e s an d moved
I w ith care*: A c l o s i n g c r e d i t was g i v e n t o Lane B ry a n t
i
| m a t e r n i t y c l o t h e s * An e x tre m e o f f r a n k n e s s was r e a c h e d i n
I
i
23Love o f L i f e , CBS T e l e v i s i o n , A p r i l i|., 1958*
Mary P a r k e r Sherw ood, ’’Welcome L i t t l e S t r a n g e r s , ”
! TV R ad io M i r r o r , 1 j.6 s1 j.9 , 8 1 , O c to b e r, 1 9 5 6 .
5o
CBS T e l e v i s i o n 's Love o f L i f e . C o -h e ro in e Meg h a d announced
on A p r i l 1J+, 1 9 5 8 , t h a t sh e was p r e g n a n t . T h is p re g n a n c y
d id n o t p l e a s e h e r* Two d a y s l a t e r Meg d e c l a r e d t h a t she
w ould n o t hav e t h e baby a n d t h a t some d o c t o r w ould h e lp h e r
|w i t h h e r p ro b le m . The word a b o r t i o n was n o t u s e d , b u t t h e
i m p l i c a t i o n was c l e a r .
P o r t r a y a l o f t h e m in o r v i c e s r e f l e c t e d s o c i a l m ores
more a c c u r a t e l y th a n i t once h a d . The m ost n a iv e d a y tim e
s e r i a l h e r o i n e , H elen T r e n t , was a llo w e d t o don a g lam o ro u s
je v e n in g gown now and t h e n . Good c h a r a c t e r s w ere a llo w e d
t o smoke o r d r i n k o c c a s i o n a l l y i n a lm o st a l l d a y tim e s e r i a l s .
J H elen T r e n t re m a in e d a n o n -sm o k e r, a s d id s e v e r a l o t h e r
s e r i a l p r i n c i p a l s , b u t r a r e l y was t h i s f a c t u s e d t o show
th e m o ra l s u p e r i o r i t y o f one c h a r a c t e r o v e r a n o t h e r 0 A
v e s t i g e o f th e o l d d a y tim e s e r i a l a t t i t u d e was r e v e a l e d
| i n t h e Miarch 2 7 , 1958 e p is o d e o f The Romance o f H elen T re n t.
I The v i l l a i n e s s , L is a V o ltn e r , o f f e r e d H e le n a c i g a r e t t e .
! H e len r e p l i e d , ’*No, th a n k y o u , b u t you go a h e a d .1 1
| V I I . CHARACTERS
! An e x a m in a tio n o f t h e d a y tim e s e r i a l dram a r e v e a l e d
i a number o f d i s t i n c t c h a r a c t e r t y p e s . By f a r t h e m ost
i :
I
o u t s t a n d i n g and f r e q u e n t o f t h e s e ty p e s was t h e woman a l o n e .
I n s e r i a l a f t e r s e r i a l a h e r o i n e , f o r one r e a s o n o r
! a n o th e r was f o r c e d t o f a c e th e w o rld on h e r own. Som etim es
ev en th e t i t l e s o f th e s e r i a l s i n d i c a t e d t h i s s i t u a t i o n :
5 i
G i r l A lo n e , P o r t i a F a c e s L i f e . S u r p r i s i n g l y t h e s e r i a l
h e r o i n e was a lm o s t n e v e r a v i r g i n , a t l e a s t sh e was n o t
f o r lo n g . H ost o f t h e h e r o i n e s o f th e d a y tim e s e r i a l dram a
wer§ o r h a d b e en m a r r i e d . B ut m a r r ia g e d i d n o t p r e v e n t t h e
woman a lo n e from b e in g p o r t r a y e d a s th e t r a d i t i o n a l u n to u ch ed
i
m aid en . The u n a t t a c h e d s e r i a l h e r o in e b e h av e d w i t h th e
s im p le p u r i t y o f a m aid en r e g a r d l e s s o f h e r p a s t e x p e r ie n c e i
i n w e d lo c k .
I f a d a y tim e s e r i a l h e r o i n e was n o t m a r r i e d a t a
g iv e n tim e u s u a l l y i t was b e c a u s e sh e was a widow, and s e l -
i
;dom b e c a u s e sh e was d iv o r c e d o r n e v e r h a d b e e n m a r r ie d a t
l a l l . The num ber o f widowed h e r o i n e s was s t a r t l i n g o F o r
i
i
iexample a l l o f t h e u n m a rrie d h e r o i n e s o f th e CBS r a d i o
s e r i a l s i n J a n u a r y , 1958* h ad l o s t one o r more h u s b a n d s .
Som etim es th e h e r o i n e 's widowhood was d i s c e r n a b l e o n ly a f t e r
I p a tie n t l i s t e n i n g b e c a u s e i t was n o t im p o r ta n t t o th e p lo to
i
i
iSometimes a d ay tim e s e r i a l was b a s e d upon th e p ro b le m s
[which f a c e d a widow. The p ro b le m s w ere g r e a t e r i f she
h a d c h i l d r e n th a n i f she w ere w h o lly a l o n e . The widowed
h e r o i n e once h a d f a c e d th e p ro b le m s o f m a r ria g e (p e rh a p s
I
jd u rin g a p o r t i o n o f t h e s e r i a l ' s r u n ) , b u t a g a i n was f r e e
|to f a c e t h e p ro b le m s cf t h e w o rld b y h e r s e l f o r t o f i n d
rom ance a s a s i n g l e woman.
I
I n many ways th e d a y tim e s e r i a l h o u s e w ife h e r o i n e j
re s e m b le d th e woman a l o n e . O f te n i t was n e c e s s a r y f o r h e r
t o a c t w ith o u t a s s i s t a n c e t o s a v e h e r home a n d h u s b a n d .
5 2
Many tim e s t h e h u sb a n d was n o t p r e s e n t b e c a u s e o f a m n e sia ,
o r i r r e s p o n s i b i l i t y , o r some s i m i l a r d e b i l i t y . At s u c h
tim e s th e h o u s e w ife became t h e woman a l o n e . At a l l tim e s
t h e s e r i a l h o u s e w ife h e r o i n e s w ere e x t r o r d i n a r i l y l o y a l ,
I c o u ra g e o u s , i n t e l l i g e n t , and p e r s e r v e r i n g . I n h i s n a t i o n
a l l y s y n d i c a t e d colum n Jo h n C ro sb y once o b s e rv e d t h a t th e
s e r i a l h e r o i n e s w ere “ n o b l e r . . . t h a n a n y th in g i n y o u r o r
my e x p e r i e n c e . 1 1 ^ I n 1958 Our G al Sunday h a d h e l d h e r
m a rria g e t o g e t h e r i n s p i t e o f an o v e r l y j e a l o u s h u sb a n d and
num erous v i l l a i n s f o r more t h a n tw e n ty y e a r s . Mary N oble,
! B a c k sta g e W ife , h a d f o u g h t o f f num erous r i v a l s , a s w e l l a s
; h e r own e v i l s u i t o r s f o r a l i k e p e r i o d of t im e . The Second
Mrs. B u rto n h a d m o th e r - in - la w p ro b le m s .
N a t u r a l l y th e s e r i a l h e r o i n e s n e e d e d m a s c u lin e lo v e
i n t e r e s t s . T hese men w ere n o t r e a l l y h e r o e s a n d d id n o t
> m atch t h e h e r o i n e s i n s t r o n g q u a l i t i e s . G e n e r a lly th e m ale
! p r i n c i p a l s w ere s u c c e s s f u l i n t h e i r b u s i n e s s e s o r p r o f e s -
\
i
: s i o n s , b u t w ere i n f e r i o r t o th e s e r i a l h e r o i n e s i n s t r e n g t h
I
i o f p e r s o n a l i t y by a s t e p o r two o r m o re. W hile t h e
j h e r o i n e s w ere l a r g e l y p e r f e c t , w i t h t h e e x c e p ti o n o f a
i
| few p l e a s a n t l y fe m in in e c h a r a c t e r i s t i c s , t h e m ale l e a d s
| n e a r l y alw ay s la c k e d some v i r t u e o r d e s i r a b l e a t t r i b u t e .
i ;
| The m ales w ere e x c e s s i v e l y j e a l o u s o r u n d u ly a t t r a c t e d t o
| i
; o t h e r women o r i n d e c i s i v e o r u n s t a b l e i n a c r i s i s . The !
r e s u l t i n g im p r e s s io n o f t e n was one o f m a s c u lin e w e a k n e ss,
2^ C ro sb y , oj>. c i t . , p . 7 3 .
o r a t l e a a t o f f e m in in e s u p e r i o r i t y . At tim e s t h e m ale
p r i n c i p a l was p l a c e d i n a p o s i t i o n o f w eak n ess by a c r i p
p l i n g d i s e a s e o r an in ju r y * Thus i n th e s p r i n g o f 1958
: G il W h itn ey , t h e l e a d i n g man o f The Romance o f H e len T r e n t ,
i l a y s e r i o u s l y wounded i n a h o s p i t a l bed w h ile H e len so u g h t
o u t h i s a s s a i l a n t * T h u rb e r n o te d i n 19^8 t h a t th e man i n
t h e w h eel c h a i r had become t h e s t a n d a r d d a y tim e s e r i a l
"sym bol o f th e A m erican m a l e 's s u b o r d i n a t i o n t o th e fe m a le
and h i s d e p en d e n ce on h e r g r e a t e r s t r e n g t h o f h e a r t and
,.26
I so u l* W ylie a ls o re c o g n iz e d t h e s u b o r d i n a te p o s i t i o n
o f th e m ale i n t h e d a y tim e s e r i a l *
I
[ They d r i f t v a g u e ly down t h e t o r t u o s i t i e s o f .t h e i r
I m eager m a r r i a g e s , n e v e r b a i l i n g th e l e a k y ro w b o a ts
! t h a t b a r e l y keep them f l o a t i n g , and u s e broom s f o r
p a d d le s a n d a p ro n s f o r s a i l s * . . • Most o f t h e men,
p a r t i c u l a r l y i f th e y a r e m a r r ie d t o i n t e r e s t i n g o r
c o m p e te n t women, a r e k e p t i n a re d u c e d s t a t e o f cosm ic
i n d e c i s i o n , s p i r i t u a l a s p i c , and e m o tio n a l s e a foam*
A t th e moment when th e y s h o u ld be r a i s i n g a b u o y , th e y
a lw a y s yaw* They a r e r a r e l y a llo w e d t o be n o b le e x
c e p t u n d e r t h r e e more o r l e s s s t a n d a r d c o n d i t i o n s i
(a ) h a s r e c e n t l y become a w idow er; (b) i s a b a c h e lo r ;
(c ) i s a s u f f e r i n g v i c t i m o f u g l y m a r ria g e f o r c e d on
him b y u n p r i n c i p l e d s c h e m e r s .27
j Jo h n C ro sb y f e l t t h a t t h e m ale c h a r a c t e r s w ere "w eak o r
pO
i a t b e s t sim p le m in d e d a n d e a s i l y bam boo zled by women,
| I n m u rd er i n v e s t i g a t i o n s t h e m a n 's jo b was " j u s t t o s ta n d
i
j a ro u n d . Or b e t t e r y e t , t o f a l l down g r a c e f u l l y when th e
^ T h u r b e r , o £ , c i t . , p . 220*
_ _ 2 7 tfy iie , R a d io a n d T e l e v i s i o n W r i t in g , o p . c i t » , p p ,
310-3H *q
C ro sb y , o £ . c i t . , p . 7 3 *
29
b u l l e t s s t r i k e , ,t The comments o f T h u rb e r, W y lie , and
C ro sb y w ere e x a g g e r a t e d , b u t t h e y d i d d e s c r i b e a n im
p o r t a n t c h a r a c t e r i s t i c o f th e d a y tim e s e r i a l d ram a . T h e re
| were i n d i c a t i o n s , h o w e v er, t h a t th e l o t o f th e m ale was
] im p ro v in g w i t h t im e . T h is w r i t e r d i d n o t f i n d t h e m ale
I ;
c h a r a c t e r s o f d a y tim e s e r i a l s t o b e q u i t e a s weak i n 1958
a s a p p a r e n t l y th e y h a d b e e n t e n y e a r s e a r l i e r . Of c o u rs e
a num ber o f s e r i a l s w i t h weak men, su c h a s S t e l l a D a l l a s ,
P o r t i a F a c e s L i f e , and When a G i r l M a r r ie s , h a d d i s a p p e a r e d
! fro m th e n e tw o r k s . B ut t h e r e w ere a l s o s t r o n g i n d i c a t i o n s
i
! t h a t th e d a y tim e s e r i a l dram a was c h a n g in g w i t h t h e t i m e s ,
!
| Women a c h ie v e d a g r e a t am ount o f a d d i t i o n a l in d e p e n d e n c e
I d u r in g W orld War I I * I t seem ed q u i t e l i k e l y t h a t th e
j
| r e l a t i v e p o s i t i o n s o f men a n d women i n d a y tim e s e r i a l s
i w ou ld r e f l e c t t h e im p ro v ed s t a t u s o f women. C e r t a i n l y
I
|
! t h e r e was l e s s r e a s o n f o r t h e d a y tim e s e r i a l s t o c o m p en sate
i
| f o r t h e im b a la n c e i n t h e a c t u a l s o c i a l r o l e s o f men and
I women. The im b a la n c e was s t e a d i l y r e d u c i n g , J u l i e Stevensi,
| who had p la y e d t h e t i t l e r o l e i n The Romance o f H e len
' ' ' 1 p " 1
i
j T r e n t s in c e 19l+l» f e l t t h a t th e d a y tim e s e r i a l had in d e e d
i ;
j a d a p te d t o t h e t i m e s . She n o te d t h a t women w ere b e t t e r
i
I in fo rm e d an d more a c t i v e i n w o rld a f f a i r s t h a n t h e y h a d
| , ;
J b e e n when s e r i a l s b e g a n . M iss S te v e n s s t a t e d t h a t t h e s e
c h an g e s i n t h e l i v e s o f women made more a d u l t s c r i p t s
2 9 i b i d .
5S
n e c e s s a r y . The ’^ u m p t i o n l e s s 1 ’ men who alw ay s n e e d e d h e l p
30
fro m women w ere d i s a p p e a r i n g , she t h o u g h t . I t s h o u ld b e
n o te d t h a t a lt h o u g h t h e weak men w ere d i s a p p e a r i n g , t h e y
w ere s t i l l q u i t e p r e s e n t a t t h e tim e o f t h i s s t u d y , p r i n -
I c i p a l l y i n t h e s e r i a l s o f p o o r e r q u a l i t y . I t s h o u l d a l s o j
\
b e n o te d t h a t t h e m ale l e a d s d i d have a f a i r am ount o f !
: r o m a n tic a p p e a l . U s u a lly t h e y had f i n e deep v o i c e s ,
; r e a s o n a b l e ch arm , an d good l o o k s . T h e i r d e f i c i e n c i e s w ere
o f a d i f f e r e n t s o r t . The d e g r e e o f f e m in in e s u p e r i o r i t y
j v a r i e d fro m s e r i a l t o s e r i a l . I n t h e r e l a t i v e l y few
|
i s e r i a l s i n w h ic h men w ere shown t o b e s u p e r i o r t o t h e i r
i f e m in in e c o u n t e r p a r t s , women o f g r e a t s t r e n g t h a lw a y s
!
| h e lp e d t h e men t o f a c e t h e i r d i f f i c u l t i e s .
T h ro u g h o u t t h e h i s t o r y o f t h e d ay tim e s e r i a l two
]
| g ro u p s o f m ale c h a r a c t e r s f r e q u e n t l y e x h i b i t e d s t r e n g t h .
| T hey w ere t h e e l d e r l y p a t r i a r c h s and t h e v i l l a i n s . The
j
: v i l l a i n s , o f c o u r s e , h a d m o ra l d e f i c i e n c i e s * S eld o m w ere
| t h e y t h r e e - d i m e n s i o n a l c h a r a c t e r s . The e l d e r l y p a t r i a r c h s ,
I su c h a s Papa D av id i n L i f e Can Be B e a u t i f u l , B i l l D a v id so n
! i n J u s t P l a i n B i l l , a n d D av id Harum, d i s p e n s e d w isdom a n d
i a d v ic e w h ic h e v e n th e h e r o i n e s n e e d e d fro m tim e t o t im e .
i
T h ese p a t r i a r c h s h a d f e m in in e c o u n t e r p a r t s s u c h a s Ma
P e r k i n s . I t was d i f f i c u l t t o d e c id e w h e th e r B i l l D a v id so n
|
3 ° J u l i e S t e v e n s , uTune I n A g a in T om orrow ,” Who’ s
Who i n TV and R a d io , 1:83»
56
was a m ale W a P e r k in s o r Ma P e r k in s was a fe m a le B i l l
D avidson* The a c t i o n s o f t h e p a t r i a r c h s and m a t r i a r c h s
w ere l a r g e l y o f n e u t e r g e n d e r .
C h i ld r e n se ld o m f i l l e d t h e i r n a t u r a l r o l e s i n th e
i d a y tim e s e r i a l d ram a. I f t h e y a p p e a re d I n a s t o r y t h e y
u s u a l l y c a u s e d much d i f f i c u l t y f o r t h e i r p a r e n t s . T h is
was t r u e i n e le v e n o f t w e n t y - s i x s e r i a l s w h ic h Jo h n C ro sb y I
] exam ined i n 1 9 5 1 The members o f t h e y o u n g e r g e n e r a t i o n
s e r v e d a s o b s t a c l e s t o m a r r ia g e , o b j e c t s o f l e g a l c o n t e s t s ,
| r e a s o n s f o r m a te r n a l s a c r i f i c e , and c a u s e s f o r p a r e n t a l
i
| w o rry . Seldom w ere th e y m e re ly n o rm a l c h i l d r e n who w ere
; g ro w in g u p . I f c h i l d r e n w ere u n im p o r ta n t t o t h e p l o t ,
i
; th e y re m a in e d a lm o s t n o n - e x i s t e n t . The c h i l d r e n o f H enry
and Sunday B r i n th r o p e d i d n o t a p p e a r i n any o f th e more
th a n f i f t y e p is o d e s o f CBS R a d io e s Our G al Sunday t o w hich
; t h i s w r i t e r l i s t e n e d I n t h e s p r i n g o f 1 9 5 8 , a lt h o u g h t h e y
l i v e d i n t h e B r in th r o p e m a n sio n , w here m ost o f th e a c t i o n
I to o k p l a c e . Once d u r in g t h i s p e r i o d a p h y s i c i a n v i s i t e d
t h e B r in th r o p e home t o t r e a t them , b u t t h e c h i l d r e n w ere
I n o t h e a r d . The p h y s i c ia n * s v i s i t s e r v e d o n ly t o f u r t h e r
i ;
i ,
| th e p l o t an d h a d n o d i r e c t c o n n e c tio n w i t h s i c k c h i l d r e n .
r
e
Among th e c h a r a c t e r s who f i l l e d o u t t h e d ay tim e
s e r i a l c a s t s w ere f r i e n d s o f th e p r i n c i p a l s , e l d e r l y fem ale]
^ C ro sb y , o p . c i t . , p . 6 9 * Many o f t h e c h i l d r e n t o
whom C ro sb y r e f e r r e d w ere a c t u a l l y young a d u l t s , b u t th e
p r i n c i p a l c h a r a c t e r s o f t h e s e r i a l s t r e a t e d th e m a s c h i l
d re n an d n o t a s a d u l t s .
57
co m p a n io n s, m ed d lin g r e l a t i v e s , a n d v i l l a i n e s s e s (whom
C ro sb y c a l l e d "m ore venomous t h a n a n y th in g you*d c a r e t o
e n c o u n t e r " ^ ) . T hese m in o r c h a r a c t e r s a n d th e v i l l a i n s and
v i l l a i n e s s e s o f t e n w ere m in o r o r te m p o ra ry c h a r a c t e r s ,
: f o r t h e y w ere n o t n e c e s s a r y f o r th e c r e a t i o n o f s e r i a l
p ro b le m s and f r e q u e n t l y w ere tw o - d im e n s io n a l. T hey s e r v e d
th e c h i e f p u rp o s e o f f u r t h e r i n g t h e p l o t ; t h e i r i n n e r f e e l -
j in g s w ere r e l a t i v e l y u n i m p o r t a n t . The m in o r c h a r a c t e r s
o f t e n s e r v e d a s i n s t r u m e n t s f o r b r i n g i n g d i f f i c u l t i e s t o
; th e p r i n c i p a l s ,
i
T h u rb e r o b s e rv e d t h a t w h ile th e c h a r a c t e r s o f th e
| d a y tim e s e r i a l dram a w ere n o t r e a l l y " a u t h e n t i c human
| b e i n g s ," t h e y seem ed re m a rk a b ly r e a l t o many o f t h e i r
l i s t e n e r s o r v i e w e r s . I t seem ed q u i t e p r o b a b le t h a t t h i s
i l l u s i o n o f r e a l i t y o f c h a r a c t e r s stemmed fro m t h e same
! s o u rc e a s t h e g e n e r a l i l l u s i o n o f r e a l i t y i n t h e d a y tim e
; s e r i a l ; t h e e x tre m e p r o l o n g a t i o n o f p l o t . T h is e x t e n s i o n
I o f p l o t a llo w e d l i s t e n e r s an d v ie w e r s t o become t h o r o u g h ly
a c q u a in t e d w i t h t h e i r f a v o r i t e c h a r a c t e r s . They c o u ld
: a n t i c i p a t e w hat a c h a r a c t e r w ould do I n a g iv e n s i t u a t i o n ,
i
I |
| f o r t h e p r e s e n t w r i t e r o b s e rv e d t h a t d a y tim e s e r i a l c h a r -
!
j a c t e r s had a c o n s i s t e n c y o f b e h a v io r t h a t w ould h av e
I i
1 !
i
— —
32 I b l d . , p , 7 3 . I
3 3 ^ h u r b e r , o j d. c i t . , p , 2 1 1 ,
p l e a s e d A r i s t o t l e . When c o n f r o n te d -with a p a r t i c u l a r
s i t u a t i o n , th e h e r o in e r e a c t e d e x a c t l y as she had r e a c t e d
t o a s i m i l a r s i t u a t i o n i n th e p a s t and a s sh e w ould
p r o b a b ly r e a c t t o t h a t 3ame s i t u a t i o n i n t h e f u t u r e *
V I I I . SERIAL GROUPS
An a n a l y s i s o f p l o t s t r u c t u r e , s u b j e c t , an d p r i n -
| c i p a l c h a r a c t e r s o f d a y tim e s e r i a l s e n a b le d t h e w r i t e r to
p l a c e i n d i v i d u a l s e r i a l s i n t o c e r t a i n c a t e g o r i e s . The
c l a s s e s w h ic h c o n ta in e d th e g r e a t e s t num ber o f p ro g ram s
w e re:
i 1* The Woman A lone
2 , The P ro b lem s o f M a rria g e
3* The F a m ily Saga
C a te g o r ie s w h ic h c o n ta in e d fe w e r s e r i a l s w e re :
1 , The K in d ly P h ilo s o p h e r
|
| 2 . The Male P r o t a g o n i s t
3* A d v e n tu re and M y stery
!{.• The G rand H o te l
j A lm ost a l l d a y tim e s e r i a l s c o u ld be p l a c e d i n one o f t h e s e
| b a s i c c l a s s e s * The w r i t e r a p p l i e d a r b i t r a r y t i t l e s t o
t h e c l a s s e s , i n o r d e r t o s h o r t e n p ro g ram d e s c r i p t i o n s i n
l a t e r c h a p t e r s . The Woman A lone g ro u p was b y f a r t h e
l a r g e s t * I t s h e r o i n e s w ere young widows w ith c h i l d r e n ,
i
] o l d e r widows w i t h c h i l d r e n , young widows w ith o u t c h i l d r e n ,
women who w ere i n p r a c t i c e w idow ed, and u n m a r r ie d women.
S e r i a l s i n w h ich i t was e s s e n t i a l t o th e p l o t t h a t h u sb a n d
and w ife be t o g e t h e r w ere o f t h e P ro b lem s o f M a rria g e t y p e .
The F a m ily S agas t r e a t e d members o f a s i n g l e f a m i l y ,
w h e th e r t h e y w ere u n d e r one r o o f o r w ere s c a t t e r e d . The
; K in d ly P h ilo s o p h e r s e r i a l s p o r t r a y e d a c e n t r a l f i g u r e who
i :
was n o t t h e p r o t a g o n i s t b u t h e lp e d o t h e r s w ith t h e i r
t r o u b l e s . The Male P r o t a g o n i s t and A d v e n tu re and M a ste ry
ty p e s w ere uncommon. The Grand H o te l s e r i a l s , l i k e th e
n o v e l o f t h e same name, d e s c r i b e d t h e l i v e s o f many c h a r -
i a c t e r s who l i v e d i n an u n c h a n g in g c e n t r a l p l a c e o r came
j t o i t . W hile th e c h a r a c t e r s came and w e n t, t h e l o c a l e
! c o n tin u e d i n th e s t o r y .
i
| IX . SUMMARY
Most o f th e p l o t s o f pro g ram s t o o k p la c e i n th e
| p r e s e n t i n u r b a n A m erican co m m u n ities w h ic h o f t e n w ere
I
| im a g in a r y . Most d a y tim e s e r i a l s had slo w m oving d e l i b e r -
| a t e l y p r o lo n g e d r e v o l v i n g p l o t s . The slo w p a c e a llo w e d
j
j p o r t r a y a l o f th e t r i v i a o f e v e ry d a y l i f e and h e lp e d to
j co m p en sate f o r th e u n r e a l i t y o f t h e g r e a t num ber o f c r im e s ,
' t r i a l s , u n u s u a l a i l m e n t s , £ t c e t e r a . M o r a lity i n t h e p r o -
i
j gram s was b a s e d upon t h e p r i n c i p l e t h a t r i g h t w ould p r e
v a i l . Mores i n s e r i a l s te n d e d t o l a g t h o s e o f r e a l l i f e ,
a lth o u g h th e l a g was l e s s e n i n g a t t h e tim e o f t h i s s t u d y .
U s u a lly th e p r i n c i p a l c h a r a c t e r s o f th e d a y tim e s e r i a l s
6o
w ere women. A lm ost a l l o f t h e s e ' women w ere e i t h e r widows
o r h o u s e w iv e s . Most women p r i n c i p a l s a p p e a re d t o be much
s t r o n g e r t h a n t h e men i n t h e s e r i a l s , b u t t h e l o t o f t h e
m ale showed s ig n s o f im p ro v in g .
CHAPTER I I I
ORIGINS OP THE DAYTIME SERIAL DRAM A
I n 19i|8 Jam es T h u rb e r w r o te :
! S in c e soap o p e ra i s a fo rm o f m e rc h a n d is in g
r a t h e r t h a n a r t , t h e r e c o r d s o f i t s b e g in n in g s a r e
somewhat v a g u e . I t w a ite d f i f t e e n y e a r s f o r s e r i o u s
r e s e a r c h e r s , a n d i t h a s had few c o m p e te n t c r i t i c s .
A lm ost none o f th e s e r i a l w r i t e r s h a s k e p t h i s
s c r i p t s . 1
I n s p i t e o f t h e s e s e v e r e o b s t a c l e s , t h i s w r i t e r
was a b le t o f i n d a f a i r amount o f i n f o r m a t i o n c o n c e rn in g
th e o r i g i n o f th e d a y tim e s e r i a l d ram a. The r e a d e r s h o u ld
; n o te t h a t , b e c a u s e o f t h e d i f f i c u l t i e s w h ich T h u rb e r o u t -
i l i n e d i n t h e p r e c e d i n g q u o t a t i o n , t h i s w r i t e r was f o r c e d
; t o be l e s s s p e c i f i c i n h i s u s e o f e x a c t d a t e s i n t h i s
c h a p t e r t h a n he was i n t h e c h a p t e r s w hich f o l l o w .
I . THE FIRST DRAMAS ON RADIO
i
In c o m p le te and i n a c c u r a t e r e c o r d s made i t im p o s s ib le
f o r r e s e a r c h e r s t o d i s c o v e r th e e x a c t b e g in n in g o f dram a
i
i i n A m erican r a d i o , R i l e y n o te d t h a t s e v e r a l s t a t i o n s
i
j c la im e d t h i s h o n o r . The c la im s o f W HA (M ad iso n , W isconsin);
i
| w ent b a c k a s f a r a s 1 9 2 0 , R i l e y fo u n d m ore c o n c r e t e e v i
dence o f dram a on A m erican r a d i o i n a m e n tio n o f a d r a m a tic
i
i ----------------------------------
| B a rn es T h u rb e r , The B e a s t i n Me and O th e r A nim als
(New Y o rk : H a r c o u r t, B ra ce a n d Company, 1 9 ^ 8 1 , P* 193*
62
p ro g ram fro m WGY, S c h e n e c ta d y , i n a n A u g u s t, 1922, i s s u e
2
o f t h e New Y ork T im e s# T h is p ro g ram was a p p a r e n t l y a
tw o - a n d - o n e - h a l f h o u r p e rfo rm a n c e o f a s t a g e m elodram a,
"The W o lf ,” w hich was p r e s e n t e d on A ugust 3 , 1 9 2 2 .^
I S h u r ic k d i s c o v e r e d t h a t W GY b e g a n b r o a d c a s t i n g r e g u l a r
w e e k ly dram as i n S e p te m b e r, 1 9 2 2 .^ T h is same s t a t i o n
! c la im e d t o have p r e s e n t e d t h e f i r s t p l a y s t h a t w ere w r i t t e h
e s p e c i a l l y f o r r a d i o . R i l e y was t o l d t h a t W GY was o f f e r i n g
p r i z e s f o r o r i g i n a l s c r i p t s i n 1 9 2 3 . R ic h a r d H ughes, a
B r i t i s h e r who c la im e d t o h av e w r i t t e n th e f i r s t o r i g i n a l
r a d i o d ram a, gave t h e i n i t i a l b r o a d c a s t d a te o f h i s "A
Comedy o f D anger1 ' as J a n u a r y 15, I92l|-. T h is b r o a d c a s t
! 6
o c c u r r e d i n E n g la n d .
I I . THE SERIAL DRAM A
A lth o u g h t h e y e a r i n w h ich th e f i r s t s e r i a l dram a
; was p r e s e n t e d on r a d i o i s u n c e r t a i n , S h u r ic k i n d i c a t e d t h a t
; t h e f i r s t i n s t a l l m e n t o f "The W addington C i p h e r ," a m y ste ry
^D onald R i l e y , Handbook o f R adio Drama T e c h n iq u e s
I ( r e v i s e d e d i t i o n ; Ann A rb o r, M ichigan* E dw ards B r o t h e r s ,
i I n c . , 1 9 l|.l), p p . 3 - i |.
! 3
! E . P . J . S h u r i c k , The F i r s t Q u a r te r - C e n tu ry o f
i A m erican B r o a d c a s tin g (K ansas C i t y , M is s o u ris M dlancT"
P u b l i s h i n g Company, 194.6 ) , p p . 73~7l|*
^ I b i d . . p . 7^ .
! ^ R il e y , o p . c i t . , p . i|*
^ R ic h a r d H ughes, "The B i r t h o f R ad io D ram a," The
: A t l a n t i c . 2 0 0 : l l ^ - l t |.8 , D ecem ber, 1 9 5 7 .............................
63
n
was p r e s e n t e d by WJZ, New Y o rk , on A p r i l 16, 1923* R eg u - j
l a r s e r i a l p ro g ram s d id n o t b e g in on r a d i o u n t i l 1 9 2 5 *
By t h a t tim e w r i t e r s w ere d e v e lo p in g new fo rm s o f r a d i o
dram a. S h o r t e r p l a y s w h ich c o u ld f i t i n t o f i f t e e n m in u te
i tim e se g m en ts w ere i n t r o d u c e d . The f i f t e e n m in u te p ro g ra m
l e n g t h l a t e r becam e a d i s t i n c t i v e c h a r a c t e r i s t i c o f t h e
|
d a y tim e s e r i a l dram a.
I n t h e S p r in g o f 1925 th e v a u d e v i l l e te a m o f Jim
an d M arion J o r d a n was p l a y i n g i n C h ic a g o , F o r p u b l i c i t y
I p u rp o s e s t h e i r a g e n t p e r s u a d e d them t o do a r a d i o p ro g ra m .
: The r e s u l t was w hat F r a n c i s C hase c a l l e d " t h e g r e a t - g r a n d -
Q
i daddy o f th e so a p o p e r a s ." O th e r w r i t e r s a g r e e d w ith
j
; C hase*s s e n tim e n ts on t h i s s u b j e c t .
The J o r d a n * s p ro g ram was The S m ith F a m ily . Sam uel
I n s u l l ’ s C h icag o s t a t i o n , VIENR, p r e s e n t e d i t one n i g h t a
i
! week and r e p e a t e d t h e b r o a d c a s t on S u n d a y s. The S m ith
i
; F a m ily was th e s t o r y o f a m o th e r ( p la y e d b y M rs. J o r d a n ) ,
: a f a t h e r , a n d t h e i r two d a u g h t e r s . One o f t h e d a u g h te r s
j was c o u r te d by a p r i z e f i g h t e r (J im J o r d a n ) , The o t h e r
d a u g h te r d a te d a J e w is h b o y . M rs. J o r d a n t o l d t h i s w r i t e r
t h a t t h e p ro g ra m was a comedy w h ic h d i d n o t dep en d u p o n
j " s o c k la u g h s " o r t h e b i g j o k e .^ A lth o u g h The S m ith F a m ily I
i
^ S h u r ic k , o £ . c i t . , p . 8 1 , j
^ F r a n c is C h ase, Sound a n d F u ry (New Y o rk : H a rp e r
! and B r o t h e r s , 19lj.2 ) , p p . 179-X So,
9 p e r s o n a l I n t e r v i e w w ith M rs. M arlon J o r d a n , Decem-
b e r 1 1 , 1 9 5 7 . ...............
was n o t a v e ry s u c c e s s f u l r a d i o p ro g ram , i t c o n t r i b u t e d t o
t h e d e v elo p m e n t o f t h e d a y tim e s e r i a l drama* I t d e s c r i b e d
a d o m e s tic s i t u a t i o n an d i t s c h a r a c t e r s were i n a c o n t i n u -
I in g s i t u a t i o n * T hese two e le m e n ts w ere i n t e g r a l p a r t s o f
| a lm o s t a l l d a y tim e s e r i a l s * The J o r d a n s th e m s e lv e s , a f t e r
s e v e r a l a d d i t i o n a l v e n t u r e s i n b r o a d c a s t i n g , i n c l u d i n g
a n o t h e r n e a r d a y tim e s e r i a l , S m ackout, f i n a l l y a c h ie v e d
10
b r o a d c a s t i n g s u c c e s s as F i b b e r HcGee~a n d M o lly *
On J a n u a r y 1 2 , I 9 2 6 , a n o th e r s t e p was t a k e n i n t h e
; d e v e lo p m e n t o f t h e d a y tim e s e r i a l d ram a . On t h a t day t h e
j
| f i r s t e p is o d e o f Sam ln > H enry was p r e s e n t e d on WGN,
11
I C h ic a g o . T h is p ro g ram f e a t u r e d C h a r le s C o r r e l l and
' F reem an G osden and d e m o n s tr a te d th e d e s i r a b i l i t y o f a d a i l y
s e r i a l p ro g ram a s a means o f p r e s e n t i n g dram a o n r a d i o .
C o r r e l l and Gosden s u c c e s s f u l l y p r e s e n t e d Sam tn t H enry
I f o r two y e a r s . T hen, i n o r d e r t o r e a c h a n e tw o rk a u d ie n c e
t h r o u g h t r a n s c r i p t i o n s , t h e y t r a n s f e r r e d t h e i r t a l e n t s t o
!
W MAQ, C hicago* The r i g h t s t o th e t i t l e Sam ’n 1 H enry
re m a in e d w i t h WGN, so C o r r e l l and Gosden gave t h e i r t i t l e
i c h a r a c t e r s new names a n d p r e s e n t e d th em a s Amos ' n 1 Andy
12
| on M arch 1 9 , 1928* On A u g u st 1 9 , 19 29> th e p ro g ram
!
------------------------------
■ ^ P e rs o n a l I n t e r v i e w w i t h t h e J o r d a n s f s e c r e t a r y ,
M rs. G regg, on Decem ber 11, 19^7* j
• ^ A l l A bout Amos *n! Andy (New Y o rk i R and M cN ally
1 a n d Company, 1929)', p* 3 0 .
^ I b i d . , p p . Ij.0- l |3 .
65
moved, t o NBC. I t re m a in e d a n i g h tt i m e p r o g r a m . ^
Amos ’n ’ Andy p o s s i b l y was t h e m ost s u c c e s s f u l r a d io
p ro g ra m o f a l l t i m e . I t s im p a c t u p o n t h e e a r l y r a d i o
l i s t e n e r s was e x t r o r d i n a r y . To t h e y e t u n b o rn d a y tim e
I s e r i a l dram a i t c o n t r i b u t e d th e f i f t e e n m in u te d a i l y
s e r i a l f o r m a t , t h e m u s ic a l s i g n a t u r e , an d t h e o p e n in g a n d
c l o s i n g c o m m erc ial i n one s u c c e s s f u l p a c k a g e . A new an d
: p r o m is in g fo rm o f r a d i o drama h a d b e e n c r e a t e d . M a rlin
: H. A y le s w o rth , t h e p r e s i d e n t o f NBC, a t th e tim e s t a t e d :
The o u t s t a n d i n g s u c c e s s o f t h e tw o co m ed ian s known
on t h e a i r a s Amos fn* Andy i n t e r e s t s me k e e n ly b e
c a u s e t h e y a r e w o rk in g i n a new a r t fo rm . They have
| so m e th in g s u g g e s t i v e o f a s e r i a l i n a m ag azin e and
| a t t h e same tim e s u g g e s t i v e o f t h e d a i l y com ic s t r i p ,
f b u t i t i s a l s o new an d f o r t h e a i r e x c l u s i v e l y . ! ^
! Amos > n t Andy a l s o d e m o n s tr a te d t h e im p o rta n c e o f c h a r
a c t e r s a s c o n t r a s t e d w i t h p l o t . F reem an G osden once t o l d
I r a d i o c r i t i c Ben G ro s s:
|
I s t i l l rem em ber t h a t o n ly you and a few o t h e r s
among t h e p r o f e s s i o n a l c r i t i c s saw a n y th in g i n o u r
f i r s t s k i t . Most o f them d i d n o t r e a l i z e t h a t we
w ere a f t e r t h e c r e a t i o n o f c h a r a c t e r , n o t g a g s . W e
b e l i e v e d t h e n and b e l i e v e now t h a t once you e s t a b l i s h
c h a r a c t e r s , i f t h e y ’r e l i k e a b l e , th e p u b l ic w i l l b e
come fo n d o f th em . A l l you h av e t o do i s p u t them
i n t o r e c o g n i z a b le s i t u a t i o n s . ^
i ! 3 nbc p ro g ra m f i l e s (P ro g ram A n a ly s is D e p a rtm e n t,
i N a tio n a l B r o a d c a s tin g Company, R o c k e f e l l e r P l a z a , New Y ork
C i t y 20, New Y o r k ) .
^ O r r l n E . D u n la p , J r . , R a d io i n A d v e r t i s i n g (New
Y o rk : H a rp e r and B r o t h e r s P u b l i s h e r s , T 9 3I ) , p p . I 0 2 - I 8 3 .
' ^ B e n G ro s s , I, Looked a n d L is t e n e d (New Y ork:
Random H o u se, 1951}.) >~"p» X51+*
The b i r t h o f Amoa 1n* Andy m eant t h a t t h e m a jo r
i n g r e d i e n t s o f t h e d a y tim e a e r i a l dram a had b e e n i n t r o
d u c e d , w i t h t h e e x c e p ti o n o f th e s p e c i a l a p p e a l t o a
fe m in in e a u d ie n c e . Amos * n t Andy was b y f a r t h e m ost
, p o p u la r r a d i o p ro g ra m when t h e d a y tim e s e r i a l dram a was
c r e a t e d . I t was a lm o s t I n e v i t a b l e t h a t when b r o a d c a s t
p ro g ra m e rs d i s c o v e r e d t h e im p o rta n c e o f t h e d a y tim e
a u d ie n c e t h e y w ould com bine t h e e le m e n ts o f th e m ost s u c
c e s s f u l p ro g ram t h e n on t h e a i r w ith e le m e n ts w h ich
I a p p e a le d t o women.
| I I I . THE ORIGIN OP THE DAYTIME SERIAL DRAM A
i
;
| The p e r i o d b e tw ee n t h e I n i t i a l s u c c e s s o f Amos ln t
j Andy and t h e f i r s t n e tw o rk d a y tim e s e r i a l was one o f
e x p e r i m e n t a t io n w hich was c l o s e l y r e l a t e d t o t h e p ro b le m
o f c r e a t i n g a fo rm o f d a y tim e r a d i o e n t e r t a i n m e n t t h a t
w ould p l e a s e h o u se w iv e s a n d cau se th em t o b u y a d v e r t i s e d
i
| g o o d s. D aytim e r a d i o d u r in g t h i s p e r i o d , and f o r a few
; y e a r s a f t e r , was q u i t e d i f f e r e n t fro m th e d a y tim e r a d i o
i o f t h e s e r i a l e r a . F o r exam ple th e p r i n t e d p ro g ra m
i
| s c h e d u le o f W LW , C i n c i n n a t i , f o r t h e week o f November 8 ,
193 1 , i n c l u d e d p ro g ram s su c h a s B e a u t i f u l T h o u g h ts , L iv e
S to c k R e p o r t s , Our D a lly F o o d , The Prem ium Man, M rs. A. M.
G o u d is s . Mouth H y g ie n e , a n d Edna W a lla c e H o p p e r. T h is
u n u s u a l c o m b in a tio n o f p ro g ram s was p r e s e n t e d by one o f
t h e o u t s t a n d i n g s t a t i o n s I n t h e U n ite d S t a t e s and was
67
r e p r e s e n t a t i v e o f t h e v a r i o u s t y p e s o f p ro g ram s w h ic h w ere
b e in g t r i e d by b r o a d c a s t e r s who te n d e d to t h i n k t h a t d a y
tim e p ro g ra m in g f o r women s h o u ld be l i k e t h e n o n - f i c t i o n
j
I f e a t u r e s o f Good H o u se k e e p in g .
I f t h e s e r i a l dram a was a b s e n t fro m d a y tim e r a d i o
d u r i n g t h e p e r i o d b e tw e e n t h e b i r t h o f Amos ' n ' Andy and
1 932, i t was f l o u r i s h i n g i n t h e n i g h tt i m e h o u rs* NBC '
f i l e s i n d i c a t e d t h a t i n a d d i t i o n t o Amos ’n 1 Andy t e n
T A
s e r i a l s w ere p r e s e n t e d i n t h e e v e n in g h o u rs b e f o r e 1 9 3 2 .
T h ese s e r i a l s were h e a r d fro m one t o s i x tim e s a week*
L
| I n a d d i t i o n two f i f t e e n - m i n u t e c h i l d r e n 's s e r i a l s b e g an
| i n 1931* They w ere O rphan A n nie ( A p r i l 6 , 1931) a n d The
| Lone W olf T r ib e (D ecem ber 2 1 , 1 9 3 1 ) » ^ O rphan A nnie was
; p r e s e n t e d d a i l y e x c e p t S a tu r d a y and Sunday a t 5*30 P.M.
; E .S .T . an d was th e f i r s t s e r i a l dram a t o be p r e s e n t e d i n
!
j th e d a y tim e h o u r s . B ecause o f i t s i n te n d e d a u d ie n c e i t
h a s n o t b een c o n s id e r e d a s t h e f i r s t d a y tim e s e r i a l d ram a,
b u t i t gave f u r t h e r p r o o f t h a t th e d a y tim e a u d ie n c e s m ig h t
| a c c e p t a c o n ti n u i n g dram a on a n a d u l t l e v e l .
i The p e o p le who w ere t r y i n g t o s o lv e t h e p ro b le m o f
|
I d a y tim e r a d i o w ere a b l e t o o b t a i n much u s e f u l i n f o r m a t i o n
by s t u d y i n g t h e s u c c e s s e s o f t h e n i g h t t i m e s e r i a l s . Indeed,
j
l 6 V ide T a b le I I I , p . 6 8 .
17
NBC p ro g ra m f i l e s ; CBS p ro g ram f i l e s (P ro g ra m
I n f o r m a t io n D e p a rtm e n t, C olum bia B r o a d c a s t in g S y stem ,
1^85 M adison A venue, New Y ork C i t y 2 2 , New Y o r k ).
68
TABLE I I I
EVENING RADIO SERIALS, AUGUST 6 , 1928, TO
NOVEMBER 2 , 1931
P rogram
N etw ork o r
s t a t i o n D ate o f o r i g i n
R e a l F o lk s NBC B lue
I
A ugust 6 , 1928 I
The G o ld b e rg s WJZ November 2 0 , 1929
NBC Red J u l y 3 1 , 1931
U n c le Abe and D avid NBC Red Ju n e 2 3 , 1930
C l a r a , Lu ’n* Era W GN J u n e , 1930
NBC B lue J a n u a r y 2 7 , 1931
R a i s i n g J u n i o r WJZ S ep tem b er l 6 , 1930
M oonshine & H o n ey su ck le NBC Red J u l y 2 8 , 1930
The T r i a l o f V iv ia n Ware WJZ November 26, 1930
S h e r lo c k Holmes NBC Red O c to b e r 2 0 , I 9 3O
Daddy and R o llo CBS F e b r u a r y 3> 1931
M rrt and Marge CBS November 2 , 1931
69 !
j
t h r e e o f t h e s e p ro g ra m s , The G o ld b e rg s , C l a r a , Lu tn* Em,
and Myrt an d M arge, were l a t e r t o become d a y tim e s e r i a l s *
The d a y tim e p l a n n e r s a l s o c o u ld o b s e rv e two e v e n in g dram as j
w h ich c o n ta in e d e le m e n ts t h a t w ould be p ro m in e n t i n m ost
i
d a y tim e s e r i a l s . T h ese p ro g ram s w ere The T rue S to r y H o u r,
w h ich b e g a n on CBS on S e p tem b er 6 , 1 9 2 9 , and T rue R om ances,j
* 1A ’
w h ich CBS f i r s t p r e s e n t e d on Decem ber 21 4 ., 1 9 2 9 . |
1
Once a l l o f t h e b a s i c e le m e n ts o f t h e d a y tim e s e r i a l !
dram a w ere a v a i l a b l e t o p ro g ram p la n n e r s i t was o n ly a
m a t t e r o f tim e b e f o r e an a d u l t dram a w ould be p r e s e n t e d ;
1
d u r in g t h e d ay tim e h o u r s . One o f t h e c h i e f d e l a y s , a p
p a r e n t l y , wa3 th e r e l u c t a n c e o f a d v e r t i s e r s t o i n v e s t i n
!
d a y tim e h o u r s , when th e a v a i l a b l e a u d ie n c e was much s m a ll e r
t h a n a t n i g h t . A se c o n d h a n d ic a p was i n th e f a c t t h a t
th o s e who w ere p ro m o tin g d a y tim e dram a t h e m ost v i g o r o u s l y
w ere l o c a t e d i n t h e MLddle W est, w here d r a m a tic t a l e n t was
s c a r c e . B u t, a s Jam es T h u rb e r p u t i t , “ t h e r e was a s m e ll
of g o ld i n C h ic a g o , a n d th e p i o n e e r s w ere i n d e f a t i g a b l e . m19
The p i o n e e r s t o whom T h u rb e r r e f e r r e d w ere a s m a ll
gro u p o f p e o p le who w ere t o become t h e g i a n t s o f t h e day
tim e s e r i a l f i e l d i n j u s t a few y e a r s . Some o f th em w ere
s t i l l e x e r t i n g a c o n s i d e r a b le i n f l u e n c e when t h i s p a p e r
was w r i t t e n *
i _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
* 1 O
CBS p ro g ra m f i l e s .
■ ^ T h u rb e r, o j d. p i t . , p . 1 9 3 .
I n 1927 P ra n k Hummert l e f t h i s jo b a s th e c h i e f
i
copy w r i t e r f o r L ord and Thomas t o j o i n t h e B l a c k e t t and
Sam ple A d v e r t i s i n g Agency o f C h ic a g o . H i3 b a c k g ro u n d a s a j
p u b l i c i t y and n e w sp a p e r man d a te d from W orld War I , d u r in g j
w h ic h tim e he c o in e d t h e L ib e r ty Bond s l o g a n 1 1 Bonds o r
20
Bondage.'* Hummert»s name was added t o t h e com pany 1 s
t i t l e , a n d l a t e r he was made v i c e - p r e s i d e n t ; b u t when j
B la c k e tt-S a m p le -H u m m e rt d i s s o l v e d i n 191+3» Hummert s t a t e d
t h a t he h a d n e v e r b een a p a r t n e r an d h a d h e l d no s t o c k I n
21
t h e com pany. He r e c e i v e d a p e r c e n ta g e o f th e f i r m 's
p r o f i t s f o r h i s w ork a s i d e a man a n d d i r e c t o r o f t h e p r o
d u c ti o n u n i t w h ich he o r g a n i z e d . !
I n 1930 Hummert to o k as h i s a s s i s t a n t a young woman
who had a c r e a t i v e mind a n d a t a l e n t f o r i n t e r e s t i n g t h e
woman l i s t e n e r . H er name was M rs. Anne A s h e n h u r s t. She
was a g r a d u a te o f G oucher and h a d b een a r e p o r t e r f o r th e
22
B a ltim o r e Sun a n d th e P a r i s H e r a l d . W ith t h e a s s i s t a n c e
o f M rs. A s h e n h u r s t, who i n f i v e y e a r s w ould be M rs. Hummert,
P ra n k Hummert s e t a b o u t th e t a s k o f c r e a t i n g p ro g ram s f o r
d a y tim e r a d i o .
I n th e same y e a r t h a t M rs. A s h e n h u rs t j o in e d th e
^ " R e o r g a n i z a t i o n p i an o u t l i n e d f o r B la c k e tt- S a r n p le -
, H um m ert," .B r o a d c a s t i n g . 2 £ s l2 , A ugust 1 6 , 191+3*
2 1 I b i d .
2 2T h u rb e r, o j d. c i t * , p . 2 0 1 .
7 1 i
B lac k ett-S a m p le -H u m m e rt a g e n c y (1930) a n o t h e r young woman
e n t e r e d t h e b r o a d c a s t i n g p r o f e s s i o n : I r n a P h i l l i p s * M iss j
P h i l l i p s was a g r a d u a te o f t h e U n i v e r s i t y o f I l l i n o i s a n d
h a d done g r a d u a te work a t t h e U n i v e r s i t y o f W is c o n s in ,
She h a d t a u g h t s c h o o l i n D ay to n , O h io , fro m 1925 t o 1 9 3 0 * ^ !
A f t e r a few v a c a t i o n jo b s f o r W M AQ, C h ic a g o , M iss P h i l l i p s j
|
i n 1930 to o k a f u l l tim e p o s i t i o n w ith WGN, a n o th e r
C h icag o s t a t i o n * She was h i r e d a s a n a c t r e s s and d i d a n
e x te m p o ra n e o u s t a l k p ro g ram t h a t was c a l l e d T hought f o r t h e
D ay«^~ T hen th e s t a t i o n a sk e d h e r t o u s e h e r w r i t i n g
t a l e n t s * She d i d ; an d t h e r e s u l t , a s f a r a s t h i s w r i t e r
c o u ld d e te r m in e , was t h e f i r s t d a y tim e s e r i a l , P a i n te d |
D ream s. ^ The s e r i a l p o r t r a y e d M other M oynihan a n d h e r
c h i l d r e n . The c a s t i n c l u d e d I r e e n e W ic k er, whom S p o n so r
c a l l e d t h e " f i r s t q u e e n o f t h e so a p o p e r a , 1 ' and M s s
P h i l l i p s .
P a i n te d Dreams d i d n o t t r i g g e r a r a p i d g ro w th o f
d a y tim e s e r i a l s . I t f a i l e d t o a t t r a c t s p o n s o r s h ip i n i t s
^3w ho»s Who i n A m erica 19U8-U9 (C h ic a g o : A. N.
M arquis Company, 1 9 5 ^ )* P • 1951*
? ) l
^ ""Q ueen o f t h e Soap O p e ra ," Newsweek, 2 0 :5 9 , J u l y
13, 19^ 2 .
^ I b i d . ; S h u r ic k , 0£ . c l t . , p p . 77> 1 9 ^ 3 ; T h u rb e r,
op* c i t . , p . 1 9 8 ; " S c r i p t Q u een ," T im e, 3 5 s 6 o , Ju n e 10,
1 % 0 ; nS p o n so r H e a r s ," S p o n s o r, 12:74» M arch 8 , 1958;
l e t t e r t o t h e w r i t e r fro m I r n a P h i l l i p s , J u l y 3 0 , 195 8 ,
2 6 « sp o n s o r H e a r s ," lo c * c i t .
72 i
2 7 i
e a r l y days* S t i l l t h e r e w as a s t i r o f i n t e r e s t i n d a y - !
tim e r a d i o i n 1930* P ra n k A. A rn o ld , t h e D i r e c t o r o f D e- ,
v e lo p ra e n t a t NBC, i n 1931 w r o te t h a t t h e r e h a d b e e n an
i n c r e a s e o f i n t e r e s t o f a u d ie n c e s a n d s p o n s o r s i n d a y tim e j
2 8 '
r a d i o " w i t h i n t h e l a s t tw e lv e m o n th s ." S p o n s o rs w ere j
a w are t h a t women d i d much o f t h e f a m i l y sh o p p in g * T hey
d o u b te d i f t h e y h a d tim e d u r i n g th e d a y t o l i s t e n t o r a d i o
p r o g ra m s •
The Hummerts t r i e d t o d e v e lo p a d a y tim e p ro g ra m
w h ic h w ould f i t t h e h o u s e w i f e 's d a i l y p a t t e r n s o f a c t i v i t y .
T h e i r s e l e c t i o n o f t h e s e r i a l fo rm was e x p l a i n e d by P r a n k
Hummert i n a l e t t e r t o t h i s w r i t e r :
As I rem em ber i t now t h e id e a f o r a d a y tim e s e r i a l
was p r e d i c a t e d upon t h e s u c c e s s o f s e r i a l f i c t i o n i n
n e w sp a p e rs a n d m ag a zin es* I t o c c u r r e d to me t h a t
w hat p e o p le w ere r e a d i n g m ig h t a p p e a l t o th e m i n t h e
fo rm o f r a d i o d ram a . I t wa3 a s s im p le a s t h a t . And
r e s u l t s p ro v e d t h a t my g u e s s was r i g h t .
I s t r e s s t h e word " g u e s s 1 1 b e c a u s e t h a t i s a l l i t
w as. Not a f l a s h o f s o - c a l l e d g e n i u s , b u t a s h o t i n
th e d a r k . H ence I t a k e no c r e d i t f o r i t * B e lie v e
me, none i s d e s e r v e d . 2 9
A c c o rd in g t o T h u r b e r a young r e p o r t e r who had
w r i t t e n a s e r i a l f o r t h e C h ic a g o D a i ly News e n t i t l e d " T h re e
G i r l s L o s t ," a t t r a c t e d t h e H um m erts1 a t t e n t i o n . H is name
2 ? T h u r b e r, o g . c i t . , p . 1 9 8.
2 ® Prank A. A rn o ld , B r o a d c a s t A d v e r t i s i n g (New Y o rk : i
Jo h n W ile y an d S o n s , I n c . , 1 ^ 3 1 ) , p . Ij# . j
1
2 9 L e t t e r t o t h e w r i t e r fro m P r a n k Hummert, A u g u st 1
2 3 , 1 9 5 8 . i
was C h a r le s R o b e rt D ouglas H ardy A ndrew s. The Hummerts
h i r e d him t o w r i t e f o r them a s e r i a l c a l l e d The S t o l e n
H usband. At th e o u t s e t o f t h e p ro g ram a s i n g l e a c t o r r e a d
[
t h e s t o r y , c h a n g in g h i s v o ic e an d t o n e t o s u g g e s t c h a r a c te r ^
T h is te c h n iq u e was u n s u c c e s s f u l . The f i n a l c h a p t e r s o f th e
30
s e r i a l were p e rfo rm e d b y s e v e r a l a c t o r s .
i
j
S u b seq u e n t Hummert s e r i a l s w ere more s u c c e s s f u l ■
and a c h ie v e d n e tw o rk d i s t r i b u t i o n . B ut n e i t h e r t h e Hum
m e r ts n o r I r n a P h i l l i p s a c h ie v e d t h e d i s t i n c t i o n o f c r e a tin g
t h e f i r s t d a y tim e s e r i a l f o r n e tw o rk r a d i o . An NBC B lue
N etw ork p ro g ram w hich h a d b e e n a n i g h tt i m e p ro g ra m s i n c e '
1930 was moved t o t h e m o rn in g h o u rs on F e b r u a r y 1 5, 1 9 3 2 .
C l a r a , Lu tn l Em became t h e f i r s t d a y tim e s e r i a l t o be p r e -
31
s e n te d on a n a t i o n a l n e tw o rk .
IV . SUMMARY
A p p ro x im a te ly tw e lv e y e a r s o f r a d i o dram a p re c e d e d
t h e p r e s e n t a t i o n o f t h e f i r s t d a y tim e s e r i a l on a n a t i o n a l
r a d i o n e tw o rk . From t h e tim e o f t h e f i r s t o r i g i n a l r a d i o
dram as i n 1923 v a r i o u s e le m e n ts o f t h i s fo rm w ere d e v e lo p e d .
The S m ith F a m ily c o n t r i b u t e d th e d o m e s tic dram a w ith
c o n ti n u i n g c h a r a c t e r s . Amos t n t Andy d e m o n s tr a te d t h e
e x t e n t o f p o p u l a r i t y w h ich c o u ld be a c h ie v e d by a d a i l y
3 0 T h u rb e r, o p . c i t . , p p . 2 0 1 - 2 0 5 .
^NBC p rogram f i l e s .
7 1 +
s e r i a l * A g ro u p o f e v e n in g s e r i a l s f u r t h e r show ed t h e
a c c e p t a b i l i t y o f t h e s e r i a l form * P rog ram s l i k e T ru e
Rom ances a n d The T ru e S t o r y H our c o n t a i n e d n o t a b l e i n
g r e d i e n t s o f t h e d a y tim e s e r i a l form *
I m p o r ta n t c o n t r i b u t o r s t o t h e c r e a t i o n o f t h e d a y
tim e s e r i a l fo rm w ere P ra n k an d Anne Hummert, who p r o
c la im e d t h e v a lu e o f d a y tim e r a d i o and p r e p a r e d e a r l y
s e r i a l s , an d I r n a P h i l l i p s , who w ro te t h e f i r s t d a y tim e
s e r i a l d ram a , P a i n t e d Dreams*
On F e b r u a r y 1 5 , 1 9 3 2 , t h e f i r s t d a y tim e s e r i a l was
p r e s e n t e d on a n a t i o n a l n e tw o rk . I t was C l a r a , Lu , n t Em,
a n NBC program *
CHAPTER IV
THE DAYTIME SERIAL DRAMA, 1932-1937
I . INTRODUCTION
i
i
j
Prom t h e one n e tw o rk d a y tim e s e r i a l t h a t was on th e
a i r I n F e b r u a r y o f 1932 t h e num ber o f s e r i a l s grew t o f o u r
I n J a n u a r y o f 1933» e i g h t i n 193^, a n d t e n i n 1935* B y j
J a n u a r y , 193&, e i g h t e e n d a y tim e s e r i a l s w ere on th e r a d i o ;
1
n e tw o rk s o f t h e U n ite d S t a te s #
The NBC B lue N etw ork was r e s p o n s i b l e f o r a l l f o u r j
2 I
d a y tim e s e r i a l s t h a t w ere b eg u n i n 1 9 3 2 . C B S b e g an p r e
s e n t i n g d a y tim e s e r i a l s th e n e x t y e a r# T h at n e tw o rk b ro a d -j
i
c a s t e d s i x o f th e s e v e n p ro g ram s t h a t w ere I n a u g u r a t e d i n
1933*^ The NBC Red N etw ork a l s o p r e s e n t e d i t s f i r s t s e r i a l
I n 1933 a n d was r e s p o n s i b l e f o r f o u r o f t h e s i x new s e r i a l
pro g ram s i n 193^+*^ The M utual N etw ork b r o a d c a s t e d i t s
( f i r s t s e r i a l i n 1931+*'’
■^■Harrison B# Summers, A T h i r t y - Y e ar H i s t o r y o f P ro
gram s C a r r i e d on N a t io n a l RadXo N etw orks i n th e U n ite d
S t a t e s , 1 9 2 6- 19^6 (C olum bus, O hio: D e p artm en t of S p e e c h ,
0£i“o E s ta te U n i v e r s i t y , J a n u a r y , 1958)* PP* 27 , 35* M -2, lj.8,
^NBC p ro g ram f i l e s (P rogram A n a ly s is D e p a rtm e n t,
N a tio n a l B r o a d c a s tin g Company, R o c k e f e l l e r P la z a , New Y ork ;
C i t y 2 0 , New Y o rk ), and o t h e r s o u r c e s .
^CBS p ro g ram f i l e s (P ro g ram I n f o r m a t io n D e p a rtm e n t,
C olum bia B r o a d c a s tin g S y stem , If8^ M adison A venue, New Y ork j
!C i t y 22 , New Y o r k ), and o t h e r so u rc e s #
i ^ J - N B C p ro g ram f i l e s . ;
5 L e t t e r t o t h e w r i t e r fro m B ru ce H andshu o f W LW , !
C i n c i n n a t i , A ugust 2 3 , 1957, a n d o t h e r s o u rc e s # ;
...... 76 [
The p a t t e r n o f p ro g ram r a t i n g s o f d a y tim e s e r i a l
dram as was more o r l e s s e s t a b l i s h e d i n t h e f i r s t f i v e
y e a r s o f i t s h i s t o r y * ^ Program r a t i n g s e r v i c e s w ere j u s t
d e v e lo p in g when th e d a y tim e s e r i a l s w ere f i r s t p r e s e n t e d ,
and d a y tim e r a t i n g s w ere n o t f r e q u e n t u n t i l th e l a t e p a r t
o f t h e N in e te e n T h i r t i e s . T hose r a t i n g s t h a t w ere a v a i l
a b l e f o r t h e 1 9 3 2 -1 9 3 7 p e r i o d i n d i c a t e d t h a t d a y tim e s e r i a l j
p ro g ram s d i d n o t h av e l a r g e r a t i n g s when com pared w ith , th e ;
n i g h t t i m e p ro g ra m s , b u t had a u d ie n c e s g r e a t e r t h a n o t h e r
7
d a y tim e p ro g ra m s . W ith few e x c e p ti o n s t h i s p a t t e r n p r e
v a i l e d u n t i l 1 9 5 6 , when t h e e f f e c t s o f t e l e v i s i o n gave t h e ;
d a y tim e s e r i a l s h i g h e r r a t i n g s t h a n p ro g ram s o f n i g h tt i m e
8
r a d i o a s w e l l a s o t h e r d a y tim e r a d i o p ro g ra m s .
A r e p o r t o f t h e C o o p e r a tiv e A n a ly s is o f B r o a d c a s tin g
f o r W in te r, 1933* l i s t e d a r a t i n g o f $ .7 f o r t h e m ost
p o p u la r s e r i a l of t h e tim e , B e tty and Bob. The h i g h e s t
r a t i n g i n t h a t r e p o r t w ent t o t h e J a c k P e a r l e v e n in g p r o
gram . I t was L } .7 . 2 .9 B e t t y and Bob was a l s o th e m ost
p o p u la r d a i l y d a y tim e p ro g ram r e p o r t o f CAB f o r W in te r,
1 9 3 l|. I t h a d an 8 .1 r a t i n g , a g a i n s t a $ 0 .2 r a t i n g f o r
E d d ie C a n t o r 's n i g h t t i m e p r o g r a m .1^ The CAB r e p o r t o f
6 I_nfra an d p p . 1 1 7 , 1 5 9 , 20$ - 2 0 8 , 2 3 2 , 2$ $ .
7I n f r a .
8V ide p . 2 3 2 .
9suram ers, . 2J 2* . c i t . . p p . 3 1 , 3$ .
I Q lb id . , p p . 3 7 , i{ .2 .
77
J a n u a r y 2 6 , 1935> a g a i n l i s t e d B e t t y a n d Bob a s t h e m ost
11
p o p u l a r d a i l y d a y tim e p ro g ra m . V io a n d Sade h e a d e d a
s u b s e q u e n t r e p o r t i n th e w i n t e r of 1 9 3 5 * ^ The m ost p o p u
l a r d a y tim e p ro g ra m i n J a n u a r y , 1936, was T o d ay 1s C h i l
d r e n ( 7 *0 ) •
I n t h e f o l l o w i n g s e c t i o n o f t h i s c h a p t e r and i n
P ro g ram H i s t o r y s e c t i o n s o f C h a p te r V th r o u g h IX th e
■w riter t r e a t e d t h e m ost i m p o r t a n t d a y tim e s e r i a l s o f e a c h
p e r i o d . A c o m p le te l i s t o f t h e s p o n s o r e d n e tw o rk s e r i a l s
o f r a d i o may b e fo u n d i n A pp en d ix A. The d a y tim e s e r i a l s
o f t e l e v i s i o n a r e l i s t e d i n A p pend ix B.
I I . PROGRAM HISTORY
C l a r a , Lu tn l Em, t h e f i r s t o f t h e n e tw o rk s e r i a l
d ra m a s, was b a s i c a l l y a d o m e s tic com edy. I t was t h e c r e a
t i o n o f t h r e e young women, L o u is e S t a r k e y ( C l a r a ) , I s o b e l
C a r o th e r s (L u ), a n d H e le n K ing (Em), who i n f o r m a l l y
d e v e lo p e d t h e s k e t c h a s a s a t i r e u p o n s m a ll tow n h o u se w iv e s
d u r i n g some i d l e moments a t a N o r th w e s te r n U n i v e r s i t y
s o r o r i t y h o u s e . The s k e t c h was p o p u l a r w i t h t h e i r f r i e n d s
■ ^ C o o p e ra tiv e A n a l y s i s o f B r o a d c a s t in g r e p o r t o f
J a n u a r y 2 6 , 193^* a s fo u n d i n NBC p ro g ra m f i l e s .
■^Summers, o j d. c i t . , p . lj.8 .
^ C o o p e r a t i v e A n a l y s i s o f B r o a d c a s t in g r e p o r t o f
J a n u a r y 2 8 , 1936, a s fo u n d I n NBC p ro g ra m f i l e s .
78
and a f t e r t h e i r g r a d u a t i o n t h e g i r l s s o ld i t t o WON,
C h i c a g o , ^ w h ich p r e s e n t e d i t fro m J u n e , 1930# to J a n u a r y , j
1931* I t moved t o th e NBC B lue N etw ork a s a n i g h t t i m e j
I
p ro g ram on J a n u a r y 2 7 , 1931* S l i g h t l y more t h a n a y e a r ;
i
l a t e r t h e p ro g ram was a d a y tim e s e r i a l . A c t u a l l y i t was j
i
more o f a s k i t t h a n a dram a i n i t s e a r l y d a y s , f o r I t was j
n o t s c r i p t e d . A f t e r e a c h p ro g ra m th e f o l l o w i n g d a y 's e p i - j
i
sode was o u t l i n e d . Som etim es t h e g i r l s j o t t e d down a few
n o te s on any p a p e r t h a t was a t h a n d . E v e n t u a l l y t h e n o t e s
grew i n t o f u l l s c r i p t s . The pro gram d e s c r i b e d a f f a i r s
of Em, t h e m o th e r o f f i v e c h i l d r e n and w ife o f an i r r e s p o n - ;
s i b l e s p o u s e , L u, th e widow u p s t a i r s , a n d C l a r a , t h e h o u s e -;
k e e p e r . C l a r a , Lu ' n 1 Em re m a in e d on t h e a i r u n t i l 1 9 3 6 ,
when I s o b e l C a r o th e r s (Lu) d i e d . I n I 9I 4.2 th e p ro g ra m
r e t u r n e d t o r a d i o f o r a s h o r t tim e w i t h H a r r i e t A lly n i n
t h e r o l e o f L u. The c h a r a c t e r s were s t i l l l i v i n g i n th e
1?
, f a m i l i a r tw o s t o r y d u p le x . C l a r a , Lu tn l Em was p r e
s e n t e d fro m t h e f i r s t i n t h e f i f t e e n m in u te Monday th r o u g h
F r i d a y b r o a d c a s t p a t t e r n w h ich c h a r a c t e r i z e d m ost su b s e q u e n t
d a y tim e s e r i a l s .
lip*They T u rn ed T h e i r B acks on B roadw ay," K a d io la n d ,
3 :£ 6 , O c to b e r, 193U; " C l a r a , Em, and New L u ," Newsweek,
1 9 :6 6 -6 7 , Ju n e 15 , 19if2. ---------------
■^NBC p ro g ram f i l e s . j
•j Zl
°"T h ey T u rn ed T h e i r B acks on B roadw ay," l o c . c i t . j
^ " C l a r a , Lu *n' Em," V a r i e t y , II4 .7 S3I 4 ., Ju n e l £ , 1942J
79
The se co n d d a y tim e s e r i a l dram a t h a t was p r e s e n t e d
on a n a tio n w id e r a d i o n e tw o rk was a l s o a d o m e s tic com edy.
One o f t h e more p o p u la r d a y tim e p ro g ram s o f a l l tim e ,
V ic and S ad e, b e g a n as a s u s t a i n i n g p ro g ra m on t h e NBC
B lue N etw ork i n t h e summer o f 1932* I t f i n a l l y a c q u i r e d
c o m m erc ial s p o n s o r s h ip i n N ovem ber, 193i|*^® V ic and Sade
was t h e s t o r y o f V ic to r R odney Gook ( c h i e f a c c o u n ta n t a t
th e C o n s o lid a te d K itc h e n w a re Company, P l a n t Number lij.) and
h i s f a m i l y . O r i g i n a l l y t h e f a m i ly c o n s i s t e d o n ly o f Gook
and h i s w if e , S a d e . Then an a d o p te d so n , R u sh , was a d d ed
t o t h e s t o r y f o r v a r i e t y . F o r y e a r s th e p ro g ra m was p r e
s e n te d w i t h t h i s c a s t o f o n ly t h r e e c h a r a c t e r s . L a t e r
U ncle F l e t c h e r j o in e d t h e c a s t , a f t e r h a v in g b e e n t a l k e d
a b o u t f o r y e a r s . W hile B i l l y I d e l s o n , who p l a y e d R u sh ,
was i n t h e Navy d u r in g W orld War I I , a n o rp h a n e d nephew ,
R u s s e l l M i l l e r , jo in e d t h e f a m i ly g r o u p . A t no tim e d u r in g
th e t h i r t e e n y e a r s when t h e p ro g ram was on t h e a i r w ere
t h e r e m ore t h a n f o u r s p e a k in g c h a r a c t e r s . V ic a n d Sade
was f i l l e d w i t h some v e r y u n u s u a l n o n - s p e a k in g r o l e s .
Among t h e p e o p le who w ere t a l k e d a b o u t b u t n e v e r h e a r d
were Mr* B u l l e r , p r e s i d e n t o f V i c f s com pany, who p u l l e d
h i s own t e e t h ; Gus P l i n k , t h e tow n d ru n k ; C ora B u c k s a d d le ,
a p r e t t y d i v o r c e e ; R. J . Konk, f o u n d e r o f t h e S a c re d
•^NBC p ro g ram f i l e s .
80 j
I
I
K n ig h ts o f t h e M ilky Way ( V i c 's l o d g e ) ; Hank Gumpox, t h e
a s h man; G o d frey D im lok, i n v e n t o r o f a b i c y c l e w h ich c o u ld j
s a y 1 1 mama” ; R u th ie S tem b o tto m , S a d e 's f r i e n d ; Ole C hinbunny;
R is h ig a n P i s h i g a n o f S i s h i g a n , M ic h ig a n ; a n d t h e two chums j
o f R ush, S m e lly C la r k a n d B l u e t o o t h J o h n s o n . The f a m i l y
i
i
p e t was R u s h 's d o g , Mr. A l b e r t J o h n s o n , who s u f f e r e d fro m j
a s t ig m a t i s m and was u n a b le t o b a r k . 1 ^ j
V ic an d Sade p r e s e n t e d a d i f f e r e n t m inor p ro b le m
e a c h day i n d ia lo g u e w h ich was so am using t h a t E dgar Lee
M a ste rs was s a i d t o have s t a t e d t h a t t h e p ro g ra m ”p r e -
i
s e n t e d th e b e s t A m erican humor o f i t s d a y . ” ^® The man who ;
was r e s p o n s i b l e f o r t h i s humor was a fo rm e r member o f t h e j
NBC s t a f f i n C h ic a g o , P a u l R hym er. When he was c a l l e d upon
t o w r i t e a p ro g ram a b o u t f a m i ly l i f e , h e drew u p o n th e
m em ories he had o f th e p e o p le he h a d known i n B lo o m in g to n ,
I l l i n o i s . R h y m er's c h a r a c t e r s w ere c o m p o s ite s o f
a c q u a in ta n c e s he rem em bered. S a d e , who was p u z z le d b y
t h i n g s o f t h e w o rld , b u t c o m p le te ly i n command i n h e r
k i t c h e n , was i n s p i r e d b y R hym er’ s m o th e r. R u sh r e p r e s e n t e d
PI
th e a u th o r h i m s e l f . D u rin g t h e e n t i r e c o u rs e o f th e
19” Meet V ic and S a d e ,” R a d io S t a r s . ^si+3, M arch,
193$; “R a d io A lbum ,” M ovie- R a d lo G u id e, 13:4.7, Novem ber,
194-35 "V ic and S a d e ,” T im e, Decem ber 2 7 , 19^-35
d i r e c t e x p e r ie n c e o f . w r i t e r .
O A j
Jam es T h u rb e r, The B e a s t i n Me and O th e r A nim als j
(New Y o rk ; H a r c o u r t, B ra ce a n d Company, 19lf8), p . I9f>.
21” Meet V ic and S a d e ,” l o c . c i t .
81 I
|
p ro g ra m t h e t i t l e c h a r a c t e r s w ere p la y e d by B e rn a d in e Flynn;
and t h e l a t e A rt Van H a rv e y . The p ro g ram l e f t d a y tim e I
r a d i o i n th e f a l l of 19l|l|.o A f t e r a s h o r t p e r i o d a s a
n i g h t t i m e p ro g ram i t was h e a r d no m o re.
F r a n k a n d Anne Hummert b r o u g h t t h e i r f i r s t d a y tim e j
I
s e r i a l , B e t t y and Bob, t o a n a t i o n a l n e tw o rk on O c to b e r 10,!
1 9 3 2 . G e n e ra l M ills s p o n s o re d t h e p ro g ram on t h e NBC B lue ■
23
N etw o rk. The p ro g ra m was w r i t t e n by R o b e rt A ndrew s, who
was a l s o w r i t i n g a new n i g h t t i m e s e r i a l c a l l e d J u s t P l a i n
B i l l . B e t t y and Bob was a s e r i a l w h ich h a d a r e v o l v i n g
p l o t a n d p o r t r a y e d th e p ro b le m s o f m a r r i a g e . B e tt y was
a s te n o g r a p h e r who m a r r ie d Bob D ra k e, h e r b o ss and th e so n
o f a m i l l i o n a i r e . A f t e r t h e m a rr ia g e t h e p l o t c o n c e rn e d
t h e r e f u s a l o f B o b 's f a t h e r t o a c c e p t h i s s o n 's w if e , t h e
i n a b i l i t y o f Bob t o h o ld a jo b , a n d m a r i t a l d isco rd * , At
t h e o u t s e t t h e p ro g ram was one o f t h e m ore p o p u la r d a y tim e
f e a t u r e s o f r a d i o . Don Ameche, who f i r s t p la y e d Bob,
became t h e d a y tim e s e r i a l d r a m a 's f i r s t m a tin e e i d o l and
w ent on t o p l a y i n m o tio n p i c t u r e s . L a t e r Van H e f l i n ,
A rle n e F r a n c e s , an d Les Trem ayne w ere h e a r d i n th e t i t l e
r o l e s . Onslow S te v e n s was p l a y i n g Bob when t h e p ro g ra m
was r e p l a c e d by L ig h t o f t h e W orld on M arch 1j?, 1 9 i{.0.^
22NBC p rogram f i l e s .
23nbc p rogram f i l e s . I
i ^NBC program f i l e s ; "Am azing P e o p le ," R a d io S t a r s , j
November, 1933; Sherm an L aw ton, R a d io C o n t i n u i t y j
;Types ( B o s to n : E x p r e s s io n Company, 193 8 )Y PP . 7^-94* |
82 |
Newsweek s p e c u l a te d t h a t th e p ro g ram l e f t t h e a i r
b e c a u s e i t s l i s t e n e r s w ould n o t a c c e p t a p l o t w h ich
f e a t u r e d t h e j e a l o u s i e s o f t h e c e n t r a l c h a r a c t e r s when a
25
c h i l d m ig h t be h arm ed . I f t h i s was r e a s o n f o r d is c o n
t i n u i n g t h e p ro g ram , i t w ould h e l p e x p l a i n why i n s u b s e - |
i
i
q u e n t y e a r s c h i l d r e n w ere so in c o n s p ic u o u s i n th e Hummert j
s e r i a l s t h a t d e s c r i b e d m a r i t a l j e a l o u s y . !
On t h e day when B e tt y a n d Bob was f i r s t p r e s e n t e d
th e Hummerts a l s o i n i t i a t e d a t r a n s c r i b e d s e r i a l on t h e
ra ld w e ste rn s t a t i o n s o f th e NBC B lue N etw ork. The p ro g ram
was Ju d y a n d Ja n e an d was s p o n s o re d f o r F o l g e r ’ s C o f f e e .
A lth o u g h i t was p r i m a r i l y a r e g i o n a l p ro g ra m , Ju d y and Ja n e
a c h ie v e d a f a i r am ount o f n a t i o n a l p ro m in e n c e ; t h e p r e s e n t
w r i t e r t h e r e f o r e i n c l u d e d i t among th e n a t i o n a l n e tw o rk
s e r i a l s .
I n 1933 I r n a P h i l l i p s , i n c o n ju n c ti o n w ith W a lte r
W ic k er, c r e a t e d h e r f i r s t n e tw o rk d a y tim e s e r i a l . She h a d
t r i e d u n s u c c e s s f u l l y t o p e rs u a d e W GN t o s e l l P a i n te d Dreams
t o a n e tw o rk ; she was u n a b le t o p ro v e t h a t t h e show was
l e g a l l y h e r s b e c a u se o f th e f a c t t h a t sh e h a d c r e a t e d I t
u n d e r th e d i r e c t i o n a n d g u id a n c e o f th e s t a t i o n * R a th e r
t h a n re m a in a W GN s t a f f w r i t e r , she t r a n s f e r r e d h e r t a l e n t s
t o NBC, C h ic a g o . She a l s o t r a n s f e r r e d t h e c h a r a c t e r s o f
1
i
25nThe Hummerts S u p e r S o a p s ,” Newsweek. 2 3 :8 1 ,
J a n u a r y 1 0 , 19^1 • !
P lease n o te:
Page 83 i s lacking. Filmed as received
from th e U niversity of Southern Calif
ornia.
UNIVERSE TI MICROFILMS, INC.
by Goodman A ce, and s t a r r e d Ace a n d h i s w i f e , J a n e . L ik e I
i
V ic an d Sade t h e p ro g ra m d e p en d e d u p o n l i g h t hum or i n s t e a d j
o f t h e b i g l a u g h . U n lik e V ic and Sade i t h a d a c o n ti n u i n g j
p l o t . E asy Ace3 t o l d t h e s t o r y o f an a v e ra g e A m erican
c o u p le who r e g u l a r l y e n c o u n te r e d u n u s u a l p r e d i c a m e n t s .
Much o f th e humor came fro m th e m a la p ro p ism s o f Ja n e A ce:
j
"W e 're i n s u f f e r a b l e f r i e n d s . " " I n w ords o f one c y l i n d e r . " ;
"Time wounds a l l h e e l s . " " H e 's a ra g g e d i n d i v i d u a l i s t . "
Once J a n e w ent t o a d o p t a c h i l d . She r e t u r n e d w i t h one
who was n i n e t e e n y e a r s o l d . H er e x p l a n a t i o n : "M ight a s
w e ll g e t one b ig enough t o be u s e f u l a s O r i e n t a l . " ^
E asy A ces r e t u r n e d t o t h e n i g h t t i m e h o u rs i n 1935*
i
b u t t h e H um m ert's o t h e r p ro g ra m w h ic h h a d b e e n t r a n s f e r r e d j
fro m n i g h t t i m e r a d i o , J u s t P l a i n B i l l , re m a in e d a d a y tim e
f e a t u r e f o r tw e n ty -tw o y e a r s B i l l D a v id so n , t h e k i n d l y
b a r b e r o f H a r t v i l l e , was f i r s t h e a r d i n a n i g h tt i m e p r o
gram i n th e f a l l o f 1 9 3 2 . The p ro g ram becam e p o p u l a r ,
and a y e a r l a t e r CBS p r e s e n t e d i t as a d a y tim e p ro g ra m on
e ig h t e e n s t a t i o n s , w h ile r e t a i n i n g i t a s a n i g h tt i m e
f e a t u r e f o r a few more y e a r s . By t h e s e a s o n o f 193 5 -3 6 I t
was e x c l u s i v e l y a d a y tim e s e r i a l . 3 ^ .
1
3 0 ja c k G aver a n d Dave S t a n l e y , T h e r e '3 L a u g h te r i n
I t h e A ir (New Y o rk : G re e n b e rg , I 9I 4 .5 }, p . 199*
31 qbs an7*
• ^ G i l b e r t M i l l s t e i n , " H e le n T r e n t — C h a p te r 5 ,9 0 0 ,"
New Y ork T im es M ag azin e, J u l y 1 6 , 1956# P*
3® "A geless H e r o in e ," T im e, 6 8 sI+8 , A u g u st 6 , 1956*
3 9 s e r i a l m o n ito r in g b y t h e w r i t e r .
^ M i l l s t e i n , l o c . c i t .
88 |
I
fro m t h e p l o t a new v i l l a i n was i n t r o d u c e d . B ecau se
I
W hitney was t e m p o r a r i l y o u t o f th e p l o t , an a d d i t i o n a l
s u i t o r a p p e a re d . T h is p r e s e r v e d t h e ro m a n tic t r i a n g l e upon!
i
i
w hich t h e them e o f The Romance o f H e len T r e n t d e p e n d e d , |
I n th e o p in io n o f many c r i t i c s t h i s a t t r a c t i v e ro m a n tic
p o s i t i o n was u n u s u a l f o r women whose a g e s w ere g r e a t e r t h a n
t h i r t y - f i v e y e a r s and was th e k e y t o t h e p r o g r a m 's popu
l a r i t y w ith r o m a n t i c a l l y i n c l i n e d women o f l i k e a g e . They
had a h e ro in e w i t h whom th e y c o u ld i d e n t i f y s t r o n g l y .
C e r t a i n l y t h e p r o g r a m 's l i s t e n e r s d id n o t have t o f e e l t h a t :
t h e y c o u ld n o t m atch H e l e n 's a c h ie v e m e n ts b e c a u s e t h e y
c o u ld n o t e q u a l h e r s t r o n g p e r s o n a l i t y . H elen T r e n t was
th e m ost c o l o r l e s s d a y tim e s e r i a l h e r o in e whom t h i s w r i t e r ;
e n c o u n te r e d i n s p i t e o f h e r a c c o m p lis h m e n t 0
T h ro u g h o u t t h e p r o g r a m 's h i s t o r y , e x c e p t f o r te m p o r
a r y r e p la c e m e n ts , o n ly two a c t r e s s e s p la y e d th e p a r t o f
H e le n . V i r g i n i a C la r k c r e a t e d t h e r o l e i n C h ic a g o . When
th e p ro g ram moved t o New Y ork C i ty i n 19^1+* J u l i e S te v e n s
and D av id G o th a rd b e g a n p l a y i n g H elen a n d G i l . Margo
B ro o k s, who was w r i t i n g th e p ro g ra m a t th e tim e o f t h i s
111
s t u d y , was th e s e r i a l ' s n i n t h w r i t e r .
I n r e a l i t y t h e w r i t e r s o f The Romance o f H e le n T r e n t
w ere n o t f u l l f le d g e d w r i t e r s . They w ere d i a l o g u e r s .
^ I b i d . , p . 16
89 i
Q u ite e a r l y t h e Hummerts b e g a n em ploying a te c h n iq u e t h a t j
i n many ways re s e m b le d t h e A le x a n d re Dumas w r i t i n g f a c t o r y
o f t h e n i n e t e e n t h c e n t u r y . I t was im p o s s ib le f o r t h e
p r o l i f i c R o b e rt Andrews t o w r i t e a l l th e Hummert s e r i a l s * j
The Hummerts r e s o r t e d t o a m ethod w hereb y t h e y d i c t a t e d
f
s t o r y o u t l i n e s , s u g g e s t i n g d ia lo g u e and c h a r a c t e r m ak e -u p , j
j
and t h e n d i s t r i b u t i n g t h e s e o u t l i n e s t o d i a l o g u e r s who
f i l l e d i n th e d e t a i l s an d r e t u r n e d th e s c r i p t s f o r e d i t i n g . i
I n t h i s m anner i t was p o s s i b l e f o r th em , p a r t i c u l a r l y Anne
Hummert, t o c o n t r o l t h e p l o t s o f many s e r i a l s and s t i l l
have tim e t o work w i t h t h e o t h e r p ro b le m s o f s e r i a l p r o
d u c t i o n . The s e r i a l s w ere p ro d u c e d by a Hummert s u b s i d i a r y ,
A ir F e a t u r e s , I n c o r p o r a t e d . ^
D u rin g t h e f i r s t tw e lv e y e a r s o f t h e d ay tim e s e r i a l
dram a t h e Hummerts were w ith o u t q u e s t i o n t h e p r i n c i p a l
c r e a t o r s of new p ro g ra m s . T h is team was r e s p o n s i b l e f o r
. Ij.6 p e r c e n t o f t h e d a y tim e s e r i a l s t h a t w ere b ro u g h t t o
n e tw o rk r a d i o b e tw e e n 1932 and 1 9 3 7 * and f o r 3 0 p e r c e n t
o f t h e new s e r i a l s t h a t w ere p r e s e n t e d b e tw ee n 1937 and
19i}-2. Seven o u t o f t h e f i r s t e le v e n d ay tim e s e r i a l s were
Hummert c r e a t i o n s . Hummert p ro g ram s came t o t y p i f y t h e
d a y tim e s e r i a l d ram a.
^ F r a n c i s C h ase, Sound and F u r y (New Y o rk : H a rp e r
i and B r o t h e r s , 19ij.2), p p . 1 8 5 -1 9 0 ; "The Hummerts S u p er
S o a p s ," o p . c i t . , p p . 8 0 -8 1 ; D e n iso n , o p . c i t . , p . 5>03>
T h u r b e r, o p . c i t . , p . 20f?.
90 !
W h ile th e u se o f d i a l o g u e r s d i d g r e a t l y i n c r e a s e th e
o u tp u t o f t h e Hummert o r g a n i z a t i o n and t h a t o f o t h e r s e r i a l :
o r i g i n a t o r s , i t d i d n o t p ro d u c e a h i g h l i t e r a r y q u a l i t y
i n t h e s e r i a l s i n v o lv e d . The d i a l o g u e r s h a d a lm o s t no con-;
i
t r o l o v e r t h e i r w r i t i n g * They w ere bound by th e s t o r y o u t- j
i
l i n e w h e th e r th e y l i k e d i t o r n o t . One f o r m e r d i a l o g u e r I
|
t o l d t h i s w r i t e r t h a t he h a d l i t t l e i n t e r e s t i n w hat he j
w r o t e . He r e c e i v e d t h e p l o t o u t l i n e and u s u a l l y d i d a
w eek’ s w r i t i n g i n one d a y . ^ I t d i d n o t seem s u r p r i s i n g
t o t h e p r e s e n t w r i t e r t h a t hum or, w h ich i s q u i t e d i f f i c u l t !
t o w r i t e , seld o m a p p e a re d i n s e r i a l s t h a t w ere w r i t t e n b y
d i a l o g u e r s . Lack o f humor i n s e r i a l s seem ed t o be a s much
a c o n se q u e n c e o f w r i t i n g te c h n iq u e a s o f p l o t r e q u i r e m e n t.
A d ay tim e s e r i a l w h ic h d id c o n t a i n e le m e n ts o f humor
was t h e l a s t one w h ic h came t o n e tw o rk r a d i o i n 1 9 3 3 » M a
P e r k i n s . T h is s t o r y o f a k i n d l y widow who o p e r a te d a
lu m b e ry a rd and h e lp e d e v e ry o n e w i t h h i s p ro b lem s was f i r s t
p r e s e n t e d a s a l o c a l p ro g ram o f W LW C i n c i n n a t i I n t h e sum
m er o f 1933* P r o c t e r and Gamble was t h e s p o n s o r . The p r o
gram was p r e s e n t e d i n C i n c i n n a t i f o r s i x t e e n w eeks; t h e n
i t moved t o th e NBC Red N etw ork on Decem ber If., 1933 a n d was
p l a c e d u n d e r t h e s u p e r v i s i o n o f B la c k e tt-S a m p le -H u m m e rt•
W ith t h e e x c e p t i o n o f a s h o r t p e r i o d th e p ro g ra m r a n
^ p e r s o n a l i n t e r v i e w w i t h C e c i l S m ith , Jfeirch 1 3 ,
1958.
c o n ti n u o u s l y fro m t h a t d a t e , and i t was on th e a i r a t t h e
tim e o f t h i s s t u d y , ^
Ma P e r k in s was a p o p u l a r d aytim e s e r i a l fro m th e
tim e o f i t s i n i t i a l a p p e a r a n c e . I t was i d e n t i f i e d c l o s e l y
; w ith P r o c t e r and G am b le's Oxydol so a p pow der f o r more th a n !
tw e n ty y e a r s an d som etim es was named a s O x y d o l1s Own Ma
|
P e r k i n s » P r o c t e r and G a m b le 's e n t r y i n t o t h e s p o n s o r s h ip !
o f d a y tim e s e r i a l s u n d e r t h e l e a d e r s h i p o f W illia m Ramsey,
so o n l e d t o t h e fam ous a p p e l l a t i o n o f d a y tim e s e r i a l a s
soap o p e r a , Ma P e r k in s h e r s e l f was n o t t h e p r o t a g o n i s t
i
l
: o f t h e r e v o l v i n g p l o t . H er m ain f u n c t i o n was t o h e lp
' o t h e r s w ith t h e i r p r o b le m s . I n 1957 Time e s t im a t e d t h a t
i
M ia h a d s o lv e d more t h a n one h u n d re d " r e a l l i f e p ro b le m s ,
45
i n c l u d i n g a lc o h o lis m , c i v i c i n t r i g u e , and se c o n d m a rria g e s."
The b a s i s o f M a's p r o b le m - s o lv in g t e c h n iq u e was a t r u s t i n
p e o p l e . H er wisdom i n h a n d lin g p ro b lem s was n o t a c q u i r e d
j th r o u g h e d u c a t i o n , Ma P e r k i n s ' gram m ar was t h e p o o r e s t
i
I i n th e d a y tim e s e r i a l d ram a. I n c o n t r a s t w ith h e r r o l e
| th e a c t r e s s who p o r t r a y e d Ma P e r k in s fro m th e f i r s t e p is o d e
! h a d a m a s t e r 's d e g re e an d h a d n e v e r b e e n m a r r i e d . At f i r s t
l
| th e I d e n t i t y o f a c t r e s s V i r g i n i a Payne was n o t p u b l i c i z e d ,
I T h is w r i t e r fo u n d a n o te on an NBC p ro g ra m c a r d i n d i c a t i n g
t h a t h e r name was n o t t o be r e l e a s e d . I n l a t e r y e a r s when |
—— — — — — — — !
: ^^i© C ~program f i l e s ,
45 " L if e w i t h Ma,H T im e, 7 0 s4 l» A u g u st 2 6 , 1 9 5 7 ,
92
a c t r e s s P a y n e ’ s age a p p ro a c h e d Ma’ s more c l o s e l y , she made
f r e q u e n t p u b l i c a p p e a r a n c e s , a l b e i t i n costum e a n d makeup#
I n 1957 M iss Payne was s e l e c t e d b y t h e U n ite d C hurch
Women t o n a r r a t e a shadow p l a y a t t h e g r o u p ’ s ’’S a l u t e t o
i C om m un icatio ns” d i n n e r * ^ I n a d d i t i o n t o Miss P ay n e,
o th e r , p e rf o r m e r s who had p la y e d r o l e s i n M ia P e r k i n s fro m
; I
t h e p ro g ra m ’ s d e b u t w ere C h a r le s E g e l s t o n ( S h u f f l e S h o b er)
! a n d M urray F o rb e s (W illy F i t z ) . ^ Ma P e r k i n s ' c o v e ra g e
once i n c l u d e d t h e f u l l NBC and CBS n e tw o rk s , and s t a t i o n s
i n H a w a ii, C anada, an d E urope ( th r o u g h R a d io Luxem bourg)#
! P r o c t e r and Gamble ended i t s e x c l u s i v e a s s o c i a t i o n w ith
i
| th e p ro g ram i n 195&» when i t l e a s e d th e p ro g ra m t o o t h e r
! spon sors#^®
The y e a r 193^ b r o u g h t t h e i n t r o d u c t i o n o f s i x s p o n -
i
I s o re d n e tw o rk s e r i a l s . O nly one o f th em , The L if e o f Mary
j - - - \r . . . . . . . . . . . . . . . . . . . .
1 S o th e r n , a c h ie v e d much s u c c e s s * I t was th e f i r s t d a y tim e
| s e r i a l t o be p r e s e n t e d on t h e M utual N etw o rk. The w r i t e r
was Don B e c k e r, who l a t e r c o l l a b o r a t e d i n w r i t i n g L if e Can
j Be B e a u t i f u l . L ike Ma P e r k i n s , The L if e o f Mary S o th e rn
i
i
: was f i r s t b r o a d c a s t e d b y WLW, C i n c i n n a t i . I t was a s t o r y
^ C B S R a d io p u b l i c i t y r e l e a s e , S e p tem b er 3 0 , 1957*
^ C B S R a d io p u b l i c i t y r e l e a s e , A ug ust 8 , 1957*
E g e ls to n p o r t r a y e d S h u f f l e u n t i l h i s d e a t h i n O c to b e r, |
1958 (Los A n g e le s E v en in g M ir ro r News, November 1 , 1 9 ^ 8 )•
j ^®” L i f e w ith Ma,” oj>. c i t . , p . Ij.2.
93
ii_ 9
o f a woman a l o n e . R a d io M irr o r c a l l e d i t " d r a m a ti c ,
som etim es e x c i t i n g and som etim es f u n n y , b u t a lw ay s w o rth
t h e l i s t e n i n g . " ^
M inor e v e n ts o f 193^ w ere th e p r e s e n t a t i o n o f a
m u s ic a l d a y tim e s e r i a l , Dreams Come T r u e , ^ a n d th e c r e a
t i o n o f th e f i r s t d a y tim e s e r i a l t o be b a s e d upon a com ic ;
9 2 1
s t r i p , The Gumps. The l a t t e r p ro g ra m f e a t u r e d Agnes j
M oorehead a s Min Gump. I t was c r e a t e d by Himan Brown,
who em ployed a s t a f f o f w r i t e r s t o c r e a t e h i s f a m i ly
d ra m a s. Brown t o l d a New Y ork Tim es r e p o r t e r t h a t th e
m ost im p o r ta n t t h i n g i n r a d i o s k e tc h e s was t h e c a s tin g ,,
A c to rs had t o make l i s t e n e r s " s e e " t h e c h a r a c t e r s w h ich
t h e y p o r t r a y e d . He a l s o n o te d t h a t t h e r e w ere d i f f e r e n c e s
b etw een f a m ily l i f e a s i t was commonly known an d f a m ily
l i f e a s i t was p o r t r a y e d i n b r o a d c a s t s . B e ca u se th e
s e r i a l s w ere g o in g i n t o many homes t h e y h a d t o be k e p t
" m o r a lly c l e a n . 1 1 ^
The d a y tim e s e r i a l s t h a t w ere in tr o d u c e d i n I 93J 4 . '
w ere r e l a t i v e l y u n s u c c e s s f u l , b u t t h r e e o f t h e s i x program s
^ L e t t e r t o w r i t e r fro m B ruce H andshu o f W LW ,
C i n c i n n a t i , A ugust 2 3 , 19^7.
^ " W e d n e s d a y 18 H i g h l i g h t s , " R a d io M i r r o r ,
J a n u a r y , 1 938.
^NBC p ro g ra m f i l e s .
£ 2CBS p ro g ra m f i l e s .
New Y ork T im es, J a n u a r y 6 , 1935> P« ix - 1 3 -
9k
t h a t w ere f i r s t p r e s e n t e d i n 1935> h a d lo n g r u n s . The f i r s t
o f t h e s e t o r e a c h t h e a i r was The S t o r y o f Mary M a r lin .-"^
I t was c r e a t e d b y Ja n e C r u s i n b e r r y a n d a t th e o u t s e t was
p a r t i a l l y a u t o b i o g r a p h i c a l . Mary M a rlin a c h ie v e d a
h i g h e r o c c u p a ti o n a l p o s i t i o n th a n a n y o t h e r s e r i a l l e a d i n g
c h a r a c t e r . When t h e p ro g ram b eg an sh e and h e r h u sb a n d ,
J o e , l e f t C edar S p r i n g s , Io w a, w i t h t h e i r b a b y , D avey, t o
go t o W ash in g to n , D .C ., w here Jo e was t o be sw orn i n a s a
U n ite d S t a t e s s e n a t o r . B e fo re t h e p ro g ram l e f t t h e a i r
i n 1 9 5 2 , Mary h e r s e l f becam e a s e n a t o r and e v e n r e c e i v e d a
m a rria g e p r o p o s a l fro m t h e P r e s i d e n t o f th e U n ite d S t a t e s .
Mary was g e n e r a l l y a woman a l o n e , f o r h u sb an d Jo e was
m is s in g o r su p p o se d dead much o f t h e tim e . D u rin g h i s
a b se n c e Mary c a r r i e d on h i s d u t i e s , w h ile d e t e c t i v e ,
N ever P a i l H e n d r ic k s , s e a r c h e d f o r h im . When he was home
Mary h a d t o com bat th e a d v a n c e s t h a t Bunny M i t c h e ll c o n
t i n u a l l y made to w a rd him . W henever she n e e d e d i t Mary
c o u ld t u r n f o r h e lp t o t h e lo n g tim e f a m ily f r i e n d who
had alw ay s lo v e d h e r , D avid P o s t . A f t e r a n o t h e r f r i e n d ,
R ufus Kane, was e l e c t e d P r e s i d e n t , Mary fo u n d h e r s e l f t h e
a d v is o r a n d ro m a n tic o b j e c t o f A m e ric a Ts c h i e f e x e c u t i v e .
A d i s t i n c t i v e c h a r a c t e r i s t i c o f Mary M a rlin was i t s th em e,
" C l a i r de L u n e ," w h ich was p la y e d on a p ia n o i n s t e a d o f
^NBC p ro g ra m f i l e s .
^ A l i c e G re e n , "The Woman B e h in d Mary M a r lin ,"
R a d io G u id e , 9 : ^ 6 , Decem ber 15, 1939*
95
£A
t h e c u s to m a ry d a y tim e s e r i a l o r g a n .
The B lac k ett-S a rap le-H u m m ert a g e n c y was r e s p o n s i b l e
f o r f o u r o f t h e s i x new s p o n s o re d s e r i a l s i n 1935* One
was t h e f i r s t n e tw o rk d a y tim e s e r i a l t o be b a s e d upon a
n o v e l : M rs. Wlggs o f t h e Cabbage P a t c h . L ik e many s u b s e
q u e n t d a y tim e s e r i a l s t h i s p ro g ram s t a r t e d w i t h a l i g h t
f o r m a t and changed t o a m elodram a.
The m ost s u c c e s s f u l Hummert s e r i a l t h a t was begun
i n 1935 was B a c k s ta g e W ife , t h e s t o r y o f Mary Noble and
h e r m a tin e e i d o l h u sb a n d , L a r r y . U n t i l i t s f i n a l b ro a d
c a s t i n J a n u a r y , 1959» th e p ro g ram d e p en d e d u p o n a r e c u r
r i n g s i t u a t i o n i t had em ployed fro m t h e b e g in n i n g . L a rry
N oble was a t t r a c t i v e t o women. Mary was a t t r a c t i v e t o
men, a n d p a r t i c u l a r l y t o m e n t a l l y u n b a la n c e d o n e s . Through
t h e y e a r s o t h e r men and o t h e r women c o n s t a n t l y b r o u g h t t h e
N obles t o th e v e rg e o f d i v o r c e . O nly M ary’ s s t e a d i n e s s i n
c o n t r a s t w ith L a r r y ’ s j e a l o u s y and i n s t a b i l i t y p r e v e n te d
t h i s fro m h a p p e n in g . The c o u p le was r e g u l a r l y r e u n i t e d
o n ly t o be s p l i t a p a r t a g a i n . F o r exam ple on Monday,
M arch 1 0 , 1958> b o th Mary an d L a r r y sw ore t h a t th e y w ould
56i’s t o r y o f Mary M a r lin , 1 1 L i f e . 1 7 : 6 7 , S e p tem b er 11,
I 94I+; "M ary M a r lin ," V a r i e t y . l £ 2 : 3 2 , S e p tem b er 2 9 , X9I 4.3
d i r e c t e x p e r ie n c e o f w r i t e r *
£ 7 j
p 'CBS p ro g ra m f i l e s ; T h u r b e r , 0£ . c i t . , p . 2 1 1 .
^ B r o a d c a s t i n g Y earb o o k 1 9 3 6 , p p . 2 ^ 7 -2 7 0 ; New Y ork I
Time s , A ugust ij., 1935*
n e v e r p a r t a g a i n . T h is w r i t e r n e x t l i s t e n e d t h r e e d ay s
l a t e r . L a r r y was a l r e a d y t o r n w i t h j e a l o u s y . M a ry 's s u f
f e r i n g a t t h e h a n d s o f t h e m e n t a l l y u n b a la n c e d was
o b s e rv e d b y Jo h n C rosby i n 1 9 5 1 j when h e r f a c e h a d j u s t
i
: b e en d i s f i g u r e d b y a c i d t h a t h a d b e e n th ro w n by a p e r s o n
whose m ind had s n a p p e d . C ro sb y r e c a l l e d t h a t when l a s t he
h a d l i s t e n e d i n F e b r u a r y , 1 9 ^ 6 , Mary "was r e c o v e r i n g
: n i c e l y a f t e r h a v in g b e e n d ru g g e d , lo c k e d i n a room an d l e f t
59
t o d ie by someone d e s c r i b e d a s ’m e n t a l l y n o t w e l l . ' "
i The mad v i l l a i n who was d is p o s e d o f i n 1958 was named
; P h i l i p T om kins. A lth o u g h L a rry N oble was one o f A m e ric a 's
| b e s t known a c t o r s , M a ry 's a c t i n g a b i l i t y a c t u a l l y e x c e e d e d
i
|
1 t h a t o f h e r h u s b a n d . W ith no t r a i n i n g an d i n t e r e s t i n
a c t i n g w h a ts o e v e r, she e x c e l l e d h e r w e ak e r h u sb a n d i n h i s
p r i n c i p a l t a l e n t . At one tim e Mary h a d t o r e s o r t t o
| d e s t r o y i n g a j u s t c o m p le te d f i l m i n w h ich she had a p p e a re d
! 6o
I i n o r d e r t h a t sh e tvould n o t o u t s h i n e h e r h u s b a n d . Thus
: she re m a in e d a b a c k s ta g e w i f e .
j One o f t h e more p o p u la r d a y tim e s e r i a l s t o have
j
| b e e n beg u n i n 1933? was The O 'N e i l l s . I t was b a s e d u p o n
j
| f a m i l y l i f e and was f i r s t h e a r d on CBS a s a n i g h t t i m e
[
p ro g ra m . The w r i t e r was Ja n e W est who a l s o p la y e d t h e
j
ii ..« ii i i ■ ■ i i
£ 9 Jo h n C ro sb y , Out o f t h e B lue (New Y ork: Simon and j
I S h u s t e r , 1 9 5 2 ), p . 72.
I ;
k ^ ' F i r s t F a m il i e s o f R a d io ," M ovie- R ad io G u id e ,
ll|.:3 2 , A ugust 1 0 , 19li.ii..
97
r o l e o f a f a m i l y f r i e n d . K ate McComb p o r t r a y e d t h e widowed
Ma O 'N e i l l who r a i s e d h e r b ro o d w i t h th e h e l p of Mr. L evy.
A f t e r a s h o r t h i a t u s i n 19^2» p ro g ram r e t u r n e d t o th e
a i r a s a s t o r y o f t h e p ro b le m s o f y o u t h . I t was h e a r d
l a s t i n 19ij.3 . k 1
I n J a n u a r y , 193&» t h r e e m onths a f t e r The 0 'N e i l l s
h ad come t o d ay tim e r a d i o from t h e n i g h t t i m e h o u r s , two
o t h e r f a m i ly dram as d id t h e same t h i n g . They w ere The
G o ld b e rg s an d P e p p e r Y oung' s F a m ily .
The G o ld b e rg s (u n d e r t h e t i t l e o f The R is e o f th e
G o ld b e rg s ) f i r s t a p p e a re d on NBC as a n i g h tt i m e p ro g ra m i n
I th e f a l l o f 1 9 2 9 . I n a s h o r t tim e I t was changed i n t o a
d a i l y s e r i a l and e v e n t u a l l y was moved t o daytim e h o u r s .
The p ro g ram was w r i t t e n b y G e rtru d e B e rg , who p la y e d M olly
G o ld b e rg , th e c e n t r a l f i g u r e i n t h e d ra m a . M rs. B e rg was
: n o te d f o r t h e r e a l i s m t h a t she p u t i n t o t h e w r i t i n g and
i & 1,1 Mike S a y s ," R a d io l a n d , ij.s3 0 , M arch, 19 3 $ ; NBC
; p u b l i c i t y , r e l e a s e , S e p te m b e r 1L}., I 9I 4 .2 ; CBS program f i l e s .
! ^ T h e T h e a te r C o l l e c t i o n o f t h e New Y ork P u b lic
I L ib r a r y c o n ta in s a r a d i o s c r i p t b y L aw rence G r a tt a n
! e n t i t l e d "The N ig h t M essage . 1 1 T h is was a s t o r y o f a
| J e w is h f a m i ly named G o ld b e rg . The p l a y a p p a r e n t l y was
p ro d u c e d on WJZ-NBC two m onths b e f o r e t h e f i r s t p r e s e n t a
t i o n o f The G o ld b e rg s , a t l e a s t memoranda t h a t G r a t t a n
and h i s widow p l a c e d o n t h e t i t l e page so i n d i c a t e d . The
names o f th e f a t h e r and d a u g h te r w ere i d e n t i c a l t o th o s e
o f t h e same c h a r a c t e r s i n The G o ld b e rg s . The p a r a l l e l s
b e tw e e n th e two p ro g ram s were t h e r e s u l t e i t h e r o f a
re m a rk a b le c o in c id e n c e , o r t h e a c t i o n o f one o f t h e
w r i t e r s i n c o n s c i o u s l y o r u n c o n s c i o u s ly p a t t e r n i n g h i s
: p ro g ra m a f t e r th e o t h e r ' s .
98
p r o d u c t i o n o f t h e p ro g ram and f o r t h e c a r e t h a t she u s e d
i n c h a r a c t e r i z a t i o n . A lth o u g h th e c h a r a c t e r s w ere o f a
m i n o r i t y g ro u p , The G o ld b e rg s had a w ide g e n e r a l a p p e a l ,
j Much humor and l i t t l e e m p h a sis upon s u s p e n s e m arked th e
; p ro g ram . The J e w is h c h a r a c t e r s w ere p o r t r a y e d a s r e a l
p e o p le and n o t as s t e r e o t y p e s . A num ber o f w e ll known
i
p e rf o r m e r s once a c t e d i n The G o ld b e rg s , i n c l u d i n g E v e r e t t !
i
S lo a n , Van H e f l i n , J o s e p h C o tte n , M a r jo rie M ain, and
Keenan Wynn. Madame Schum ann-H eink a p p e a re d on th e p r o
gram a s a s o c i a l w o rk e r when i t was a n i g h t t i m e p r e s e n t a
t io n * J a n P e e rc e sang on h o ly days f o r many y e a r s . The
!
| p ro g ram e n d ed i t s a p p e a ra n c e on r a d i o s h o r t l y a f t e r t h e
i c lo s e o f W orld War I I . M rs. B erg t u r n e d t h e s t o r y i n t o
a Broadway p l a y , Me a n d M o lly , w h ich r e c e i v e d a f a i r amount
o f c r i t i c a l p r a i s e . The G o ld b e rg s a p p e a re d i n a book and
! a s a t e l e v i s i o n s e r i e s . ^
j
P e p p e r Y oung 1 a F a m ily was w r i t t e n b y E la in e S te r n e
i
| C a r r i n g t o n . B e fo re t u r n i n g t o r a d i o w r i t i n g M rs. C a r r i n g -
; t o n was a s u c c e s s f u l w r i t e r f o r m ag a zin es su c h a s H a r p e r 1s ,
; Good H o u se k e e p in g , and S a tu r d a y E v en in g P o s t . P e p p e r
I
_ _ _ _ _ _ _ _ _ _ _ _ _
^ T h u r b e r , 0£ . c i t . . p p . 19^ - 1 9 5 , 2lj.5 - 2lj.6 j Ben
G ro ss, I Looked an d L is te n e d (New Y o rk : Random H ouse, 19£ij.^
p . 12L|.j Jo h n K. liu tc h e n s , "And Going S tro n g ,'* New Y ork I
T im e s, A p r i l 3 0 , 19ljlj.j "The G o ld b e rg s ," TV G u id e , 1 :1 7 ,
J u l y 2lj., 1953; F r a n c i s C h a se , ojc. c i t . , p p . l81j.-l86j
W illia m B i r n i e , "M o lly Goes M arching On,'* A m erican Maga- 1
| z i n e , I 3I+; 21+, Novem ber, 19lj.lj " L e t t s C hat w i t h th e C h ain
G a n g s," R ad io D i g e s t , 2 6 : 6 7 , J a n u a r y , 1931.
99
Y oung 13 F a m ily s t a r t e d a s a n i g h tt i m e s u s t a i n i n g p ro g ram
on th e NBC B lue N etw ork i n 1932* I t was t h e n c a l l e d Red
Adams. A f t e r a few m onths th e p ro g ram a c q u i r e d t h e sp o n
s o r s h i p o f th e B eech-N ut Company, The t i t l e h a d t o be
1 ch an g ed t o Red D a v is . Adams was th e name o f a c o m p e tin g
|
m a n u f a c tu r e r i n th e chew ing gum b u s i n e s s . The p ro g ram a t
t h i s tim e was a l i g h t and hum orous dram a a b o u t t e e n - a g e r
; Red D av is and h i s f a m i ly . D u rin g one s e a s o n t h e t i t l e
r o l e was p la y e d b y B u rg e ss M e re d ith , I n 193& P r o c t e r a n d
; Gamble a c q u i r e d th e p ro g ra m an d made i t a d a y tim e s e r i a l
|
i c a l l e d F o r e v e r Y oung. The t i t l e was so o n ch an g e d t o
i
| P e p p e r Y oung 13 F a m ily . As a d ay tim e s e r i a l t h e p ro g ra m
1
j c o n ta in e d more s e r i o u s e le m e n ts th a n i t h a d c o n ta in e d a s
j
a n i g h t t i m e p ro g ram , b u t M rs. C a r r i n g t o n gave i t a l i t e r
a r y q u a l i t y t h a t was h i g h e r t h a n t h a t o f m ost d ay tim e
s e r i a l d ra m a s. I t was a n e x tr e m e ly p o p u la r s e r i a l . I n
1938 i t was p r e s e n t e d a t t h r e e d i f f e r e n t h o u rs on e a c h d ay
| a n d was c a r r i e d by b o th NBC and CBS. M rs. C a r r i n g t o n a l s o
: w ro te s e v e r a l o t h e r d ay tim e s e r i a l d ra m a s, a c o l l e c t i o n o f
| s h o r t s t o r i e s , and a p l a y w h ich was made i n t o a m o tio n p i c -
| :
| t u r e . She h e lp e d t o fo u n d t h e R a d io W r i t e r 's G u ild and
i ;
u s e d h e r p r e s t i g e t o s t r e n g t h e n t h e p o s i t i o n o f l e s s -
p r o s p e r o u s w r i t e r s . When M rs. C a r r i n g t o n d i e d i n 1958,
th e w r i t i n g o f P e p p e r Y oung1s F a m ily was c a r r i e d on by h e r
1 0 0
c h i l d r e n , P a t r i c i a an d R o b e r t . ^
P ra n k and Anne Hummert b r o u g h t f o u r new d a y tim e
a e r i a l s t o n e tw o rk r a d i o i n 193&* D av id Harum, R ic h Man1s
D a r l i n g , Love Song, and J o h n 1a O th e r W ife . Of t h e f o u r
pro g ram s o n ly D avid Harum had a lo n g l i f e * J o h n 1s O th e r
W ife a c h ie v e d a c e r t a i n d i s t i n c t i o n b e c a u s e i t s t i t l e
| I
l e n t i t s e l f so w e ll t o p a ro d y , b u t i t l e f t t h e a i r a f t e r
i s i x y e a r s . I t s f i n a l r a t i n g s w ere l o w . ^
D avid Harum, th e s t o r y o f an e l d e r l y b a c h e l o r who
h e lp e d o t h e r s w ith t h e i r p ro b le m s , s e r v e d as an o u t s t a n d
in g v e h i c l e f o r a c o m m erc ial te c h n iq u e w h ic h was o f t e n
| a s s o c i a t e d w ith t h e d a y tim e s e r i a l : t h e prem ium o f f e r ,
i Prom t h e e a r l i e s t days o f s e r i a l s l i s t e n e r s w ere o f f e r e d
i
g i f t s i n exch an g e f o r l a b e l s o r b o x to p s a lo n e o r i n corabin-
i a t i o n w i t h m oney. A d v e r t i s i n g man Duane Jo n e s c la im e d t o
i
I hav e b e e n t h e f i r s t p e r s o n t o a p p ly t h e prem ium t e c h n iq u e
I t o a n a t i o n a l l y a d v e r t i s e d p ack ag e p r o d u c t on a r a d i o n e t -
. w ork. He d id so w ith C l a r a , Lu tn > Era i n 1933* J o n e s '
(
^ T h u r b e r , o£. c i t . , p p . 195-196? ETew Y o rk T im e s,
| S ep tem b er 2 £ , 1 9 3 2 and May £ , 1 9 5 8 ? W ho's Who i n A m e ric a ,
l9hQ"19H9 (C h ic a g o : A. N. M arquis Company, 19^HT? kfMike~
S a y s , 1 1 R a d io la n d , 3 * 3 2 , D ecem ber, 1 9 3 m-? P e p p e r Y o u n g 's
F a m il y ,” Rlad!lo~M irror, 1 6 : 2 3 * O c to b e r 1 9 ^ 1 ? "N et Program s
an d Net S h i f t s IferkTO pening o f 193& S e a s o n ,1 * B r o a d c a s t i n g ,
1 0 : 1 0 , J a n u a r y 1 , 1 9 3 & J " Queen o f t h e Soap O p e ra s ," TV
G u id e , 1 : 1 7 - 1 9 , Decem ber 1 1 , 1 9 5 3 ? NBC and CBS p ro g ram ffLesi
! kf?NBC a n a CBS p ro g ra m f i l e s .
^ " B o x t o p s an d B r o a d c a s t in g ," B r o a d c a s t i n g , £ 1 *1 1 2 ,
O c to b e r 1 5 , 1956* J o n e s r e c e i v e d m ore tlia n b 0 0 , 0 0 0
r e t u r n s .
101
s u c c e s s f u l e x p e rim e n t was f o llo w e d by o f f e r s o f prem ium s
t h r o u g h o t h e r s e r i a l p ro g ra m s , P i l l s b u r y o f f e r e d two b o o k
l e t s and a n o v e l w h ic h w ere b a s e d upon i t s T o d ay Ts C h i l
d r e n p r o g r a m , ^ O th e r s p o n s o rs o f f e r e d o t h e r g i f t s , A
d is a d v a n ta g e o f t h e prem ium o f f e r was r e v e a l e d t o t h e
s p o n s o r o f The Gumps, I n 1935 a s a c k o f lj.,800 l e t t e r s ,
e a c h c o n t a i n i n g a d im e , was s t o l e n fro m t h e company s a f e .
The s p o n s o r anno unced t h a t prem ium s w ould be s e n t t o t h e
l i s t e n e r s who h a d s e n t dim es i f t h e y w ould se n d p o s t c a r d s
w ith t h e i r names an d a d d r e s s e s . Twelve th o u s a n d p o s t
68
■ c a r d s a r r i v e d ,
I
! I n 1936 Duane Jo n e s fo rm ed h i s own a d v e r t i s i n g
i
i
i a g e n c y and a c q u i r e d th e B, T , B a b b i t t a c c o u n t* The
B a b b i t t company h a d em ployed prem ium s f o r y e a r s . I n t h e
m id d le o f th e n i n e t e e n t h c e n t u r y B a b b i t t * s prem ium s had
j overcom e women’ s s u s p i c i o n o f w rapped so ap th r o u g h o f f e r -
i in g s o f p a n e l p i c t u r e s i n ex ch an g e f o r so a p w r a p p e r s . I n
^ 1936 when Jo n e s to o k c h a rg e th e com pany’ s f o r t u n e s w ere
; lo w . Jo n e s d e c id e d t o em ploy d a y tim e r a d i o a s a m eans o f
i
| s p u r r i n g s a l e s . I n i t i a l l y he c o n c e n tr a te d h i s e f f o r t s
i
I u p o n t h e more d e n s e ly p o p u la te d E a s t a n d N o r t h e a s t . He
! a c q u i r e d t h e r i g h t s t o D av id Harum, a n o ld n o v e l w h ich h a d j
j
^?T he p r e s e n t w r i t e r a c q u i r e d t h e s e docum ents fro m j
a d a y tim e s e r i a l l i s t e n e r who h a d sa v ed them f o r more t h a n
tw e n ty y e a r s .
ke S a y s ,M R ad io l a n d , i^:30, J u n e , 193£.
1 0 2
b e e n t u r n e d i n t o a f i l m t h a t had s t a r r e d W ill R o g ers a
s h o r t tim e e a r l i e r , a n d he a r r a n g e d f o r t h e Hummerts t o
p ro d u c e t h e s t o r y f o r him* A f t e r th e p ro g ram h a d b e e n on
t h e a i r a few m onths Jo n e s i n i t i a t e d a c o n t e s t t o renam e
; Harum1s h o r s e , Z a n th ip p e * P o u r - h u n d r e d - th o u s a n d B ab-0
l a b e l s w ere s u b m itte d b y l i s t e n e r s . Then came t h e f i r s t
prem ium o f f e r . More t h a n a q u a r t e r o f a m i l l i o n dim es
an d l a b e l s were m a ile d by l i s t e n e r s who o r d e r e d f l o w e r
s e e d s . The n i n e t e e n s t a t i o n s w h ich c a r r i e d t h e p ro g ram
r e c e i v e d fro m Jo n e s t h e sum o f 3*9 c e n t s p e r l e t t e r .
B a b b it t b e g a n o f f e r i n g prem ium s a t th e r a t e o f t h r e e o r
i f o u r a y e a r . S a l e s grew and many o f t h e f i r s t - t i m e B ab -0
u s e r s c o n tin u e d t o b uy th e p r o d u c t . Soon D av id Harum was
; b r o a d c a s t e d by n i n e t y - t h r e e s t a t i o n s . The im p o rta n c e o f
t h e prem ium had b e en w e ll e s t a b l i s h e d , ^9
The exam ple t h a t was s e t w ith D avid Harum soon was
■ f o llo w e d i n o t h e r s e r i a l s , a lth o u g h o n ly a few p r o d u c e r s
! a llo w e d t h e i r p ro g ram s t o s e r v e p r i m a r i l y a s v e h i c l e s f o r
; prem ium o f f e r s , a s d i d t h e Jones-H um m ert c o m b in a tio n i n
i D av id Harum and i n t h e i r l a t e r s e r i a l s , L o ra Law ton and
I I
® N°n a fro m Now here, Most o f t h e o f f e r s w ere o f s m a ll objects*
i :
j I n th e s p r i n g o f 19^0* ^ o r e x a m p le , f lo w e r s e e d s w ere
o f f e r e d on E l l e n R a n d o lp h , Woman i n W h ite , Ma P e r k i n s , j
i
! 69wBa b -0 A d -$ $ $ ," S p o n s o r, l : l l j . - l 8 , Novem ber, 1 9 ^ 6 ;
: ’*Bab-0 B ounces B ack , 1 1 S p o n s o r, 5 s 2 9 , O c to b e r 2 2 , 1951*
Myrt an d Ifergo, a n d A unt J e n n y * O th e r prem ium s o f t h a t
s p r i n g i n c l u d e d g l a s s tu m b le r s , r e c i p e b o o k s , a n d
70
j e w e l r y . J e w e lr y was f r e q u e n t l y u s e d f o r prem ium s
b e c a u se b ro o c h e s and p i n s c o u ld so e a s i l y be w orked i n t o
i t h e s t o r i e s o f th e s e r i a l dram as t h e m s e lv e s . Ife n tio n o f
a prem ium i n a s t o r y i n c r e a s e d r e q u e s t s f o r t h e prem ium .
A s h o r t tim e b e f o r e a n o f f e r was t o be made i t was n o t
u n u s u a l f o r a s e r i a l c h a r a c t e r t o p r o u d ly e x h i b i t t h e ite m
d u r in g a n e p i s o d e . T hen o t h e r c h a r a c t e r s a d m ire d i t f o r
s e v e r a l e p is o d e s * F i n a l l y t h e a n n o u n c e r a s k e d l i s t e n e r s
i f t h e y w o u ld n » t l i k e t o h a v e a p i n o r b ro o c h j u s t l i k e
| t h e one i n t h e s t o r y . T h u rb e r commented upon t h e d e g re e
o f l u d i c r o u s n e s s t h a t som etim es was re a c h e d i n i n t e g r a t e d
g iv e a w a y s . He h e a r d one c h a r a c t e r s a y !
A p e r f e c t l a p e l p i n . . . p a r t i c u l a r l y w i t h t h a t
i g le a m in g g o l d - f l a s h e d bowknot p i n t h a t t h e h e a r t -
sh a p ed e n c lo s u r e w i t h t h e r e a l f o u r - l e a f c l o v e r i n
i t i s su sp e n d e d from . 71
: T h u rb e r a l s o d i s c o v e r e d w hat w ould have b e e n t h e g r e a t e s t
prem ium o f a l l . S e r i a l p r o d u c e r Edward W olf once h a d one
j o f h i s a s s o c i a t e s s u g g e s t t h a t h i s p ro g ram , H i l l t o p House
| ( t h e s t o r y o f an o rp h an a g e d i r e c t o r ) , im prove u p o n th e
I
t h e n - c u r r e n t p r a c t i c e o f t h e D av id Harum p ro g ram o f g iv in g
away a h o r s e e a c h w eek. The a s s o c i a t e s u g g e s te d t h a t Wolf
o f f e r a b a b y t o l i s t e n e r s e a c h w eek. A d o p tio n o f f i c i a l s
70i»Dfla -jo r N etw orks P ro v id e .N um erous Prem ium O f f e r s
B r o a d c a s t in g . 1 8 s 3 4 , A p r i l 1 , I 9 4O.
.................^ T h u r b e r , o p . c i t . , p . 2I 4 J+ ..................................
loij.
72"
p u t a n end t o t h i s s u g g e s t i o n . The p r a c t i c e o f o f f e r i n g
prem ium s t h r o u g h s e r i a l s p r e v a i l e d f o r a b o u t tw e n ty y e a r s .
A t t h e tim e o f t h i s s tu d y d a y tim e s e r i a l s w ere no l o n g e r
c o n t r o l l e d by i n d i v i d u a l s p o n s o r s a n d t h e prem ium h a d
j d i s a p p e a r e d .
A p a i r o f u n m a rrie d h e r o i n e s was la u n c h e d u p o n
n e tw o rk s e r i a l c a r e e r s i n 193& i n th e p ro g ram s G i r l A lone73
and B ig S i s t e r . ^ P a t r i c i a R o g e rs , t h e g i r l r e p o r t e r
h e r o i n e of G i r l A lo n e , m a r r ie d q u i t e e a r l y i n th e s e r i e s ,
b u t so o n became a widow. B ig s i s t e r R u th m a r r ie d D r. Jo h n
Wayne i n 1 9 3 9 o She was i n a c t i o n a widow much o f t h e tim e
b e c a u se o f t h e a b s e n c e s an d m is f o r tu n e s o f h e r h u sb a n d ,
who once became a J a p a n e s e p r i s o n e r o f w a r. He e s c a p e d
i n tim e t o c e l e b r a t e t h e b e g in n in g o f th e p r o g r a m ^ e i g h t h
75
y e a r on th e a i r .
One o f t h e b e t t e r - l i k e d d a y tim e s e r i a l s t h a t s t a r t e d
I i n 1936 was B a c h e l o r ^ C h i l d r e n . I t was th e s t o r y o f D r.
I Bob Graham, who was c a l l e d upon t o t a k e c a r e o f t h e tw in
I d a u g h te r s of h i s f o rm e r t o p s e r g e a n t . When t h e tw in s a r
r i v e d he fo u n d t h a t th e y w ere e n t h u s i a s t i c e i g h t e e n - y e a r -
o l d s . Soon D r. Bob m a r r ie d one o f th e g i r l s a n d h i s b e s t
!
j
72I b i d . , p p . 2 2 9- 2 3 0 .
^^KBC p ro g ram f i l e s .
7^CBS p ro g ram f i l e s .
75qbs p u b l i c i t y r e l e a s e , S e p te m b e r 1 0 , I 9I+ 3 .
105
f r i e n d m a r r ie d t h e o t h e r . The p ro g ra m was w r i t t e n b y
76)
B ess F ly n n .
A new way o f p r e s e n t i n g t h e d a y tim e s e r i a l was
fo u n d i n 1936 t h r o u g h t h e H einz M agazine o f th e A i r , A
s e r i a l dram a was p a r t o f a l a r g e r p ro g ra m w h ich i n c l u d e d
m usic and in te r v ie w s * S e v e r a l s e r i a l s w ere em ployed i n
t h i s p ro g ra m . The f i r s t one was T ro u b le H ouse, w h ich was
w r i t t e n by E la in e C a r r i n g t o n , A new s e r i a l , C a ro l Ken
nedy* a Rom ance, r e p l a c e d T ro u b le House i n A u g u s t, 1937*
The m agazine fo rm a t was ab an d o n ed by H einz i n 1938* L a t e r
77
K ate S m ith u s e d i t i n b o t h r a d i o and t e l e v i s i o n .
I t was d u r in g th e p e r i o d b e tw ee n 1932 and 1937 t h a t
th e s o - c a l l e d s e r i a l fo r m u la was d e v e lo p e d . As e a r l y a s
1938» F ra n k Hummert c a l l e d i t " a sim p le a n d tim e t e s t e d
78
o n e .” Hummert d e s c r i b e d t h e fo rm u la t h a t he u s e d f o r
h i s s u c c e s s s t o r i e s o f t h e u n s u c c e s s f u l when he i n d i c a t e d
t h a t s e r i a l c h a r a c t e r s h a d t o be human a n d l o v a b l e , co n
s i s t e n t , l o g i c a l and b e l i e v a b l e i n t h e i r a c t i o n s , and
" p a i n t e d a g a i n s t t h e can v a s o f e v e ry d a y A m erican l i f e . ”
7&CBS p ro g ram f i l e s ; "D e ar D a u g h te r ,” Movie R ad io
G u id e , 9 il0 » F e b r u a r y 16, I 9I+O; " B a c h e lo r *s C h i l d r e n ,"
B i l l b o a r d , 5L|.:8, O c to b e r 1 0 , 1 9 ^ 2 .
77cbS p ro g ram f i l e s ; J a c k H a n le y , " F o r Women O n ly ,"
R a d io S t a r s , 10:ij.2, J u l y , 1937*
?® "Radlo S e r i a l Has F o r m u la ,” New Y ork T im es,
J u l y 3 1 , 1 9 3 8 , p . i x - 3 . -
io 6
B ecause t h e r a d i o c h a r a c t e r s w ere " s o c lo s e t o th e a u d ie n c e
and so much a p a r t of t h e i r d a i l y lives** t h a t t h e l i s t e n e r s
came t o b e l i e v e them t o be r e a l p e o p le , th e y had t o be
• 79
**uniform ly c o n s i s t e n t and h ig h p r i n c i p l e d . " 7 T h is was a n
! u n d e r s ta te m e n t o f t h e f o r m u la . T h e re was no m e n tio n o f t h e
e x tre m e s w i t h w h ic h t h e s e r u l e s w ere a p p l i e d . H ig h - p r i n
c i p l e d women d i d n o t have t o be g iv e n t h e im p o s s ib ly p u re
c h a r a c t e r o f H e len T r e n t . C o n s is te n c y d i d n o t demand t h a t
h e r o i n e s alw ay s s h o u ld b e f a r s t r o n g e r and n o b l e r t h a n
t h e i r h u sb a n d s o r l o v e r s . The can v as o f A m erican l i f e was
n o t f i l l e d w ith so many c rim e s , t r i a l s , s t r a n g e d i s e a s e s ,
I p r o f e s s i o n a l p e o p le , an d c a u s e s f o r s u f f e r i n g a s was t h e
: c a n v a s o f t h e d ay tim e s e r i a l .
L a t e r s t a te m e n t s o f th e s e r i a l fo rm u la were l e s s
c o n s e r v a t i v e t h a n H u m m ert's. I r n a P h i l l i p s , who was r e
s p o n s i b l e f o r t h e b e s t w r i t t e n o f t h e fo r m u la s e r i a l s ,
i s t a t e d t h a t h e r c a r d i n a l r u l e was t o g e t t h e h e r o i n e b e h in d
80
t h e e i g h t - b a l l a n d k eep h e r t h e r e . She t r i e d t o a p p e a l
[
| t o t h e i n s t i n c t s o f s e l f - p r e s e r v a t i o n , s e x , and f a m i l y .
I 81
j I f p o s s i b l e she a p p e a le d t o a l l t h r e e . J o s e p h in e N i g g l i ,
| i n h e r b o o k on r a d i o w r i t i n g , i n d i c a t e d t h a t t h e h e r o i n e
g e n e r a l l y was a p r o f e s s i o n a l woman, t h a t th e h e ro c o u ld be ;
79 lb ld .
i ^ " S c r i p t Q u een ," 0£ . c i t , , p p . 6 6 - 6 8 .
^ " T e n M i l l i o n W o rd s," F o r t u n e , 2 7 i l l u 2 0 . J u n e ,
1 9 3 8 . —
107
a w e a k lin g , b u t h ad t o b e n o b l e , t h a t t h e o t h e r woman was
a sn a k e an d was g e n e r a l l y th e h e r o i n e f s b e s t f r i e n d , an d
t h a t t h e h e r o in e h a d t o s u f f e r . The n e o p h y te s e r i a l w r i t e r
was i n s t r u c t e d t o p r e s e n t o p e n in g and c l o s i n g sum m aries i n
e a c h e p is o d e , t o keep t h e v i l l a i n e s s a c t i v e , and t o l e t
Op
th e h e r o in e w in o c c a s i o n a l l y . Mona K e n t, t h e w r i t e r o f
P o r t i a F a c e s L i f e , c l e a r l y s t a t e d h e r r u l e s f o r t h e fo rm u la
d a y tim e s e r i a l s . The f i r s t e s s e n t i a l was a h e r o i n e who
c o u ld become e m o tio n a l. She was t o be a g e l e s s a n d a p a r a
gon o f v i r t u e . The b a c k g ro u n d t h a t p ro d u c e d h e r s t r o n g
c h a r a c t e r was u n i m p o r t a n t . The se c o n d e s s e n t i a l was t h a t
th e h e r o i n e h a v e a p ro b le m . I t h a d t o be one t h a t sh e
j
| w ould s o lv e a g a i n and a g a i n . The o t h e r c h a r a c t e r s i n t h e
s e r i a l e x i s t e d p r i m a r i l y t o p e r p e t u a t e t h e p ro b le m . The
; s t o r y s i t u a t i o n s e r v e d t h e same p u r p o s e . I n i t i a l sum-
]
! m a rie s w ere t o be p r o v id e d th r o u g h e i t h e r n a r r a t i o n o r
; d i a l o g u e . The p l o t had t o be sim p le a n d slow m o v i n g . ^
I
The a n te c e d e n t s o u r c e s o f t h e d a y tim e s e r i a l fo rm u la
! n e v e r w ere c l e a r l y d e m o n s tr a te d by any w r i t e r o r c r i t i c .
! Some s e r i a l c h a r a c t e r i s t i c s t h a t became p a r t o f t h e fo rm u la
j
J were d e v e lo p e d a f t e r t h e pro g ram s were on th e a i r f o r
j !
s e v e r a l y e a r s . The s lo w ly m oving p l o t was one o f t h e s e
i
i
J o s e p h in e N i g g l i , P o i n t e r s on R a d io W r itin g
(B o s to n : The W r i t e r , I n c . , 1 9 ^ 6 ) , p p . l b - ^ 0 .
W y lie , R a d io and T e l e v i s i o n W r itin g (New Y o rk :
R i n e h a r t and Company, 19f>0), p p . 2 9 2- 2 9 5 , 3 0 7 .
c h a r a c t e r i s t i c s . I n i t i a l l y d a y tim e s e r i a l e p is o d e s
a d v a n c e d t h e p l o t s t o a f a i r d e g re e e v e r y d a y . Then
l i s t e n e r s c o m p la in e d t h a t p l o t s w ere p r o g r e s s i n g to o
r a p i d l y f o r u n d e r s t a n d i n g i f t h e y d i d n o t l i s t e n t o e v e r y
: e p i s o d e . F o r t h i s r e a s o n s e r i a l w r i t e r s d e l i b e r a t e l y
slo w ed t h e p a c e o f t h e i r s t o r i e s a n d a d d ed i n i t i a l sum
m a rie s o A udience r e s e a r c h l a t e r s u p p o r te d t h e i r ju d g m e n t,
w h ich a t f i r s t was b a s e d p r i m a r i l y u p o n c o n te n t o f l e t t e r s
fro m l i s t e n e r s . The a v e r a g e num ber o f s e r i a l e p is o d e s
h e a r d by a l i s t e n e r e a c h week was fo u n d t o be b e tw een two
and t h r e e . T h e p r o lo n g e d p l o t , t h e r e f o r e , was u s e d t o
| c r e a t e u n d e r s t a n d i n g , n o t t o c r e a t e s u s p e n s e f u l a n x ie ty *
I
!
; The f a c t t h a t a t t h e b e g in n in g of a T h u rsd a y e p is o d e i n a
i g iv e n week th e p l o t h a d b e e n a d v a n c e d n o t a t a l l fro m i t s
s t a g e on th e p r e c e d in g Monday to o k on a d i f f e r e n t m eanin g
| I f i t was rem em bered t h a t many l i s t e n e r s h e a r d o n ly t h e
; e p is o d e s o f Monday a n d T h u rs d a y , The p r o lo n g e d p l o t l e d
t o t h e e irp h a s is up on c h a r a c t e r and t h e l i f e l i k e p ace o f
I e v e n ts w h ich en h an ced t h e a p p e a l o f t h e d a y tim e s e r i a l f o r
j many l i s t e n e r s ; b u t t h e p ro lo n g e d p l o t was l a r g e l y a
i
j f o r t u n a t e a c c i d e n t a n d n o t a symptom o f th e l a z i n e s s o r
I th e f a r s i g h t e d n e s s o f s e r i a l w r i t e r s ,
! i
A lth o u g h e a r l y s t u d i e s of l i s t e n e r h a b i t s and
i
p r e f e r e n c e s e x p la in e d m o d i f i c a t i o n s i n t h e s e r i a l f o r m u la , I
® ^T hurber, o p , c i t , , p , 212; p e r s o n a l i n t e r v i e w w ith
G ordon H ughes, J a n u a r y 5 , 1958•
t h e y d i d n o t e x p l a i n why c e r t a i n p ro g ram s u s e d many e l e
m ents o f t h e s e r i a l fo rm u la fro m t h e v e r y f i r s t . The
p i o n e e r s e r i a l , P a i n te d D ream s, was much l i k e I r n a P h i l l ip s
l a t e r s e r i a l s , B e tt y a n d Bob, t h e H um m erts1 f i r s t d a y tim e
| s e r i a l was t y p i c a l o f t h e fo r m u la p ro g ra m s; The Romance o f
H e len T r e n t was e v e n more s o . I t was p o s s i b l e t h a t th e
c r e a t o r s o f th e f o rm u la s e r i a l s d e v e lo p e d t h e i r p ro g ram
i d e a s fro m a s y e t u n r e v e a l e d d a t a c o n c e rn in g t h e p r e f e r
e n c e s o f women l i s t e n e r s i n t h e e a r l y N in e te e n T h i r t i e s .
I t a l s o was p o s s i b l e t h a t , c o n s c i o u s l y o r u n c o n s c i o u s ly ,
I r n a P h i l l i p s a n d t h e Hummert3 b a s e d t h e i r f i r s t d a y tim e
i s e r i a l s upon th e m ost p o p u la r fo rm o f co m m ercial home
i
! e n t e r t a i n m e n t f o r women o f t h e l a t e n i n e t e e n t h c e n t u r y
and e a r l y t w e n t i e t h c e n t u r y : th e d o m e s tic n o v e l .
T h e re was much j u s t i f i c a t i o n i n a s s o c i a t i n g t h e
d o m e s tic n o v e l, w h ic h was f r e q u e n t l y p r e s e n t e d i n s e r i a l
i 85
fo rm , w ith t h e d a y tim e s e r i a l d ram a. B o th fo rm s o f l i t -
! e r a t u r e w ere i n te n d e d p r i m a r i l y f o r f e m in in e a u d ie n c e s ,
!
! B o th fo rm s w ere l a r g e l y d o m e s tic i n s e t t i n g , w i t h m ost o f
| t h e a c t i o n o c c u r r i n g i n th e hom e. B o th fo rm s w ere
1
j — 1 ■ 1 1 ■ 1 . ■
! 8^The w r i t e r o b ta in e d i n f o r m a t i o n on t h e d o m e s tic
n o v e l b y e x a m in in g a b o u t a d o zen o f t h e more fam ous o n es
and by s tu d y in g t h r e e v a l u a b l e w orks on t h e s u b j e c t : H e len
W aite P a p a s h v ily , A l l t h e Happy E n d in g s (New Y ork: H a rp e r
and B r o th e r s P u b l i s h e r s , I 95S ) ? W illia m P e r r y P i d l e r ,
I A u g u sta E vans W ilso n 1835-1909 (B irm ingham , A labam a: U n i-
! v e r s i t y o f Alabam a P r e s s , 1 9 5 1 ); and Mary N o e l, V i l l a i n s
G a lo re (New Y o rk : The M acm illan Company, 1 9 5 ^ )•
110
g e n e r a l l y s e t I n t h e p r e s e n t . B o th form s w ere w r i t t e n
m a in ly b y women. B o th fo rm s w ere e n jo y e d p r i n c i p a l l y i n
t h e hom e. T h ere w ere e v e n more s t r i k i n g p a r a l l e l s b e tw e e n
t h e fo r m u la s e r i a l s and t h e d o m e s tic n o v e l s . T w e n ty -fiv e
: o f t h e s e p a r a l l e l s f o l l o w i
1 . The s u b j e c t s were g e n e r a l l y commonplace o n e s .
2 . S tr a n g e d i s e a s e s w ere common.
3 . Many l o s t m ates a p p e a r e d .
Ij.. M a rria g e o f t e n e x i s t e d i n name o n l y .
W ife d e s e r t i o n was common.
6 . Most o f th e a c t i o n was h o m e -c e n te re d .
| 7* The a c t i o n was a lm o s t a lw ay s i n t h e p r e s e n t .
8 . L i t t l e a t t e n t i o n was g iv e n t o c u r r e n t e v e n t s .
9 * Pew h i s t o r i c a l f i g u r e s a p p e a re d .
1 0 . G l o r i f i c a t i o n o f t h e common woman was c u sto m a ry .
1 1 . O b je c t l e s s o n s were p r o v id e d f o r c e r t a i n s i t u a -
, t i o n s .
!
! 1 2 . The P r o t e s t a n t e t h i c p r e v a i l e d .
1 3 . T h ere was l i t t l e o u t r i g h t s e x , b u t much im p lie d
i
s e x .
| ll{.. The s t o r i e s f r e q u e n t l y la c k e d hum or.
i
15* C h a r a c t e r i z a t i o n s , s i t u a t i o n s , and p l o t p a t t e r n s
w ere r e p e a t e d f r e q u e n t l y .
I ;
16• S ta n d a r d i z e d c h a r a c t e r s who w ere in te rc h a n g e a b le !
i
j fro m s t o r y t o s t o r y w ere em ployed f r e q u e n t l y .
1 7 . G r e a t e r e m p h asis was p la c e d u p o n s u f f e r i n g
th a n upon t h e a c t i o n s w h ich c a u se d i t .
1 8 . L i t t l e r e l i a n c e was p l a c e d upon m y s te ry and
h e a v y s u s p e n s e .
1 9 . P roblem s g e n e r a l l y c o n c e rn e d d u t i e s and d e c i
s i o n s i n s t e a d o f e v e n t s .
2 0 . Numerous e p is o d e s w ere em ployed f o r e a c h
s i t u a t i o n .
2 1 . The p r o t a g o n i s t s w ere g e n e r a l l y f e m a le .
2 2 . The h e r o i n e s were im p o s s ib ly p e r f e c t .
2 3 . The h e ro e s c o u ld be a d m ire d f o r t h e i r p r o f e s
s i o n a l t a l e n t s b u t p o s s e s s e d f a u l t s , i n c l u d i n g a te n d e n c y
t o w ander o u t o f t h e s t o r y .
2I 4. The h e r o in e u s u a l l y e x e r t e d a m o ra l i n f l u e n c e
o v e r t h e h e r o .
2£o The m ale p r i n c i p a l s f r e q u e n t l y were w eakened,
som etim es a lm o s t t o th e p o i n t o f e m a s c u la t io n .
The many s i m i l a r i t i e s b e tw e e n t h e tw o fo rm s p ro v id e d
s t r o n g e v id e n c e t h a t t h e d a y tim e s e r i a l d ram a, p a r t i c u l a r l y
t h e fo rm u la s e r i a l , was a t w e n t i e t h c e n t u r y m a n i f e s t a t i o n
o f t h e d o m e s tic n o v e l.
I I I . CRITICISM
f
I
The d a y tim e s e r i a l dram a was su c h a new fo rm t h a t !
[
t h e r e was l i t t l e c r i t i c i s m o f i t d u r i n g t h e f i r s t f i v e
y e a r s o f i t s n e tw o rk h i s t o r y . D u rin g t h i s tim e t h e r e were
112
n o t so many a e r i a l s on t h e a i r t h a t t h e p ro g ram s w ere
a t t a c k e d b e c a u s e o f t h e i r number* The p s y c h o l o g i c a l
“ d a n g e r s ’* o f t h e p ro g ra m s w ere a s y e t u n d is c o v e r e d , b u t
; th e s t r u c t u r a l w e a k n e sse s o f some s e r i a l s w ere d i s c o v e r e d
q u i t e e a r ly * I n 193^ a w r i t e r r e f e r r e d t o M a rie * t h e L ittle
F r e n c h P r i n c e s s a s “ one o f th o s e s c r i p t a c t s t h a t g o es on
a n d o n ." He c o n s id e r e d t h e fram e w o rk o f t h e s t o r y t o be
I a l i t t l e f a n t a s t i c and f i l l e d w i t h “ good o l d f a s h i o n e d
86
• h o k e .1’* I n 193E> a s e r i a l l i s t e n e r c o m p la in e d a b o u t th e
; e x t e n s i v e s u f f e r i n g i n J u s t P l a i n B i l l * The l e t t e r i n
w h ic h sh e s t a t e d h e r o p in io n won h e r a p r i z e . I n l a t e r
| y e a r s c r i t i c i s m o f th e d a y tim e s e r i a l i n c r e a s e d e n o rm o u sly .
I V . R E S E A R C H S T U D I E S
I n t h e p e r i o d b e tw een 1932 and 1937 f o r m a l
r e s e a r c h s tu d y r e g a r d i n g th e d a y tim e s e r i a l dram a was
p u b l i s h e d , a lth o u g h m a t e r i a l f o r su c h a s tu d y was b e in g
88
g a t h e r e d by 1935* The r e s e a r c h o f s e r i a l s i n t h e e a r l y
! y e a r s was c o n f in e d m a in ly t o p ro g ra m r a t i n g s an d t o analysis
o f v o l u n t e e r e d l i s t e n e r r e s p o n s e th r o u g h t h e m a i l s .
i
I L i s t e n e r m a il a s a r e s u l t o f prem ium o f f e r s was l a r g e l y a
| _______________________
| P r i n c e s s M a r ie ,’* l o c . c i t .
®7’*$10 P r i z e L e tte r,* * R a d io la n d , 1|:35> J u n e , 1935* I
®®Vide H. M. B e v i l l e , S o c i a l S t r a t i f i c a t i o n o f th e j
: R a d io A u d ien ce ( P r i n c e t o n , New J e r s e y : P r i n c e t o n RacTTo
R e s e a r c h P r o j e c t , Novem ber, 1 9 3 9 ), p p . 19-23*
1 1 3
q u a n t i t a t i v e m easure* L e t t e r s t h a t came fro m l i s t e n e r s
w ith o u t s o l i c i t a t i o n w ere th e p r i n c i p a l q u a l i t a t i v e mea
s u r e s t h a t w ere a v a i l a b l e t o s e r i a l p r o d u c e r s . M easures
: o f t h e s e k in d s h ad l i t t l e v a l i d i t y an d th e num erous n a iv e
I r e s p o n s e s from l i s t e n e r s r e g a r d i n g i n d i v i d u a l s e r i a l s
p r o b a b ly w ere r a t h e r m i s le a d i n g . L e t t e r s w a rn in g t h e :
h e r o i n e o f im pending d a n g e r o r a d v i s i n g t h e s e r i a l d e t e c
t i v e o f t h e m u r d e r e r ’ s i d e n t i t y (b e c a u s e th e l i s t e n e r h a d
h e a r d th e crim e b e in g co m m itted ) d id n o t p r o v id e an
; e l e v a t i n g p i c t u r e o f th e s e r i a l l i s t e n e r * C e r t a i n l y th e y
w ere e n c o u r a g in g t o t h o s e p r o d u c e r s who d e s ig n e d t h e i r
i program s f o r l i s t e n e r s o f th e lo w e s t s o c i a l an d e d u c a tio n a l
; l e v e l s . F o rm a l r e s e a r c h s t u d i e s i n l a t e r y e a r s r e v e a l e d
t h a t s e r i a l l i s t e n e r s w ere fo u n d i n a l l e d u c a t i o n a l an d
s o c i a l g r o u p s . By t h a t tim e an id e a e n t i r e l y o p p o s ite t o
th e f i n d i n g s o f t h e r e s e a r c h s t u d i e s was s e c u r e l y e s t a b -
; l i s h e d i n th e m inds o f some s e r i a l p r o d u c e r s .
V. SUMMARY
The f i v e y e a r p e r i o d w h ich b e g a n w ith t h e p r e s e n t s -
i
: t i o n o f t h e f i r s t n e tw o rk d a y tim e s e r i a l dram a i n F e b ru a ry ,
i 1 9 3 2 , was one o f g ro w th , e x p e r i m e n t a t io n , and re f in e m e n t*
1 i
E ig h te e n d a y tim e s e r i a l s w ere on t h e a i r b y J a n u a r y , 193&,
i
and a d o zen new s p o n s o re d on es w ere b r o a d c a s t e d t h a t y e a r* j
| From t h e tim e o f t h e i r n e tw o rk i n t r o d u c t i o n s e r i a l dram as
w ere t h e m ost p o p u la r n e tw o rk p ro g ram s d u r in g th e d ay tim e
111+
h o u rs* V a rio u s ty p e s o f d a y tim e s e r i a l s , r a n g i n g from
d o m e s tic comedy t o m ild a d v e n tu r e , w ere t r i e d b e tw e e n
1932 and 1937* S e r i a l s w h ich u s e d r e v o l v i n g p l o t s and
e m p h a siz e d m elodram a w ere p re d o m in a n t b y t h e end o f t h e
p e rio d * B lo c k p ro g ra m in g , prem ium s, a n d t h e f i f t e e n -
m in u te M b n d a y -th ro u g h -F rid a y p a t t e r n o f b r o a d c a s t i n g b e
came a s s o c i a t e d w ith t h e d ay tim e s e r i a l q u i t e e a r l y . The
s o - c a l l e d s e r i a l fo rm u la a l s o was d e v e lo p e d r a p i d l y .
A s p e c ts o f i t , su c h a s th e p ro lo n g e d p l o t an d t h e i n i t i a l
summary, c o u ld be t r a c e d t o th e i n f l u e n c e s o f l i s t e n e r
r e s p o n s e . C o n te n t was s t r o n g l y r e l a t e d t o t h a t o f t h e
A m erican d o m e s tic n o v e l and t h e r e was e v id e n c e t h a t t h e
d a y tim e s e r i a l dram a d e r i v e d fro m t h i s e a r l i e r fo rm o f
l i t e r a t u r e f o r women.
B ecau se o f th e new ness o f t h e fo rm t h e r e was l i t t l e
c r i t i c i s m o f t h e d a y tim e s e r i a l dram a d u r in g t h e f i r s t
f i v e y e a r s . R e s e a r c h was c o n fin e d t o p ro g ra m r a t i n g s a n d
a s t u d y o f l i s t e n e r r e s p o n s e . The l a t t e r o f t e n gave t h e
im p r e s s io n t h a t t h e s e r i a l l i s t e n e r was o f low s o c i a l an d
e d u c a t i o n a l s t a t u s . T h is i d e a a p p a r e n t l y was f i r m l y
e s t a b l i s h e d i n t h e m inds o f some s e r i a l p ro d u c e r s b e f o r e
r e s e a r c h s t u d i e s i n l a t e r y e a r s i n d i c a t e d t h a t i t was n o t
t r u e .
CHAPTER V
THE DAYTIME SERIAL DRAMA, 1 9 3 7 -1 9 ^ 2
I . INTRODUCTION
The g r e a t e s t i n c r e a s e i n t h e num ber o f d a y tim e
s e r i a l dram as o c c u r r e d i n t h e y e a r s o f 1937 t o 19lj.2 ,
D u rin g t h a t tim e , b y t h i s w r i t e r 1s c o u n t, s e v e n t y - f o u r new
s p o n s o re d s e r i a l s came t o n e tw o rk r a d i o . I n a d d i t i o n
t h e r e w ere many s u s t a i n i n g , l o c a l , r e g i o n a l , an d s y n d ic a te d
: p ro g ra m s. The p eak i n th e num ber o f d a y tim e s e r i a l s on t h e
j n e tw o rk s was re a c h e d i n I 9I 4 -O a n d 19^ 1 * when r o u g h ly s i x t y
i
| q u a r t e r - h o u r s a day w ere d e v o te d t o s e r i a l d ra m a s.
I n th e 1936-1937 s e a s o n s e r i a l s w ere p r e s e n t e d d u r
in g 1[5 p e r c e n t o f t h e d a y tim e b r o a d c a s t h o u r s , a c c o rd in g
i t o t h e C o o p e ra tiv e A n a ly s is o f B r o a d c a s t in g . T h ree seaso n s
5 l a t e r th e p e r c e n ta g e h a d grown t o e i g h t y - f i v e . The p e r -
; c e n ta g e f o r I 9I+O-I9J+I was e i g h t y - o n e . As many a s s e v e n ty -
■ e i g h t d a y tim e s e r i a l dram as w ere p r e s e n t e d i n 1 9 3 9" 19U0 *
i S e v e n ty - f i v e s e r i a l p ro g ram s w ere b r o a d c a s t e d i n 19ifO-19M»
The d o m in a tio n o f th e n e tw o rk d a y tim e h o u rs by t h e
d a y tim e s e r i a l dram a was f u r t h e r shown by th e f a c t t h a t i n
■ * ■ ” N etw ork D aytim e P ro g ra m s ,” V a r i e t y , ll} .l:9 6 ,
J a n u a r y 8 , 19^1 J New Y ork Time a , A u g u st 2 7 , 19ij.l; A S u rv e y
! £ £ D aytim e L i s t e n i n g H a b its (New Y o rk : P o o te , Cone ancf
1 B e ld in g , I n c . , 1943/* P* 39*
2 ”R a d io R e v o l u t i o n ,” V a r i e t y , llj.2 :23 j May 2 8 , 1 9 ^ 1 .
116
th e s p r i n g o f 19^ 1 ^ d u r in g t h e p e r i o d b e tw e e n t e n o 'c l o c k
i n th e m o rn in g and s i x o 'c l o c k i n th e e v e n in g , E a s t e r n
S ta n d a r d T im e, a t l e a s t one s e r i a l was b e in g p r e s e n t e d b y ;
one n e tw o rk i n f i f t y - n i n e o f t h e s i x t y q u a r t e r - h o u r p e rio c b .
i D u rin g t w e n t y - f i v e q u a r t e r - h o u r p e r i o d s two n e tw o rk s w ere
i
; p r e s e n t i n g c o m p e tin g s e r i a l s . D u rin g s i x o f t h e s e t w e n t y - :
i
f i v e q u a r t e r - h o u r p e r i o d s s e r i a l s w ere p r e s e n t e d a t t h e
same tim e b y CBS, NBC B lu e ,' a n d NBC R ed . S e r i a l s w ere t h e
o n ly n e tw o rk p ro g ram s t h a t w ere a v a i l a b l e i n s i x t e e n o f t h e
; f i f t y - t w o q u a r t e r - h o u r p e r i o d s b e tw ee n t e n o 'c l o c k and
3
f o u r o 'c l o c k .
The num ber o f q u a r t e r - h o u r s o f s p o n s o r e d n e tw o rk
|
I tim e t h a t was d e v o te d t o d a y tim e s e r i a l s i n J a n u a r y , 1937*
was 135* T h is num ber grew t o 285 J a n u a r y , 1 9 ^ 0 , a n d
t o 2 9O i n J a n u a r y , 19l|.l p ro g ra m i n w h ich Sunday
r e a d a f a i r y s t o r y t o h e r two a d o p te d c h i l d r e n , drew p r a i s e
fro m a V a r i e t y r e p o r t e r who c a l l e d t h e e p is o d e " a m em orable
exam ple o f how im p r e s s iv e co m m ercial dram a c an b e , b u t
15
r a r e l y i s . ” ^ Amanda o f Honeymoon H i l l was f a r l e s s s u c c e s s
f u l t h a n Our G al Sunday a s a s t o r y o f a p o o r g i r l m a r r ie d
■^CBS p ro g ram f i l e s (P ro g ram I n f o r m a t io n D e p a rtm e n t,
C olum bia B r o a d c a s tin g S y stem , lj.85 M adison A venue, New Y ork
C i ty 2 2 , New Y o rk ); NBC p ro g ra m f i l e s (P ro g ra m A n a ly s is
D e p a rtm e n t, N a t io n a l B r o a d c a s tin g Company, R o c k e f e l l e r i
P l a z a , New Y ork C i ty 2 0 , New Y o rk ).
Our G al S u n d a y ,” V a r i e t y , l l j . 5 D e c e m b e r 3 1 ,
19^ 1 ; d i r e c t e x p e r ie n c e o f t h e w r x t e r . I
123
t o a r i c h man,
i
L o ren zo Jo n e s was one o f th e few co m ed ies w h ich t h e |
' " ' I
Hummerts p ro d u c e d . I t was t h e s t o r y o f L o re n z o , an
i m p r a c t i c a l i n v e n t o r , and h i s u n d e r s t a n d i n g w if e B e l l e ,
i
I n I t s l a t e r y e a r s t h e s e r i a l l o s t i t s hum orous to u c h a n d j
I
became p u re m elo dram a. I n t h e f a l l o f 19E>2 L o ren zo was j
k id n a p p e d a n d wounded by f r i e n d s o f je w e l t h i e v e s whom he
h a d h e lp e d t o c a p t u r e . He fo u n d h i m s e l f i n a New Y ork
h o s p i t a l w i t h a m n e s ia . Two y e a r s l a t e r L o ren zo s t i l l h a d
a m n e sia and was a b o u t t o m a rry G a ll Maddox. The p ro g ra m
l e f t t h e a i r when NBC re d u c e d t h e num ber o f i t s s e r i a l s i n !
1 9 5 s .16
S t e l l a D a l la s was b a s e d upon t h e c h a r a c t e r s i n O liv e
H ig g in s P r o u t y fs book o f th e same nam e. D u rin g t h e e n t i r e
r u n o f th e s e r i a l th e s a c r i f i c i n g m o th e r o f " L o lly -B a b y ’1
was p la y e d by Anne E l s t n e r , who h a d f i r s t a c h ie v e d s u c c e s s
17
a s C ra c k e r G addis on M oonshine a n d H o n e y s u c k le . When th e
p ro g ra m l e f t t h e a i r s h o r t l y a f t e r t h e d em ise o f L o ren zo
Jo n e s many l i s t e n e r s p r o t e s t e d t o NBC. F re d W alk er, g e n e r a l
m anager o f WTTM, T r e n to n , i n d i c a t e d t h a t h i s s t a t i o n
l ^ ’* F i r s t F a m il i e s o f R a d io ,” M ovie- R a d io G uide, 1 0 :
33» November 9 , 19^0; "D aytim e D i a r y ,” R a d io -TV M i r r o r , 3 8 * I
2lj., O c to b e r, 195>2; "D aytim e D i a r y ," R a d io - TV ‘ M i r r o r , I I I : 9 3 1 I
A p r i l , 1 9 ^ ; NBC p ro g ram f i l e s . j
| I
; 1 7 K a rl Kensman, " S t e l l a f s Some L a d y ," The A m erican
M ercu ry , 8 0 : 8 0- 8 3 , A p r i l , 1 9 £ 5 .
121+
r e c e i v e d a b o u t t h r e e h u n d re d p r o t e s t s . M iss E l s t n e r l i v e d
n e a r b y . On Miay 1 2 , 19 5 8 , M iss E l s t n e r a p p e a re d on t h e
New Y o rk C i t y t e l e v i s i o n p ro g ram , N i g h t b e a t . She t o l d
|
i n t e r v i e w e r Jo h n W ingate t h a t she h a d f e l t a d e e p r e s p o n
s i b i l i t y t o t h e p u b l i c w h ile p l a y i n g S t e l l a and t h a t t h e j
I
p ro g ra m made t h e c o m p lic a te d p ro b le m s o f th e l i s t e n e r s j
i
seem much s m a l l e r . M iss E l s t n e r e x p r e s s e d t h e hope t h a t j
19
t h e p ro g ra m w ould r e t u r n t o t h e a i r .
I r n a P h i l l i p s in tr o d u c e d f o u r d a y tim e s e r i a l s d u r i n g
t h i s p e r i o d . The f i r s t one was The G u id in g L ig h t (1 9 3 7 ) ,
w h ich i n i t i a l l y was t h e s t o r y o f t h e R e v ere n d Mr. R u t l e d g e ,I
a n o n - s e c t a r i a n m i n i s t e r , an d t h e members o f t h e K ra n sk y
f a m i l y . I n 1939 K ra n sk y f a m i l y became t h e n u c le u s o f
a n o th e r P h i l l i p s s e r i a l , The R ig h t t o H a p p in e s s . The Road
o f L i f e , t h e s t o r y o f D r. Jim B r e n t, was f i r s t p r e s e n t e d by
M iss P h i l l i p s i n 1937* When i n 1938 Today* s C h ild r e n h a d
b e e n th e c o n s i s t e n t p o p u l a r i t y l e a d e r among d a y tim e s e r i a l s
f o r t h r e e y e a r s , she d i s c o n t i n u e d i t an d r e p l a c e d i t w i t h
The Woman i n W h ite , w h ich f o r a tim e o b t a i n e d t h e h ig h
r a t i n g s o f Today* s C h i l d r e n . A p p a r e n tly M iss P h i l l i p s to o k
t h i s a c t i o n b e c a u s e t h e s t o r y h a d r u n I t s c o u rs e and .
b e c a u s e o f t h e d e a th o f h e r m o th e r h a d l e f t h e r w ith o u t
I 18
' P e r s o n a l i n t e r v i e w w i t h F re d W a lk e r, J u l y 3 , 1957*
■ ^ S h o rth an d n o t e s o f t h i s I n t e r v i e w w ere t a k e n a n d j
t r a n s c r i b e d b y th e w r i t e r * s m o th e r on May 1 2 , 1 9 5 8 . !
125
20
i n s p i r a t i o n f o r t h e p r i n c i p a l c h a r a c t e r .
I t was im p o s s ib le f o r a n y w r i t e r , no m a t t e r how
t a l e n t e d , t o w r i t e f i v e s e r i a l p ro g ram s w h ic h w ere on t h e
• - m
a i r a t t h e same t i m e . A lth o u g h MLss P h i l l i p s was o f t e n
c a l l e d r a d i o * s m ost p r o l i f i c w r i t e r , i t was n e c e s s a r y f o r
h e r t o em ploy a s s i s t a n t w r i t e r s . F o r a tim e t h e i r i d e n t i
t i e s w ere unknow n. V a r i e t y p r o u d ly e x p o se d t h e i r names i n
Pi
1<&2 .
I r n a P h i l l i p s l e d o t h e r w r i t e r s i n t h e d e v e lo p m e n t
o f a new ty p e o f s e r i a l p r o t a g o n i s t i n 1 9 3 7 * I n t h e f i r s t
f i v e y e a r s o f t h e d a y tim e s e r i a l t h e p r o t a g o n i s t s an d m ost
o f th e p r i n c i p a l c h a r a c t e r s w ere sim p le p e o p le who h a d
r e l a t i v e l y l i t t l e h i g h e r e d u c a t i o n . C h a r a c te r s w ere f r e
q u e n t l y in v o lv e d i n th e m ost r o m a n tic o f s i t u a t i o n s and
som etim es m a r r ie d w e a lth y o r i m p o r t a n t p e r s o n s , b u t t h e y
re m a in e d s im p le p e o p le who d id n o t d e p en d upon much f o rm a l
e d u c a ti o n i n t h e i r p o s i t i o n s o r p r o f e s s i o n s . B u s in e s s
s u c c e s s o r p e r s o n a l s u c c e s s r e s u l t e d fro m i n h e r e n t a b i l i t y .
I f a t t o r n e y s o r p h y s i c i a n s a p p e a re d a s p r i n c i p a l c h a r a c t e r s
t h e i r p r o f e s s i o n s re m a in e d s e c o n d a ry t o th e h o m e -c e n te re d
p l o t s . W ith in a s h o r t tim e I r n a P h i l l i p s I n tr o d u c e d two
s u c c e s s f u l s e r i a l s whose p l o t 3 d ep en d ed upon t h e f a c t t h a t
^ M e r r i l l D e n iso n , ’’Soap O pera,'* H a r p e r s , 180:503?
A p r i l , 191+0; " S c r i p t Q u een ," T im e, 3 5 :6 6 - 5 8 , Ju n e 1 0 , I 9I4 .O;
C u r r e n t B io g ra p h y 19h.3 (N ew .Y ork: H, W. W ilso n Company,
1 9 ^ 3 ) > PP* 5 9 0 -5 9 1 J NBC an d CBS p ro g ra m f i l e s .
A ug ust P h i l l i p s * G host W r i t e r s , " V a r i e t y . IJ4 .7 sl+O,
126 ■
t h e l e a d i n g c h a r a c t e r o f e a c h h a d a c h ie v e d more t h a n a v e r
age e d u c a t i o n a l l e v e l and h e l d h ia p r o f e s s i o n a l p o s i t i o n
b e c a u s e o f h i s f o r m a l e d u c a ti o n . D r. R u tle d g e o f The G uid
i n g L ig h t was a m i n i s t e r . D r. Jim B re n t o f The Road o f
i
I
L if e was a p h y s i c i a n . T h ese p r o f e s s i o n a l men were so o n j
f
f o llo w e d b y p r o t a g o n i s t s who w ere o f t h e m e d ic a l p r o f e s
s i o n i n Jo y c e J o r d a n , G i r l I n t e r n e ( l a t e r M .D .), Young j
D r. M alone, The L if e and Loves o f D r. S u s a n , K ate H o p k in s,
A ngel o f M ercy, a n d M iss P h i l l i p s 1 own Woman i n W h ite .
The l e g a l p r o f e s s i o n was r e p r e s e n t e d b y t h e p r o t a g o n i s t s
o f P o r t i a F a c e s L i f e , T e r r y R egan, A tto r n e y a t Law, a n d
H er H onor, Haney J a m e s. The h e r o i n e s o f H i l l t o p H ouse and
The S to r y o f B ess Jo h n s o n w ere t r a i n e d s o c i a l w o r k e r s .
A g a in s t t h e S to rm was th e s t o r y o f a c o l l e g e p r o f e s s o r .
We t h e A b b o ts 1 c e n t r a l f i g u r e w as a s c h o o l a d m i n i s t r a t o r .
A l l o f t h e s e s e r i a l s had a p p e a re d by 19^1* Seven o f them
o 2 2
w ere on t h e a i r a t t h e en d o f 1 9 3 8 .
The p r o t a g o n i s t who p r a c t i c e d a p r o f e s s i o n was an
a i d t o t h e w r i t e r i n p l o t t i n g b e c a u s e su c h a p r o t a g o n i s t
l e n t p l a u s i b i l i t y t o t h e f r e q u e n c y w i t h w h ich u n u s u a l
d r a m a tic e v e n t s o c c u r r e d a n d b e c a u s e i t was n a t u r a l f o r
p h y s i c i a n s o r a t t o r n e y s t o be i n num erous i n t e r e s t i n g
:s i t u a t i o n s . N o th in g p r e v e n t e d t h e s e c h a r a c t e r s fro m encoun-
: I
t e r i n g t h e same p ro b le m s o f p r i v a t e l i f e a s d i d th e
.
22NBC and CBS p ro g ram f i l e s . 1
1 2 7 !
n o n - p r o f e s s i o n a l p r i n c i p a l s o f o t h e r s e r i a l s . The a v e r a g e
h o u s e w if e who l i s t e n e d t o s e r i a l s a b o u t p h y s i c i a n s and
n u r s e s an d a t t o r n e y s fo u n d t h e a d v e n tu r e s o f t h e s e c h a r
a c t e r s t o b e i n c o n t r a s t w it h h e r r o u t i n e l y c o n f in e d d a i l y |
i
l i f e . She c o u ld v i c a r i o u s l y t a k e p a r t i n a d v e n t u r e s t h a t
w o u ld n e v e r come t o h e r an d a t t h e same tim e i d e n t i f y h e r - j
i
s e l f w i t h a c h a r a c t e r whose p ro b le m s o f p r i v a t e l i f e w ere
f a m i l i a r t o h e r . The p r o f e s s i o n a l p e r s o n was fo u n d t o be
m ost s u c c e s s f u l a s p r i n c i p a l o r p r o t a g o n i s t o f a d a y tim e
s e r i a l ; t h i s c h a r a c t e r re m a in e d im p o r ta n t i n t h e s e r i a l s
tw e n ty y e a r s a f t e r Road o f L if e was begun i n 1937* Even i n
s e r i a l s w h ich h a d n o n - p r o f e s s i o n a l p r i n c i p a l s t h e a t t o r n e y ;
o r p h y s i c i a n o f t e n p la y e d an im p o r ta n t r o l e .
The d e v e lo p m e n t o f s e r i a l s t h a t h a d h e r o e s and
h e r o in e s o f t h e p r o f e s s i o n s d id n o t le a d t o th e e x t i n c t i o n
o f t h e o t h e r t y p e s . S e r i a l s c o n tin u e d t o b e in t r o d u c e d i n
w h ic h k i n d l y p h i l o s o p h e r s , e v e r y d a y f a m i l i e s , and t h e
o r d in a r y woman a lo n e w ere p r i n c i p a l s .
The m ost s u c c e s s f u l s e r i a l p h i lo s o p h e r s o f t h i s
p e r i o d were D r. R u tle d g e o f The G u id in g L i g h t , S c a tt e r g o o d
B a in e s , and Papa D av id Solom on, t h e k i n d l y p r o p r i e t o r o f
t h e S l i g h t l y Read Book Shop i n L i f e Can Be B e a u t i f u l . Most
o f t h e p ro b le m s i n t h e l a s t s e r i a l b e f e l l t h e h e r o i n e i
C h i c h i , who became Papa D a v id 1s w ard a f t e r h a v in g 3tu m b le d j
i n t o h i s shop one d a y . The o l d m an’ s o p t i m i s t i c p h ilo s o p h y |
i
i
h e lp e d C h ic h i t o f o r g e t t h e s o r r o w s o f t h e p a s t - a n d t h e j
p ro b lem s o f t h e p r e s e n t . F o r r e a s o n s o f b r e v i t y L i f e Can
Be B e a u t i f u l was r e f e r r e d t o i n t h e b r o a d c a s t i n g i n d u s t r y
a s " E l s i e B e e b e ." The program was w r i t t e n by C a r l B ixby
f
an d Don B e c k e r. R a lp h Locke p o r t r a y e d P apa D avid t h r o u g h - |
23 I
o u t t h e p ro g ra m 1 s lo n g d u r a t i o n . j
The G u id in g L ig h t was one o f I r n a P h i l l i p s more |
p o p u la r p ro g ra m s . I t to o k p la c e i n t h e c i t y o f F iv e P o in ts^
w here D r. R u tle d g e h a d a s m a ll n e ig h b o rh o o d c h u r c h . At
one tim e t h e o rg a n b a c k g ro u n d m u sic s u p p o s e d ly was p la y e d
b y t h e p a s t o r ^ d a u g h t e r . S p e c ia l p ro g ram s w ere r e g u l a r l y ■
p r e s e n t e d on im p o r ta n t h o l i d a y s . The t r a d i t i o n a l Good
F r i d a y " S e v en L a s t W ords" m essage was r e p e a t e d i n t h e t e l e
v i s i o n v e r s i o n of th e p ro g ra m i n 1958o I n t h e l a t e r y e a r s
o f t h e p ro g ram , i n b o t h r a d i o and t e l e v i s i o n , m ost o f t h e
o r i g i n a l c h a r a c t e r s , i n c l u d i n g D r. R u tle d g e , h a d d i s a p
p e a r e d . ^
The f a m i l y dram a was r e p r e s e n t e d i n t h e d a y tim e
s e r i a l i n t h e y e a r s 1937 t o 19i|2 by a num ber o f new p r o
g ra m s. Among t h e s e pro g ram s w ere The A n d e r s o n s , w h ic h
V a r i e t y c a l l e d " a f i r s t c l a s s exam ple o f a vacuum wedded
t o s t a t i c " ^ ; Those Happy G ilm ans j We t h e A b b o t t s ; The
i
2 3 " L ife g e B e a u t i f u l , " R a d io M i r r o r . 1 6 *3 6- 3 9 ,
tfey, 1 9 l|l; "D aytim e D i a r y ," A p r i l , 1954» £ £ • c i t . , p . 8 8 ; j
NBC p ro g ram f i l e s .
^•NBC p ro g ram f i l e s .
2S>«The A n d e rs o n s ," V a r i e t y , 1 ^ 6 :3 0 , A p r i l 2 2 , I 9I4 .2 . j
129 ;
C a r t e r s o f Elm S t r e e t ; The B a rto n s , w h ic h was a l i g h t
i
comedy; The Jo h n s o n F am ily , w h ich was a n o th e r comedy and
u s e d one m u l t i p l e - v o i c e d a c t o r ; Y our F a m ily and M ine; and
Margo o f C astlew o o d o |
Our G al Sunday was th e m ost fam ous a e r i a l w h ic h co n -j
c e r n e d th e p ro b le m s o f m a r r ia g e t h a t was i n t r o d u c e d d u r in g j
t h i s p e r i o d . O th e rs i n t h i s g ro u p w ere When a. G i r l M a rrie s ,1
1
w h ic h was w r i t t e n b y E la in e C a r r i n g t o n ; Amanda o f Honeymoon
H i l l ; M id stre a m ; H e lp m a te ; The Man I M a rrie d , w h ich s t a r r e d
Van H e f l i n ; The T ro u b le w i t h M a r r ia g e ; an d tw o s e r i a l s
whose t i t l e s i n d i c a t e d t h e i r p ro b le m s : S te p m o th e r and
M o th e r-In - Law, Only Our G al Sunday and When a G i r l M a rrie s
27 ~
w ere r e a l l y s u c c e s s f u l s e r i a l p ro g ra m s .
The them e o f t h e woman a lo n e was u s e d f u l l y i n t h e
d a y tim e s e r i a l s o f I 937- I 9I1 .2 . The young u n m a rr ie d h e r o i n e
was r e p r e s e n t e d i n s u c h p ro g ram s as P r e t t y K i t t y K e l l y ;
J a n e A rd e n , w h ic h was b a s e d upon th e com ic s t r i p c h a r a c t e r ;
K i t t y K eene; and i n t h r e e o f t h e f o u r p ro g ram s th r o u g h
w h ich th e M utual n e tw o rk a tte m p te d t o become a m a jo r s e r i a l
d i s t r i b u t o r i n t h e w i n t e r o f 1 9^1; E d i t h A d am s* F u tu re,
pA
NBC p ro g ra m f i l e s ; " F i r s t F a m il i e s o f R a d io ,"
M ovie-R adio G u id e , 9 si).7» A p r i l 2 7 , 19^0? ” The B a r t o n s ,"
V a r i e t y , lli2 ;f ? l, A p r i l 3 0 , 191+1*
2?NEC p ro g ram f i l e s .
130
28
H e le n H o ld e n : G overnm ent G i r l , and I *11 F in d My Way,
None o f th e s e pro g ram s s u c c e e d e d . The n e v e r - m a r r i e d
h e r o i n e re m a in e d a f a i l u r e a s th e p r o t a g o n i s t o f a d a y tim e |
s e r i a l . A f t e r t h e d em ise o f i t s e x p e rim e n t w i t h s e r i a l s
j
i n I 9I 4 -I, th e M iitual n e tw o rk p la y e d l i t t l e p a r t i n t h e j
i
h i s t o r y o f d a y tim e s e r i a l s e x c e p t a s a n e tw o rk th r o u g h j
!
w h ic h new p ro g ram s s u c h a s F r o n t Page F a r r e l l were t o be
t r i e d .
W hether m a r r ie d , s i n g l e , o r widowed, t h e o l d e r
woman a lo n e was t h e p r i n c i p a l f i g u r e i n t h e s e new p ro g ra m s:!
S t e l l a D a l l a s , H o u seb o at H annah, M other o ’ M ine, Woman o f
C o u ra g e , and H i l l t o p H ouse, ^ H i l l t o p House was o r i g i n a l l y
w r i t t e n by Addy R ic h to n and Lynn S to n e and was th e s t o r y
o f an o rp h a n a g e s u p e r i n t e n d e n t . Edward W olf p a c k a g e d th e
p ro g ra m f o r P a lm o liv e a n d f r e e d t h e w r i t e r s fro m t h e co n
v e n t i o n s o f t h e d a y tim e s e r i a l . The p ro g ram was o f b e t t e r
t h a n a v e ra g e l i t e r a r y q u a l i t y an d s e r v e d a s a v e h i c l e f o r
a c t r e s s B ess J o h n s o n , whose name was u s e d a s t h a t o f th e
s e r i a l c h a r a c t e r . Miss Jo h n so n had a c h ie v e d s u c c e s s i n
28 jjbq p ro g ra m f i l e s ; "M r. F a i r f a x R e p l i e s , " M ovie-
R a d io G u id e, 10:Z|3, Decem ber 2 8 , 191+0; "M u tu al S e r i a l s , "
V a r i e t y , 114.1:25, F e b r u a r y 1 2 , 19^4-1; " E d i t h A d a m s 'F u tu re ,"
V a r i e t y , lij.l:3 4 , M arch 5 , 1 9 ^ 1 ; " I ' l l F in d My W ay,"
V a r i e t y , llj.2:34* M arch 1 2 , 19^1* "H e le n H o ld e n ," V a r i e t y ,
U P T 3 7 7 March 5 , 19l|.l.
2Q
7NBC an d CBS p ro g ra m f i l e s .
131 ;
i
r a d i o a s t h e v o ic e o f Lady E s t h e r and a s M other Moran o f
T o d ay 1s C h i l d r e n , P a lm o liv e changed a d v e r t i s i n g a g e n c y i n |
191+1* The new a g e n c y d e s i r e d a lo w e r p r o d u c t i o n b u d g e t; |
t h e r e f o r e i t d i s c o n ti n u e d H i l l t o p H ouse, w h ich had b e e n >
~ i
j
p r e s e n t e d s i n c e 1937* l n e p is o d e o f H i l l t o p House o f j
I
F r i d a y , M arch 2 8 , 191+1, B ess Jo h n so n l e f t t h e o rp h a n a g e , |
On Monday, Miarch 3 1 , I 9I+I, a t t h e same t im e , on t h e same |
n e tw o rk , and f o r th e same s p o n s o r , B ess d ro v e down th e r o a d
away fro m t h e o rp h a n a g e and to w a rd new a d v e n tu r e s a s a c h a r
a c t e r i n a new p ro g ra m . The u l t i m a t e h a d b e e n r e a c h e d i n
i d e n t i f i c a t i o n o f a s e r i a l c h a r a c t e r , B ess Jo h n so n was
s t a r r i n g i n a s e r i e s e n t i t l e d The S t o r y o f B ess J o h n s o n . J
i
Two m a r r ie d women a lo n e o f t h i s p e r i o d w ere J o a n
B a r r e t t S c o t t o f V a l i a n t . Lady and C a ro ly n o f The R ig h t t o
H a p p in e s s . The h e r o in e o f V a l i a n t Lady f a c e d s u f f i c i e n t
a d v e r s i t y t o m e r i t t h e t i t l e . I n I 9I+I h e r H usband, D r,
Truman (Tubby) S c o t t , was s u f f e r i n g fro m b r a i n dam age.
M ovie- R a d io G uide o b s e rv e d t h a t as a ’’d e v o te d w if e , a
v a l i a n t l a d y , ” Jo a n was d e te rm in e d t o h e lp h e r h u sb a n d a n d
31
t o ’’s t a y w i t h him a n d t r y t o r i g h t t h e w rongs h e i s d o in g ,”
C a ro ly n o f The R ig h t t o H a p p in e s s , one o f t h e m ost m a r r ie d
d a y tim e s e r i a l h e r o i n e s , f o u g h t s i m i l a r b a t t l e s i n b e h a l f
j
3®” S t o r y 0f B ess J o h n s o n ,” V a r i e t y , 11+2:26, M arch 26,':
191+1; ’’S t o r y o f B ess J o h n s o n ,” V a r i e t y , li+ 2s30, A p r i l 2 ,
191+1 * - !
3 1 » n 1e a t r e o f t h e A i r , ” M bvie-R adio G uide, 1 1 :3 6 , !
O c to b e r 2 £ , 19I+I. . _ — I
132 ;
o f h e r t h i r d h u sb a n d , G ov erno r M i e s N e ls o n . I n 195>2 she
m asq u erad ed a s a n in m a te o f a women*s p r i s o n i n o r d e r t o
sa v e him fro m p o l i t i c a l r u i n . R a d io - TV M ir r o r n o t e d t h a t
t h e r e was a q u e s t i o n o f w h e th e r t h e G o v ern o r u n d e r s to o d j
op *
h e r s a c r i f i c e . C a r o ly n ’ s e a r l i e r l i f e i n t h e s e r i a l was j
l e s s wholesom e a n d h a d t o be im p roved f o r p u r p o s e s o f p r o - j
m o tin g l i s t e n e r i d e n t i f i c a t i o n . Max W y lie , who o n ce p l o t - ;
t e d th e p ro g ra m , rem em bered t h a t she h a d k i l l e d one h u sb an d ,
d iv o r c e d a n o t h e r , and g iv e n b i r t h t o a c h i l d i n t h e s t a t e
33
p e n i t e n t i a r y . The R ig h t t o H a p p in e ss was b r o a d c a s t e d i n
1 9 5 8 . L a te i n 19^7 V i c t o r Moore p la y e d a w h im s ic a l e l d e r l y
a r t i s t i n t h e s e r i e s . 3^
The woman a lo n e o f t h e d a y tim e s e r i a l dram a was
f r e q u e n t l y a good b u s i n e s s m an a g er. E l l e n Brown was th e
h e r o in e o f t h e lo n g ru n n in g s e r i a l Young W idder Brown and
r a n a te a ro o m d u rin g t h e many y e a r s l n w h ic h e v e r y con
c e i v a b l e o b s t a c l e p r e v e n te d h e r fro m m a rry in g Dr« A nthony
L o r in g . J e n n ie P eabody was t h e p r o p r i e t o r o f a s m a ll h o t e l ,
t h e owner o f t h e g e n e r a l s t o r e , a n d p o s t m i s t r e s s o f H i l l s
d a l e . The h e r o i n e o f C a r o l i n e ’ s G olden S to r e was a l s o a
s m a ll tow n m e rc h a n t. C onnie Vance of Son and 1 ^ was t h e
32»D aytim e D i a r y , ” O c to b e r, 19^2, 0£ . c i t p. 9 0 .
| W y lie , R a d io and T e l e v i s i o n W r itin g ( r e v i s e d |
e d i t i o n ; New Yorks R i'n e lia rt and Company, I n c . , 1 9 5 0 ),
ip . 321+.
^I+CBS R a d io p u b l i c i t y r e l e a s e , November 2 0 , 195>7. i
young widow o f h e r v a u d e v i l l e p a r t n e r and had t o s t r u g g l e
35>
t o make a l i v i n g f o r h e r s e l f a n d h e r young s o n .
The p e a k o f f e m in in e r e s o u r c e f u l n e s s d u r i n g t h i s
p e r i o d may h a v e b e e n r e a c h e d b y C onnie T rem ain e o f A rn o ld
Grimm1s D a u g h te r . When h e r h u sb a n d d i e d she o p e n ed a
l i n g e r i e s h o p . T hen when h e r f a t h e r was t a k e n i l l , l i k e
th e h e r o in e o f a p ro p a g a n d a f i l m , ’'C o n n ie s te p p e d i n t o h i s
p l a c e a t t h e f a c t o r y and d e s ig n e d a s to v e t h a t i s d e s t i n e d
t o p u t t h e f a c t o r y b a c k on i t s f e e t f i n a n c i a l l y . * '
The p r o f e s s i o n s of m e d ic in e and law w ere r e p r e s e n t e d
b y s e v e r a l women a lo n e b etw een 1937 and 1 9 ^ 2 . P o r t i a
B lak e o f P o r t i a F a c e s L if e was th e m ost s u c c e s s f u l fe m a le
a t t o r n e y o f t h e d a y tim e s e r i a l . She was m a r r ie d t o W a lte r
W anning, whose m ain f u n c t i o n s w ere to . c a u s e t r o u b l e s f o r
P o r t i a t o s o l v e , a n d t o sim p ly go aw ay, l e a v i n g h e r e s s e n
t i a l l y a w id o w . T h e n u r s i n g p r o f e s s i o n h a d h e r o i n e s
i n K aren Adams o f The Woman i n W hite a n d i n t h e t i t l e c h a r
a c t e r o f G e rtru d e B e r g 's K ate H o p k in s, A n g el o f M ercy.
J o y c e J o r d a n , M .D ., w h ic h h ad an e a r l i e r t i t l e o f G ir l
-^NBC p ro g ram f i l e s ; "M o nday's H i g h l i g h t s , " R a d io
M i r r o r , 9*^3» J a n u a r y , 1 9 3 8 ; Son and I , " M bvle- R ad io
G u id e, 9 :3 3 , S e p tem b er 2 8 , 1 9 ^ 0 .
■^NBC p ro g ram f i l e s ,
3 7NBC p ro g ra m f i l e s ; W y lie , R a d io an d T e l e v i s i o n
W r i t i n g , o p . c i t . , p p . 2 89- 2 9 0 .
^®NBC p ro g ra m f i l e s ; W illia m B i r n i e , "M o lly Goes
M arching O n," A m erican M agazine, 1 3 2 :2 J|, Novem ber, 191+1*
I n t e r n e , and t h e l e s s s u c c e s s f u l The L if e and Loves o f Dr#
S u san had h e r o i n e s who w ere f u l l - f l e d g e d p h y s i c i a n s . ^9 ;
A s u r p r i s i n g num ber o f m ale p r o t a g o n i s t s w ere i n t r o - ’
i
d u ced i n new d a y tim e s e r i a l s d u r in g th e f i v e y e a r s b e f o r e
19142# Road o f L i f e p r e s e n t e d th e d u r a b l e Dr# Jim B re n t f o r
t h e f i r s t tim e i n 1937# He was f o llo w e d by T e r r y R eg an #
I
1
A tto r n e y a t Law; by t h e cub r e p o r t e r h e r o o f The A f f a i r s
o f A n th o n y ; by a n o t h e r p h y s i c i a n , Young D r, M alone; b y a
s e r i o u s com poser who w orked a s a cab d r i v e r l n M utual*s
We A re Always Y oung; by a r a n c h e r - a r c h i t e c t i n Lone Jo u rn e y ;
by a n arm y r e c r u i t i n Buck P r i v a t e an d H is G i r l ; by a v a g a
bond s i n g e r I n B r i g h t H o riz o n ; and by L i 1! A b n e r . ^
Road of L if e an d t h e h e a v i l y t r a g i c Young D r. Malone
re m a in e d s t r o n g p ro g ra m f e a t u r e s f o r more th a n tw e n ty y e a r s .
B r i g h t H o riz o n and Lone J o u rn e y h a d some s u c c e s s # The
o t h e r p ro g ram s l a s t e d o n ly a few m onths# B r ig h t H o riz o n
grew fro m t h e c h a r a c t e r o f M ich ael West i n B ig S i s t e r #
H is p o p u l a r i t y i n B ig S i s t e r c a u s e d him t o be g iv e n a p r o
gram o f h i s own# R u th Wayne, th e t i t l e c h a r a c t e r o f B ig
S i s t e r , a p p e a re d I n th e new p ro g ra m f o r a s h o r t tim e to
h e lp g e t i t s t a r t e d # A num ber o f w e l l known p e r s o n a l i t i e s ,
i n c l u d i n g R is e S te v e n s a n d B u r l I v e s , p la y e d th e m s e lv e s on
39 cbs p ro g ram f i l e s #
^ C B S and NBC p ro g ra m f i l e s ; "We A re Always Y oung ,"
V a r i e t y , ll} .l;3 0 , F e b r u a r y 2 6 , 19^1*
1 3 5 j
t h i s p r o g r a m . ^
Lone J o u rn e y was a n a r t i s t i c s u c c e s s w h ich f i r s t
a p p e a re d i n 19i|0 a n d was r e v i v e d f o r a s h o r t tim e i n 19^ 6 • ;
I t , a s w e l l as p a r t o f The A f f a i r s o f A n th o n y , was w r i t t e n
b y t h e m ost h o n o re d d a y tim e s e r i a l w r i t e r , S a n d ra M ic h a e l.
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M iss M ic h ae l a n d h e r s i b l i n g w r i t e r s G erda a n d P e t e r , j
w ith whom sh e som etim es c o l l a b o r a t e d , w ere b o r n i n Denmark I
and grew up I n t h e U n ite d S t a t e s . A f t e r s e v e r a l e a r l y
e x p e r ie n c e s a t s e r i a l w r i t i n g S a n d ra M ic h ae l was g iv e n th e
o p p o r t u n i t y by W illia m Ramsey o f P r o c t e r a n d Gamble t o
w r i t e t h e o n ly d a y tim e s e r i a l t h a t was t o w in a Peabody
Award, A g a in s t t h e S to rm . I t 3 f i r s t b r o a d c a s t s a p p e a re d
when W orld War I I b e g a n i n E u ro p e . The p ro g ram p o r t r a y e d
th e f a m i l y a n d f r i e n d s o f D r. A lle n , a n A m erican c o l l e g e
p r o f e s s o r who t r i e d t o a l e r t th e w o rld t o t h e F a s c i s t
m enace. A g a in s t t h e S to rm was th e d a y tim e s e r i a l dram a
w h ich h a d th e g r e a t e s t r e l a t i o n s h i p t o w o rld e v e n t s . I t
a l s o had t h e h i g h e s t l i t e r a r y q u a l i t y . T h u rb e r c a l l e d th e
p ro g ra m 1s p r o s e " o f t e n s e n s i t i v e , o c c a s i o n a l l y p o e t i c .
I n th e New Y ork Tim es Jo h n K. H u tc h en s o b s e rv e d t h a t I n
r e l a t i o n t o th e l e v e l o f t h e a v e ra g e s e r i a l A g a in s t t h e
1
S torm was " p r a c t i c a l l y s t r a t o s p h e r i c . " H u tch en s fo u n d t h e
^ C B S p rogram f i l e s ; " B r ig h t H o r iz o n ," V a r i e t y , l i f 3 j i
3 3 , A u g u st 2 7 , 1 9 if l; " I n s id e R a d io ," R a d io M ir r o r ," T y ?1|2, j
; N ovem ber, 194.1 • .. , !
J+2james T h u r b e r , The B e a s t i n M b and O th er A nim als |
(New Y o rk : H a r c o u r t, B ra ce a n d Company, 19^ 8 ) , p . 2 3 1 . ____|
136 j
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c h a r a c t e r s t o be r e c o g n i z a b le human b e in g s who c o u ld t h i n k
|
and c o u ld t a l k a b o u t p o e t r y , a r t an d p o l i t i c s . He com paredj
t h e p ro g ra m t o a l e n g t h y n o v e l o f t h e o ld s c h o o l w h ic h ,
a lth o u g h n o t s t e a d i l y i n t e r e s t i n g , was s t e a d i l y o f h ig h
s t a n d a r d .
S e v e r a l im p o r ta n t g u e s t s a p p e a re d on A g a in s t t h e |
S to rm , i n te s tim o n y o f t h e e s te e m i n w hich i t was h e l d b y j
th em . On A p r i l 21+, 19^1, E d g a r Lee M a ste rs r e a d fro m an
a n th o lo g y . On November 3 , 19^1* Jo h n M a s e f ie ld was h e a r d
b y s h o r t w a v e . ^ T here w ere no c o m m erc ials d u r in g th e e p i
sode i n w hich Me. M a s e f ie ld l e c t u r e d and r e a d h i s p o e t r y
t o P r o f e s s o r A l l e n ’ s c l a s s . ^ A s c h e d u le d a p p e a ra n c e by
P r e s i d e n t R o o s e v e lt was c a n c e l l e d b e c a u s e o f th e a t t a c k
upon P e a r l H a rb o r. I n th e s p r i n g of I 9I 4.2 A g a in s t t h e S to rm
r e c e i v e d a P eabody Award, b r o a d c a s t i n g ’ s h i g h e s t h o n o r .
By Decem ber o f t h a t y e a r i t had d i s a p p e a r e d . The ag en cy
w h ich s u p e r v i s e d t h e p ro g ra m s u g g e s te d t h a t t h i s was b e c a u se
th e p ro g ra m h a d r e a c h e d th e end o f i t s s t o r y l i n e . MLss
M ich ael and h e r s i s t e r G e rd a , who h a d j o in e d h e r i n w r i t i n g
t h e p ro g ra m i n J u l y , s t a t e d t h a t t h e y had r e s i s t e d u r g in g s
t o make t h e p ro g ra m more l i k e o t h e r s e r i a l s . I n a n y c a s e ,
l i s t e n e r s h i p h a d d e c l i n e d i n t h e s e r i a l ’ s l a s t m o n th s.
^ J o h n K. H u tc h e n s, " T h is One I s G ood,” New Y ork !
T im e s, O c to b e r 1 9 , 19^1, p . . i x - 1 2 . j
^■NBC p ro g ram f i l e s . |
I 9I4 .I* ^ " A g a i n s t t h e S to r m ,u V a r i e t y . ll+Ij. ; 3X 4 ., November j
137 !
A g a in s t th e S to rm was b r i e f l y r e v i v e d b y ABC R a d io i n j
19 5 2 . 1 *6
T h ree new ty p e s o f s e r i a l w ere s u b j e c t s of e x p e r l -
I
ment d u r in g th e p e r i o d o f 1937 t o 191+2* They w ere t h e
B i b l i c a l dram a, t h e m y s te ry p ro g ra m , an d u l t i m a t e - c o n c l u - j
!
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s i o n s e r i a l , !
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I n 1937 a l o n g - l a s t i n g p ro g ram c a l l e d Aunt Je n n y * s
T ru e L if e S t o r i e s was f i r s t p r e s e n t e d . T h is p ro g ram d i f
f e r e d fro m o t h e r d a y tim e s e r i a l s I n t h a t a d i f f e r e n t s t o r y
was d r a m a tiz e d e a c h w eek. Many d i f f e r e n t w r i t e r s s e r v e d
th e p ro g ra m , w h ich becam e a d ra m a tic v e h i c l e f o r num erous
a s p i r i n g p e r f o r m e r s . A lth o u g h t h e s t o r i e s c h an g ed e a c h
w eek, t h e s t r o n g l i n k b e tw ee n s t o r i e s was th e n a r r a t o r ,
Aunt J e n n y . E ac h e p is o d e opened I n A unt J e n n y 's k i t c h e n
i n L i t t l e t o n , th e tow n i n w h ich t h e s t o r i e s th e m s e lv e s
to o k p l a c e . T h ere she c h a t t e d w i t h t h e p r o g r a m 's a n n o u n c e r
a b o u t t h i n g s i n g e n e r a l , h e r h u sb a n d C a lv i n , and c o o k in g .
The t a l k a b o u t c o o k in g l e d t o m e n tio n o f th e s p o n s o r 's
p r o d u c t , S p ry
I n 19I+O an u l t i m a t e - c o n c l u s l o n p ro g ram w h ic h was t h e
t h e o n ly d ay tim e s e r i a l t o be b a s e d u p o n th e B ib le was
o r i g i n a t e d when G e n e ra l M ills a d d ed L ig h t o f t h e W orld t o
^MBC p ro g ram f i l e s ; T h u rb e r , o j d. p i t . , p . 2 3 3 ;
" S c e n te d S o a p ," Newsweek, 2 2 :1 1 0 , J u l y 5», 19^+3 •
^■7cbs p ro g ram f i l e s .
138 !
i t s a f t e r n o o n b lo c k o f s e r i a l s on NBC I n The G old Medal
H our. T hese b i b l i c a l d r a m a t i z a t i o n s w ere s u p e r v i s e d by i
th e Hum m erts, who s e t a s i d e t h e i r fo r m u la t o p r e s e n t s i n
c e r e an d s im p ly w orded e p is o d e s w h ich w ere b a s e d u p o n t h e j
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c o n s u l t e d by t h e w r i t e r s who i n t r u e s e r i a l t r a d i t i o n !
m anaged t o make a s i n g l e v e r s e o f s c r i p t u r e s u f f i c e f o r
^ k 8
many e p i s o d e s . I n f a c t t h e p ro g ra m l a s t e d u n t i l 195 2 .
W ith t h e e x c e p ti o n o f L ig h t o f t h e W orld, l n w h ich
s t o r i e s had t o come t o an e n d , A unt J e n n y 1s T rue L i f e
S t o r i e s was th e o n ly u l t i m a t e - c o n c l u s i o n d a y tim e s e r i a l
w h ic h l a s t e d m ore t h a n a few y e a r s . The c o n ti n u i n g p r e
se n c e o f Aunt J e n n y , s e t a g a i n s t t h e com m unity o f L i t t l e t o n ,
p r o b a b ly c o n t r i b u t e d much t o t h e s u c c e s s o f th e p ro g ra m .
W heatena b r e a k f a s t fo o d s p o n s o re d th e u l t i m a t e - c o n c l u s i o n
fo rm i n 191+0 i n a t r a n s c r i p t i o n s e r i e s w hich f e a t u r e d
;m o d e r a te ly w e l l known a c t o r s i n d r a m a t i z a t i o n s o f n o v e ls
su c h a s W u th e rin g H e ig h ts , A lic e Adams, Of Human B ondage,
and The C i t a d e l . I n a seco n d s e a s o n t h e W heatena P la y h o u se
d r a m a tiz e d The R a in s Came, My Man G o d fre y and Ja n e E y r e . k 9 \
In 19^1 G e n e ra l M ills b e g a n a n u l t i m a t e - c o n c l u s i o n s e r i e s
t h a t was q u i t e s i m i l a r t o t h a t o f i t s r i v a l g r a i n com pany. j
V a r i e t y o b s e rv e d t h a t e v e n t h e c o m m e rc ia ls o f S t o r i e s
Ij-8nbC p ro g ram f i l e s . |
Ij-9nbc p ro g ram f i l e s ; "The R a in s Came, 1 1 V a r i e t y , lliij.: !
2 9 , O c to b e r 8 , 19^ 1 . .. J
A m erica Loves seem ed t o b e d i r e c t e d a g a i n s t W h eaten a.-’®
The V i r g i n i a n and So B ig w ere e a r l y d r a m a t i z a t i o n s of
S t o r i e s A m erica L o v e s. I n t h e summer o f 19lj.2 th e p r o g r a m 's ;
p r o d u c e r s p la n n e d an e x te n d e d r u n f o r one o f th e s t o r i e s .
I
K i t t y F o y le was t o be p r e s e n t e d d u r i n g s i x m o n th s . The j
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l o n g e r l a s t i n g dram a p ro v e d t o be more s u c c e s s f u l th a n t h e i
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s h o r t e r s t o r i e s , h o w e v e r. I n 19^3 th e u l t i m a t e - c o n c l u s i o n i
fo rm a t was a b an d o n ed and S t o r i e s A m erica L oves became K i t t y
F o y le . A n o t h e r u l t i m a t e - c o n c l u s i o n s e r i e s , By K a th le e n
N o r r i s , was t r i e d d u r in g t h i s p e r i o d . N o v els b y K a th le e n
N o r r is w ere d r a m a tiz e d b y P h i l l i p s H. L o rd , I n c o r p o r a t e d .
M s s N o r r is was im p e r s o n a te d . W ith in a s h o r t tim e t h i s
p ro g ram s u f f e r e d t h e f a t e o f a l l u l t i m a t e - c o n c l u s i o n d ay
tim e r a d i o s e r i a l s w hich w ere i n t r o d u c e d b etw een 1 9 3 2 and
t?2
1 9 ^ 7 . I t c e a s e d b r o a d c a s t i n g . Aunt J e n n y 1s T rue L if e
S t o r i e s e s c a p e d t h i s en d u n t i l 195^4-* when L e v e r B r o th e r s
c a n c e l l e d i t . The p ro g ram r e t u r n e d i n 1 9 ^ 6 , b u t once a g a i n
was d i s c o n t i n u e d i n 19^7*
I n 1937> th e y e a r o f A unt J e n n y 's f i r s t a p p e a r a n c e ,
a m y s te ry an d a d v e n tu r e p ro g ram c a l l e d F o llo w th e Moon
5 > 0 " sto rie s A m erica L o v e s ,” V a r i e t y , lU li:2 6 , O c to b er
15, 191* 1. -
-^CBS p ro g ram f i l e s ; ’’K i t t y F o y l e ," V a r i e t y , lij.7:3ii, i
Ju n e 1 7 , 19^ 2 .
^N B C p ro g ram f i l e s . j
^3 i
-^CBS p ro g ram f i l e s . I
j o i n e d t h e r a n k s of th e daytim e s e r i a l . I t s t a r r e d E l s i e
H itz and N ick D aw son, who h a d o n c e b e e n te a m e d i n a n i g h t - ;
tim e a d v e n tu r e s e r i e s . The p ro g ra m was s h o r t l i v e d . ^
I n 1939 a n o th e r u n s u c c e s s f u l m y s te ry and a d v e n tu r e s e r i e s , |
T hunder O ver P a r a d is e , w as b r o u g h t t o d a y tim e r a d i o . ^ I n
th e s p r i n g o f 19J 4 .I G e n e ra l M ills p r e s e n t e d d r a m a t i z a t i o n s
o f fam ous m y s te ry n o v e ls on The M y stery Man. T h is u l t i m a t e -
c o n c l u s i o n s e r i e s , w h ich h a d m u sic fro m "Swan Lake" a s i t s
them e and J a y J o s t y n as i t s n a r r a t o r , f a i l e d d e s p i t e i t s
f a v o r a b l e b r o a d c a s t in g p o s i t i o n i n t h e m id d le o f The Gold
M edal H our. ^ The f i r s t o f t h e fe w s u c c e s s f u l m y s te r y
s e r i a l s o f d a y tim e r a d io w as F r o n t P age F a r r e l l , w h ic h b e - i
g a n th r o u g h th e M utual N etw ork i n J u n e , I 9I4 .I* I t was t h e
n e t w o r k 's f i r s t l i v e s e r i a l o r i g i n a t i o n fro m New Y ork C ity
and r e p r e s e n t e d t h e f i r s t b u s i n e s s g iv e n t o M u tu al b y
57
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58
ced e d fro m c a se t o c a s e f o r f o u r t e e n y e a r s .
Among t h e more u n u s u a l d a y tim e s e r i a l s o f I 9 3 7- I 9I4.2
^NBC p ro g ra m f i l e s ; ’’W ednesday*s H i g h l i g h t s , ” R adio
M i r r o r , 9 J a n u a r y , 193&«
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56
NBC p ro g ram f i l e s ; d i r e c t e x p e r ie n c e o f w r i t e r . j
^ 7 ”F r o n t Page F a r r e l l , ” V a r i e t y , llj.3 :2 6 , J u l y 2 , I 9J 4 I,
^®NBC p ro g ra m f i l e s . |
lij.1 I
w ere T h is S m a ll Town, a n NBC s e r i a l t h a t was b a s e d upon
f i l e s w h ich r e p r e s e n t e d a c t u a l l i f e h a p p e n in g s , and H e lp in g j
Hand, a CBS s e r i a l t h a t was '’c o n d u c te d ” by a d v i s o r - t o - t h e -
59
l o v e l o r n Jo h n J , A n th o n y . ,
|
I I I . CRITICISM I
I
A g r e a t amount o f a d v e rs e c r i t i c i s m o f th e d a y tim e |
s e r i a l drama a p p e a re d d u r in g t h e p e r i o d o f 1 9 3 7 -1 9 ^ 2 . Most
c r i t i c i s m was b a s e d upon th e f e e l i n g t h a t t h e r e w ere to o
many s e r i a l p ro g ra m s; l e t t e r s t o t h a t e f f e c t r e g u l a r l y
r e a c h e d n e w sp a p ers and p e r i o d i c a l s . T hose who c r e a t e d t h e
s c r i p t s f e l t c o m p e lle d t o an sw er t h e c r i t i c i s m .
I n A p r i l , 1939 > B r o a d c a s tin g o b s e rv e d i n a n e d i t o r i a l
t h a t t h e r e was a " te n d e n c y to w a rd p ro g ra m r u t s " b e c a u se
b r o a d c a s t e r s o f t e n c o p ie d s u c c e s s f u l p ro g ra m s . I t r e f e r r e d
s p e c i f i c a l l y t o th e " d r i f t " to w a rd s e r i a l p ro g ram s i n d a y
t i m e . But th e e d i t o r i a l i n d i c a t e d t h a t t h e r e was no c au se
f o r a la r m b e c a u s e t h e t r e n d to w a rd p o i s e , more s u b t l e s e l l
i n g , an d d i v e r s i t y w ould come t o d a y tim e r a d i o a s i t had
t o n i g h tt i m e r a d i o . I n D ecem ber, 1939» B r o a d c a s tin g s t i l l
saw s t r o n g hope f o r d i v e r s i f i c a t i o n I n d a y tim e p ro g ra m in g ,
b u t n o te d t h a t t h e r e w ere s i g n s o f l i s t e n e r s *
£9 nbc and CBS p ro g ram f i l e s .
^ " W a s h b o a rd D ram as," B r o a d c a s t in g , l 6 : £ 2 , A p r i l 1,
:1 9 3 9 . I
llj.2 i
!
d i s s a t i s f a c t i o n s .
The s ig n s o f d i s s a t i s f a c t i o n t h a t B r o a d c a s tin g
o b s e rv e d w ere coining m a in ly fro m New R o c h e l le , New Y o rk .
T h e re , on November 2 8 , 1939> s i x h u n d re d women a t a W om an's;
i
C lub fo ru m v o te d t o u r g e t h e n e tw o rk s t o b r o a d c a s t fe w e r j
i
“ lo v e d ra m a s ." The v o te came a f t e r an announcem ent b y |
home e c o n o m ist Id a B a i l e y A lle n t h a t o f t h e 378 b r o a d c a s t - i
in g h o u rs on th e t h r e e m a jo r n e tw o rk s , o n ly f o r t y - f i v e
m in u te s w ere d e v o te d t o w hat sh e c a l l e d p ro b lem s o f t h e
hom e. An e d i t o r o f th e New Y ork Tim es commented upon t h i s
v o t e . He a l s o m e n tio n e d t h a t he was s u r p r i s e d by a n e tw o rk
o f f i c i a l ' s s ta te m e n t t o a c lu b woman t h a t women w ere n o t
i n t e r e s t e d i n h e a r i n g a b o u t hom e-m aking. He was s u r p r i s e d
b e c a u s e home p r o d u c ts w ere a d v e r t i s e d t o women th r o u g h
r a d i o and b e c a u se t h e hom e-m aking i n s t i n c t was fo u n d i n
lo v e d ra m a s. He w o ndered i f b r o a d c a s t e r s h a d a n a ly z e d th e
p s y c h o lo g y o f women l i s t e n e r s . ^3 "ifea n w h ile t h e New
R o c h e lle women w ere m o b iliz in g f o r a c t i o n . " As an o u t
g ro w th o f t h e i r November fo ru m th e y ann o u n ced an " I 'm Not
L is te n i n g " c am p aig n . They hoped t h a t t h e movement w ould
s p r e a d t o W e s tc h e s te r C o u n ty , t o New Y o rk , and t o th e
^ " F r a n k e n s t e i n , " B r o a d c a s t in g , 1 7 :5 6 , December 15.
1 9 3 9 . I
! I
New Y ork T im es, November 2 9 , 1 9 3 9 j P* 2 £ . j
^ E d i t o r i a l , New Y o rk T im e s, Decem ber L j., 1939, p . 2 2 J
11 *3 I
U n ite d S t a t e s , L ack o f p ro g ra m v a r i e t y , n o t b a d p s y c h o -
6 4 !
l o g i c a l e f f e c t s , was s t i l l t h e t a r g e t o f t h e i r c r i t i c i s m . ;
By t h e I d e s o f M arch, 1 9 ^ 0 , t h e ” l*m Not L i s t e n i n g ” cam- j
I
p a ig n h a d s p r e a d t o W e s tc h e s te r C o u n ty . The Woman*s C lub j
j
h e l d a c o u n ty -w id e b r o a d c a s t i n g c o n v e n tio n on t h a t day a n d |
|
t h e cam paign c h a irm a n , M rs. E v e r e t t L. B a r n a rd , p r o u d ly j
l
an n o u n ced t h a t women i n t h i r t y - n i n e s t a t e s w ere n o t l i s t e n - j
i n g . To th e d e l e g a t e s a s se m b le d D o n ald S . Shaw, e x e c u ti v e :
v i c e - p r e s i d e n t o f WMCA, New Y ork, s t a t e d t h a t c o m m e rc ia lly ;
s p o n s o re d s e r i a l s p a i d f o r w o rth w h ile s u s t a i n i n g p ro g ram s
an d t h a t a l e a d in g so a p company h a d fo u n d t h a t s e r i a l s b o th !
a t t r a c t e d l i s t e n e r s an d s o l d s o a p . He m e n tio n e d a medium
t h a t l a t e r w ould be a t t a c k e d by o t h e r p r e s s u r e g ro u p s when
he s t a t e d t h a t com ic books w ere more o f f e n s i v e th a n d a y tim e
s e r i a l s . A. L. Sim on, v i c e - p r e s i d e n t o f WHN, c o u n s e l l e d
p a t i e n c e . He rem in d ed th e c a m p a ig n e rs t h a t ” t o women n o t
so f o r t u n a t e as you c lu b l a d i e s r a d i o I s a b o o n ." A n o th e r
W M CA v i c e - p r e s i d e n t , L e s l i e E vans R o b e r t s , s t a t e d t h a t
t h e r e was " a s much t r i p e t o be fo u n d i n l i t e r a t u r e a n d on
th e s t a g e a s on r a d i o . ” He f e l t t h a t m ost l i s t e n e r s d i d
n o t u n d e r s t a n d h i g h e r q u a l i t y p ro g ram s o r w ere b o r e d by
65
th em .
^ N e w Y ork T im e s, J a n u a r y 1 1 , 1940> P* 2 1 .
^ N e w Y o rk T im e s, March 16, 1940* P* ^7*
B r o a d c a s tin g n o te d th e "I*m Not L i s t e n i n g 1 ' cam p aig n ,
b u t to o k t h e s t a n d t h a t i t was f o o l i s h t o c h a rg e t h a t b ro ad s
c a s t e r s w ere f o i s t i n g upo n t h e p u b l i c p ro g ram s t h a t i t d id j
i
n o t w ish t o h a v e . When p e o p le d i d n o t l i s t e n , s t a t e d th e |
e d i t o r i a l , t h e b r o a d c a s t e r and h i s c l i e n t so o n n o t i c e d i t j
an d made a c h a n g e 0 B r o a d c a s tin g r e c o g n iz e d t h a t m ost o f
t h e c r i t i c i s m t h a t o r i g i n a t e d o u t s i d e t h e b r o a d c a s t i n g
i n d u s t r y came fro m c lu b women who w ere n o t a v e ra g e l i s t e n
e r s , C e r t a i n l y t h e so a p com panies w ere n o t s p e n d in g t h e i r
money f o o l i s h l y , t h e e d i t o r i a l c o n ti n u e d . B r o a d c a s tin g
was aw are t h a t t o o many s e r i a l s e x i s t e d , and i t a d m itte d
t h a t e x p e rim e n ts t o r e g a i n p ro g ram b a la n c e h a d b e en slow
i n com ing o r h a d b e e n u n s u c c e s s f u l* I t o f f e r e d t o a c t a s
a c l e a r i n g h o u se f o r i d e a s .
O r r i n D unlap commented on t h e New R o c h e lle movement
i n th e New Y ork T im e s. He a t t r i b u t e d e x i s t e n c e o f t h e many
d a y tim e s e r i a l s t o t h e f e e l i n g w h ich b r o a d c a s t e r s h a d t h a t
t h e p u b l i c w ish e d t o h e a r s e r i a l s . He a s k e d E la in e C a r r i n g
t o n w here t h e c o n te n t o f s e r i a l s o r i g i n a t e d . She r e p l i e d
t h a t th e c o n te n t was draw n fro m s im p le e v e n t s i n e v e ry d a y
l i f e . Why were t h e r e so many s e r i a l s ? M rs. C a r r i n g t o n
1 o p in e d t h a t many women w ere l o n e l y and t h a t t h e s e r i a l
c h a r a c t e r s became r e a l p e o p le t o t h e l i s t e n e r s . The
; I
i !
^ " D a y t i m e P a ra d o x ," B r o a d c a s t i n g , 18:i|.6, March 1 ,
19I+ 0 . - . !
U|5 j
!
l i s t e n e r s l i v e d a lo n g w ith, t h e r a d i o f a m i ly , b r e a k i n g t h e
I
hum drum p a t t e r n o f l i f e w i t h d a i l y v i s i t s t o t h e s e r i a l s .
Mrs. C a r r i n g t o n r e g a r d e d t h e s e r i a l l i s t e n e r s t o b e " c h i l d - ;
67 I
l i k e i n t h e i r b e l i e f i n t h e r a d i o s t o r y . ”
O th e r c r i t i c s exam ined t h e d is a d v a n ta g e s t h a t r e -
i
s u i t e d fro m th e e x i s t e n c e o f many d a y tim e s e r i a l s . R o b e rt
McDonough r e g a r d e d s e r i a l s a s m eans t h a t w ere em ployed b y
s p o n s o rs t o e n la r g e t h e num ber o f s a l e s . He r e p o r t e d t h e
r e s u l t s o f a s u r v e y o f t h r e e h u n d re d r e g i o n a l s t a t i o n e x e c u
t i v e s t h a t was c o n d u c te d b y j o u r n a l i s t E d g ar A. G re en w ald .
I
The m a j o r i t y o f th e m an ag ers f e l t t h a t d a y tim e s e r i a l s w e r e ;
d e s t r o y i n g th e i n i t i a t i v e o f l o c a l p r o d u c t i o n s t a f f s ,
d r i v i n g away t h e m ost i n t e l l i g e n t l i s t e n e r s , and m aking t h e
r e g i o n a l p r e s e n t a t i o n o f e d u c a t i o n a l a n d c u l t u r a l p ro g ram s ■
68
a lm o st i m p o s s i b l e . M rs. John P a u l J e n k i n s , a h o u s e w ife ,
s p e n t one d ay l i s t e n i n g t o d a y tim e s e r i a l s i n p r e p a r a t i o n
f o r w r i t i n g a n a r t i c l e . She c o n c lu d e d t h a t i n d i v i d u a l
s e r i a l s d i d n o t m e r i t p a r t i c u l a r a la rm , t h a t t h e r e w ere to o
many s e r i a l s , t h a t s e r i a l s were t o o much a l i k e , and t h a t
s e r i a l s w ere b a s e d upon f a l s e p s y c h o lo g y . M rs. J e n k in s
d e c r i e d t h e c h o ic e o f l i s t e n i n g t o s e r i a l s , l i s t e n i n g t o
p o p u la r m u sic, o r n o t l i s t e n i n g . She th o u g h t t h a t t h i n g s
i
i j
: 'O r r i n D u n la p , " S p in n in g E n d le s s Y a r n s ,” New Y ork |
;T im es, F e b r u a r y 1 1 , 1 9 ^ 0 , p . i x - 1 2 . S
68
R o b e rt McDonough, " R a d i o 's H e a r t- T h r o b s ," Common
w e a l, 3 1 :2 9 9 -3 0 0 , J a n u a r y 26, 1 9 ^ 0 .
llj.6 |
]
c o u ld be im p ro v ed by a l i t t l e c u l l i n g of s e r i a l a on th e |
p a r t o f t h e b r o a d c a s t e r s and by e n d in g a s e r i a l o c casio n ally *
She r e g a r d e d s e r i a l s a s a d v e r t i s i n g t o o l s an d n o t a s l i t e r a - f
6 q
t u r e . The c a r e t h a t Mrs* J e n k i n s to o k i n l i s t e n i n g t o
a t l e a s t one d a y ’ s pro g ram s was n o t ta k e n by a l l c r i t i c s
i
and r e s e a r c h e r s who exam ined t h e d a y tim e s e r i a l drama a f t e r !
i
i t h a d a c h ie v e d p ro m in e n c e . !
D e fe n d e rs o f th e d a y tim e s e r i a l i n c l u d e d many p e r
so n s who w ere a s s o c i a t e d w ith i t s p r o d u c t i o n . S t u a r t M etz,
t h e a n n o u n c e r f o r P e p p e r Y oung 1 s F a m ily , d e fe n d e d th e
s e r i a l s a g a i n s t a c h a rg e made b y A rch O b e ler t h a t s e r i a l
a c t o r s c o u ld n o t l i v e t h e i r p a r t s . Metz f e l t t h a t th e
s e r i a l , fo rm a llo w e d a c t o r s t o l i v e t h e i r r o l e s a s th e y
c o u ld i n no o t h e r medium. B e cau se th e a c t o r s i n s e r i a l s
p la y e d t h e same c h a r a c t e r s who d i d d i f f e r e n t t h i n g s on
e a c h d a y , t h e c h a r a c t e r s becam e a s r e a l a s r e l a t i v e s t o
l i s t e n e r s , a c c o r d in g t o M etz, who som etim es c o n f u s e d h a p p e n
in g s t o s e r i a l c h a r a c t e r s w i t h t h o s e a c c ru in g t o th e a c t o r s
who p la y e d t h e m . ^ Ja n e W est, who w ro te The O’ N e i l l s ,
b e l i e v e d t h a t th e d a y tim e s e r i a l h e lp e d A m erican s t o f i n d
r e l i e f fro m t h e t e n s i o n s t h a t w ere c r e a t e d by t h e war i n
E u ro p e . H er s ta te m e n ts were a lm o s t a c o m p lete r e v e r s a l o f
69 h t s . Jo h n P a u l J e n k i n s , uA re T here Too Many j
j S e r i a l s ? 1 ' M ovie- R ad io G u id e , 9? 3 8 , J u l y 27, 1 9 ^ 0 . I
70 ^
I L e t t e r b y S t u a r t Metz t o t h e New Y o rk T im es, }
lAugust 6 , 1939» P* i x - 1 0 .
’ ............ " li+7
t h e t y p i c a l c r i t i c i s m s o f t h e s e r i a l s *
W ith th e a i r l a n e s c l u t t e r e d w i t h d i s t u r b i n g news
a b r o a d , i t i s p l e a s a n t t o be a b l e t o t u r n t h e r a d i o
d i a l t o a p e a c e f u l homey f a m i l y s e r i a l * . . . We
A m e ric a n s , a p a r t fro m t h e t e r r o r o f E u ro p e , s h o u ld be
t h a n k f u l f o r a n y th in g t h a t w i l l t e n d t o k e e p u s t h a t
w a y .71
S e r i a l h e r o i n e B e ss Jo h n s o n t o l d G eorge Mooney t h a t she
b e l i e v e d i n t h e d a y tim e s e r i a l s d e s p i t e t h e g e n e r a l f e e l i n g
t h a t i t was s m a rt t o l a u g h a t th e m . She c o n s i d e r e d th em
t o be h e a l t h y fo rm s o f e s c a p e w h ic h gav e s h u t - i n s a know l
edge o f t h e o u t s i d e w o rld an d l i g h t e n e d t h e d r u d g e r y o f
h o u s e w iv e s . She assum ed t h a t women w ould n e v e r be a b l e t o
r e s i s t b a c k y a rd g o s s i p , b u t p o i n t e d o u t t h a t t h e s e r i a l
p r o v id e d a h a r m le s s a l t e r n a t i v e . M s s J o h n s o n c o n j e c t u r e d
t h a t s e r i a l s p o s s i b l y k e p t women so b u sy t h a t t h e y h a d no
tim e f o r g o s s i p . Mooney c o n s i d e r e d t h i s s u g g e s t i o n t o be
"o n e f o r th e s o c i o l o g i s t s ." 7 2
V a r i e t y p r o v id e d a l i m i t e d d e fe n c e o f t h e d a y tim e
; s e r i a l dram a a s t h e p e r i o d o f 1 9 3 7 - 19^2 drew t o a c l o s e .
I t s t a t e d t h a t s e r i a l s w ere b e t t e r i n s c r i p t , d i r e c t i n g ,
and a c t i n g t h a n t h e y h a d b e e n " a y e a r o r tw o b a c k . " ^
^ L e t t e r b y J a n e W est t o New Y ork T im e s, November E >,
1939, P . IV -9 .
72
G eorge Mooney, "S o a p O p era Q u e e n ," New Y o rk T im e s.
: J u l y 2 7 , 19l|l> P* IX -o .
!
7 3 « (jh ec k in g Up on t h e W ashboard W e e p e rs ," V a r i e t y ,
i 11*3:28, J u l y 2 , 19l*l.
IV . RESEARCH STUDIES
I n th e p e r i o d o f 1937- 19^ 1 -2 th e f i r s t s i g n i f i c a n t
r e s e a r c h r e g a r d i n g t h e d a y tim e s e r i a l dram a was made a v a i l - ;
i
a b le t o t h e g e n e r a l p u b l i c . The m ajo r s tu d y was d a te d j
j
1939* s u p e r v i s e d by H, M, B e v i l l e , R e s e a rc h M anager o f j
NBC, and d i s t r i b u t e d by t h e P r i n c e t o n R a d io R e s e a r c h P r o - j
j e c t . T h is s tu d y was c a l l e d S o c i a l S t r a t i f i c a t i o n o f t h e
R a d io A udience and was b a s e d upon a u d ie n c e r e s e a r c h t h a t
was c o n d u c te d by th e C o o p e ra tiv e A n a ly s is o f B r o a d c a s tin g
and C. E . H ooper, I n c o r p o r a t e d , fro m O c to b e r, 1935» t0
S e p te m b e r, 1937* The f i r s t p u rp o s e o f th e s t u d y was t o
a c q u a in t t h e g e n e r a l p u b l i c w ith th e l a r g e am ount o f
r e s e a r c h t h a t h a d b e e n com m issioned by b r o a d c a s t i n g com
p a n i e s , The se c o n d p u r p o s e was t o r e v e a l t h e u s e f u l s o c i a l
in f o r m a ti o n t h a t was d e r i v e d fro m s u c h r e s e a r c h . Q u ite
sim p ly , th e s tu d y was d e s ig n e d t o d e s c r i b e w hat p ro g ra m
r a t i n g s w ere and w hat c o u ld b e l e a r n e d fro m t h e m . ^
The l i s t e n e r s who w ere s u b j e c t s i n th e B e v i l l e s tu d y
were d i v id e d i n t o f o u r g ro u p s b y t h e i r in c o m e s. Group A
was composed o f l i s t e n e r s whose Incom es w ere § 5 ,0 0 0 a y e a r !
o r m o re. T hose i n Group B had incom es o f §3*000 t o §5*000 j
a y e a r . The incom e ra n g e o f Group C was § 2 ,0 0 0 t o § 3 ,0 0 0 .
i — 1 5 — ' !
^H. M. B e v i l l e , S o c i a l S t r a t i f i c a t i o n o f t h e R a d io
A udience ( P r i n c e t o n , New J e r s e y : P r i n c e t o n R a d io R e s e a r c h
|P r o j e c t , November, 1 9 3 9 ) , p . i .
1^9
The l i s t e n e r s i n Group D h a d in com es o f $ 2 ,0 0 0 a y e a r o r
l e s s * F o r t h e Monday th r o u g h F r i d a y d a y tim e h o u r s i t was
fo u n d t h a t t h e f o l lo w in g p e r c e n t a g e s o f th e f o u r g ro u p s
l i s t e n e d t o r a d i o b r o a d c a s t s :
6 AM - 12 noon 12 noon - 5 PM
Group A 16*5$ ll|..3g
Group B 2l|*8 22*2
Group C 3 0 -8 28*1
Group D 26*5 2 2 .6
B e v i l l e f e l t t h a t th e lo w e r p e r c e n ta g e s i n Group A r e v e a l e d ;
t h a t a h i g h e r incom e m eant l e s s d e p en d e n ce upon r a d i o ,
t h a t th e a v e ra g e p ro g ra m was d i r e c t e d t o th e m id d le c l a s s ,
and t h a t t h e women i n Group A w ere a t home l e s s d u r in g t h e •
d a y tim e t h a n t h o s e i n o t h e r g r o u p s . The h ig h l i s t e n i n g
p e r c e n ta g e s i n Group C w ere i n t e r p r e t e d as r e f l e c t i o n s o f
th e a s s u m p tio n s t h a t r a d i o p r o b a b ly was th e p r im a r y s o u rc e
o f e n t e r t a i n m e n t f o r members o f t h i s g ro u p a n d t h a t program s
w ere d i r e c t e d to w a rd them a s a v e ra g e l i s t e n e r s an d a s t h e
l a r g e s t g ro u p o f p o t e n t i a l b u y e rs o f r a d i o - a d v e r t i s e d p r o
d u c t s . The p e r c e n t a g e f o r Group D w ere h e l d t o b e p o s s i b l y j
i n a c c u r a t e b e c a u s e t h e u s e o f th e te le p h o n e t o o b t a i n
7 ct
i n f o r m a ti o n made t h o s e s u rv e y e d i n t h i s g ro u p a t y p i c a l . 1^ I
nt.
1 P e rs o n s i n Group D who c o u ld a f f o r d t o p a y f o r
te le p h o n e s e r v i c e a p p a r e n t l y w ere n o t r e g a r d e d a s t y p i c a l
o f t h e i r g ro u p a t t h e tim e of t h e s t u d y .
1 5 0 I
O th er s u r v e y s t h a t w er e a n a ly z e d b y t h e P r in c e t o n R a d io
R e s e a r c h P r o j e c t i n d i c a t e d a h ig h e r p e r c e n t a g e o f d a y tim e j
l i s t e n i n g f o r m em bers o f th e lo w e s t in com e g ro u p th a n h a d ;
b e e n i n d i c a t e d i n t h e B e v i l l e s t u d y . N e v e r t h e l e s s i t w as
fo u n d t h a t t h e g r e a t e s t am ount o f d a y tim e r a d io l i s t e n i n g
w as c o n c e n t r a t e d a ro u n d t h o s e i n t h e m id d le in co m e l e v e l . '
B e v i l l e » s a n a l y s i s o f g e o g r a p h ic a l d i f f e r e n c e s i n
j
l i s t e n i n g r e v e a l e d t h a t t h e m id w e ste r n a r e a o f t h e U n it e d
S t a t e s l e d a l l o t h e r a r e a s i n t h e am ount o f d a y tim e r a d io
l i s t e n i n g , a lt h o u g h t h e m id w est e x h i b i t e d o n ly an a v e r a g e
am ount o f l i s t e n i n g f o r o t h e r tim e p e r i o d s . B e v i l l e
r e l a t e d th e f i n d i n g t o t h e f a c t t h a t t h e d a y tim e s e r i a l
j
had b e e n d e v e lo p e d i n C h ic a g o and w as e x t r e m e ly p o p u la r i n
t h e m id w e st, and t o t h e f a c t t h a t t h e m id w e st h ad a l a r g e r
p e r c e n t a g e o f t h e Group C hom es t o w h ic h .m o s t d a y tim e
77
p rogram s w ere d i r e c t e d .
The B e v i l l e r e p o r t i n d i c a t e d t h a t c e r t a i n d a y tim e
s e r i a l s a t t r a c t e d a g r e a t e r p r o p o r t io n o f on e in co m e g ro u p
th a n o f o t h e r s and t h a t t h e s i z e s o f r a t i n g s o f som e s e r i a l
p rogram s h ad f l u c t u a t e d w id e ly d u r in g t h e tw o y e a r p e r io d
j
u p o n w h ic h t h e s t u d y w as b a s e d . I t was fo u n d t h a t B a ch elo r's
C h ild r e n h a d a p ro n o u n c ed a p p e a l t o Group A , w h ile D a v id !
Harum w as v e r y p o p u la r t o l i s t e n e r s i n Group B . Mi P e r k in s ,:
76i b i d . , p p . 1 9 -2 3 .
7 7 i b i d . , p p . 3 0 - 3 1 .
151 i
I
B e t t y and Bob, V ic an d S a d e , The O 'N e i l l s , and P e p p e r
Y oung1s F a m ily , were p a r t i c u l a r l y a p p e a lin g t o t h o s e who
w ere i n t h e tw o lo w e s t income g r o u p s , b u t had a p ro n o u n c e d !
l a c k o f a p p e a l f o r t h o s e who w ere i n Group A, T o d ay 1s
1
C h ild r e n an d The G o ld b e rg s h a d u n ifo rm a p p e a l t o a l l groups^
B e v i l l e d e t e c t e d a s t e a d y i n c r e a s e o f i n t e r e s t i n c e r t a i n |
i
I
s e r i a l s among l i s t e n e r s i n Group A. The S t o r y o f Mary '
M a r lin , Ma P e r k i n s , an d B e tty and Bob were t h r e e s u c h p r o - i
gram s# No r e a s o n f o r t h e s e r i a l p r e f e r e n c e s o f th e d i f
f e r e n t incom e g ro u p s f o r d i f f e r e n t s e r i a l s was p r o v id e d b y i
B e v i l l e . T h ere seem ed t o be no b a s i s o f d i f f e r e n t i a t i o n
!
i n new ness o r l i t e r a r y l e v e l o f i n d i v i d u a l s e r i a l s , o r i n j
a g e , e d u c a ti o n , o r incom e o f p r i n c i p a l c h a r a c t e r s . W ith
r e g a r d t o th e d ay tim e s e r i a l t h e o u t s t a n d i n g f i n d i n g o f
B e v i l l e 's r e p o r t was t h e h ig h p o p u l a r i t y o f t h i s fo rm o f
e n te r ta i n m e n t among l i s t e n e r s i n incom e Group G ($ 2 ,0 0 0 t o
$ 3 ,0 0 0 a y e a r i n 1 9 3 7) «78
The V a r i e t y R a d io D i r e c t o r y 1939"19U0 r e p o r t e d some
i n t e r e s t i n g r e s e a r c h w h ic h h a d b e e n c o n d u c te d b y t h e Coop
e r a t i v e A n a ly s is o f B r o a d c a s tin g b u t was n o t i n c l u d e d i n
79
B e v i l l e » s s t u d y 0 7 I t was fo u n d t h a t b etw een O c to b e r, 1937,;
and A p r i l , 1938, d a y tim e dram a and s e r i a l dram a had t h e
7^ I b i d . , p p . j
79uC o o p e ra tiv e A n a ly s is o f B r o a d c a s t i n g ,” V a r i e t y
R a d io D i r e c t o r y , 1939-19U0 (New Y o rk : V a r i e t y I n c o r p o r a t e d ,
1 9 3 9 ), PP* 8 9 -1 5 1 . !
g r e a t e s t a p p e a l t o incom e Group C, f o llo w e d by g ro u p s D,
i
B, an d A, i n t h a t o r d e r . Thus t h e r e was good e v id e n c e t h a t j
i
t h e d a y tim e s e r i a l a p p e a le d m ost t o t h o s e i n t h e m id d le ;
80 i
incom e g ro u p s a n d l e a s t t o t h o s e i n t h e h i g h e s t g ro u p , ]
i
1
A s t r o n g r e l a t i o n s h i p was fo u n d t o e x i s t b etw een l e a d e r s h i p !
I
i n r a t i n g s and t h e l e n g t h o f tim e a p ro g ra m h a d b e e n on t h e j
i
I
a i r . The f i v e m ost p o p u la r d a y tim e s e r i a l s i n t h e s p r i n g
o f 1939 ba-8 b e e n on th e a i r a n a v e ra g e o f f i f t y - f i v e m o n th s.
On t h e o t h e r h a n d t h e r e was no i n d i c a t i o n t h a t a p ro g ra m
Q -|
c o u ld a t t a i n g r e a t p o p u l a r i t y th r o u g h l o n g e v i t y , A com- j
p a r i s o n o f r u r a l and u r b a n p r e f e r e n c e s i n 1938 and 1939 j
d e m o n s tr a te d t h a t c e r t a i n p ro g ram s w h ich w ere q u i t e p o p u la r j
i n r u r a l a r e a s h a d much l e s s a p p e a l i n u rb a n a r e a s , and
t h a t t h e r e v e r s e was t r u e , Ma P e r k i n s , The G u id in g L i g h t ,
a n d P e p p e r Y oung1s F a m ily e n jo y e d h i g h r a t i n g s i n b o th
u r b a n a n d r u r a l a r e a s
V. SUM MARY
The g r e a t e s t i n c r e a s e i n th e num ber o f d a y tim e s e r ia ls
o c c u r r e d b e tw e e n 1937 and 19l|2, S e v e n ty - f o u r new s p o n s o re d
s e r i a l s came t o t h e n e tw o rk s d u r in g t h o s e y e a r s . The p e r
c e n ta g e o f d a y tim e n e tw o rk b r o a d c a s t i n g h o u rs t h a t were
I QO lb ld . , p . 1 1 3 . !
8l X b id ., p p . 1 3 2 -1 3 7 . j
82I b i d . , p p . 1 2 6- 1 2 7 . j
d e v o te d t o d a y tim e s e r i a l s r o s e fro m 1+5 i*1 ‘ kk© 193& -1937 !
s e a s o n t o 81 i n t h e 19L|.0-19lj.l s e a s o n . As many a s s e v e n t y - j
e i g h t s e r i a l p ro g ra m s w ere p r e s e n t e d i n t h e 1 9 3 9 - 19^0
s e a s o n . I n t h e s p r i n g o f I 9IA d a y tim e s e r i a l s c o u ld be
h e a r d a t a lm o s t a n y d a y tim e h o u r a n d c o m p e tin g s e r i a l s w ere
p r e s e n t e d d u r i n g t w e n t y - f i v e q u a r t e r h o u r p e r i o d s . I n
19!+0 a n d I 9I 4 .I 90 p e r c e n t o f t h e c o m m e rc ia lly s p o n s o r e d |
n e tw o rk p ro g ra m s were d a y tim e s e r i a l d ra m a s . S e r i a l s c o n - ;
t i n u e d t o be t h e m ost p o p u l a r fo rm o f n e tw o rk r a d i o e n t e r
ta in m e n t d u r in g t h e d a y tim e ; b u t many o f t h e l a r g e num ber
1
o f s e r i a l p ro g ram s t h a t w ere i n t r o d u c e d a f t e r 1 93& w ere
so o n d i s c o n t i n u e d . A lth o u g h d i s c o n t i n u a t i o n c o u ld be
!
d i r e c t l y r e l a t e d t o low r a t i n g s , good s a l e s r e s u l t s and
u s e o f d e v ic e s t h a t s t i m u l a t e d l i s t e n e r r e a c t i o n k e p t some
s e r i a l s on t h e a i r d e s p i t e t h e i r p o o r r a t i n g s .
P r o d u c t io n t e c h n i q u e s w ere sp e e d e d a ro u n d 1937
b e c a u s e o f t h e i n c r e a s e i n t h e num ber o f e x p e r i e n c e d s e r i a l
a c t o r s and t h e o r g a n i z a t i o n o f a p e r f o r m e r f s u n i o n . The
Hummert a g e n c y r e s i s t e d t h e e f f o r t s o f t h e u n io n f o r a tim e
a n d I n t r o d u c e d tw e n ty - tw o s e r i a l s d u r i n g t h i s f i v e y e a r
p e r i o d , i n c l u d i n g Our G al S u n d ay , S t e l l a D a l l a s , L o ren z o
J o n e s . a n d Young W idder B row n. I r n a P h i l l i p s a l s o was
a c t i v e , When t h e e x tr e m e ly p o p u l a r T o d a y 1s C h i ld r e n was
'e n d e d , sh e r e p l a c e d i t w i t h Woman i n W h ite . I n 1937 s&©
i
l e d o t h e r w r i t e r s i n t h e d e v e lo p m e n t o f t h e k in d o f d a y tim e
;s e r i a l dram a w h ic h was b a s e d u p o n t h e p r i n c i p a l f i g u r e o f
a h i g h l y e d u c a te d p r o f e s s i o n a l man o r woman* Her p ro g ram s 1
The G u id in g L ig h t an d The Road o f L if e w ere f o llo w e d by a i
:num ber o f p ro gram s t h a t p o r t r a y e d a t t o r n e y s and p h y s i c i a n s j
; i
and n u r s e s . P rogram s i n w h ic h p r o f e s s i o n s were e m p h a siz e d ;
' ' j
; were q u i t e i n c o n t r a s t w ith th e s t r o n g l y h o m e -c e n te r e d j
!
dram as o f I 9 3 2 - I 937 t h a t h a d p o r t r a y e d s im p le h e r o e s a n d j
j
h e r o in e s * Now t h e s e r i a l p r o t a g o n i s t c o u ld h av e b o th a ]
p r o f e s s i o n a l l i f e a n d a p e r s o n a l l i f e * The u se o f l e a d i n g
c h a r a c t e r s who w ere a c t i v e l y in v o lv e d i n p r o f e s s i o n s gav e
I
l
p l a u s i b i l i t y t o t h e many h i g h l y d r a m a tic s e r i a l s i t u a t i o n s !
1
and p r o v id e d th e h o u s e w ife w i t h a d v e n tu r e s t h a t w ere s e t ‘
o u t s i d e th e l i m i t s o f d o m e s tic l i f e . At t h e same tim e t h e j
1
h o u s e w ife c o u ld i d e n t i f y w ith th e p r o f e s s i o n a l c h a r a c t e r s
i n t h e i r p e r s o n a l p ro b le m s . The new s e r i a l h e r o e s and
h e r o i n e s d i d n o t c a u s e t h e e l i m i n a t i o n o f th e o l d e r t y p e s .
S e r i a l s a b o u t k i n d l y p h i l o s o p h e r s , e v e ry d a y f a m i l i e s , t h e
p ro b lem s o f m a r r ia g e , and t h e woman a lo n e c o n tin u e d t o be
i n t r o d u c e d . A p p ro x im a te ly t e n new s e r i a l s p r e s e n t e d m ale
p r o t a g o n i s t s . Two w ere d u r a b le s u c c e s s e s ; one h a d s e v e r a l
y e a r s o f l i f e ; t h e o t h e r s f a i l e d . One o f th e f a i l u r e s
( Lone J o u r n e y , an a r t i s t i c s u c c e s s ) was w r i t t e n b y S a n d ra
M ic h a e l, whose p ro g ram A g a in s t t h e S to rm was t h e o n ly d a y - ;
I tim e s e r i a l t o w in a P eabody A w ard. The s to r m o f t h e t i t l e I
j i
I I
was t h e war i n E u ro p e . M iss M ic h a e l's s e r i a l , s t a r t e d j
1 I
I
i n 1939 > d e s c r i b e d t h e F a s c i s t menace i n a n i n t e l l i g e n t j
; m anner, and drew much c r i t i c a l p r a i s e b e f o r e i t l e f t t h e j
l55 :
j
a i r i n 19l|.2 , f o l lo w in g a d i s p u t e b e tw e e n t h e a d v e r t i s i n g
a g e n c y an d t h e w r i t e r a b o u t s t o r y lin e *
The u l t i m a t e - c o n c l u s i o n s e r i a l fo rm a t was beg u n i n
i
1937 i n Aunt J e n n y 1s T ru e L if e S t o r i e s * The s t o r i e s changed
i
e v e r y w eek, b u t t h e r e was a s t r o n g l i n k b e tw ee n them i n i
th e r o l e o f Aunt J e n n y , t h e n a r r a t o r , i n whose k i t c h e n
1
e v e r y e p is o d e opened and c l o s e d . T h is p ro g ra m was t h e o n ly !
r e a l l y s u c c e s s f u l u l t i m a t e - c o n c l u s i o n s e r i a l i n t h e h i s t o r y ;
of n e tw o rk r a d i o b r o a d c a s t i n g e x c e p t f o r th e B i b l i c a l drama,;
L ig h t o f t h e W o rld , w h ich was i n tr o d u c e d i n 19^0• One 1
i
u l t i m a t e - c o n c l u s i o n s e r i a l o f t h i s p e r i o d was changed t o a j
r e v o l v i n g - p l o t s e r i a l , K i t t y F o y l e . M y stery s e r i a l s and
a d v e n tu r e s e r i a l s f i r s t w ere beg u n i n th e p e r i o d o f 1937-
I 9I1 .2 ; th e o n ly s u c c e s s f u l one was F r o n t Page F a r r e l l ,
Mich a d v e rs e c r i t i c i s m o f th e num ber o f d a y tim e
s e r i a l dram as a p p e a re d a ro u n d 1939» A ’’We’ r e Not L i s t e n i n g 1
cam paign b e g a n among c lu b women i n New R o c h e l le , New Y o rk ,
and s p r e a d th r o u g h o u t t h e U n ite d S t a t e s , I t h a d l i t t l e
e f f e c t upon t h e num ber o f s e r i a l s b e c a u s e o f th e o p in io n
among b r o a d c a s t e r s t h a t c lu b women w ere n o t t h e u s u a l
l i s t e n e r s t o s e r i a l s . Many p e rs o n s who were em ployed i n
th e p r o d u c t i o n o f s e r i a l s d e fe n d e d t h e s e r i a l ; th e y spoke
o f t h e v a lu e s o f e n t e r t a i n m e n t , l i s te n e r - i m p r o v e r a e n t , a n d
e s c a p e i n t h e p ro g ra m s . They a l s o m e n tio n e d t h a t s e r i a l
c h a r a c t e r s seem ed r e a l t o many l i s t e n e r s .
The f i r s t s i g n i f i c a n t r e s e a r c h o f t h e d a y tim e s e r i a l ,
was made a v a i l a b l e t o th e g e n e r a l p u b l i c b e tw ee n 1937 and
19) 42. A s t u d y t h a t was s u p e r v i s e d by H. M. B e v i l l e o f th e
N a t io n a l B r o a d c a s tin g Company r e v e a l e d t h a t th e g r e a t amount'
i
1
:of d a y tim e r a d i o l i s t e n i n g was done by women o f th e m id d le j
incom e group* D aytim e l i s t e n i n g was th e l e a s t among th o s e
o f t h e h i g h e s t incom e l e v e l . The m id w e s te rn a r e a o f t h e !
U n ite d S t a t e s l e d a l l o t h e r a r e a s i n am ount o f d a y tim e
l i s t e n i n g . B e v i l l e r e l a t e d t h e s e f a c t o r s t o t h e d a y tim e
s e r i a l d ra m a ’ s p o p u l a r i t y among t h e v a r i o u s incom e g r o u p s .
He fo u n d t h a t s e r i a l r a t i n g s f l u c t u a t e d c o n s i d e r a b l y d u r in g
t h e two y e a r p e r i o d w h ic h h i s r e p o r t d e s c r i b e d . B e v i l l e
a l s o d is c o v e r e d t h a t c e r t a i n s e r i a l s a p p e a le d t o one incom e
g ro u p more t h a n t o o t h e r s , a n d t h a t no d i f f e r e n t i a t i o n i n
a u d ie n c e was p ro d u c e d b y t h e a g e , e d u c a ti o n , o r incom e o f
l e a d i n g c h a r a c t e r s .
R e s e a r c h by t h e C o o p e r a tiv e A n a ly s is o f B r o a d c a s tin g
r e v e a l e d t h a t i n th e 1 9 3 7 -1 9 3 8 s e a s o n t h e d a y tim e s e r i a l
dram a was m ost p o p u la r among l i s t e n e r s i n t h e lo w e r m id d le
incom e g ro u p ; d e c r e a s i n g p o p u l a r i t y was fo u n d among l i s t e n
e r s i n t h e lo w e s t , t h e se c o n d h i g h e s t , a n d t h e h i g h e s t
incom e g r o u p s , i n t h a t o r d e r . I t was fo u n d t h a t m o re-
p o p u la r s e r i a l s w ere g e n e r a l l y pro g ram s t h a t h a d b e e n b r o a d
c a s t e d f o r s e v e r a l y e a r s . T h ere was no e v id e n c e t h a t a
p ro g ra m c o u ld a t t a i n p o p u l a r i t y t h r o u g h l o n g e v i t y . Some
s e r i a l s showed g r e a t e r a p p e a l t o u r b a n l i s t e n e r s t h a n t o
• • * ■ * ' *
r u r a l l i s t e n e r s , and t h e r e v e r s e a l s o was t r u e . Some |
s e r i a l s a p p e a le d u n if o r m ly t o b o t h u rb a n l i s t e n e r s and r u r a l
o n e s , i
CHAPTER VI
THE DAYTIME SERIAL DRAMA,
j
j
I . INTRODUCTION j
!
i
The f i r s t f u l l y e a r o f A m erican p a r t i c i p a t i o n i n j
W orld War I I b ro u g h t a g r a d u a l r e d u c t i o n i n t h e num ber o f
e x i s t i n g d a y tim e s e r i a l s and a s h a rp r e d u c t i o n i n th e num
b e r o f new s e r i a l s . I n c o n t r a s t w ith t h e s e v e n t y - f o u r
s p o n s o re d n e tw o rk s e r i a l s w h ich were i n tr o d u c e d b etw een
1937 and 19^ 2 , o n ly tw e n ty -o n e new s e r i a l s w ere p r e s e n t e d !
i n th e p e r i o d o f 19i+2 t o 19^ 7 , ^ B etw een J a n u a r y , I 9I1 W
and J a n u a r y , 191+3* t h e t o t a l num ber o f s e r i a l s on th e a i r
d e c l i n e d by o n e - t h i r d * The num ber o f s e r i a l s re m a in e d a t
t h i s I 9I+3 l e v e l o f r o u g h ly f o r t y s e r i a l s a d a y u n t i l t h e
2
f i n a l m onths o f I 9I+ 0 , when t h e r e was a f u r t h e r d e c lin e *
A r e p o r t by Dr* H a r r is o n B„ Summers showed t h a t th e num ber
o f q u a r t e r - h o u r s o f s p o n s o re d n e tw o rk tim e p e r week i n
J a n u a r y , 191+2, was 2 5 5 , r e p r e s e n t i n g a d e c r e a s e o f t h i r t y -
f i v e h o u rs a week fro m t h e num ber o f a y e a r e a r l i e r * By
J a n u a r y , 191+3* th e num ber o f s p o n s o re d q u a r t e r - h o u r s h a d
■ W id e A ppendix A, p p . 33-8-329 y e a r s I 9 3 7- 19I+ 7 *
2 H a r r is o n B. Summers, A T h i r t y Y e a r H i s t o r y o f P r o - j
gram s C a r r i e d on N a t io n a l RadTo Networks' I n th e tJ n ite d
S t a t e s , 192b-195?8 (C olum bus. O h io : D e p artm en t o f S p e e c h ,
d)hio S t a t e U n i v e r s i t y , J a n u a r y , 1 9 5 8 ), p p . 9 6 , 9 7 , 111,
1 1 2, 137, 1 3 8 .
159 j
d e c l in e d t o two h u n d re d p e r w eek, a num ber a t w h ich i t
3
g e n e r a l l y re m a in e d u n t i l l a t e 19^.6 * !
S e r i a l s r a t i n g s d ro p p e d s l i g h t l y d u r i n g 1 9 ^ 2 , a s d id ;
|
m ost program r a t i n g s * The r a t i n g s o f d a y tim e s e r i a l s r o s e |
i
a g a i n i n 19^ 3 * b u t t h e r e c o v e r y o f s e r i a l p ro g ram s was n o t j
a s r a p i d a s t h a t o f m ost o t h e r p ro g ram fo rm s . I n th e f a l l j
o f I 9I 4.3 th e f i r s t s e r i o u s t h r e a t t o d a y tim e s e r i a l supremacy!
was r e v e a l e d i n t h e fo rm o f th e v a r i e t y program * V a r i e t y
o b s e rv e d t h a t f o r t h e f i r s t tim e s i n c e t h e a d v e n t o f t h e
d a y tim e s e r i a l , t h r e e o f th e f i r s t f i v e m ost p o p u la r
q u a r t e r - h o u r u n i t s i n t h e m orn ing w ere n o t s e r i a l s * The
s e r i a l ' s r i v a l s w ere B r e a k f a s t a t S a r d i ' s , w ith Tom
b. :
Brennem an, and The B r e a k f a s t C lu b . An a f t e r n o o n r i v a l o f
t h e d a y tim e s e r i a l was K a te S m ith 's program * F o r a few
y e a r s t h e s e t h r e e v a r i e t y p ro g ram s t h r e a t e n e d t h e p r e v io u s ly
u n c h a lle n g e d p o p u l a r i t y o f t h e s e r i a l s . Tom B re n n e m a n 's
; g r e a t charm i n e n t e r t a i n i n g women l e d h i s p ro g ra m , t h e n
c a l l e d B r e a k f a s t i n H ollyw ood, t o t h e to p o f t h e d a y tim e
r a t i n g l i s t s i n 19b-6* K ate S m i t h 's p ro g ram h e a d e d t h e
r a t i n g r e p o r t s s e v e r a l tim e s d u r in g t h e W ar. Some c r i t i c s
an d b r o a d c a s t e r s f e l t t h a t t h e r e w ould be a v a s t change
i n d a y tim e r a d io *
3 n a r r i s o n B . Summers, u n p u b lis h e d r e p o r t H-13 I
|(D e p a rtm e n t o f S p e e c h , Ohio S t a t e U n i v e r s i t y , C olum bus, j
! O hio, n . d . )*
^ V a r i e t y , 1 5 2 :3 1 , S e p tem b er 2 9 , 1 9 ^ 3 .
160 i
I
One mode i n w h ic h t h e d a y tim e s e r i a l s c o u ld n o t be
s e r i o u s l y c h a lle n g e d was i n c o s t - p e r - l i s t e n e r . Low p r o - J
d u c t i o n c o s t h a d b e e n one o f t h e p r i n c i p a l f a c t o r s w h ich j
h a d a t t r a c t e d s p o n s o rs t o t h e s e r i a l i n i t s e a r l y y e a r s .
i
(
When low p r o d u c t i o n c o s t was com bined w ith h i g h r a t i n g s , j
t h e c o s t o f co m m unicating w i t h e a c h l i s t e n e r seem ed q u i t e
a t t r a c t i v e t o s p o n s o r s . I n D ecem ber, 19^3* B i l l b o a r d
b e g a n a s e r i e s o f r e p o r t s on th e r e l a t i o n s h i p b e tw e e n r a t - |
in g s a n d c o s t s . The f i r s t r e p o r t showed t h a t w h ile i t c o s t
$ 609»76 i n p r o d u c t i o n e x p en se f o r e a c h r a t i n g p o i n t o f t h e
h i g h e s t r a t e d p ro g ra m , K ate S m ith S p e a k s , t h e p r o d u c t i o n
c o s t f o r e a c h r a t i n g p o i n t o f th e se co n d r a t e d When a G i r l
M a rrie s was o n ly $ 2 8 7 * 5 0 . Ma P e r k in s c o s t o n ly $ l6 I|..5 6 p e r
p o i n t ; i t s r a t i n g a lm o s t e q u a l l e d t h a t o f K a te S m i t h 's p r o
gram . The n o t i c e a b l e d i f f e r e n c e s i n c o s t - p e r - l i s t e n e r
r e s u l t e d fro m t h e f a c t t h a t i t r e q u i r e d f i v e th o u s a n d
d o l l a r s e a c h week t o p ro d u c e t h e K ate S m ith p ro g ra m . The
c o s t o f a w eek’ s i n s t a l l m e n t s o f Ma P e r k in s was a m ere
t h i r t e e n h u n d re d d o l l a r s . Low c o s t - p e r - l i s t e n e r a n d f a v o r
a b le s a l e s r e s u l t s h e lp e d d a y tim e s e r i a l s t o re m a in a t t r a c
t i v e t o s p o n s o r s .
I I . PROGRAM HISTORY
! f
: t
i
The w o rld o f t h e d a y tim e s e r i a l was t e m p o r a r i l y
! |
: - - - - - - - - . - j
^ " T a le n t C o st I n d e x ,” B i l l b o a r d . 5 5 : 8 , Decem ber 18 , 1
1943* - . --------------------- , - - - ...................... !
161 j
i
c h an g ed by W orld War I I * E le m e n ts o f th e w ar a p p e a re d I n
p l o t s o f many s e r i a l p l o t s * S e v e r a l s e r i a l s w ere c r e a t e d j
a s a r e s u l t o f t h e war* I n d i v i d u a l p ro g ram s a s s i s t e d th e
w ar e f f o r t b y p r e s e n t i n g s p e c i a l m essa g es u r g i n g s u p p o r t
|
o f w a rtim e cam paigns and program s* The b a s i c s e r i a l s t r u c - [
j
t u r e o f t h e d a y tim e s e r i a l dram a, h o w e v e r, re m a in e d th e j
sam e.
I n t h e f a l l o f 191+2 CBS exam ined i t s s e r i a l s f o r
i n c i d e n t s c o n c e rn in g d e a t h i n a c t i o n . I t was fo u n d t h a t
d u r i n g th e m onths o f A u g u st and S e p te m b e r, 1 9 ^ 2 , s u c h
I n c i d e n t s w ere I n c lu d e d i n B ig S i s t e r , Young Dr* M alone,
P e p p e r Y o u n g 's F a m ily , A unt J e n n y 's T ru e L i f e S t o r i e s ,
and D avid Harum* The o n ly n o n - s e r v ic e d e a th s o f t h a t
L
p e r i o d o c c u r r e d i n We Love and L e a r n . 0
Most o f t h e war a s s o c i a t e d a c t i o n i n d a y tim e s e r i a l s
c o n c e rn e d t h e c h a r a c t e r s who w ere l e f t a t hom e. V ery l i t t l e
a c t i o n to o k p l a c e i n th e b a t t l e a re a s * I n t h e f a l l o f
191+3, NBC s e r i a l s r e f l e c t e d t h e w ar i n t h e f o l lo w in g m anner:
A g e n e r a l them e o f b r o th e r h o o d
an d l e t t e r s fro m o v e r s e a s
a p p e a re d .
F a r r e l l was c o v e r in g w artim e
p ro b le m s f o r h i s p a p e r .
P o r t i a was d e fe n d in g d em o cracy !
i n a c a s e s i m i l a r t o t h e
M cC arthy h e a r i n g s . j
^ L e t t e r i n CBS p ro g ram f i l e s (P ro g ra m I n f o r m a t io n D e-
g
a r t m e n t , C olum bia B r o a d c a s t in g S y stem , Ij.85 M adison A venue, i
ew Y ork C i ty 2 2 , New Y ork) b y Mr. H ess o f CBS, d a te d Novem-i
b e r 12, 194- 2, and w r i t t e n i n r e p l y t o a n in q u iry by Dn D ich t e r J
The Open Door
F r o n t Page F a r r e l l
P o r t i a F a c e s L if e
162
D a v id Harum
P ep p er Y o u n g 1a F a m ily
S t e l l a D a l l a s
R ig h t t o H a p p in e ss
B ra v e Tom orrow
L o v e ly Women
B a c k s ta g e W ife
L ora L aw ton
When a G ir l M a r r ie s
Y oung W idder Brown
H elp m ate
The G u id in g L ig h t
R oad o f . L i f e
V ic ancT S ad e
M a P e r k in s
L o re n z o J o n e s
Jus't P l a i n B i l l
D r e f t S t a r P la y h o u se
Woman o f A m erica
L ig h t o f th e W orld
D a v id w as m a n a g in g a m u n itio n s I
f a c t o r y ,
Sam Y oung w as m a n a g in g a war
p l a n t •
S t e l l a w as w o r k in g i n a m u n i- ;
t i o n s f a c t o r y . j
H e r o in e w as m a r r ie d t o a woundedj
s o l d i e r . j
[
P l o t c o n c e r n e d a w a rtim e
m a r r ia g e o f a s o l d i e r .
G ir l was m a r r ie d t o a r e fo r m e d ;
N a zi a g e n t •
H e r o in e 1s h u sb an d was i n
C o a st G uard.
A p r i n c i p a l c h a r a c t e r w as t h e
ow ner o f a s h i p b u i l d i n g c o n c e r n ;
H e r o in e ’ s h u sb a n d was an a t t o r
n e y f o r a w ar p l a n t , who g a v e
p a t r i o t i c s p e e c h e s t o t h e m en.
E l l e n B row n1s f i a n c e e was i n
t h e M e d ic a l C o r p s.
M ale l e a d w as a w ounded v e t e r a n .
H e r o in e lo v e d a C a p ta in on
l e a v e .
P l o t s w ere n o t c u r r e n t l y c o n
c e r n e d w it h w a r .
War c o n n e c t io n w as im p o s s ib le
b e c a u s e o f th e n a tu r e o f th e
p l o t s .
F i f t e e n o f t h e NBC s e r i a l s w ere i n some way r e l a t e d t o t h e
W ar. E ig h t s e r i a l s w ere n o t , b u t t h r e e o f t h e e i g h t c o u ld
163 I
7
n o t h a v e b e e n r e l a t e d t o th e War b e c a u s e o f t h e i r s u b j e c t s *
!
S e v e r a l s e r i a l s b r o u g h t w a rtim e p e r s o n a l i t i e s t o j
t h e i r f i c t i o n a l c o m m u n itie s . L i e u t e n a n t Thomas M. R e ard o n ,!
0 i
t h e f i r s t M arin e c h a p l a i n t o la n d on G u a d a lc a n a l, v i s i t e d 1
B r i g h t H o r iz o n 1s R i v e r f i e l d on a War Bond t o u r * O th e r w a r-
O
tim e p e r s o n a l i t i e s a l s o a p p e a re d on t h e p ro g ra m . M ild re d
I
H. McAyer, commander o f t h e W aves, was h e a r d on A unt
J e n n y 1s T ru e L i f e S t o r i e s , a s was M rs. T h eo d o re R o o s e v e l t , ;
J r . , a n d a woman who h a d d o n a te d tw e n ty - o n e p i n t s o f b lo o d
9
t o t h e Red G ro ss o r g a n i z a t i o n . B e cau se o f t h e s t r o n g sa le s
r e s u l t s w h ic h t h e d a y tim e s e r i a l h a d d e m o n s tr a te d th r o u g h
t h e y e a r s , w e l f a r e g ro u p s an d g o v e rn m e n ta l a g e n c ie s a n d
o r g a n i z a t i o n s w ere q u i t e e a g e r t o h av e t h e i r p ro g ram s o u t
l i n e d t h r o u g h t h e s e r i a l s . I f Ma P e r k i n s a s k e d t h e h o u s e
w iv e s o f A m erica t o sa v e f a t o r t i n f o i l , t h e r e s u l t s w ere
g e n e r a l l y good.**’®
S e v e r a l s e r i a l s w ere l a r g e l y t h e d i r e c t r e s u l t o f
t h e W ar. I n 1939 A g a in s t t h e S to rm was t h e f o r e r u n n e r an d
was p r e s e n t e d d u r in g t h e y e a r a f t e r t h e a t t a c k on P e a r l
7nBC R e s e a r c h D i v i s i o n R e p o rt o f Novem ber 2 7 , 1 9 4 3 ,
NBC p ro g ra m f i l e s (P ro g ra m A n a l y s i s D e p a rtm e n t, N a t io n a l
B r o a d c a s t i n g Company, R o c k e f e l l e r P l a z a , New Y o rk C i t y 2 0 ,
New Y o r k ) .
®CBS p ro g ra m f i l e s .
i
i
9 qbS p ro g ra m f i l e s .
1oE . £ . Jam es T h u r b e r , The B e a s t i n Me an d O th e r I
A n im als {New Y o rk : H a r c o u r t, B ra ce and Company, 1Q[lS )', |
p p . 2 l 3 - 2 l 4 . „ . 1
161* j
H a rb o r . I n 19i*3 i t s a u t h o r , S a n d ra M ic h a e l, b e g a n t o w r i t e
one o f s e v e r a l s e r i a l p ro g ram s w h ic h w ere i n d i r e c t l y |
a s s o c i a t e d w i t h th e p ro b lem s o f a w o rld a t w a r. I t was
!
c a l l e d The Open Door and was a w e l l - w r i t t e n s t o r y of E r i k I
|
H ansen, dean o f V ernon U n i v e r s i t y , who h a d l i v e d i n N a z i- j
o c c u p ie d Denm ark. Dean H ansen was p l a y e d by a lo n g - tim e j
i
f r i e n d o f MLss M ic h a e l, D r. A l f r e d D o rf, p a s t o r o f Our j
S a v i o r 1 a C hurch i n B ro oklyn.*1 ^ The p ro g ram r e p l a c e d The
0 » N e i ll 3 ; i t s them e was s e t f o r t h e a c h d a y I n i t s o p e n in g
l i n e s :
HANSENi Come i n , come i n i The d o o r i s o p e n .
NABRATOR: T h ere i s an Open D oor
To a Good Way o f l i f e f o r a l l men.
T h is Open Door I s c a l l e d b r o t h e r h o o d ,
And o v e r i t s p o r t a l a r e t h e s e s im p le w o rd s:
1 ?
“ I am my b r o t h e r r s k e e p e r . 1 *
B i l l b o a r d c r e d i t e d The Open D o o r, w h ic h was sp o n
s o r e d b y Chase and S a n b o rn c o f f e e j w i t h b e in g l i t e r a t e
d a y tim e f a r e t h a t m ig h t l e a d t o a new te r m f o r d a y tim e
13
s e r i a l s : c o f f e e o p e r a s . The s u g g e s te d a p p e l l a t i o n was
n o t g e n e r a l l y a d o p te d . S a n d ra M ic h ae l o n c e was q u o te d a s
•^NBC p ro g ram f i l e s ( R o c k e f e l l e r P l a z a , New Y ork
C i ty 2 0 , New Y ork) • j
!
■ ^Sandra M ic h a e l, The Open D o o r, J u n e 2 1 , 19i*3#
T h e a tr e C o l l e c t i o n , New Y o rk P u b l i c L i b r a r y .
13,tThe Open D o o r ,” B i l l b o a r d , $ £ : 1 2 , J u l y 1 7 , 19i*3. j
s a y in g t h a t c r e a t i v e w r i t i n g was l e g i t i m a t e o n ly i f i t
a r o s e fro m an i r r e s i s t a b l e u r g e f o r t h e e x p r e s s i o n o f an
i d e a , e m o tio n , o r b e l i e f , and t h a t i t r e p r e s e n t e d som e-
i
t h i n g t h a t an a u t h o r w ould w r i t e , w h e th e r f o r lo v e o r p r o - j
Ik \
f i t # The Ted B a te s A gency, w h ich s u p e r v i s e d The Open j
D oor, was c o n c e rn e d m o s tly w ith t h e p r o f i t i n c r e a t i v e |
_ _
w r i t i n g ; t h e p r o g r a m 's s p o n s o r was m ore i n t e r e s t e d i n p r o - ;
f i t th a n was t h e a g e n c y . The M ilw aukee J o u r n a l n o t e d t h a t I
The Open Door w ould l e a v e th e a i r on Ju n e 3 0 , 19^4* b e c a u s e
th e p r o g r a m 's p r o d u c e r (M iss M i c h a e l's h u sb a n d , Jo h n G ib b s)
h a d b a lk e d a t a g e n c y a tt e m p t s t o make th e s e r i e s co nform
more c l o s e l y t o th e p a t t e r n f o r d a y tim e s e r i a l s * The
B r i d g e p o r t , C o n n e c t ic u t , H e ra ld o b s e rv e d t h a t ‘'N o rw a lk 's
S a n d ra M ich ael a g a i n l e a r n s t h a t i n t e l l i g e n t r a d i o s c r i p t s
do n o t make n a t u r a l c o m m e rc ia ls . . . V a r i e t y r e p o r t e d
t h a t u r g i n g by t h e a g e n c y had c a u s e d M iss M ic h a e ls t o
r e q u e s t a r e l e a s e fro m t h e p ro g ra m i n J a n u a r y , I 9M1»
a g a in i n M arch. She c o l l a p s e d i n A p r i l a n d r e f u s e d t o
c o n tin u e w r i t i n g t h e p ro g ra m . A s u b s t i t u t e w r i t e r was
fo u n d f o r th e p r o g r a m 's l a s t m onths on t h e a i r . The b a t t l e ■
b e tw e e n G ibbs and t h e ag en cy f i n a l l y , t o p a r a p h r a s e V a r i e t y ,
•^CBS p u b l i c i t y r e l e a s e , Decem ber 1 2 , I 9I4 .3 .
^ M ilw a u k e e J o u r n a l , Ju n e 1 1 , 191*1}..
T A
AOB r id g e p o r t ( C o n n e c tic u t) H e r a l d . Ju n e 1 1 , I 9I 4 .I4 .•
166 j
17
c lo s e d The Open D o o r.
Two w a rtim e s e r i a l s w h ich s o u g h t to p r e s e n t th e
p ro b le m s o f A m erican l i f e i n t y p i c a l co m m u n ities w ere ;
G reen V a l l e y . U .S .A ., a n d Sw eet R i v e r . G reen V a l l e y , U .S.A .1 ,
i
was an u n s p o n s o re d u l t i m a t e - c o n c l u s i o n s e r i a l ; i t u s e d
3 Q
s t o r i e s w h ic h l a s t e d a b o u t a week e a c h . Sw eet R iv e r t o l d
o f th e p ro b le m s t h a t w ere f a c e d by a cormminity i n w a rtim e , j
when new f a c t o r y w o rk e rs came t o tow n, a f f e c t i n g t h e s t a t u s ;
q u o . I t was w r i t t e n by C h a r le s J a c k s o n , who a t t h e same
tim e was w r i t i n g a n o v e l c a l l e d The L o st W eekend. ^
D u rin g t h e w a rtim e p e r i o d some d a y tim e s e r i a l s w ere :
h e a r d o v e r s e a s . The C o o r d in a to r o f I n te r - A m e r ic a n A f f a i r s i
r e q u e s t e d p e r m i s s io n t o b r o a d c a s t B a c h e lo r 1s C h ild r e n I n
S p a n is h t o L a t i n A m erica i n o r d e r t o i n c r e a s e h e m isp h e re
20
s o l i d a r i t y . The B r i t i s h B r o a d c a s tin g C o r p o r a tio n b o r
row ed t h e s e r i a l f o r m a t f o r t h e w a r - c e n te r e d s e r i e s , F r o n t -
. l i n e F a m ily . I t p o r t r a y e d f o r t h r i g h t l y t h e f a m i l i a r e f f e c t s
o f t h e w ar i n B r i t a i n . ^ A f t e r t h e War h a d e n d e d , K a rl C.
L y cke, c h i e f news e d i t o r o f N orw egian S t a t e B r o a d c a s tin g ,
^ v a r i e t y , 1 ^ : 3 3 , Hay 31, 19W*.
^■®CBS p ro g ra m f i l e s .
^ T h u r b e r , 0£ . c i t ., p p . 2 2 7 -2 2 8 .
^ ° R e le a s e b y R a d io F e a t u r e s S e r v i c e , I n c . , lj.0 E a s t j
; i^9^h S t r e e t , New Y ork C i t y , A u g u st 2 9 , 19^ 1 - 2 . j
; I
j ^ P a u l L a z a r s f e l d and F r a n k S t a n t o n ( e d s . ) , R a d io j
R e s e a r c h 19U2-ij.3 (New Y ork: D u e l l , S lo a n a n d P e a r c e , I
19W » p p . 0 3 -5 5 • !
i n d i c a t e d t h a t n o n -c o m m e rc ia l s e r i a l s m ig h t be u s e d by
22
h i s c o u n t r y ' 3 s t a t i o n s .
The s p e c i f i c p ro b le m s o f s e rv ic e m e n and v e t e r a n s
w ere p r e s e n t e d i n s e v e r a l A m erican s e r i a l s . B ig S i s t e r ' s
h u sb a n d , D r, J o h n W ayne, r e t u r n e d fro m a J a p a n e s e p r i s o n
i n 19^ 3 , C o lo n e l R o b e rt C, Cook, d i r e c t o r o f t h e V e t e r a n s '
p
A d m i n is tr a t io n h o s p i t a l i n th e B ro n x , c o n g r a t u l a t e d t h e
23
p ro g ram f o r i t s h e lp t o r e t u r n e e s . The War D e p a rtm e n t
em ployed t h e s e r i a l t e c h n iq u e i n a n NBC B lu e N etw ork p r o
gram w h ich e x i s t e d d u r in g a s h o r t tim e , C h a p la in J im ,
2 L l
U .S .A . ^ I n 19^1 t h e p ro b lem s o f th e d r a f t e e h a d b e e n p r e
s e n t e d i n Buck P r i v a t e a n d H is G i r l , I n 1945 t h e p ro b le m s
o f th e v e t e r a n w ere t h e m ain t o p i c s o f NBC's B a rry
Cam eron. ^
The p a t r i o t i s m o f th e tim e was r e f l e c t e d i n t h e
t i t l e s o f th e new p ro g ram s A m erican Women and Woman o f
A m e ric a ; t h e p ro b le m s a n d u n c e r t a i n t i e s w ere im p lie d i n t h e
t i t l e s o f T h is C hanging W orld, L o n e ly Women, and B rave
p i
Tomorrow, Woman o f A m erica was c l o s e s t t o b e in g a
2 2 tiy ik in g s H elp t o S o a p i e s , ” B i l l b o a r d , 58*9#
S ep tem b er -28, 19^1-6*
^C B S p u b l i c i t y r e l e a s e , J a n u a r y 3 0 , 19^5»
^ • '’C h a p la in Jim , U .S o A ,,'1 V a r i e t y , lU 6 :3 iu A p r i l 8 . i
1 9 l £ . |
^NBC p ro g ram f i l e s .
^CBS and NBC program files.
168 i
i
h i s t o r i c a l s e r i a l i n t h e h i s t o r y o f d a y tim e s e r i a l , w i t h
t h e p o s s i b l e e x c e p ti o n o f L ig h t o f th e W o rld . I t r e c a l l e d j
!
t h e h e r i t a g e o f A m erica th r o u g h t h e t r e k o f P ru d e n ce Dane
a lo n g t h e Oregon T r a i l . Tune I n ju d g e d th e i d e a t o be
b e t t e r t h a n t h e p ro g ra m .2 * ^ B ut a f t e r Woman o f A m erica j
I
l e f t th e a i r , th e h i s t o r i c a l mode was n e v e r u s e d a g a i n j
I
i n th e d a y tim e s e r i a l , e x c e p t p o s s i b l y i n K in g *8 Row. 1
T h is C h an gin g W o rld , A m erica n Women, and L o n e ly
Women, d e a l t w ith t h e c a r e e r s and d o m e s tic a d ju s tm e n ts
t h a t had t o be made b y women d u r in g a w a r. L o n e ly Women
was I r n a P h i l l i p s ' w a rtim e s e r i a l . I n i t i a l l y i t d e s c r i b e d :
t h e women who l i v e d i n t h e T ow ers, a New Y o rk h o t e l f o r
2 8
women. The fo r m a t was g r a d u a l l y m o d if ie d a n d t h e s e r i a l ’
was g iv e n a new name on Decem ber 1 3 , 19^3• M iss P h i l l i p s
r e a c t i v a t e d one o f t h e more fam ous s e r i a l t i t l e s and c a l l e d
2Q
t h e p ro g ra m T o d a y 's C h i l d r e n . 7
The new T o d a y 's C h i l d r e n , t o g e t h e r w i t h two of M iss
P h i l l i p s ’ o t h e r s e r i a l s , The G u id in g L ig h t a n d Woman i n
W h ite , was p r e s e n t e d i n NBC's G e n e ra l M ills H o u r. The
p r o x i m i t y t o e a c h o t h e r o f p ro g ram s b y t h e same w r i t e r made I
p o s s i b l e a u n iq u e e x p e rim e n t i n s e r i a l dram a: o v e r la p p in g
27"Woman o f A m e ric a ,” Tune I n , 3 : ^ , November, 19^5•
28,tL o n ely Women,” V a r i e t y , 1 ^ 7 s7 , J u l y 22, 1 9 ^ 2 .
2<^NBC p ro g ra m f i l e s . |
1
I
1
3
169
i
c h a r a c t e r s . H o st Ed P r e n t i s s i n t r o d u c e d a l l t h r e e program s!
i
i
i n w h ic h c h a r a c t e r s fro m one p ro g ra m p l a y e d s m a ll r o l e s i n i
l
I
o t h e r s . Thus when E i l e e n Holm es o f Woman i n W h ite e n t e r e d j
M u n ic ip a l H o s p i t a l , h e r p a t h was c r o s s e d b y D r, J o n a th a n i
M cN eill o f The G u id in g L ig h t and D r, P a u l B u r to n o f T o d a y 1s
C h i l d r e n , D u rin g t h i s p e r i o d some h i g h l y i n t e r e s t i n g p l o t
se q u e n c e s o c c u r r e d , i n c l u d i n g a s p e c t a c u l a r m u rd e r t r i a l
30
i n w h ic h t h e l i s t e n i n g a u d ie n c e s e r v e d a s t h e j u r y .
I n 1946 t h e G e n e ra l M i l ls Hour was s u b j e c t o f
a n o t h e r e x p e r im e n t. D u rin g th e l a t e ‘ t h i r t i e s and e a r l y
• f o r t i e s t h e p r o d u c t i o n h e a d q u a r t e r s o f t h e d a y tim e s e r i a l
d ram a , w h ic h was l a r g e l y u n d e r t h e c o n t r o l o f a d v e r t i s i n g
a g e n c i e s , g r a d u a l l y h a d b e e n moved fro m C h ic a g o t o New Y o rk
C i t y , At t h e tim e o f t h i s s t u d y m ost d a y tim e s e r i a l s w ere
s t i l l b e in g p ro d u c e d i n New Y o rk , b u t i n 19^6 i t was
d e c i d e d t h a t t h e G e n e ra l M ills s e r i a l s w o u ld b e p r e s e n t e d
fro m H o llyw ood, w h ic h h a d become a n a c t i v e b r o a d c a s t i n g
c e n t e r . The t r a n s f e r o f p ro g ra m s was b e g u n i n J u l y , 1 9 ^ 6 ,
when I r n a P h i l l i p s ' new p ro g ra m , M a sq u e ra d e , t h e s t o r y o f
a lo v e t r i a n g l e i n w h ic h a w ar widow p a r t i c i p a t e d , moved
j
a c r o s s tb s c o u n t r y . I t was so o n f o llo w e d b y The Woman i n
I W hite an d T o d a y 1s C h i l d r e n , The G u id in g L ig h t was d e la y e d
b e c a u s e i t was th e s u b j e c t o f a l a w s u i t by Emmons C a r ls o n ,
; i
I i
who c la im e d t o h a v e h e lp e d MLss P h i l l i p s t o o r i g i n a t e t h e
1 i
; I
3°NBG program files; direct experience of the writer.;
170;
s e r i a l • A c o u r t o f a p p e a ls f i n a l l y r u l e d I n h i s f a v o r .
I
G e n e ra l M ills e v e n t u a l l y c e a s e d s p o n s o r s h ip o f th e p ro g ra m j
t
and M iss P h i l l i p s s o l d i t t o P r o c t e r and Gam ble, a s sh e d i d |
R oad o f L if e and The R ig h t t o H a p p in e s s . The m ovem ent to
H o lly w o o d was n o t a s u c c e s s f u l e x p e r im e n t . New Y ork C it y
re m a in e d th e p r o d u c t i o n c e n t e r o f t h e d a y tim e s e r i a l d ram a ,
31 >
a s w e l l a s i t s b u s i n e s s c e n t e r *
Among th e n e tw o rk s e r i a l s t h a t w ere i n t r o d u c e d i n
t h e p e r i o d o f 19^ 2 - 19^7 an d w ere n o t e s p e c i a l l y a s s o c i a t e d
j
w it h t h e war w ere R osem ary w h ic h w as w r i t t e n b y E la in e
C a r r in g to n ; S eco nd H usband ; L o ra L aw to n ; Snow V i l l a g e ; We
Love an d L e a r n ; T ena an d T im e, a com edy; an d tw o m y s te r y
p ro g ra m s: th e s u c c e s s f u l P e r r y Mason a n d t h e u n s u c c e s s f u l
32
Two o n a C lu e . We Love and L e a rn and T ena and Tim h a d
b e e n s y n d i c a t e d p ro g ram s* Snow V i l l a g e h a d b e e n a n i g h t
tim e p ro g ra m t h a t h a d b e e n w r i t t e n b y t h e w r i t e r o f th e o ld
S o c o n y la n d S k e t c h e s , W illia m F o rd M a n l y .^
L o ra Law ton an d S econ d H usband w ere Hummert p ro g ra m s.
The l a t t e r p ro g ra m h a d b e e n a s u c c e s s f u l n i g h t t i m e f e a t u r e
t h a t s t a r r e d H e le n Menken. V a r i e t y com m ented:
3^NBC p ro g ra m f i l e s ; " G e n e ra l M i l ls H o u r,1 ' B i l l - 1
b o a r d , 5 8 :1 2 , A u g u st 3 , 19M-6; "T hose W e b s te r s ," B i l l b o a r d ,
5 o : o , A u g u st 1 0 , 19ij-8; p e r s o n a l i n t e r v i e w w i t h G ordon
iH ughes, J a n u a r y 8 , 19£8 ; T h u rb e r, o£* c i t * . p p . I 9 7 - I 9 9 .
^ C B S a n d NBC p ro g ra m f i l e s *
33 '
NBC p ro g ra m f i l e s .
1 7 1 !
Nobody e v e r a c c u s e d th e p ro g ram o f u n d e r s t a t e
m ent o r s u b t l e t y , and no s c e n e o r s i t u a t i o n e v e r j
p a s s e d u n t i l m ilk e d d r y . As a d a i l y q u a r t e r - h o u r |
i t comes more i n t o th e id io m o f w h ich i t was a n . !
a r c h exam ple, d a y tim e g r i e f i n o p en v a lv e f a l s e t t o . I
i
V a rie ty * s comments n o t w i t h s t a n d i n g , S econd H usband was f a r j
l e s s s u c c e s s f u l a s a d a y tim e s e r i a l t h a n i t h a d b e e n a s an
e v e n in g f e a t u r e * The r e l a t i v e l y low num ber o f new s e r i a l s
( t h r e e p ro g ra m s) t h a t B la c k e tt-S a m p le -H u m m e rt i n tr o d u c e d .
d u r in g W orld War I I was c a u s e d b y th e agency* s d i s s o l u t i o n ;
a t th e end o f 19 l|3, when F r a n k Hummert, who h a d n e v e r b e e n ;
!
a p a r t n e r , w ith d rew h i s s e r v i c e s . Most o f th e a g e n c y 's
I
b u s i n e s s h a d come th r o u g h Hummert, p a r t n e r Jo h n G. S am ple,
and t h e a g e n c y 's p r e s i d e n t , H. M. D a n c e r, b u t p a r t n e r H i l l j
B l a c k e t t w ould n o t s e l l h i s £0 p e r c e n t i n t e r e s t t o S am ple,
who owned t h e o t h e r h a l f o f th e a g e n c y . A f t e r t h e d i s s o l u
t i o n two a g e n c ie s w ere fo rm e d : H i l l B l a c k e t t and D a n c e r-
F i t z g e ra ld -S a m p le * The Hummerts g av e up a d v e r t i s i n g w ork,
b u t c o n tin u e d t o p ro d u c e s e r i a l s th r o u g h Hummert R ad io
P r o d u c t io n s , f o r m e r l y A i r F e a t u r e s . T hey made t h e i r p r o
d u c ti o n s a v a i l a b l e t o t h e two new a g e n c i e s , 35
The l a s t B la c k e tt-S a m p le -H u m m e rt s e r i a l was an
^ " S e c o n d H u sb an d ," V a r i e t y . ll}.6:36, A p r i l 29 , I 9I4 .2 . j
^ ’’Hummert Out o f B -S -H ,1 * B r o a d c a s t i n g , £ 5 : 6 ,
A u g u st 2 1 , 1 9 ^ 3 ; '‘R e o r g a n i z a ti o n P la n O u tlin e d f o r B l a c k e t t 4
Sam ple-H uram ert," B r o a d c a s t i n g . 2 £ :1 2 , A u g u st 1 6 , 1 9 ^ 3 ; i
|"Two New A g e n c ie s O rg a n iz e d fro m D i s s o l u t i o n o f B -S -H ,"
B r o a d c a s t i n g , 2 £ : 8 , S e p tem b er 2 0 , 19l*3> " R a d io H i g h l ig h t s j
a n d H e a d l i n e s ," B r o a d c a s t i n g , 2 6 :2 Ij., J a n u a r y 3 , I9I4.I4.•
172 |
I
u l t i m a t e - c o n c l u s i o n p ro g ra m t h a t was e n t i t l e d t h e D r e f t j
i
S t a r P la y h o u s e » U nder t h e t i t l e o f H ollyw ood T h e a tr e o f j
t h e A ir i t r e p l a c e d Lone J o u r n e y on Ju n e 2 8 , 19^4-3 • I n i - |
t i a l l y t h e p ro g ram p r e s e n t e d week lo n g a d a p t a t i o n s o f p o p u
l a r m o tio n p i c t u r e s and em ployed w e ll-k n o w n f i l m s t a r s s u c h
a s J a n e Wyman and M artha S c o t t i n l e a d i n g r o l e s * A f t e r
|
e i g h t m onths t h e a d a p t a t io n s w ere e x te n d e d t o tw o w eek s
e a c h , t h e n t o f o u r w eek s e a c h , and t h e n t o s i x w eek s* The j
l a s t a d a p t a t io n , An A m erica n T r a g e d y , c o n t in u e d a lm o st' t h r e e
m on th s w it h o u t t h e em p loym en t o f fam ou s s t a r s .*5 The
i
g r a d u a l e x t e n s i o n o f t h e a d a p t a t io n s c o n t in u e d u n t i l t h e
u l t i m a t e - c o n c l u s i o n p rogram e s s e n t i a l l y becam e a new s e r i a l s
An A m erica n T r a g e d y d e m o n s tr a te d t h e im p o r ta n c e o f th e l o n g -
l a s t i n g p l o t t o t h e d a y tim e s e r i a l dram a. L i s t e n e r s
a p p a r e n t ly p r e f e r r e d t o becom e w e l l a c q u a in t e d w i t h a t
l e a s t on e c h a r a c t e r o f a s e r i a l ; t h i s w as im p o s s ib le when
t h e s t o r y ch a n g ed e a c h w e e k . E v en t h e u s e o f s t a r s and
w e ll-k n o w n s t o r i e s c o u ld n o t c o m p e n sa te f o r t h e l a c k o f
o p p o r t u n it y t o I d e n t i f y w it h s e r i a l c h a r a c t e r s d u r in g a
s u b s t a n t i a l p e r io d o f t im e ; t h i s h a d b e e n show n e a r l i e r
i n th e W h eaten a t r a n s c r i p t i o n s e r i e s an d i n S t o r i e s A m erica :
L o v e s , t h e p ro g ra m w h ic h e v o lv e d i n t o K i t t y F o y le * J o y c e
J o r d a n , w h ic h r e p la c e d t h e D r e f t S t a r P la y h o u s e , p r e s e n t e d
iu n r e la t e d c a s e s i n t h e m i d - ' f o r t i e s a s d id t h e s u c c e s s f u l i
j |
36NBC program files. !
m y s te r ie s * F r o n t Page F a r r e l l and P e r r y M ason; b u t t h e r e
was a lw a y s a c o n n e c tin g c h a r a c t e r o r c h a r a c t e r s w i t h whom j
L
t h e l i s t e n e r c o u ld become w e l l a c q u a in t e d an d p o s s i b l y i
i d e n t i f y . E ach o f th e h a n d f u l o f u l t i m a t e - c o n c l u s i o n j
s e r i a l s w h ic h w ere s u c c e s s f u l h a d s u c h c h a r a c t e r s , w i t h th e
e x c e p ti o n o f t h e B i b l i c a l L ig h t o f t h e W o rld . I t em ployed j
a l r e a d y f a m i l i a r c h a r a c t e r s i n p ro lo n g e d p l o t s t h a t a llo w e d ;
f o r much i d e n t i f i c a t i o n .
As t h e p e r i o d o f 19i|.2— 191+7 drew t o a c l o s e ,T a n
1 [
u n u s u a l e p is o d e o f B ig S i s t e r was p r e s e n t e d . I t was n o t j
m e r e ly h e a r d ; I t was s e e n . I n I 9I+ 6 , t h e f i r s t e p is o d e o f
a d a y tim e s e r i a l was p r e s e n t e d on t e l e v i s i o n a s a one
37
b r o a d c a s t o n ly e x p e r im e n t.
I I I . CRITICISM
The a n t i - a e r i a l movement t h a t was s t a r t e d b y women’ s
c lu b s i n 1939 l o s t momentum b e c a u s e A m e ric a ’ s e n t r y i n t o
t h e War dem anded a t t e n t i o n a n d b e c a u s e w i t h t h a t e n t r y a
n a t u r a l r e d u c t i o n I n th e num ber o f s e r i a l s te n d e d t o w eaken
t h e p r i n c i p a l arg u m e n t t h a t s e r i a l s w ere o v e r l y n u m e ro u s.
A new b a s i s o f c r i t i c i s m was n e e d e d ; p r e f e r a b l y I t was t o
be one t h a t was a s s o c i a t e d w i t h t h e w ar e f f o r t . The new
c a u s e was p r o v id e d by a w e ll known p s y c h i a t r i s t nam ed
! ^ ’*Soap O p e ra s — and How They G rew ,1 1 TV G u id e , i p 11,
A u g u st 1 0 , 1 956.
174 !
; J
D o c to r L o u ia Berg* D o c to r B erg h a d a c h ie v e d a c e r t a i n fam e
i
i
a s a w r i t e r . He waa t h e a u t h o r o f th e n o v e ls P r i s o n D o c to r ,8
P r i s o n N u rs e , an d D e v i l 's C irc u s o One o f them was made into;
.
a m o tio n p i c t u r e * D o c to r B e rg a l s o a u th o r e d s e v e r a l
p l a y s *3®
I n I 9J 4.2 D o c to r B e rg p r e s e n t e d a r e p o r t on t h e d a y -
!
tim e s e r i a l dram a w h ich was f i l l e d w ith th e m ost s e r i o u s !
s o r t o f a d v e r s e c r i t i c i s m * F o r e x am p le , he s t a t e d :
P a n d e rin g t o p e r v e r s i t y and p l a y i n g o u t d e s t r u c
t i v e c o n f l i c t s t h e s e s e r i a l s f u r n i s h t h e same r e l e a s e
f o r t h e e m o t i o n a l ly d i s t o r t e d t h a t i s s u p p l i e d t o
t h o s e who d e s i r e s a t i s f a c t i o n fro m a ly n c h in g b e e ,
l i c k t h e i r l i p s a t t h e s a l a c i o u s s c a n d a l s o f t h e
crim e p a s 3 l o n n e l , who i n t h e u n r e g r e t t e d p a s t c r i e d
o u t i n e c s t a s y a t a w i t c h b u r n in g .39
D o c to r B erg c o n c lu d e d i n h i s r e p o r t t h a t t h e d a y tim e s e r i a l
had a d e v i t a l i z i n g e f f e c t u p o n many A m ericans* I n a tim e
o f war s u c h an e f f e c t was l i t t l e s h o r t o f t r e a s o n , he b e
lie v e d * D o c to r B e r g 's s t a te m e n t s n a t u r a l l y r e c e i v e d much
a t t e n t i o n i n t h e n a t i o n ’ s p r e s s . He became t h e cham pion
o f th e a n t i - s e r i a l movement and w ent on t o a n o t h e r s tu d y
t h a t was b a s e d p r i n c i p a l l y upon h i s own b lo o d p r e s s u r e and
p u ls e r e a d in g s b e f o r e a n d a f t e r s e r i a l l i s t e n i n g . He
d is c o v e r e d t h e f o l lo w in g sym ptom s:
3 8Who»s Who i n A m e ric a , !9U8-b.9 (C h ic a g o : A. M.
| M arquis C o ., 19I 4 .8 ) , p* I 9 I .
39 louI s B e rg , q u o te d fro m T h u r b e r , op* c i t . ,
Ipp* 2S l-25 ;2. —
. . . a c u t e , a n x i e t y s t a t e , t a c h y c a r d ia , a r i t h m i a s ,
i n c r e a s e i n b lo o d p r e s s u r e , p r o f u s e p e r s p i r a t i o n ,
t r e m o r s , v a s o m o to r i n s t a b i l i t y , n o c t u r n a l f r i g h t s ,
v e r t i g o , an d g a s t r o - i n t e s t i n a l d i s t u r b a n c e s .* * -0
A lth o u g h D o c to r B e r g ’ s tw o s t u d i e s w ere p u r p o r te d t o
b e s c i e n t i f i c I n v e s t i g a t i o n s , t h e y w ere p o o r l y and I n
a d e q u a t e ly c o n s t r u c t e d . C a r e f u l e x a m in a t io n s o f h i s w ork
b y b r o a d c a s t e r s , c r i t i c s , and h i s f e l l o w p h y s i c i a n s c a u s e d
s e r i o u s d o u b ts t o f a l l on h i s f i n d i n g s . Max W y lie p o i n t e d
o u t t h a t B e r g 's s u b j e c t s w ere D o c to r B e r g ’ s a s s i s t a n t , an d
th e p s y c h i a t r i s t h i m s e l f . M ost o f t h e f i r s t r e p o r t w as
b a s e d u p o n D o c to r B e r g 's l i s t e n i n g t o f i f t e e n e p i s o d e s o f
tw o s e r i a l s . The s e c o n d r e p o r t w as b a s e d p r i n c i p a l l y u p o n
D o c to r B e r g 's own sym ptom s a s a r e s u l t o f l i s t e n i n g t o
s e r i a l s . W y lie q u e s t io n e d t h e v a l i d i t y o f s u c h a s t u d y .
He a l s o u s e d I r o n y t o a t t a c k B e r g 's s t a n d a g a i n s t t h e m ore
v i o l e n t e le m e n ts o f d a y tim e s e r i a l b y l i s t i n g t h e c h a p te r
t i t l e s o f t h e p s y c h i a t r i s t ' s own b o o k , P r is o n D o c t o r .
Among t h e b o o k 's c h a p t e r t i t l e s w e r e : "M iadhouse,n "H ypo,"
’’P r is o n R i o t s ," "A Man D i e s ," "W orld W ith o u t Women," "The
E a s i e s t W ay," a n d "Bug T e s t s . J a m e s T h u r b e r 's c u r i o s i t y
was a r o u s e d b y one o f B e r g 's s t a t e m e n t s . He w o n d ered why
t h e p s y c h i a t r i s t rem ark ed i n h i s f i r s t r e p o r t ; "T here a r e
s e v e r a l e x c e l l e n t [ s e r i a l s ] . N a t u r a l ly , an a n a l y s i s o f
^■°LouIs B e r g , " R a d io an d C i v i l i a n M o r a le ," q u o te d
fro m Max W y lie , " D u s tin g O ff D r . B e r g ," P r i n t e r s '. I n k ,
2 0 2 February 12, 19q-3*
176 !
li.2 i
them h a s n o p la c e i n a s tu d y o f t h i s k i n d . D o c t o r
I
M atthew C h a p p e ll, a fo r m e r c o l l e a g u e o f D o c to r B e r g , !
o b s e r v e d t h a t t h e sym ptom s o f s e r i a l l i s t e n i n g d e s c r ib e d
!
b y h im w ere I d e n t i c a l w it h t h o s e w h ic h a t t e n d a n g e r . He j
! s u g g e s t e d t h a t D o c to r B erg h ad m e r e ly r e c o r d e d t h e e f f e c t s
o f a n g e r w h ic h he h a d f e l t w h ile l i s t e n i n g t o s e r i a l s . ^
I
A m e d ic a l c o m m itte e h e a d e d b y D o c to r M o rris F is h b e i n c r i t i - j
c i z e d t h e u s e o f b lo o d p r e s s u r e a p p a r a tu s b e c a u s e i t f o c u s e d
t o o much a t t e n t i o n u p on a s i n g l e s e r i a l i n c i d e n t . The com
m it t e e b e l i e v e d t h a t t h e s lo w p a c e o f th e d a y tim e s e r i a l i
i
drama made a t t e n t i o n t o t h e w h o le m ore a p p r o p r ia t e th a n
a t t e n t i o n t o a s m a ll p a r t o f t h e w h o le . F i s h b e i n ' s com
m it t e e a l s o r e p o r t e d t h a t t h e " p sy c h o lo g ic '* p r o b le m s t h a t
w ere f e a t u r e d i n d a y tim e s e r i a l s w ere n o t p r e s e n t e d i n
"undue p r o p o r t io n s ." A lth o u g h t h e p h y s i c i a n s a g r e e d t h a t
d a y tim e s e r i a l s w ere much i n n e e d o f im p r o v e m e n t, th e y
o p in e d t h a t t h e e f f e c t s o f t h e s e r i a l s te n d e d " to w a rd h e l p
f u l n e s s more th a n harm" b e c a u s e t h e p l o t s o f t h e s e r i a l s
g e n e r a l l y a r r iv e d a t e t h i c a l l y a c c e p t a b le s o l u t i o n s o f
human p r o b le m s
F o r a tim e D o c to r B e r g * s r e p o r t s p u r r e d a n t i - s e r i a l
j
g ro u p s t o f u r t h e r a c t i o n , b u t t h e w e ig h t o f c r i t i c i s m
o p . c i t . » p . 2£ 2 . j
^ W y l i e , " D u stin g O ff D r . B e r g ," l o c . c i t .
Say V irtu es of Daytime S e r ia ls Outweigh S h o rt- j
| com ings," P r in te r s * Ink, 202 :2 0 , February 1 2 , I 9 I + 3 .
177 !
a g a i n s t h i s s t u d i e s c a u s e d h im t o d is a p p e a r fro m v ie w a s
an im p o r ta n t s e r i a l c r i t i c . H is e f f o r t s d id l e a d t o m uch |
e x a m in a tio n and r e s e a r c h o f d a y tim e s e r i a l s b y o p p o n e n ts
i
and d e f e n d e r s a l i k e , I
D o c to r M atthew C h a p p e ll p r e s e n t e d h i s own c r i t i c i s m
o f t h e d a y tim e s e r i a l i n s e v e r a l a r t i c l e s and r e p o r t s .
He w as o f t h e o p in io n t h a t t h e d a y tim e s e r i a l dram a n e e d e d
a new fo r m u la t o com bat t h e l o s s e s i n p o p u l a r i t y t h a t
o c c u r r e d i n 19i|H* I t was h i s b e l i e f t h a t d a y tim e s e r i a l s
w ere p r o d u c e d f o r s im p le f o l k and n o t p r i m a r il y f o r l o v e r s ;
o f c l a s s i c a l l i t e r a t u r e . He d o u b te d t h a t t h e r e a d in g l e v e l -
o f t h e g e n e r a l p u b l i c h a d r i s e n m uch s i n c e t h e d a y s o f t h e
dim e n o v e l; b u t h e n o te d t h a t t h e dim e n o v e l e x a l t e d t h e
a b i l i t y o f t h e common f o l k t o overcom e o b s t a c l e s . On t h e
o t h e r hand t h e d a y tim e s e r i a l r a t i o n a l i z e d t h e f r u s t r a t i o n s
and f a i l u r e s o f t h e hu m b le m an. The p r o b le m s i n th e p l o t s
o f t h e s e r i a l s w ere t o o much f o r t h e c h a r a c t e r s , C h a p p e ll
c o n n e c te d t h e f i r s t d a y tim e s e r i a l s w it h t h e H a m le t - lik e
p h ilo s o p h y o f t h e e c o n o m ic d e p r e s s io n i n w h ic h t h e y w ere
sp a w n e d . He rem ark ed t h a t l i t e r a t u r e o f t h e d e p r e s s io n
r a t i o n a l i z e d t h e many f a i l u r e s o f t h a t p e r io d when H am let
was a n a t i o n a l m o d e l, C h a p p e ll b e l i e v e d t h a t t h e p o s i t i v e
th o u g h t o f w a rtim e n e c e s s i t a t e d a m ore p o s i t i v e s e r i a l
Iform u la th a n d id t h e n e g a t i v e th o u g h t o f d e p r e s s i o n - t i m e ,
'C h a r a c te r s i n p l o t s o f s e r i a l s n e e d e d f i g h t t h e s e a o f
t r o u b l e s , i f t h e d a y tim e s e r i a l w as t o r e g a i n i t s fo r m e r
178!
p o p u l a r i t y i n r e l a t i o n t o o t h e r p ro g ra m f o r m s . C h a p p e l l ’s!
i
t h e o r y r e c e i v e d s u p p o r t . I n t h e New Y o rk Tim es Jo h n K. ,
H u tch en s r e p o r t e d t h a t some p e o p le b e l i e v e d t h a t t h e I n -
j
f l u e n c e o f t h e w ar and t h e s p e c i a l n i g h tt i m e s e r i a l s o f th e !
O f f i c e o f War I n f o r m a t io n w ould p o p u l a r i z e m ore a g g r e s s i v e |
c h a r a c t e r s and a g r e a t e r s o c i a l a w a re n e s s i n d a y tim e
s e r i a l s .
ll.6
The e x e c u ti v e s o f t h e n ew ly in d e p e n d e n t B lue
N etw ork Company ( t h e A m erican B r o a d c a s tin g Company) w ere
so c e r t a i n t h a t th e d a y tim e s e r i a l dram as h a d l o s t t h e i r
a p p e a l t h a t i n 19^3 t h e y e l i m i n a t e d t h e d a y tim e s e r i a l s '
fro m t h e i r s c h e d u le a n d p la n n e d a s c h e d u le t h a t was b a s e d
u p o n v a r i e t y p ro g ra m s a n d a u d ie n c e p a r t i c i p a t i o n p ro g ra m s .
I n com m enting on C h a p p e l l 's t h e o r y Time n o te d t h a t CBS was
p r e s e n t i n g d a y tim e p ro g ra m s on Monday e v e n in g s i n e f f o r t
Ji 7
t o a c q u i r e new l i s t e n e r s f o r th e m 0^ T h ere was seem ing
e v id e n c e f o r a tim e t h a t th e d a y tim e s e r i a l was i n d a n g e r
o f e x t i n c t i o n b u t w hat many p e o p le o v e rlo o k e d was t h a t ,
w h ile a r e d u c t i o n i n t h e a v e ra g e r a t i n g s o f s e r i a l s c o u ld
be shown i n t h e e a r l y y e a r s o f t h e W ar, th e r a t i n g s o f th e
m ost p o p u la r s e r i a l s re m a in e d a b o u t th e same th r o u g h o u t t h e ;
War.^® F u r th e r m o r e , s a l e s r e s u l t s w ere more im p o r ta n t t o
^ M a tth e w C h a p p e ll, ” Soap O peras Need New F o r m u la ,”
P r i n t e r s ' I n k , 2 0 1 :2 8 -3 3 , November 2 0 , 1 9 ^ 2 .
^ 6jo h n K. H u tc h e n s , ”Are t h e Soap O p eras O nly S u d s? ” j
New Y o rk Tim es M a g az in e . M arch 2 8 , 191+3 > PP* 19+* - !
lf7«Daytlm e C la s s ic s ,” T im e. !|0:i+5, November 1 2 , I 9I 4 .2 . ;
Summers, A T h i r t y ye& r H i s t o r y o f P rogram s
C a r r i e d on N a t io n a l RadTo N etw orks i n th e U n ite d S t a t e s .
1 9 2 6 -1 9 5 5 7 O P . cit..~ 5 5 7 ~ Q Q -l^ q ~ . !
179 |
!
s p o n s o r s t h a n th e r a t i n g s o f many s e r i a l s # O nly t h e w eakerj
s e r i a l s w ere i n d a n g e r o f e x t i n c t i o n an d i n p o s s i b l e n e e d j
o f a new fo rm u la # j
The a t t a c k s up on D o c to r B e r g ’ s s t u d i e s somewhat
weakened- th e a rg u m e n ts o f th o s e who b e l i e v e d t h e s e r i a l s
t o be d a n g e ro u s , a s d i d r e s e a r c h s t u d i e s w h ich i n d i c a t e d
t h a t B e r g ’ s f i n d i n g s w ere i n a c c u r a t e . Once a g a i n a new !
b a s i s o f c r i t i c i z i n g t h e s e r i a l s was n e e d e d , a n d C h a r le s
Siepm ann, a n E n g lish m a n who h a d b e e n i n t h e U n ite d S t a t e s
o n ly a few y e a r s , fo rw a rd e d i t # S iepm an n’ s p o s i t i o n was
fo u n d e d upon t h e o ld i d e a t h a t t h e r e w ere to o many s e r i a l s ,
b u t he ad d ed t o t h a t i d e a t h e t h e o r y t h a t m ost women r e a l l y ;
d id n o t w ish t o h e a r s e r i a l s # He p o i n t e d t o a s t u d y o f
th e 1914.1 4 .- 19^5 s e a s o n w h ic h i n d i c a t e d t h a t o n ly 10 p e r c e n t
o f th e a u d ie n c e a v a i l a b l e f o r any g iv e n s e r i a l l i s t e n e d
t o t h a t program # Siepm ann b e l i e v e d t h a t t h e d a y tim e
s e r i a l p r e v a i l e d b e c a u se o f low p r o d u c t i o n c o s t s , co n v en
ie n c e i n t h e p la c e m e n t o f com m ercial a n n o u n c e m e n ts, and
I4.9 .
g r e a t s a l e s a c h ie v e m e n ts . I n 191)5 Siepm ann s e r v e d a s a
c o n s u l t a n t t o t h e F e d e r a l C om m unications Commission# I n
19^6 t h e s e same v ie w p o in ts w ere s t a t e d i n t h e im p o r ta n t
p u b l i c a t i o n o f t h e Com m ission w h ich was known a s "The
^ C h a r l e s S iepm ann , R a d io ’ s S econd Chance (B o s to n :
L i t t l e , Brown an d Company, X9M3) , pp# 5 3 “59*
180 I
50 i
B lu e B o o k ." S iep m an n 1s o p in io n so o n became a p o p u la r
one w i t h o t h e r c r i t i c s o f t h e d a y tim e s e r i a l . I n a s e n s e
Siepm ann was c o r r e c t i n s t a t i n g t h a t o n ly a m i n o r i t y j
i
l i s t e n e d t o s e r i a l s , b u t t h i s m i n o r i t y was l a r g e r , on t h e ;
w h o le , t h a n th e a u d ie n c e o f any o t h e r fo rm o f d a y tim e e n t e r
t a i n m e n t . Siepm ann s im p ly s t a t e d t h e p o p u l a r i t y o f t h e
d a y tim e s e r i a l i n a n e g a t i v e m anner w ith o u t r e l a t i n g i t t o j
th e p o p u l a r i t y o f o t h e r d a y tim e p ro g ra m fo rm s . S iep m an n 1s j
d e s c r i p t i o n o f t h e 1 1 m o rb id fram e o f m in d ," "lo w IQ ," an d
" p i t i a b l e c r e d u l i t y " o f t h e s e r i a l " a d d i c t s " v a s more l i k e j
]
D o c to r B e r g ! s p i c t u r e o f t h e d a y tim e s e r i a l l i s t e n e r t h a n !
i t was l i k e t h e f i n d i n g s o f th e v a l i d r e s e a r c h s t u d i e s
S i
w h ich w ere a v a i l a b l e t o h im . H is d i r e c t know ledge o f
th e s e r i a l s th e m s e lv e s a p p a r e n t l y was r a t h e r s l i g h t . The
o n ly s e r i a l s t h a t he d e s c r i b e d s p e c i f i c a l l y i n R a d io 1s
S econd Chance w ere th o s e o f I r n a P h i l l i p s , whom he c a l l e d
J e a n P h i l l i p s . H i s o n ly s u g g e s t i o n t h a t t h e r e w ere d i f
f e r e n c e s i n q u a l i t y among s e r i a l s , w h ic h h e c o n s i s t e n t l y
r e f e r r e d t o a s " s o a p o p e r a s ," was t h a t " t h e y v a r y i n s u b j e c t
and t r e a t m e n t . " ^ j n k i g a tte m p t t o a c h ie v e t h e a c c e p t a b l e ;
^ ^ F e d e r a l C om m unications C om m ission, P u b lic S e r v i c e !
R e s p o n s i b i l i t y o f B r o a d c a s t L ic e n s e e s (W a sh in g to n , D . C - . s
G overnm ent P r i n t i n g O f f i c e , tfa rc h 7» 19^4-6)» PP* 13* li+* j
-^ S ie p m a n n , R a d i o l Second C h an ce, p p . 58-59*
S2lb ia ., pp. Sit, SS.
181 |
i
g o a l o f r e d u c in g t h e num ber o f s e r i a l s on t h e a i r S iepm ann I
d i s t o r t e d h i s p r e s e n t a t i o n i n su c h a m anner t h a t he g av e a j
f a l s e I m p r e s s io n t o t h o s e who w ere n o t a c q u a i n t e d w i t h t h e j
I
d a y tim e s e r i a l a n d t h e r e b y d i d n o t w in th e s u p p o r t o f many j
c r i t i c s , b r o a d c a s t e r s , a n d p r o f e s s o r s who m ig h t have s u p
p o r t e d a f a i r e r p r e s e n t a t i o n .
The d a y tim e s e r i a l h a d i t s d e f e n d e r s d u r in g t h e
p e r i o d o f 19lj.2-19l|7o G e r tr u d e B e rg , t h e w r i t e r o f t h e
p o p u l a r a n d c r i t i c a l l y p r a i s e d The G o ld b e rg s , s t a t e d t h a t
I
i t was u n f a i r t o ju d g e a l l s e r i a l s b y th e same s ta n d a r d # i
M rs. B erg b e l i e v e d t h a t a good s e r i a l s t o r y n e v e r e s c a p e d I
r e a l i t y an d a lw ay s s o lv e d p ro b le m s n a t u r a l l y # She was ;
opposed t o 1 1 w r i t i n g down t o p e o p le # " - ^ NBC p r e s i d e n t
N ile s T ram m ell t o l d th e P r o p r i e t a r y A s s o c i a t i o n o f A m erica :
i n 19IJ .6 t h a t th e s e r i a l s p r o v id e d e n t e r t a i n m e n t , e s c a p e ,
a n d i n s p i r a t i o n f o r m i l l i o n s o f A m erican women. He o p in e d
t h a t c r i t i c s a t t a c k e d s e r i a l s b e c a u s e s e r i a l s d i d n o t m eet
t h e c r i t i c s ' p e r s o n a l i n t e l l e c t u a l s t a n d a r d s and t h a t t h e
c r i t i c s d i d n o t l i s t e n r e g u l a r l y , anyw ay. T ram m ell acknow l
edged t h a t t h e s e r i a l s n e e d e d im p ro v e m e n t; b u t he b e l i e v e d !
t h a t s e r i a l s w ere b a s e d u p o n some fu n d a m e n ta l e m o tio n a l need
i
t h a t w ould o u t l a s t t h e i n t e l l e c t u a l l o g i c o f t h e i r c r i t i c s ^
! ^ G e r t r u d e B e rg , "D ay tim e R a d io : Yoo Hoo, M rs. |
|A m e ric a ," i n Jerom e L aw rence ( e d . ) , O ff Mike (New Y o rk :
E s s e n t i a l Books, 19ljij.), p p . 123-127*
^ N e w Y ork T im es, May 19* 19M5, P* 7*
182 |
j
One o f t h e g r e a t e s t s u p p o r t e r s o f t h e d a y tim e s e r i a l was j
E . P . J . S h u r i c k . E ven s e r i a l w r i t e r s may h a v e b e e n j
j
e m b a rra s s e d b y h i s comments i n h i s h i s t o r y o f b r o a d c a s t i n g s I
!
. . . no one c o u ld d e n y t h a t h e r e was a p o t e n t I
f o r c e w h ic h c o u ld w ie ld a tre m e n d o u s i n f l u e n c e
upon th e e d u c a ti o n a n d e n lig h te n m e n t o f s o c i a l
l i v i n g . The l i s t e n e r s , i n m ost p a r t , l i t t l e r e a l
i z e d t h e e f f e c t t h a t t h e d a y tim e r a d i o dram a h a d
u p o n them i n t h e i r e v e ry d a y a f f a i r s . B ut t h e e f f e c t
h a s b e en g r e a t , and b y an a lm o st f e r v e n t d e v o ti o n
t o t h e r e s p o n s i b i l i t i e s p l a c e d i n t h e i r w r i t i n g s ,
t h e a u th o r s have c o n t r i b u t e d much t o c o u n t l e s s w o rth
w h ile cau se s.P ®
IV . RESEARCH STUDIES
D u rin g t h e p e r i o d o f 191+2— 19lt-7 a. l a r g e am ount o f j
i
d a y tim e s e r i a l r e s e a r c h was c o n d u c te d . A s tu d y t h a t became!
g e n e r a l l y p u b l i c e a r l y i n t h e p e r i o d was an a n a l y s i s by
M rs. L eda P . Summers o f an Iowa a u d ie n c e s u r v e y .
M rs. Summers' s tu d y was b a s e d u p o n th e r e s u l t s o f
i n t e r v i e w s w i t h a c r o s s - s e c t i o n o f Iow a women0 The i n t e r
v iew s h ad b e en s u p e r v i s e d b y D r. F o r e s t L . Whan o f t h e
U n i v e r s i t y o f W ic h ita i n 191+2. The E>,3Mj- women who w ere
i n te r v ie w e d i n th e s t u d y l i v e d i n homes t h a t w ere e q u ip p e d
w i t h r a d i o . The i n t e r v i e w e r s w ere i n t e r e s t e d i n t h e daytimei
s e r i a l , l i s t e n i n g h a b i t s o f e a c h o f th e Iow a women, i n h e r
56
E. P . J . S h u r i c k , The F i r s t Q u a r t e r - C e n tu ry o f
A m erican B r o a d c a s tin g (K an sas C i t y ,''M i s s o u r i ; M idland
P u b l i s h i n g Company, 19lj.6), p p . 7 7- 7 8 .
-^ L e d a P . Summers, D aytim e S e r i a l s a n d Iow a Women
(Des M oines, Io w a; R a d io S t a t i o n WHO, 1 9 4 3 )•
183 j
I
a g e , h e r e d u c a t i o n , h e r p l a c e o f r e s i d e n c e , h e r r e a d in g
|
h a b i t s , h e r w o r r i e s , h e r d e p en d e n ce u p o n s e r i a l s f o r advice,;
!and h e r g e n e r a l p ro g ra m p re fe re n c e s * ^ ® I t was fo u n d t h a t j
l
a p p ro x im a te ly h a l f o f t h e women who w ere I n t e r v i e w e d j
l i s t e n e d t o d a y tim e s e r i a l s . When th e r e s p o n s e s o f th e
l i s t e n e r s t o s e r i a l s w ere com pared w i t h t h o s e o f t h e women j
who d i d n o t l i s t e n t o s e r i a l s I t was d i s c o v e r e d t h a t t h e j
t y p i c a l d a y tim e s e r i a l l i s t e n e r a p p a r e n t l y d id n o t e x i s t . ^ \
O nly m inor d i f f e r e n c e s b e tw ee n women who l i s t e n e d t o
i
s e r i a l s an d women who d i d n o t w ere fo u n d i n a g e , e d u c a t i o n , ;
and p la c e o f r e s id e n c e * L i s t e n i n g t o s e r i a l s was s l i g h t l y |
: m ore f r e q u e n t among women whose a g e s were l e s s t h a n t h i r t y - j
f i v e y e a r s , th o s e who h a d h i g h s c h o o l e d u c a tio n s o r l e s s ,
6 n
and th o s e who r e s i d e d on fa rm s o r i n v i l l a g e s * T h ere
seem ed t o be a d i r e c t r e l a t i o n s h i p b e tw ee n t h e am ount o f
s e r i a l l i s t e n i n g and t h e am ount o f m agazine r e a d in g * An
(i n v e r s e r e l a t i o n s h i p p r e v a i l e d b e tw ee n s e r i a l l i s t e n i n g an d
n ew sp ap er r e a d i n g , a lth o u g h t h e g r e a t e s t am ount o f d a y tim e
s e r i a l l i s t e n i n g was fo u n d among t h e women who r e a d tw o o r
more n e w sp a p e rs e a c h d a y . ^ No e v id e n c e o f im p o r ta n t s o c i a l
. - . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . - j
5 ® Ib ld . , p . 5 . |
^ 9I b i d . , p p . 3 , 7- 8 , 1 6 - 1 7 . |
I 6 o I b i d . , p p . 3 , 8 -1 0 .
8l I b id . , pp. 3, 1 0 -1 2 .
19!} I
|
o r p s y c h o l o g i c a l d i f f e r e n c e s b e tw ee n women who l i s t e n e d t o i
S
s e r i a l s a n d women who d id n o t was f o u n d . B o th g ro u p s
f
a t t e n d e d a p p ro x im a te ly t h e same num ber o f s o c i a l g a t h e r i n g s j
Z .p
an d r e p o r t e d a p p ro x im a te ly th e same am ount o f w o r r y in g . ^
I Two o f e v e r y f i v e d ay tim e s e r i a l l i s t e n e r s i n t h e Iowa
s u r v e y b e l i e v e d t h a t s e r i a l l i s t e n i n g h e lp e d them t o s o lv e
t h e i r e v e ry d a y p ro b le m s . T h is b e l i e f was m ost f r e q u e n t j
among women who l i s t e n e d t o many s e r i a l s e a c h d a y . I t
was fo u n d t h a t s t a t i o n c o v e r a g e , p ro g ra m se q u e n c e a n d h o u r
o f p r e s e n t a t i o n d i r e c t l y a f f e c t e d t h e s i z e o f t h e a u d ie n c e ;
o f a s e r i a l i n a n y g iv e n a r e a o f Io w a . I n some s e r i a l s
t h e s e v a r i a b l e s w ere o f g r e a t e r Im p o rta n c e th a n p ro g ra m -
q u a l i t y i n i n c r e a s i n g o r d e c r e a s i n g t h e s i z e of a u d ie n c e .
T h is p a r t i a l l y e x p la in e d why s e r i a l s v a r i e d i n p o p u l a r i t y
fro m a r e a t o a r e a . ^ C h a r a c t e r i s t i c s o f th e s e r i a l s them
s e l v e s c a u se d v a r i a t i o n s i n a u d ie n c e c o m p o s itio n . T hese
c h a r a c t e r i s t i c s in c l u d e d ( i n d e s c e n d in g o r d e r o f im p o r ta n c e )
th o s e o f p l o t t y p e , s e t t i n g , th e age o f t h e l e a d i n g c h a r
a c t e r , ty p e s o f p ro b lem s p r e s e n t e d , an d e x t e n t o f m o r a l iz
i n g . V a r i a t i o n s i n s e r i a l c h a r a c t e r i s t i c s w ere r e l a t e d j
; |
m ost h i g h l y t o t h e p r o p o r t io n s o f l i s t e n e r s o f d i f f e r e n t
j
e d u c a t i o n a l a t t a i n m e n t s ; v a r i a t i o n s i n p l a c e o f r e s i d e n c e !
| 6 2 I b i d . . p p . 3 - 4 , 1 4 -1 5 .
^ I b i d . , p p . 4 , 1 5 -1 6 .
^ I b i d . , pp. 4.« 1 8 -2 0 .
an d i n age of l i s t e n e r s f o llo w e d i n t h a t o r d e r . The d i f - j
f e r e n c e s i n a u d ie n c e c o m p o s itio n fro m s e r i a l t o s e r i a l i
r e f l e c t e d t h e s u b j e c t - m a t t e r o f i n d i v i d u a l p ro g ra m s . !
j
S e r i a l s i n w h ic h p r i n c i p a l c h a r a c t e r s w ere e l d e r l y a p p e a le d )
s t r o n g l y t o o l d e r l i s t e n e r s ; s e r i a l s w ith r u r a l s e t t i n g s |
a t t r a c t e d a h i g h e r p e r c e n ta g e o f fa rm women t h a n n o n -fa rm
women. L arg e v a r i a t i o n s i n a u d ie n c e c o m p o s itio n w ere n o t
t
p ro d u c e d b y t h e s e x o f t h e l e a d i n g c h a r a c t e r , comedy r e l i e f ,-
th e am ount o f s u s p e n s e , o r t h e so c io e c o n o m ic l e v e l o f t h e
66 ■
p r i n c i p a l c h a r a c t e r s . A lth o u g h M rs. Summers d i d n o t
(
a l l u d e t o th e f a c t i n h e r s tu d y , a n e x a m in a tio n o f t h e d i f - j
f e r e n c e s w hich 3he i n d i c a t e d i n t h e a u d ie n c e s o f i n d i v i d u a l ;
|
s e r i a l s r e v e a l e d t h a t t h e Hummert f o r r a u l a - s e r i a l s h a d l i t t l e ;
a p p e a l f o r u r b a n women, f o r women; u n d e r t h i r t y - f i v e , f o r
c o l l e g e t r a i n e d women, a n d f o r h e a v y m agazine r e a d e r s . ^ ?
A s tu d y o f th e d a y tim e s e r i a l was c o n d u c te d by
;F o o te , Cone a n d B e ld in g i n 19^3 f o r th e B lu e N etw ork
fo>I b l d . , p p . [ j . , 30 - 39* T h is w r i t e r o b s e rv e d w hat he
i n t e r p r e t e d t o be i n c o n s i s t e n c i e s i n th e c l a s s i f i c a t i o n s
o f th e a g e s o f th e p r i n c i p a l c h a r a c t e r s o f some s e r i a l p r o - )
g ra m s, and t h a t t h e s e i n c o n s i s t e n c i e s may h a v e a f f e c t e d th e j
p e r c e n ta g e s o f l i s t e n e r s o f d i f f e r e n t a g e s who h e a r d t h e s e
p ro g ra m s . F o r exam ple L o ren zo J o n e s and V ic a n d Sade w ere
p l a c e d among t h o s e s e r i a l s h a v in g o ld l e a d i n g c h a r a c t e r s .
The l e a d i n g c h a r a c t e r s o f t h e s e s e r i a l s p r o b a b ly w ere
m id d le -a g e d . C e r t a i n l y t h e y w ere p o r t r a y e d a s y o u n g e r
p e rs o n s th a n t h e t i t l e c h a r a c t e r s o f Ma P e r k i n s and D av id
iHarum, pro g ram s w h ich w ere p l a c e d i n t h e same g ro u p a s j
I L o ren zo Jo n e s a n d V ic a n d Sade f o r p u rp o s e s o f a n a l y s i s . |
:S i m i l a r i n c o n s l s t e n c i e s a p p e a re d i n g r o u p in g s b a s e d upon
: ’‘m o r a l i z i n g . "
g P -Ibid. , p p . 3 2 - 3 8 .
s P P . . 2 5 , - 2 6 , 2 8 . i
Company. The b a s i c p u rp o s e o f t h e s tu d y was t o g iv e
s u p p o r t f o r t h e B lue N e tw o rk 's a t t e m p t s t o d e v e lo p new p r o - ;
gram s t o r e p l a c e t h e s e r i a l s *
To o b t a i n i n f o r m a t i o n f o r t h e B lu e N etw ork 3tu d y , ;
I
F o o t e , Cone and B e ld in g c o n d u c te d a n a tio n w id e p e r s o n a l j
i
i n t e r v i e w s u r v e y o f f i v e th o u s a n d h o u se w iv e s i n s e v e n ty - |
|
f i v e c o m m u n ities o f v a r i o u s s i z e s * A p r o p o r t i o n a t e c r o s s - !
s e c t i o n o f women w ere q u e s t i o n e d r e g a r d i n g t h e i r d aytim e
69
l i s t e n i n g h a b i t s * / I t was fo u n d t h a t a p p r o x im a te ly n in e
o u t o f t e n h o u se w iv e s l i s t e n e d t o th e r a d i o d u r i n g t h e d a y
tim e h o u r s . The a v e ra g e num ber o f l i s t e n i n g h o u r s was 2*6
: p e r day* D aytim e s e r i a l l i s t e n e r s h a d t h e i r r a d i o s t u r n e d
on a n a v e ra g e o f 3*1 h o u rs e a c h d a y , n o n - s e r i a l l i s t e n e r s
an a v e ra g e o f 1 .6 h o u r s . D ep en d in g upon t h e h o u r , th e
a v e ra g e p e r c e n ta g e o f s e t s i n u s e d u r i n g t h e d a y tim e v a r i e d
b e tw e e n 17 and 28 p e r c e n t . An a v e ra g e o f 28 p e r c e n t o f
s e t s i n o c c u p ie d homes w ere t u r n e d on d u r in g th e d ay tim e
7 0
h o u r s . ' On t h e s u b j e c t o f p ro g ra m p r e f e r e n c e i t was fo u n d
t h a t news p ro g ram s w ere th e m ost p o p u l a r d a y tim e f e a t u r e s ,
f o llo w e d b y d a y tim e s e r i a l s a n d p o p u l a r m usic program s,.
The a v e ra g e num ber o f h o u r s s p e n t l i s t e n i n g t o d a y tim e
s e r i a l s e a c h d ay (1 * 7 ) e x c e e d e d t h a t o f news (0* 9 ) an d
6$A S u rv e y o f D aytim e R a d io L i s t e n i n g H a b i t 3 (New
Y o rk : FooTTe, Cone, andT B e ld i n g , May, 191+3).
6 9 i b i d . , p . 2 .
j__ 7° I b i d *» p p . 4 - 7 , lij.-1 7 ._____ _ ............................ ........
187 !
71 I
p o p u la r m usic ( 1 . 0 ) . S e v e n t y - e i g h t p e r c e n t o f s e r i a l
l i s t e n e r s (an d 2+0 p e r c e n t o f a l l l i s t e n e r s ) h e a r d s e r i a l ;
p ro g ram s f o r f o r t y - f i v e m in u te s a d a y o r m o re. T h i r t y p e r ;
c e n t o f t h e s e r i a l l i s t e n e r s l i s t e n e d t o two o r more h o u r s
of s e r i a l s e a c h d a y . S i x t e e n p e r c e n t l i s t e n e d t o t h r e e
h o u rs o r m o re. I t was fo u n d t h a t h a l f t h e t o t a l d a y tim e
l i s t e n i n g tim e o f a l l f a m i l i e s i n t e r v i e w e d was d e v o te d t o j
d a y tim e s e r i a l d ra m a s, i n c l u d i n g , a p p a r e n t l y , t h e f o u r c h i l -
7 2
d r e n 's s e r i a l s on t h e B lu e N etw ork. S e r i a l s w ere
l i s t e n e d t o b y women fro m a l l incom e a n d e d u c a t i o n a l g r o u p s ,
a lth o u g h t h e y w ere fo u n d t o be somewhat more a p p e a li n g t o
73
lo w e r incom e and l e s s e d u c a te d g r o u p s . The a v e ra g e
amount o f tim e d e v o te d t o daytim e s e r i a l s by s e r i a l l i s t e n
e r s i n t h e v a r i o u s incom e a n d e d u c a ti o n g ro u p s v a r i e d b e
tw e en 1*5 an d 1 .8 h o u r s . T h ere was l i t t l e d i f f e r e n c e among
7l+
t h e g ro u p s i n t h i s r e g a r d . . When a s k e d i f t h e r e w ere t o o
m a n y d a y tim e s e r i a l s on t h e a i r , 36 p e r c e n t o f a l l t h e
h o u se w iv e s r e p l i e d t h a t t h e r e w e re . T h i r t y - s e v e n p e r c e n t
71I b i d . , p p . 1 8 -2 1 .
? 2I b l d . , P P . 2 2- 2 3 , 6 3 - 6 5 .
73 i b i d . , p p . 2[f-25. F o r ty - tw o p e r c e n t o f t h e u p p e r
Incom e g ro u p l i s t e n e d t o d ay tim e s e r i a l s , a s o p p o sed t o 55
p e r c e n t I n th e m id d le , and 58 P®? c e n t i n t h e lo w e r Incom e
g r o u p s . T h i r t y - n i n e p e r c e n t o f th o s e w i t h some c o l l e g e
e d u c a ti o n l i s t e n e d t o s e r i a l s , a s a g a i n s t 55 P®r c e n t o f
ith o s e w i t h some h i g h s c h o o l t r a i n i n g a n d 60 p e r c e n t o f
! th o s e w i t h no h i g h s c h o o l .
7 ^ - lb i d .. p . 2 5 .
188
75
f e l t th e num ber o f s e r i a l s was a b o u t r i g h t * A lm ost three*:
f i f t h s o f t h e s e r i a l l i s t e n e r s f e l t t h a t t h e num ber o f d a y -i
tim e s e r i a l s on t h e a i r (more t h a n f i f t y a t t h e tim e o f
t h e s tu d y ) was a b o u t r i g h t . O nly 12 p e r c e n t o f th e n o n - j
]
l i s t e n e r s t o s e r i a l s a g r e e d w i t h th em . T w e n ty - e ig h t p e r |
c e n t o f t h e s e r i a l l i s t e n e r s f e l t t h e r e w ere t o o many s u c h j
p ro g ra m s . A p p ro x im a te ly o n e - h a l f o f t h e h o u se w iv e s i n t h e j
u p p e r incom e a n d h i g h e r e d u c a ti o n g ro u p s f e l t t h a t t h e r e
w ere to o many s e r i a l s . T h is o p in io n was h e ld by r o u g h ly
o n e - t h i r d o f t h o s e i n t h e m id d le incom e a n d e d u c a tio n
i
g ro u p s a n d by a b o u t o n e - f o u r t h o f t h o s e i n th e lo w e r i n - I
come and e d u c a t i o n g r o u p s . ^ When a s k e d a b o u t t h e i r d i a l -
i
in g h a b i t s , o n ly 19 p e r c e n t o f th e h o u se w iv e s r e p o r t e d
t h a t t h e y l e f t t h e i r r e c e i v e r s tu n e d t o a s i n g l e s t a t i o n .
A p p ro x im a te ly h a l f l i s t e n e d o n ly t o s p e c i f i c p ro g ram s*
About o n e - q u a r t e r o f th e h o u se w iv es c o n s u l t e d n e w sp a p e r
77
l i s t i n g s o f p ro g ra m s .
The m ain p o i n t o f t h e B lue N etw ork s tu d y was t h a t
new fo rm s o f d a y tim e e n t e r t a i n m e n t s h o u ld be d e v e lo p e d .
By r e l a t i n g th e f i n d i n g t h a t o n ly $0 p e r c e n t o f d a y tim e
l i s t e n i n g tim e was d e v o te d t o d a y tim e s e r i a l s w i t h t h e
f a c t t h a t 80 p e r c e n t o f s p o n s o re d d a y tim e h o u r s was
7^ I b i d . t p p . 2 8 - 3 0 .
? 6 I b i d . , p p . 3 1 -3 8 .
i 77 I b i d . , p . 1 ) 2 •
189
d e v o te d to s e r i a l s on t h e t h r e e m a jo r n e tw o rk s , t h e com
p i l e r s o f t h e s tu d y a tte m p te d t o d e m o n s tra te t h e p ro g ra m in g |
im b a la n c e t h a t e x i s t e d . At t h e tim e o f t h e s t u d y t h e r e
w ere o n ly a few s p o n s o re d p ro g ram s I n th e d a y tim e h o u rs o f j
t h e B lu e N etw ork a n d no d a y tim e s e r i a l s . The n e tw o rk J
o f f e r e d I t s f a c i l i t i e s t o n a t i o n a l a d v e r t i s e r s f o r th e j
78 i
d ev elo p m e n t o f new fo rm s o f d a y tim e e n t e r t a i n m e n t . One !
o f t h e new p ro g ram s t h a t t h e n e tw o rk d e v e lo p e d was an u n
s p o n s o re d program c a l l e d B r e a k f a s t a t S a r d ! 1s . I t s t a r r e d
th e p o p u la r Tom B rennem an. The p ro g ram a c q u i r e d s p o n s o r
s h i p , chan ged i t s t i t l e t o B r e a k f a s t i n H olly w o od, and f o r ;
79
a tim e m atched t h e p o p u l a r i t y o f t h e mo’ r e p o p u la r s e r i a l s . ;
The B lu e N etw ork was u n a b le t o c r e a t e a n o t h e r p o p u la r new
d a y tim e p ro g ram t o com plem ent B r e a k f a s t i n H ollyw ood and
O A
e v e n t u a l l y r e s o r t e d t o d a y tim e s e r i a l s .
P e rh ap s t h e b e s t known s t u d i e s o f t h e d a y tim e s e r i a l :
; dram a were p r i n t e d i n R adio R e s e a r c h 19ij2-19l4-3f w h ic h was
p u b l is h e d i n 19^ 1 +* I n t h i s w ork w ere a n a l y s e s o f s e r i a l s
l i s t e n e r s by H e rta H erzog an d H e le n Kaufman and a c o n te n t
a n a l y s i s by R u d o lf A rnheira. The s t u d i e s w ere c o n d u c te d j
U n d e r t h e s u p e r v i s i o n o f P a u l L a z a r s f e l d t h r o u g h a g r a n t
81
fro m t h e R o c k e f e l l e r F o u n d a tio n .
? 8I b i d . . p p . £ 1- 5 8 .
79v id e p . l £ 9 .
! 8oV ide p p . 2 3 2 , 23l*-23£.
8-^ L a z a rsfe ld and S t a n to n , 0£ . c i t . , p p . 3 -1 0 7 .
190 |
D o c to r H e r z o g 's s t u d y f o llo w e d t h e p a t t e r n o f M rs.
82
Summers' a n a l y s i s o f th e Iow a l i s t e n e r s and p r e s e n t e d
t h e same g e n e r a l c o n c l u s i o n s . I n a d d i t i o n t o u s i n g t h e
Iow a s u r v e y , D o c to r H erzog drew u p o n a n a tio n w id e s u r v e y |
o f fa rm women t h a t was c o n d u c te d b y t h e O f f i c e o f R a d io j
|
R e s e a r c h , a c r o s s - s e c t i o n a l s tu d y c o n d u c te d by Elmo R o p e r, |
i
I n c o r p o r a t e d , i n E r i e C o u n ty , O hio, and a s e r i e s o f i n t e r - I
v ie w s i n S y r a c u s e , Memphis, a n d M in n e a p o lis , p e rfo rm e d b y
33
CBS. Once a g a in no s i g n i f i c a n t d i f f e r e n c e s a p p e a re d
b e tw e e n s e r i a l l i s t e n e r s a n d s e r i a l n o n - l i s t e n e r s i n s o c i a l
i
p a r t i c i p a t i o n , ra n g e o f i n t e l l e c t u a l i n t e r e s t s , c o n c e rn
w i t h p u b l i c a f f a i r s , and p e r s o n a l i t y c h a r a c t e r i s t i c s . ^
S e r i a l l i s t e n e r s d i d a p p e a r t o be more c o n s c io u s o f r a d i o
a n d l e s s c r i t i c a l o f r a d i o t h a n d id n o n - s e r i a l l i s t e n e r s . 8^
S l i g h t d i f f e r e n c e s b e tw ee n l i s t e n e r s t o s e r i a l s an d th o s e
who d i d n o t l i s t e n w ere i n d i c a t e d i n t h e e x t e n t o f fo rm a l
e d u c a ti o n a n d i n p l a c e o f r e s i d e n c e . The p e r c e n ta g e o f
s e r i a l l i s t e n e r s among fa rm women was h i g h e r t h a n t h a t
among women who l i v e d i n m e t r o p o l i t a n a r e a s ; th e p e r c e n ta g e
o f s e r i a l l i s t e n e r s among women who h a d n o t a d v a n c e d beyond
82V id e p p . 1 8 2 -1 8 5 .
8^ H e r ta H erzo g , "What Do We R e a l l y Know A bout Day
tim e S e r i a l L i s t e n e r s ? " R a d io R e s e a rc h 19U2- 19U3. o p . c i t . , i
! p p . 6 - 8 . |
Q ^ I b i d . , p p . 7 - 2 0 . !
85 lb id . . pp. 2 0 -2 3 . !
191 I
e le m e n ta r y s c h o o l was h i g h e r t h a n t h a t among women who h a d
86
p u r s u e d f o r m a l e d u c a t i o n b eyond h i g h s c h o o l* D o c to r ,
H erzo g a l s o drew upon c a s e s t u d i e s o f l£ 0 l i s t e n e r s who
l i v e d i n New Y ork an d i n P e n n s y lv a n ia * She o b s e r v e d t h a t
t h e a d v ic e t o l i s t e n e r s w h ic h s e r i a l s p r o v i d e d seem ed t o
be d i v e r s i f i e d . She n o t e d a d e s i r e on t h e p a r t o f j
!
l i s t e n e r s t o l e a r n fro m t h e s e r i a l s * She c o u ld n o t r e p o r t j
w h e th e r o r n o t t h e h e l p t h a t l i s t e n e r s o b t a i n e d fro m
s e r i a l s was a d e q u a te o r s u p e r f i c i a l , w h e th e r o r n o t i t
c h an g e d some a t t i t u d e s o f l i s t e n e r s , o r i f t h e t o p i c s o f
87
a d v ic e w ere r e a l i s t i c *
H e le n K a u fm a n 's s t u d y i n R a d io R e s e a r c h 19U2-19U3
a l s o was an e x t e n s i o n o f M rs. Sum m ers' a n a l y s i s o f t h e
Iow a s u r v e y . I t f e a t u r e d a n a tio n w id e s u r v e y o f f a r m
women t h a t h a d b e e n c o n d u c te d b y t h e O f f i c e o f R a d io
Q O
R e se a rc h * I n b o t h t h e Iowa s u r v e y and t h e s u r v e y o f
fa r m women L if e Can Be B e a u t i f u l r e v e a l e d i t s a p p e a l t o
t h e y o u n g e r women. M iss Kaufman c o n j e c t u r e d t h a t t h e p r o
gram a t t r a c t e d t h e s e y o u n g e r women b e c a u s e i t was o p tim
i s t i c i n o u t lo o k and c o n c e rn e d w i t h th e p ro b le m s o f
y o u n g e r p e o p le * C h i- C h i, th e h e r o i n e , was human a n d
8 6i b i d . , p . 9 *
87I b i d . , p p . 2 5 - 3 1 . !
Q O
° ° H e le n K aufm an, "The A p p e a l o f S p e c i f i c D aytim e
S e r i a l s , " R a d io R e s e a r c h , 19U2-19U3, o p * c i t *, p p . 105-196.!
192 I
p l e a a a n t , i n c o n t r a s t w ith t h e s t e r e o t y p e d h e r o i n e s o f
o t h e r s e r i a l s , 89 The Romance o f H e le n T r e n t was f a v o r e d
i
b y o l d e r women who re s p o n d e d i n t h e n a tio n w id e s u r v e y ,
j
T h is f a v o r seem ed n a t u r a l t o M iss Kaufman b e c a u s e H e len
T r e n t was t h e s t o r y o f rom ance a f t e r th e age o f t h i r t y - j
f i v e . Stella D a lla s a p p e a le d s t r o n g l y t o r u r a l women |
and t h o s e o f lo w e r incom e and e d u c a tio n i n b o th s u r v e y s . !
M iss Kaufman c o n n e c te d t h i s a p p e a l w ith S t e l l a ’ s p r a c t i c e
o f s h i e l d i n g t h e l i t t l e p e rs o n fro m t h e h arm t h a t o f t e n
came from someone i n th e u p p e r c l a s s . To t h e s im p le and
p o o r l y e d u c a te d S t e l l a w e a lth and s o c i a l s t a t u s h a d n e v e r j
become a m ain o b j e c t i v e . 91 I n th e Iowa s u r v e y A g a in s t t h e j
j
S to rm h a d h ig h a p p e a l t o th e women o f t h e h i g h e r s o c i o
econom ic g r o u p s . M iss Kaufman a t t r i b u t e d t h i s a p p e a l t o
t h e b r o a d e r k in d o f p ro b le m , n a t u r a l c h a r a c t e r s , a n d
02
e x c e l l e n t p ro g ram w h ic h d e a l t w i t h t h e F a s c i s t m en ace . 7
M iss Kaufman was c a r e f u l t o p o i n t o u t t h a t d i f f e r e n c e s i n
a u d ie n c e c o m p o s itio n were p ro d u c e d i n p a r t fro m t h e f a c t
t h a t d i f f e r e n t women saw d i f f e r e n t t h i n g s i n th e same
s e r i a l a n d a l s o fro m th e te n d e n c y o f l i s t e n e r s t o re m a in e d
tu n e d t o s e v e r a l c o n s e c u tiv e s e r i a l s a lt h o u g h t h e s e r i a l s
89 l b l d . , p p . 8 7 - 8 9 .
i
9Q lb id . , p p . 8 9- 9 0 • !
9 1I b i d . t p p . 9 0- 9 2 .
92I b i d . , p p . 9 3- 9 5 .
193 i
i
may n o t h av e b e e n o f e q u a l i n t e r e s t t o th em . The l a t t e r
te n d e n c y , w h ic h M iss Kaufman c a l l e d o v e r la p p in g o f audience*
a p p e a re d t o be h i g h e s t when s e r i a l s were s i m i l a r i n c o n -
93
t e n t *
i
R u d o lf A rn h e im 1 s c o n t r i b u t i o n t o R a d io R e s e a r c h !
j
19U2-19U3 was a c o n te n t a n a l y s i s * A rnheim b e l i e v e d t h a t j
j
t h e many common e le m e n ts o f t h e d i f f e r e n t d a y tim e s e r i a l s ’ I
made p o s s i b l e a s t a t i s t i c a l a n a l y s i s , b u t b y h i s own s t a t e
m ent h i s s tu d y was d e s ig n e d p r i m a r i l y t o g a t h e r p r e l i m i n a r y
i n f o r m a t i o n and t o s e a r c h o u t w o rk a b le m ethods o f i n t e r
p r e t a t i o n . 9^ U n f o r t u n a t e l y a th o r o u g h s tu d y d i d n o t f o l
low t h i s o n e . The r e s u l t s o f t h e p r e l i m i n a r y s tu d y
assum ed a n im p o rta n c e t h a t t h e y w ere n o t i n t e n d e d t o h a v e .
A lth o u g h t h e r e s u l t s o f t h e s tu d y may h av e b e e n g e n e r a l l y
a c c e p t a b l e , t h e r e w ere am ple r e a s o n s f o r d o u b tin g t h e
r e l i a b i l i t y and v a l i d i t y o f t h e s t u d y . E ach o f f o r t y - s e v e n
s t u d e n t s i n New Y ork C i ty l i s t e n e d t o one r a d i o s e r i a l
f o r a p p ro x im a te ly t h r e e weeks d u r in g t h e p e r i o d o f M arch
17 t o A p r i l 7* 19^1* R e p o rt s h e e t s w ere f i l l e d o u t f o r
e a c h e p i s o d e . The p r i n c i p a l b a s e s f o r t h e s e l e c t i o n o f j
s e r i a l p ro g ram s f o r a n a l y s i s w ere th e d a i l y s c h e d u le s o f
1
t h e s t u d e n t s . Thus some o f th e im p o r ta n t s e r i a l s w ere
e x c lu d e d fro m t h e s tu d y , w h ile d u p l i c a t e r e p o r t s o f
j
9 3 ib id ., p p . 1 05- 1 0 6 . |
1
9^1-Rudolf Arnheim, “The World o f th e Daytime S eria l," !
R adio R esearch 19U2-19U31 op. c i t . , pp. 3i+-35>. j
s e v e r a l p ro g ram s w ere re c e iv e d # C o n s p ic u o u s ly a b s e n t
fro m t h e sam ple w ere B a c h e lo r 1s C h i ld r e n , B ig S i s t e r , A unt j
J e n n y 1s T ru e L if e S t o r i e s , The G o ld b e rg s , an d The L ig h t o f |
t h e W orld# Some u n im p o r ta n t and s h o r t - l i v e d s e r i a l s su c h
" i
a s H e le n H o lden: G overnm ent G i r l , E d i t h Adams1 F u t u r e , an d |
_ _ _ _ _ _ _ _ - - - |
The H e a rt o f J u l i a B lak e w ere in c lu d e d * No e f f o r t was |
g iv e n t o o b t a i n i n g a t r u e c r o s s - s e c t i o n o f s e r i a l s # The
sam p le s u p p o s e d ly was random ; y e t no u l t i m a t e - c o n c l u s i o n
s e r i a l a p p e a re d i n t h e sa m p le , a lth o u g h f o u r were a v a i l
a b l e d u r in g t h e f u l l l i s t e n i n g p e r i o d an d a f i f t h d u r in g
t h e l a s t two weeks# The B i b le - b a s e d L ig h t o f t h e W orld
was e x c lu d e d # The i n c l u s i o n o f t h i s p ro g ram , o r one o f
t h e u l t i m a t e - c o n c l u s i o n s e r i a l s w ould h av e d i r e c t l y
a f f e c t e d t h e f i n d i n g s o f t h e s tu d y , as w ould have th e
i n c l u s i o n o f The G o ld b e rg s , w h ich was n o t a p a r t o f th e
sa m p le , a lth o u g h i t was p r e s e n t e d a t two d i f f e r e n t b r o a d -
96
c a s t h o u rs i n New Y ork C ity # T h ere was r e a s o n t o q u e s
t i o n w h e th e r o r n o t th e num ber o f e p is o d e s o f e a c h s e r i a l
t h a t was r e p o r t e d was s u f f i c i e n t t o p r o v id e a t r u e r e p r e
s e n t a t i o n o f t h o s e d a y tim e s e r i a l s w hich w ere exam ined#
A maximum o f s i x t e e n i n s t a l l m e n t s c o u ld h av e b e e n h e a r d
95 i b i d . , p p . 3 6 - 3 7 .
9^The s e r i a i s w h ich w ere n o t i n c l u d e d i n A rn h e im 's
i sam ple w ere d e te r m in e d b y an e x a m in a tio n o f th e p ro g ra m
! lo g s o f R a d io an d T e l e v i s i o n M ir r o r , l 6 :I(l|., May, 19q-l*
and t h e New York Tim es',' March l b , 2 0 , 2 3 , 2 7 , and 3 0 ,
195
d u r in g t h e s tu d y ; an d t h e a v e r a g e number o f e p is o d e s ;
97
h e a r d w as o n ly 1 2 .7 * w it h an a v e r a g e d e v i a t i o n o f 2 .7 *
i
T w e lv e e p is o d e s w ere en o u g h f o r d e te r m in in g w h e th e r o r
n o t a s e r i a l t o o k p l a c e on a fa r m . T w elv e e p is o d e s may
o r may n o t h a v e b e e n en o u g h f o r d i s c o v e r in g t h e m o ra l
s t r e n g t h o f e a c h c h a r a c t e r . A lth o u g h A rn h eim s t a t e d t h a t
n o d i s t i n c t i o n was made b e tw e e n m ajor p r o b le m s and m in o r
o n e s , t h e lij.2 p r o b le m s t h a t w ere fo u n d i n t h e a p p r o x im a te ly
s i x h u n d r ed e p i s o d e s w ere e x t e n s i v e l y a n a ly z e d f o r t h e i r
c a u s e s . A rn h eim a d m it t e d t h a t tti n o r d e r t o g e t an id e a
o f t h e g e n e r a l s t r u c t u r e o f t h e s e r i a l s o n e w o u ld h a v e t o
,.98
ex a m in e them o v e r a lo n g e r p e r i o d .'1 He f o ll o w e d t h i s
s t a t e m e n t w it h s i x s t a t i s t i c a l t a b l e s t h a t w ere b a s e d upon
t h e i n s u f f i c i e n t d a t a . M aking no d i s t i n c t i o n b e tw e e n t h e
s e r i o u s n e s s o f a p ro b le m o f a f l a t t i r e and t h a t o f an
im p e n d in g d i v o r c e , h e r e l a t e d t h e m ela n g e o f p ro b lem s t o
s e r i a l c h a r a c t e r s an d i n d i c a t e d how many w ere c a u s e d b y
99
men o r women and b y g o o d , b a d , o r weak c h a r a c t e r s . The
i d e a t h a t s e r i a l c h a r a c t e r s w ere e i t h e r g o o d , b a d , o r
w eak w as a p r o m is in g o n e , b u t a s t a t i s t i c a l a n a l y s i s o f
t h e t y p e s was u n w is e , a s was a s t a t i s t i c a l r e l a t i o n s h i p o f
t h e t h r e e t y p e s o f c h a r a c t e r s a s p r o b le m - c a u s e r s . I f a
^^A rnheim , 0£ . c i t . , p . 37*
98ibid.# p .
99ibid. , p p . l|6-55»
196
p ro b le m was m e re ly one o f a m is p la c e d k e y o r a d i n n e r
menu, w h e th e r th e c h a r a c t e r was g o o d , b a d , o r weak was o f j
l i t t l e im p o r ta n c e . A rnheim *s s tu d y p r o v id e d an e x c e l l e n t
s t a r t i n g p o i n t f o r f u r t h e r r e s e a r c h . I n s t e a d i t became
i
th e f i n a l w ord t o anyone who w ish e d t o c o n s u l t a s t a t i s t i - j
j
c a l c o n te n t a n a l y s i s o f t h e d a y tim e s e r i a l . No o t h e r j
i
s t u d y was a v a i l a b l e .
P r a n c e s W ild e r , a c o n s u l t a n t t o CBS, p r e s e n t e d th e
r e s u l t s o f d a y tim e s e r i a l r e s e a r c h t o c i v i c and e d u c a t i o n a l
g ro u p s th r o u g h a t a l k w h ic h was p r e p a r e d i n 19l|5* Her
t a l k p r e s e n t e d th e h i g h l i g h t s o f an e ig h te e n - m o n th s tu d y .
I n o r d e r t o o b t a i n d a t a f o r t h e s tu d y Elmo R o p e r, I n c o r p o - !
r a t e d , c o n d u c te d s i x th o u s a n d p e r s o n a l i n t e r v i e w s i n 12$
c o m m u n ities o f d i f f e r e n t s i z e s . One th o u s a n d l i s t e n e r s
i n th e R o per g ro u p k e p t d i a r i e s o f l i s t e n i n g f o r a f u l l
w eek. The r e p o r t a l s o i n c l u d e d . a d e t a i l e d c o n te n t a n a l y s i s
o f f i f t e e n m a n u s c r ip ts fro m e a c h o f s i x d a y tim e s e r i a l s ^ ^
I t was fo u n d t h a t $l± p e r c e n t o f th e women who re s p o n d e d
i n th e s u rv e y h a d l i s t e n e d t o d ay tim e s e r i a l s ; I4 .6 p e r c e n t
h a d n o t* The l a r g e s t p r o p o r t i o n s o f l i s t e n e r s w ere fo u n d
i n t h e lo w e r econom ic g r o u p s . F o r t y p e r c e n t o f t h e
c o l l e g e - t r a i n e d women l i s t e n e d t o s e r i a l s , a s d i d 35 P® **
c e n t o f t h e women who w ere o f t h e h i g h e s t econom ic g r o u p s ,
I
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lOOprances W ild e r , Radio* s D aytim e S e r i a l (New York:;
Columbia B roadcasting S ystem , S e p te m b e r, 19^"5)YpP* 1-5* |
1Q lI b l d . . p . 8 . !
197
The a v e ra g e num ber o f 3© r i a l a h e a r d e a c h day was 5«8«
Women o f t h e h i g h e s t c u l t u r a l g ro u p h e a r d 1)..2 p e r d a y .
The l i s t e n e r s h e a r d an a v e ra g e o f 2 .5 e p is o d e s o f a g iv e n
s e r i a l e a c h week* T h is f i n d i n g s u p p o r te d t h e v a l i d i t y o f
u s in g t h e s lo w ly m oving p l o t i n t h e d a y tim e s e r i a l , ,
L i s t e n e r s r e p o r t e d t h a t t h e y a t e , d r e s s e d , o r d i d h o u s e
w ork d u r i n g t w o - t h i r d s o f t h e i r h o u rs o f s e r i a l l i s t e n
i n g . 10^ T h is f i n d i n g a g r e e d w ith a f i n d i n g o f th e
A u s t r a l i a n I n f o r m a t io n B u re a u fro m r e p o r t s by A u s t r a l i a n
s e r i a l l i s t e n e r s , 10^ S e r i a l l i s t e n e r s d i d n o t d i f f e r
s i g n i f i c a n t l y fro m n o n - s e r i a l - l i s t e n e r s i n c u l t u r a l l e v e l ,
c lu b m em b ersh ip , m ag azin e r e a d i n g , H a p p in e ss In d e x , In d e x
o f S o c i a l I n t e l l i g e n c e , o r a t t i t u d e to w a rd f a m i ly .
The p o s i t i o n o f c r i t i c s t h a t women l i s t e n e d t o d a y tim e
s e r i a l s b e c a u s e o t h e r p ro g ram s w ere u n a v a i l a b l e was
w eakened by t h e f i n d i n g t h a t f i v e o r more n o n - s e r i a l p r o
grams w ere a v a i l a b l e d u r i n g tim e s when s e r i a l s were b r o a d
c a s t e d i n B o s to n , C olum bus, a n d D u b u q u e .10^ The R oper
s u rv e y i n d i c a t e d t h a t p e r c e n t o f t h e l i s t e n e r s l i k e d
s e r i a l s b e c a u s e s e r i a l s w ere " t r u e t o l i f e , 1 1 25 p e r c e n t
l i k e d s e r i a l s b e c a u s e o f t h e i r s t o r i e s , and 29 p e r c e n t
1 0^ I b i d . , p . 8 .
1 0 3I b i d . , p . 1 0 .
10^ I b l d . , p p . 1 1 - 1 3 .
1Q5 l b i d . , p . 1 5 .
1 9 8 |
l i k e d a e r i a l s b e c a u s e t h e v o ic e s i n t h e p ro g ram s w ere
106
p l e a s i n g o r th e p ro g ram s p r o v id e d l e s s o n s i n l i v i n g . ;
A lth o u g h 75 P©r c e n t o f th e l i s t e n e r s o p in e d t h a t d a y tim e
s e r i a l s w ere t r u e t o l i f e , t h e r e p o r t o f t h e c o n te n t
a n a l y s i s r e v e a l e d much t h e o p p o s i t e . The f e e l i n g o f j
r e a l i t y was a t t r i b u t e d t o t h e s u r f a c e r e a l i s m o f l i v e j
v o i c e s an d t o t h e s e r i a l fo rm i t s e l f , w h ic h became p a r t o f j
th e schem e o f l i s t e n e r s * l i v e s th r o u g h y e a r upon y e a r o f
l i s t e n i n g . T h e l e s s o n s o f th e s e r i a l s w ere fo u n d t o be
s t e r e o t y p e d . E ig h t y p e r c e n t o f t h e l e s s o n s w ere t a u g h t
b y p r e a c h in g ; 20 p e r c e n t were t a u g h t by e x am p le . The
p e r s o n a l l i v e s o f t h e c h a r a c t e r s w ere n o t r e l a t e d t o t h e i r ;
■j a Q
co m m u n ities and t h e w o r ld . S e v e n t y - e i g h t p e r c e n t o f
th e a c t i o n was t o l d t h r o u g h n a r r a t i o n , t h a t i s , b y someone
109
o t h e r t h a n a c h a r a c t e r h i m s e l f . R ecom m endations f o r
im provem ent o f s e r i a l s were b a s e d upon t h e f i n d i n g s o f t h e
c o n te n t a n a l y s i s , w h ich h a d d e p th b u t d e s c r i b e d a f a i r l y
s m a ll sam p le o f s e r i a l s
A n o th e r s t u d y o f t h e d a y tim e s e r i a l was made u n d e r
L a z a r s f e l d l s s u p e r v i s i o n and was p u b l is h e d i n 19^8 I n
l o 6 I b i d . , p p . 1 8 -1 9 .
• ^ ^ I b i d . . p . 19*
l ° 8i b i d . , p p . 2 3- 21;..
1Q9 l b i d . , p . 2 6 .
1 1 0 I b id ., pp. 2 5 -2 7 . I
199 j
i
The P e o p le Look a t R a d io . I t was b a a e d upon a n a tio n w id e
s u rv e y o f t h e p u b l i c a t t i t u d e s to w a rd r a d i o . Once a g a in
th e fe m a le a u d ie n c e was n e a r l y e v e n ly d i v i d e d b e tw e e n
th o s e who l i s t e n e d t o s e r i a l s an d t h o s e who d id n o t 0 And
i
I
once a g a in t h e r e w ere o n ly s l i g h t d i f f e r e n c e s b e tw ee n t h e I
s
women o f e a c h o f th e s e v e r a l so c io e c o n o m ic g r o u p s . S e r i a l j
l i s t e n e r s te n d e d t o be f a n s who l i s t e n e d t o a b o u t f o u r
s e r i a l s e a c h d a y , and n o n - s e r i a l l i s t e n e r s w ere f r e q u e n t l y
v i o l e n t o p p o n e n ts , b u t o t h e r d i f f e r e n c e s w ere s l i g h t . The
s tu d y i n d i c a t e d t h a t t h e lo w e r a woman was on t h e e d u c a
t i o n a l s c a l e , t h e more sh e was I n c l i n e d t o sa y t h a t she
l i k e d s e r i a l s . The d i f f e r e n c e s I n th e am ount o f l i s t e n i n g :
among members o f d i f f e r e n t e d u c a tio n g ro u p s w ere s m a ll .
E d u c a tio n seem ed t o h a v e i t s g r e a t e s t i n f l u e n c e when
women w ere c a l l e d upon t o e x p r e s s c r i t i c i s m . When s e r i a l
l i s t e n e r s were com pared w i t h o t h e r women o f t h e same
g e n e r a l l e v e l o f c u l t u r e , i t was a lm o s t im p o s s ib le t o f i n d
d i f f e r e n c e s b e tw ee n th e m . S e r i a l l i s t e n e r s w ere fo u n d t o
be m ore aw are o f r a d i o t h a n w ere n o n - s e r i a l l i s t e n e r s . 1 1 ^
V. SUMMARY
A m e ric a ’ s e n t r y i n t o W orld War I I was a cco m p an ied
by a g r a d u a l r e d u c t i o n i n t h e num ber o f d a y tim e s e r i a l s
i
1 1 1
P a u l P . L a z a r s f e l d an d H a rry F i e l d , The P e o p le
Look a t R adio (C h a p el H i l l , N o rth C a r o l i n a : U n i v e r s i t y o f j
N o rth - C a r o li n a P r e s s , 191+6), p p . 1+9-53. '
t h a t w ere on th e a i r and a s h a r p r e d u c t i o n I n t h e num ber
o f new s e r i a l s o The t o t a l num ber o f s p o n s o re d n e tw o rk
s e r i a l s d e c l i n e d b y a b o u t o n e - t h i r d b e tw e e n J a n u a r y , 19^1 > !
i
and J a n u a r y , 191+3» an d t h e n re m a in e d a t a p p r o x im a te ly f o r t y j
u n t i l th e c l o s i n g m onths o f 1 9 ^ 6 . A u d ie n ce s o f s e r i a l s !
i
d e c r e a s e d i n s i z e d u r i n g th e e a r l y m onths o f t h e w a r, a s [
d i d a u d ie n c e s o f m ost p ro g ra m s . B e cau se r a t i n g s o f s e r i a l s !
d id n o t i n c r e a s e i n s i z e a g a i n a s f a s t a s t h o s e o f o t h e r
p ro g ram f o r m s , some e x p e r t s w ere o f t h e o p in io n t h a t th e
s e r i a l was l o s i n g f a v o r . The B lue N etw ork Company d i s
c o n tin u e d i t s s e r i a l s i n f a v o r o f v a r i e t y p ro g ram s and
a u d i e n c e - p a r t i c i p a t i o n p ro g ra m s . F o r a tim e i t a p p e a re d
t h a t th o s e who f e l t t h a t t h e d a y tim e s e r i a l was f a i l i n g
w ere c o r r e c t , p a r t i c u l a r l y when, i n 19^ 3 » n o n - s e r i a l p r o
gram s a t t a i n e d l a r g e r a t i n g s f o r t h e f i r s t t im e . B ut th e
more p o p u l a r s e r i a l s c o n tin u e d t h e i r p o p u l a r i t y . O nly th e
mean r a t i n g o f s e r i a l 3 was s m a ll . F u rth e rm o re th e d a y tim e
s e r i a l c o u ld n o t be c h a l le n g e d i n w hat had i n t e r e s t e d t h e i r
c o m m erc ial s p o n s o r s from t h e f i r s t : c o s t o f com m unicating
w i t h a l i s t e n e r . A t th e en d o f 194& fe w e r s e r i a l s were
p r e s e n t e d th a n once had b e e n , b u t t h e s e r i a l a s a fo rm I t
s e l f was a s s t r o n g a s e v e r .
W orld War I I c h an g ed t h e w o rld o f th e d a y tim e s e r i a l
|
t e m p o r a r i l y . E le m e n ts o f w ar i n t h e s e t t i n g o f th e home
a p p e a re d i n p l o t s o f many s e r i a l s , s e v e r a l s e r i a l s w ere j
c r e a t e d a s a r e s u l t o f th e w a r, a n d many governm en t
201 :
b u r e a u s and o t h e r o r g a n i z a t i o n s u s e d s e r i a l p ro g ram s t o
convey t h e i r m e s s a g e s . One o f th e v e r y good w a rtim e s e r i
a l s was S a n d ra M ic h a e l's The Open D o o r. I t was d i s c o n t i n
u e d when M iss M ic h ae l w ould n o t make I t conform c l o s e l y t o
a fo r m u la f o r s e r i a l s . G e n e r a ll y t h e d a y tim e s e r i a l d i d
make a c o n t r i b u t i o n t o th e w ar e f f o r t . !
j
i
j
I n 19I4.6 a n u n s u c c e s s f u l a tt e m p t was made t o move
t h e p r o d u c t i o n c e n t e r o f t h e d a y tim e s e r i a l s fro m New Y ork
C i ty t o H o llyw oo d. L e a d in g th e a tte m p t was th e G e n e ra l
M ills Company, w h ic h e a r l i e r had p a r t i c i p a t e d i n a u n iq u e
s e r i a l e x p e r im e n t: o v e r la p p in g c h a r a c t e r s . T h is e x p e r i
m ent h a d b e e n p o s s i b l e b e c a u s e t h r e e o f I r n a P h i l l i p s '
s e r i a l s w ere p r e s e n t e d c o n s e c u t i v e l y and t h e i r c h a r a c t e r s
c o u ld move fro m a m a jo r r o l e i n one s e r i a l t o a m in o r one
i n a n o t h e r . The Hummerts w ith d rew fro m a c t i v i t i e s o f
a d v e r t i s i n g a g e n c ie s a t th e end o f 19^3• They c o n tin u e d
t o p ro d u c e d a y tim e s e r i a l s . The l a s t p r e s e n t a t i o n o f t h e
B la c k e tt-S a m p le -H u m m e rt a g e n c y was t h e D r e f t S t a r P la y
h o u s e . The p ro g ram b e g a n a s an u l t i m a t e - c o n c l u s i o n s e r i a l
w hich f e a t u r e d im p o r ta n t m o tio n p i c t u r e a c t o r s who p la y e d
i n week lo n g a d a p t a t i o n s o f w e ll known f i l m s . G r a d u a lly
t h e a d a p t a t i o n s w ere e x te n d e d i n l e n g t h u n t i l t h e f i n a l
a d a p t a t i o n , An A m erican T ra g e d y , l a s t e d t h r e e m o n th s.
!
Once a g a i n t h e im p o rta n c e o f th e l o n g - l a s t i n g p l o t was |
d e m o n s tr a te d . S e r i a l l i s t e n e r s a p p a r e n t l y p r e f e r r e d t o
|
become w e ll a c q u a in t e d w i t h a t l e a s t one s e r i a l c h a r a c t e r , i
202 |
i
The u s e o f w e ll-k n o w n a c t o r s and w e ll-k n o w n s t o r i e s c o u ld I
n o t co m p en sate f o r t h e l i s t e n e r s * l a c k o f o p p o r t u n i t y t o
i d e n t i f y w ith s e r i a l c h a r a c t e r s d u r in g a lo n g p e r i o d o f
t im e . I n 19lj-6 a s a o n e - tim e - o n ly e x p e r im e n t, t h e f i r s t
e p is o d e o f a d a y tim e s e r i a l , B ig S i s t e r , was p r e s e n t e d on |
t e l e v i s i o n . j
The cham pion o f o p p o n e n ts o f th e d a y tim e s e r i a l j
d u r in g W orld War I I was a p s y c h i a t r i s t and w r i t e r , D o c to r
L o u is Berg* He s t r o n g l y a t t a c k e d th e s e r i a l s a s b e in g
d e t r i m e n t a l t o A m erican s o c i e t y . He p o i n t e d t o v i o l e n t
p h y s i c a l i l l s w hich s u p p o s e d ly r e s u l t e d fro m l i s t e n i n g
t o s e r i a l s . U n f o r t u n a t e ly f o r h i s s u p p o r t e r s , h i s m eth o d s
i
o f i n v e s t i g a t i o n were fo u n d b y many p ro m in e n t a u t h o r i t i e s
t o be s o r e l y w a n tin g . A m e d ic a l com m ittee t h a t was h e a d e d
by D o c to r M o rris P i s h b e i n fo u n d t h a t s e r i a l s te n d e d m ore
to w a rd h e l p f u l n e s s t h a n harm* D o c to r B e r g Ts m a n tle was
g iv e n o v e r t o an E n g lish m a n , C h a r le s S iepm ann, who b e li e v e d
t h a t m ost women d id n o t w is h t o h e a r d ay tim e s e r i a l s . He
d e m o n s tra te d t h a t t h e d a y tim e s e r i a l a u d ie n c e was a
m in o r i t y a u d ie n c e b u t d id n o t add t h a t th e s i z e o f t h i s
m i n o r i t y a u d ie n c e u s u a l l y e x c e e d e d th e s i z e o f t h e a u d ie n c e
o f any o t h e r d a y tim e r a d i o p ro g ra m . H is a p p a r e n t l y s l i g h t
a c q u a in ta n c e w ith th e s e r i a l s th e m s e lv e s and h i s p o r t r a y a l
o f s e r i a l l i s t e n e r s a s p e o p le o f t h e lo w e s t k in d w eakened j
h i s p o s i t i o n among c a r e f u l s t u d e n t s who h a d a n a ly z e d o t h e r
|
s t u d i e s o f t h e s e l i s t e n e r s . !
A l a r g e amount o f r e s e a r c h o f d a y tim e s e r i a l s was
c o n d u c te d d u r in g th e p e r i o d o f 19^2-19l+7« The v a r i o u s s u r ^
v e y s o f l i s t e n e r s a g re e d w ith e a c h o t h e r i n one s i g n i f i c a n t
f i n d i n g : t h e r e was no t y p i c a l d ay tim e s e r i a l l i s t e n e r .
i
The num ber of s e r i a l l i s t e n e r s and n o n - s e r i a l - l i s t e n e r s !
was fo u n d t o be a b o u t t h e sam e. No s i g n i f i c a n t d i f f e r e n c e ^
c o u ld be fo u n d b e tw ee n t h e two g ro u p s i n a g e , a t t i t u d e
to w a rd f a m i l y , p la c e o f r e s i d e n c e , c o n c e rn w i t h p u b l i c
a f f a i r s , in co m e, e d u c a ti o n , c u l t u r a l a t t a i n m e n t s , p e r s o n
a l i t y c h a r a c t e r i s t i c s , s o c i a l p a r t i c i p a t i o n , ra n g e o f
i n t e l l e c t u a l i n t e r e s t s , o r e x t e n t o f w o r r y in g . S e r i a l s
te n d e d t o be more p o p u la r w ith women o f lo w e r incom e and
e d u c a ti o n a n d among f a r m women, b u t n o t s i g n i f i c a n t l y s o .
S e r i a l l i s t e n e r s d i d te n d t o b e more aw are o f r a d i o th a n
n o n - s e r i a l - l i s t e n e r s • E d u c a tio n seem ed t o h a v e i t s g r e a t
e s t i n f l u e n c e when women were c a l l e d upon t o e x p r e s s c r i t i c
is m . When s e r i a l l i s t e n e r s w ere com pared w i t h o t h e r
women o f t h e same g e n e r a l l e v e l o f c u l t u r e , i t was a lm o s t
im p o s s ib le t o f i n d d i f f e r e n c e s b e tw ee n th em . A r e p o r t f o r
CBS r e v e a l e d t h a t 5*9 s e r i a l s w ere h e a r d by a v e ra g e l i s t e n
e r s e a c h d a y . The B lu e N etw ork r e p o r t e d an a v e r a g e num ber
t h a t was o n ly s l i g h t l y h i g h e r . A p p ro x im a te ly tw o -a n d -o n e -
h a l f e p is o d e s o f a n y g iv e n s e r i a l w ere h e a r d e a c h w eek,
a c c o r d in g t o t h e r e p o r t s by CBS and b y t h e B lue N etw o rk, j
g i v i n g v a l i d i t y t o t h e u se o f t h e s lo w ly m oving p l o t i n
t h e d a y tim e s e r i a l . P r e f e r e n c e s f o r c e r t a i n s e r i a l s among j
t h o s e i n v a r i o u s a g e , incom e, a n d e d u c a ti o n g ro u p s w ere
shown i n s e v e r a l s t u d i e s , b u t t h e te n d e n c y o f l i s t e n e r s
t o re m a in tu n e d t o s e v e r a l c o n s e c u tiv e s e r i a l s made s h a r p
d i f f e r e n t i a t i o n s d i f f i c u l t . I n a s u rv e y o f Iow a women
l a r g e v a r i a t i o n s i n a u d ie n c e c o m p o s itio n w ere n o t p ro d u c e d
b y th e se x o f t h e l e a d i n g c h a r a c t e r , comedy r e l i e f , th e
am ount o f s u s p e n s e , o r t h e so c io e c o n o m ic l e v e l o f th e
p r i n c i p a l c h a r a c t e r s , A n a t i o n a l s u rv e y w h ic h was c o n
d u c te d by Elmo R oper I n d i c a t e d t h a t 75 P©r c e n t o f th e
r e s p o n d e n ts th o u g h t t h a t d a y tim e s e r i a l s w ere t r u e t o l i f e .
F o r t y - f i v e p e r c e n t o f t h e r e s p o n d e n ts l i k e d t h e pro g ram s
f o r t h i s r e a s o n ; 29 p e r c e n t l i k e d s e r i a l s b e c a u s e t h e
v o i c e s o r l e s s o n s i n l i v i n g p l e a s e d them ; and 2£ p e r c e n t
l i k e d s e r i a l s b e c a u se o f t h e s t o r i e s .
CHAPTER VII
THE DAYTIME SERIAL DRAMA, 191*7-1952
I . INTRODUCTION
i
j
D u rin g t h e p e r i o d o f 19l*7 t o 1952 t e l e v i s i o n
|
d e v e lo p e d r a p i d l y i n t h e U n ite d S t a te s * I t s d ev elo p m en t
was d e m o n s tr a tin g a s e r i o u s e f f e c t upon th e r a d i o i n d u s t r y
by 1 9 5 1, b u t d u r in g t h e im m ed iate p o s t - w a r y e a r s n e tw o rk
r a d i o e n jo y e d a p r o s p e ro u s b u s i n e s s . The d a y tim e s e r i a l
c o n tin u e d to t h r i v e * A f t e r a d e c r e a s e i n t h e num ber o f
s e r i a l s i n l a t e 191*6 , th e a v e ra g e num ber o f s e r i a l s
re m a in e d a t a b o u t t h i r t y - t h r e e a day u n t i l t h e f a l l o f
1 9 5l> when t h e r e was a r e d u c t i o n o f 20 p e r c e n t i n t h e
num ber o f s e r i a l s b e c a u s e o f t h e e f f e c t s o f t e l e v i s i o n .
D o c to r H a r r is o n Summers' d a ta showed t h a t t h e num ber o f
s p o n s o re d q u a r t e r - h o u r s d e v o te d e ac h week t o s e r i a l s was
b e tw ee n l6 o and 180 u n t i l th e d e c r e a s e i n th e num ber o f
2
s e r i a l s i n l a t e 19^ 1 *
R a tin g s o f s e r i a l s re m a in e d h i g h . A f t e r t h e d e a t h
o f Tom Brennem an h a d s h a r p l y re d u c e d th e p o p u l a r i t y o f
^ E .g . ” The R a d io N e tw o rk s ,” B r o a d c a s t i n g , $ 1 : 3 1 - 3 6 ,
Ncvember""2o, 195>6.
P
H a r r is o n B. Summers, A T h i r t y Y e a r H i s t o r y o f P ro -
gram s C a r r i e d on N a tio n a l RadTo~U'etworEs~" T n t h e U n ite d
S t a t e s . 192 6 -1 0 ^8 (C olum bus. O hio: D e p a rtm e n t o f S p eech ,
Ohio S t a t e U n i v e r s i t y , J a n u a r y , 1 9 5 8 ), p p . 11*1-183; and
u n p u b lis h e d r e p o r t H-1 3 (same p l a c e , n . d . ) .
206
B r e a k f a s t i n H ollyw o od, th e s e r i o u s n e tw o rk c o m p e titio n o f
t h e d a y tim e s e r i a l s was p r o v id e d by t h e p rogram s of A r th u r
G o d f r e y . ^ S p o n s o r r e p o r t e d u p o n t h e y e a r - a r o u n d con
s i s t e n c y o f r a t i n g s o f s e r i a l s i n 1951* N ie ls e n r a t i n g s
o f 1950 show ed t h a t d a y tim e s e r i a l s m a in ta in e d f a i r l y u n i
fo rm s i z e s o f a u d ie n c e fro m May th r o u g h Novem ber. B etw een
Decem ber a n d t h e f i r s t h a l f o f A p r i l t h e r e was an i n c r e a s e
i n s i z e o f a u d ie n c e , th e p e a k o c c u r r i n g i n J a n u a r y and
F e b ru a ry * R a ti n g s of s e r i a l s alw ay s e x c e e d e d i n s i z e th e
a v e ra g e r a t i n g o f a l l d a y tim e p ro g ra m s , a c c o r d in g t o th e
m a g a z in e ; t h e y a l s o d e c r e a s e d l e s s t h a n t h e a v e ra g e o f a l l
d a y tim e p ro g ram s d u r in g th e summer m onths
The H ooper r a t i n g s o f J u n e , 1914-8$ d e m o n s tra te d th e
e x t e n t t o w h ich d a y tim e s e r i a l s l e d i n p ro g ram p o p u l a r i t y .
The t h i r t y m ost p o p u l a r d a i l y d a y tim e p ro g ram s ( w ith n on
s e r i a l s i n p a r e n t h e s e s ) w e re ;
P e r k in s R a tin g 7*2
2* A unt J e n n y 1s T rue L i f e S t o r i e s
3* P o r t i a F a c e s L ife
l|-« Our G al Sunday
5* When a G i r l M a rrie s
6 . Young W idder Brown
3v id e pp. 206-208.
^"Why Soap O pera S p o n s o rs S ta y P u t £2 W eeks,"
S p o n s o r, 5 : o 0 , A p r i l 9» 19£>1*
2 0 7
7 .
B ig S i s t e r
8 . The Romance o f H e len T r e n t
9 * >
B a c k s ta g e W ife
1 0 . R ig h t t o H a p p in e ss
1 1 .
R osem ary
1 2 . ( A r th u r G o d frey ) R a ti n g 6 .1
1 3 .
(My T rue S to r y ) R a tin g 5*9
ll*.
L o ren zo J o n e s
1 5 .
S t e l l a D a lla s
1 6 . J u s t P l a i n B i l l
1 7 .
F r o n t Page F a r r e l l
1 8 . (G rand Slam) R a tin g 5*6
1 9 .
The G u id in g L ig h t
2 0 . Young D r. Malone
2 1 . P e p p e r Y o u n g 's F a m ily
2 2 . R oad o f L if e
2 3 .
( B r e a k f a s t C lub) R a tin g 5 .1
2k*
L if e Can Be B e a u t i f u l
2 5 .
(Welcome T r a v e l l e r s ) R a tin g
2 6 . Jo y c e J o r d a n
2 7 .
Ma P e r k in s (NBC)
2 8 . S econd M rs. B u rto n
2 9 .
T h is I s N ora D rake
3 0 . Wendy W arren R a ti n g lj.,1
208 I
The e le v e n h i g h e s t r a n k in g p rogram s I n th e r e p o r t w ere day-?
tim e s e r i a l s . S e v e n te e n o f th e f i r s t tw e n ty p rogram s w ere :
s e r i a l s , a s were t w e n ty - f i v e o f t h e f i r s t t h i r t y . A rth u r
G o d fre y , t h e m ost p o p u l a r n o n - s e r i a l i n th e s u rv e y , ra n k e d
t w e l f t h . Only t h r e e n o n - s e r i a l s w ere among t h e f i r s t
5 !
tw e n ty , o n ly f i v e w ere among th e f i r s t t h i r t y . j
T e l e v i s i o n s e r i a l s were to o new d u r in g t h i s p e r i o d
t o r e v e a l any p a t t e r n o f r a t i n g s .
The number o f sp o n s o re d d ay tim e s e r i a l s i n tr o d u c e d
on r a d i o d u rin g th e p e r i o d o f 19^ 7 -1 9 5 2 was v e r y s m a ll .
Only n in e new program s fo u n d s p o n s o r s . A g ro u p o f new
t e l e v i s i o n s e r i a l s i n 19!?1 b ro u g h t t h e number o f s u c h p r o
grams f o r th e 19if7-1952 p e r i o d t o s e v e n . I n c o n t r a s t w ith
sp o n s o re d r a d i o s e r i a l s , w hich w ere l a r g e l y u n d e r t h e co n
t r o l of a d v e r t i s i n g a g e n c ie s u n t i l th e m id d le n i n e t e e n
f i f t i e s , t e l e v i s i o n s e r i a l s g e n e r a l l y were s u p e r v i s e d by
th e n e tw o rk s . S p o n so rs m e re ly p u rc h a s e d t h e am ounts o f
pro gram tim e t h a t th e y d e s i r e d .
I I . PROGRAM HISTORY
Only t h r e e o f th e new r a d i o s e r i a l s o f th e 19^ 7 -1 9 5 2
p e r i o d w ere s u c c e s s f u l* CBS p r e s e n t e d two o f th em . They
I
^P rogram H o o p e ra tin g s , P o c k e t P i e c e . llj.:1 2 , Ju n e 1 5 > - j
21, 19h°> c i t e d from D o ro th y B 1 a c k a d o re , " The A d v e r ti s in g i
E f f e c t i v e n e s s and S o c i a l D e s i r a b i l i t y o f t h e R adio D aytim e I
S e r i a l ” ( u n p u b lis h e d M a s t e r 's t h e s i s , C olum bia U n i v e r s i t y ,
New Y ork C i ty , 19^ 9 ) , p . 2 9 * ..................... . . .... i
209
w ere Wendy W arren and T h ia l a N ora D ra k e . NBC’ s o n ly s u c -
6
c e s s f u l new s e r i a l was The B r ig h t e r D ay.
Wendy W arren w as c r e a t e d i n an u n u s u a l m a n n er.
When t h e K a te S m ith p rogram o f n o o n i n t h e E a s t e r n tim e
t
zone l e f t th e a i r i n 19^ 7 * i t was n e c e s s a r y t o f i n d a j
i
r e p la c e m e n t . The K a te S m ith p rogram had in c lu d e d a s h o r t |
!
news r e p o r t e a c h d a y ; K iss S m ith a l s o p r e s e n t e d f e a t u r e s
w h ic h w ere o f s p e c i a l i n t e r e s t t o women# The s o l u t i o n t o
th e p ro b le m o f f i n d i n g a re p la c e m e n t was t o c r e a t e a d a y
tim e s e r i a l p ro g ram w h ich c o n ta in e d a news r e p o r t # The
h e r o i n e was a women’ s news b r o a d c a s t e r . E ach i n s t a l l m e n t
o p en ed w ith a w o rld news r e p o r t w h ich was f o llo w e d by an
ite m o r two o f news f o r women t h a t was r e a d b y Wendy.
A f t e r r e a d in g th e news Wendy s te p p e d i n t o h e r s e r i a l a d
v e n t u r e s . Wendy W arren was one o f th e more p o p u la r r a d i o
7
s e r i a l s . I t l e f t t h e a i r i n 19^8#
T h is I s Nora D rake a l s o was i n tr o d u c e d i n 19lj.7o
The h e r o i n e was a n u r s e . L ik e Wendy W arren sh e was widowed
d u r in g th e c o u rs e o f t h e s e r i a l * The p o p u l a r i t y o f th e
p ro g ra m l e d t o p u b l i c a t i o n o f a n o v e l t h a t was b a s e d upon
CBS p ro g ram f i l e s (P ro g ra m I n f o r m a tio n D e p a rtm e n t,
C olum bia B r o a d c a s tin g S y stem , lj.85 M adison A venue, New Y ork
C i t y 22 , New Y o rk ); NBC p ro g ram f i l e s (P ro g ra m A n a ly s is
j D e p a rtm e n t, N a t io n a l B r o a d c a s tin g Company, R o c k e f e l l e r
P l a z a , New Y ork C ity 2 0 , New Y o r k ) •
"^Personal i n t e r v i e w w ith P a t r i c k M cGuirk, th e p r o
g r a m 's d i r e c t o r , J a n u a r y 8 , l9J?7i d i r e c t e x p e r ie n c e o f t h e !
w r i t e r # !
210
t h e a e r i a l i n 195>0, The p ro g ra m c o n tin u e d u n t i l J a n u a r y ,
1959 o
NBC’ s The B r i g h t e r Day was th e s t o r y o f L iz D en n is
j
and h e r c le rg y m a n f a t h e r , who was a widower,, The s e r i a l
r e p l a c e d Jo y c e J o rd a n on O c to b e r 1 1 , I 9I+8 * The new p ro g ram
was c a r e f u l l y begun by h a v in g Jo y c e J o rd a n i n tr o d u c e t h e
members o f t h e D ennis f a m ily i n th e l a s t e p is o d e s o f h e r j
p ro g ra m . When th e f i r s t e p is o d e o f The B r i g h t e r Day a p
p e a r e d th e c h a r a c t e r s h a d become f a m i l i a r t o t h e l i s t e n e r s .
The B r i g h t e r Day was p r e s e n t e d on r a d i o u n t i l Decem ber 19> |
1 952, a f t e r h a v in g b e e n t r a n s f e r r e d fro m NBC t o CBS i n
1 9t|9. L a t e r i t became a t e l e v i s i o n s e r i a l , ^
A c c o rd in g t o TV Guide t h e f i r s t r e g u l a r s e r i a l p r o
gram on t e l e v i s i o n was A Woman t o Remember, I t was begu n
i n 19^7 a s a s u s t a i n i n g p ro g ram o f th e DuMont T e l e v i s i o n
N etw ork; i t s l i f e was v e ry s h o r t ,
The f i r s t c o m m e rc ia lly s p o n s o re d d a y tim e s e r i a l
a p p e a re d th r o u g h t e l e v i s i o n i n D ecem ber, 19^0, when P r o c t e r
and Gamble i n t r o d u c e d The F i r s t H undred Y e a rs on CBS, As
t h e t i t l e may h av e s u g g e s te d , t h e p ro g ram d e s c r i b e d t h e
p ro b le m s o f n ew ly w ed s. The s p o n s o r s h ip was b y P r o c t e r an d i
®CBS program f i l e s ; d i r e c t e x p e r ie n c e o f t h e w r i t e r ,
^NBC a n d CBS p ro g ra m f i l e s , i
10,1 Soap O p e ra s— and How They G rew ,1 ’ TV G u id e , I4 .: 11,
A u g u st 1 0 , 1 9 5 6 , W hether o r n o t t h e p ro g ram was a d a y tim e j
s e r i a l was n o t i n d i c a t e d , |
211 I
Gamble, one o f t h e h a l f - d o z e n com panies w hich h a d d o m in a ted
11
t h e s p o n s o r s h ip o f d a y tim e s e r i a l s on r a d i o , !
C r i t i c Jo h n C ro sb y th o u g h t t h a t t h e p r o g r a m 's t i t l e :
was a p p r o p r i a t e , f o r d a y tim e s e r i a l s w ere su p p o se d t o e x is t;
I
a t l e a s t a h u n d re d y e a r s , C ro sb y b e l i e v e d t h a t th e s e r i a l j
j
m et t h e s t a n d a r d o f slo w p a c e o f t h e d a y tim e s e r i a l . He J
i
n o t i c e d t h a t t h e young c o u p le r e q u i r e d e le v e n d a y s t o g e t
t o a c o u n tr y c lu b d a n c e , C ro sb y fo u n d th e p ro b lem s t o be
d o m e s tic o n e s . He o b s e r v e d l e s s s u s t a i n e d a n x i e t y t h a n
was fo u n d I n m ost r a d i o s e r i a l s a n d w ondered how lo n g t h i s ;
12
w ould c o n t i n u e *
The F i r s t H undred Y e a rs was f o llo w e d i n 1951 by
M iss S u s a n , t h e s t o r y o f a woman a l o n e , and Hawkins F a l l s
on NBC T e l e v i s i o n , and by The Egg and 1 , w hich wa3 b a s e d
upon B e t t y M acD onald's hum orous n o v e l, S e a rc h f o r Tomorrow,
13
and Love o f L i f e on CBS.
Hawkins F a l l s t o o k p la c e i n th e tow n o f t h e t i t l e .
The com m unity was p a t t e r n e d a f t e r W oodstock, I l l i n o i s ,
w hich h a d b een s e l e c t e d a s a t y p i c a l m id w e s te rn tow n b y t h e
/
S t a t e D e p a rtm e n t. B ackground f i l m s o f th e s e r i a l w ere
s h o t i n W oodstock and s e v e r a l o f t h e p r o g r a m 's s e t s w ere
r e p l i c a s o f th e r e a l to w n 's la n d m a rk s . The p ro g ra m h a d
■^CBS p ro g ram f i l e s . j
■ i p !
x Jo h n C ro sb y , Out o f t h e Bl u e (New Y o rk : Simon a n d S
S c h u s t e r , 19J?2), p p . 7 6 - 7 7 • ™ j
13NBC and CBS p ro g ra m f i l e s .
212 !
j
beg u n on n i g h tt i m e t e l e v i s i o n a s a k in d o f v a r i e t y program .;
I t a p p e a re d i n t h e d a y tim e h o u rs as a n o v e l f o r t e l e v i s i o n j
and p r e s e n t e d more c h a r a c t e r s t h a n th e a v e ra g e s b r i a l o
■ j J j
Hawkins F a l l s was l a s t p r e s e n t e d i n J u l y , 1955*
i
S e a rc h f o r Tomorrow was s u c c e s s f u l an d was t e l e - !
v i s i o n 's o l d e s t d a y tim e s e r i a l a t th e tim e o f t h i s s t u d y ,
i
I t was th e s t o r y o f a n A m erican f a m i ly and i t i n tr o d u c e d j
th e f i r s t q u e e n o f t h e t e l e v i s i o n s e r i a l , Mary S t u a r t , who
p la y e d a widow who r e m a r r i e d .
S e a r c h f o r Tomorrow drew t h e k in d o f c r i t i c i s m
fro m TV G uide w h ich i t s r a d i o p r e d e c e s s o r s had s o o f t e n
r e c e i v e d i
The o n ly d i f f e r e n c e b etw een.C B S -T V 's S e a r c h f o r
Tomorrow a n d o t h e r so a p o p e ra s i s th e f a c t t h a t i t
c an be s e e n d a i l y a t 1 2 :3 0 -1 2 :ij5 P.M. ( EDT) , No
o t h e r so a p o p e ra c an make t h a t s t a te m e n t , w h ic h i s
a v e r y good t h i n g .
F r a n k l y , 1to m o rro w ' h ad b e t t e r come so o n f o r t h e
c h a r a c t e r s on t h i s show, b e f o r e t h e y a l l l o s e t h e i r
m in d s, . . .
The p e o p le . . . a r e n e v e r v e ry h a p p y . They keep
s e a r c h i n g f o r h a p p in e s s • . . b u t t h e y keep w in d in g
up i n a h o s p i t a l o r a l a w y e r 's o f f i c e . . . .
The p l o t ? W e ll, t h e r e ' s t h i s widow who i s i n lo v e
w i t h t h i s man who e i t h e r h a s a w ife o r h a s n ' t , he
i s n ' t s u r e , and t h e r e i s t h i s o t h e r woman, i n a h o s p i -
t a l , who k e e p s s a y in g sh e i s so h i s w i f e . W hether
she w i l l e v e r w a lk a g a in h a s n o t y e t b e e n d i s c l o s e d .
One t h i n g , t h o u g h - - s h e c a n s t i l l s e e . Most tim e s
th e y go b l i n d . 16
^NBC p ro g ra m f i l e s . i
^ C B S p ro g ra m f i l e s . j
1I 4 . 1 9 $ ^ D* J ’ * U searcl1 f o r Tomorrow, n TV G u id e . 2 :2 0 , May j
2 1 3 I
!
Love o f L if e was i n tr o d u c e d on CBS T e l e v i s i o n o n ly
a few weeks a f t e r S e a rc h f o r Tomorrow. I t was th e s t o r y
o f two s i s t e r s , Mag and V a n essa D a le . W hile V an essa
m a r r ie d b u t becam e a widow, Meg m a r r ie d and h a d a c h i l d .
I
I n th e summer o f 1958 Meg was d i v o r c i n g h e r h u s b a n d , by j
j
j
whom sh e was p r e g n a n t . H er h u sb a n d h a d j u s t f i n i s h e d |
b l a c k - m a i l i n g M eg's new l o v e r and was c u r r e n t l y a t t e m p t i n g '
17
t o i m p l i c a t e h im a s t h e c a u s e o f M eg's p re g n a n c y .
The p r o d u c t i o n o f a t e l e v i s i o n s e r i a l was f a r more
c o m p lic a te d t h a n t h e p r o d u c t i o n o f a r a d i o s e r i a l , and t h e
e x p en se was g r e a t e r . S p o n so r m agazine r e p o r t e d t h a t i t
r e q u i r e d a crew o f tw e n ty - s e v e n t o p ro d u c e The F i r s t
H undred Y e a r s , n o t c o u n tin g a c t o r s , p r o d u c t d e m o n s tr a to r s ,
t h e o r g a n i s t , an d t h e a n n o u n c e r. F o u r and o n e - h a l f h o u rs
o f r e h e a r s a l p re c e d e d e a c h e p is o d e . I n a d d i t i o n t o t h e
l a r g e crew w h ich was n e c e s s a r y t o p ro d u c e a t e l e v i s i o n
s e r i a l , s e t s , p r o p s , and co stu m es w ere r e q u i r e d . The weekly
c o s t o f an a v e r a g e d a y tim e s e r i a l i n 1953. was $ 8 , 6 5 0 , I n
c o n t r a s t w i t h a w e ek ly c o s t o f $ 3 ,5 0 0 f o r a t y p i c a l s e r i a l
on r a d i o , a c c o r d in g t o an e s t i m a t e b y S p o n s o r. The a v e ra g e
c o s t o f t h e s e r i a l s t h a t w ere p ro d u c e d i n New Y ork C i ty
was h i g h e r t h a n t h i s ; © •£ •, The Egg and JE c o s t $15>775 a
^ C B S p ro g ram f i l e s ; "Soap O pera L i b r e t t o ' s , " TV
G u id e , 33*18, A ugust 1 6 , 1958; d i r e c t e x p e r ie n c e o f tE e
w r i t e r .
l 8" p ro b le m s o f TV Soap O p e ra ," S p o n s o r , 5 *63,
J a n u a r y , 1951* I
week* S e r i a l s t h a t o r i g i n a t e d i n C h icag o and P h i l a d e l p h i a
w ere l e s s e x p e n s iv e t h a n t h o s e t h a t o r i g i n a t e d i n New
19
York* The h i g h c o s t o f t h e t e l e v i s i o n s e r i a l opened t h e
i
p o s s i b i l i t y t h a t t h e s e r i a l fo rm m ig h t n o t a c h ie v e t h e same;
i
s u c c e s s i n t e l e v i s i o n t h a t i t had a c h ie v e d i n r a d io * H ig h j
c o s t s o f t e l e v i s i o n s e r i a l s c a u se d c r e a t i o n o f s e v e r a l j
l
s e r i a l s whose e p is o d e s were a h a l f - h o u r i n l e n g t h , i n s t e a d !
o f th e c u sto m a ry f i f t e e n m in u te s* The p r o d u c t i o n e x p e n s e s :
f o r o n e - h a l f - h o u r s e r i a l w ere l e s s t h a n th e e x p e n s e s f o r
two q u a r t e r - h o u r s e r i a l s * An e v e n t u a l r e s u l t o f t h e e x
p e n s e o f p r o d u c in g t e l e v i s i o n s e r i a l s was t h e te n d e n c y o f
p r o d u c e r s t o s t a y c l o s e t o t h e s e r i a l fo rm u la i n th e c r e a t
i n g o f new p rogram s* T h is c lo s e n e s s t o fo rm u la p a r a l l e l e d
t h e e f f e c t w h ich h i g h m o r t a l i t y o f s e r i a l s h a d h a d upon
t h e p r o d u c e r s o f r a d i o s e r i a l s * I n t h e p e r i o d o f 19J|7-
1952 t h e r e was no l o n g e r a n y q u e s t i o n o f w h e th e r o r n o t new
r a d i o s e r i a l s w ere hew ing t o t h e t r a d i t i o n a l s e r i a l p a t
t e r n s * R ad io p r o d u c e r s a p p a r e n t l y b e l i e v e d t h a t th e r i s k
o f a tt e m p t in g t o c r e a t e a l i g h t comedy o r a dram a o f
e x t r o r d i n a r y s o c i a l s i g n i f i c a n c e was to o g r e a t * T h ere were
no more s e r i a l s l i k e V ic and Sade o r The Open D oor. T e l e
v i s i o n p r o d u c e r s d i d a l i t t l e e x p e r im e n tin g w i t h l i g h t
comedy an d t h e n q u i c k l y t u r n e d t o t h e c o m p le te u se o f t h e
i
b a s i c fo rm u la * The t e l e v i s i o n s e r i a l , t h e r e f o r e , d i d n o t I
!
^ " D o n ' t L ose Out on D aytim e TV," S p o n s o r* 5 * 7 2 , |
O c to b e r 8 , 1951* _ ]
2 l£
e x h i b i t t h e h ig h l i t e r a r y q u a l i t y w h ich t h e r a d i o a e r i a l
h a d a t t a i n e d i n A g a in s t t h e S to rm o r The G o ld b e rg s .
The t e l e v i s i o n s e r i a l was much l i k e i t s r a d i o coun
t e r p a r t o C r i t i c Ben G ro ss o p in e d t h a t i t " b ro u g h t b e f o r e
!
t h e cam eras th e same c o l l e c t i o n o f woes w hich benumbed t h e j
r a d i o l i s t e n e r . . . The r a d i o s e r i a l an d t e l e v i s i o n |
|
s e r i a l w ere s i m i l a r i n m anner o f p r e s e n t a t i o n . The t e l e
v i s i o n s e r i a l d epend ed h e a v i l y u p o n a u r a l p r e s e n t a t i o n .
The v ie w e r c o u ld u n d e r s t a n d m ost o f e a c h e p is o d e w ith o u t
h a v in g t o lo o k a t th e t e l e v i s i o n s c r e e n . J e a n H ollow ay
was c r i t i c i z e d f o r w r i t i n g The F i r s t H undred Y e a rs w ith
21
r a d i o i n m in d . The e p is o d e s o f th e r a d i o v e r s i o n and
th o s e o f th e t e l e v i s i o n v e r s i o n o f The G u id in g L ig h t w ere
th e sam e. The a n n o u n c e r o f one t e l e v i s i o n s e r i a l , a s l a t e
a s 1 9 5 8 , r e g u l a r l y re m in d e d t h e a u d ie n c e t o "b e s u r e an d
22
l i s t e n e v e r y d a y . . . I r n a P h i l l i p s , t h e d ean o f
d a y tim e s e r i a l w r i t e r s , who w ro te s e r i a l s f o r b o t h m ed ia,
s t a t e d i n a l e t t e r t h a t t h e te c h n iq u e s o f w r i t i n g t e l e v i s i o n
s e r i a l s - w ere much l i k e t h o s e o f w r i t i n g r a d i o s e r i a l s .
The p r o d u c e r and t h e d i r e c t o r p la y e d m ore im p o r ta n t r o l e s
i n t e l e v i s i o n t h a n i n r a d i o she b e l i e v e d .
2 ®Ben G ro s s , jE Looked a n d L i s t e n e d (New Y o rk :
Random H ouse, 195lj.), p . 1 5 8 .
^ " P r o b l e m s o f a TV Soap O p e ra ," l o c . c i t . j
22The S e c r e t S to rm . CBS T e l e v i s i o n , M arch 2 7 , 1958* j
an d o t h e r e p i s o d e s . j
19^8 ^ L e t t e r fro m I r n a P h i l l i p s t o t h e w r i t e r , J u l y 3 0 , !
2 1 6
D a y tim e s e r i a l s o f t e l e v i s i o n d i f f e r e d fro m d a y
tim e s e r i a l s o f r a d io i n a fe w w a y s . The n a r r a t o r w as c o n
s p i c u o u s l y a b s e n t fr o m t h e t e l e v i s i o n s e r i a l . The c h a r -
I
i
a c t e r s o f t h e u s u a l t e l e v i s i o n s e r i a l g e n e r a l l y w ere o f
h ig h e r s o c i a l and e d u c a t io n a l l e v e l s th a n t h o s e o f many
r a d io s e r i a l s . I n t e l e v i s i o n t h e r e w ere no s im p le p e o p le
w h ose c h a r a c t e r s w ere l i k e t h e c h a r a c t e r s o f M a P e r k in s .
J u s t P l a i n B i l l , and S t e l l a D a l l a s o f t h e Hummert s e r i a l s
i n r a d i o ; n o r d id t e l e v i s i o n e x h i b i t t h e m a ss -p r o d u c e d
s e r i a l s o f t h e k in d s t h a t th e Hummerts h a d c r e a t e d i n
r a d i o . P e rh a p s t h e m ost im p o r ta n t d i f f e r e n c e b e tw e e n t h e
d a y tim e s e r i a l s o f t h e tw o m ed ia was t h a t much l e s s was
l e f t t o t h e im a g in a t io n o f t h e t e l e v i s i o n v ie w e r th a n was
l e f t t o t h a t o f t h e r a d io l i s t e n e r . T he e f f e c t s o f t h i s
d i f f e r e n c e u p on t h e r e c i p i e n t ' s i l l u s i o n o f r e a l i t y and
up on h i s i d e n t i f i c a t i o n w it h c h a r a c t e r s o f th e drama w ere
u n i n v e s t i g a t e d a t t h e tim e o f t h i s s t u d y . P erh a p s t h e r e
was no i n v e s t i g a t i o n b e c a u s e th e e a r l y t e l e v i s i o n s e r i a l
had im p r e s s e d i t s a u d ie n c e s and c r i t i c s f a r l e s s th a n had
t h e e a r l y r a d i o s e r i a l . P o s s i b l y t h e l e s s e r im p r e s s io n
o f t e l e v i s i o n s e r i a l s r e s u l t e d fr o m t h e g r e a t e r o p p o r t u n it y
f o r i d e n t i f i c a t i o n w it h c h a r a c t e r s an d f o r u s e o f th e
im a g in a t io n w h ic h r a d io s e r i a l s a f f o r d e d .
217
I I I . CRITICISM
The c r i t i c s o f th e d a y tim e s e r i a l I n t h e p e r i o d o f
I9l|-7“ 19^2 were f a r l e s s s e v e r e th a n t h e y had b e en I n t h e
p r e c e d in g f i v e y e a r p e rio d * The m ost s i g n i f i c a n t c r i t i c a l [
e x a m in a tio n o f t h e d a y tim e s e r i a l I n th e p o s tw a r y e a r s was *
2k !
made b y Jam es T h n rb er* i
Much o f t h e c r i t i c a l comment d u r in g t h e s e y e a r s
d e s c r i b e d th e e x t e n t s t o w h ich d a y tim e s e r i a l s h e lp e d
t h e i r l i s t e n e r s . Lyman B ry so n b e l i e v e d t h a t o f t e n t h e
s e r i a l s t a u g h t l e s s o n s i n f o r t i t u d e a n d u n d e r s t a n d i n g .
He th o u g h t i t a m is ta k e t o s a y t h a t a l l s e r i a l s w ere
2f>
a l i k e , T h u rb e r, on th e o t h e r h a n d , fo u n d "no i n s t a n c e s
o f s u s t a i n e d i n s t r u c t i o n a n d u p l i f t " i n t h e s e r i a l s * He
a d m itte d t h a t much w o rth w h ile c o n te n t had b e e n i n s e r i a l s
d u r in g W orld War I I , b u t n o te d t h a t a t th e end o f t h e
26
war s e r i a l s r e t u r n e d t o no rm al* O th e r c r i t i c s b e l i e v e d
t h a t t h e h e l p f u l c h a r a c t e r i s t i c s o f th e d a y tim e s e r i a l s
w ere c o n f in e d t o t h e r e l i e f s fro m d a i l y te d iu m w h ic h t h e
s e r i a l s b ro u g h t t o h o u s e w iv e s .
An a r t i c l e i n S p o n so r m agazin e a n a ly z e d t h e s u c c e s s
o f t h e d a y tim e s e r i a l d ram a. The r e v o l v i n g p l o t was h e ld
24jam es T h u r b e r , The B e a s t i n Me and O th e r A nim als
i (New Y o rk : H a r c o u r t, B race an d Company, 1 ^ 8 7 7 i
^ L y m a n B ry s o n , Time f o r R e aso n a b o u t R a d io (New
Y orks G eorge W. S t e w a r t , I 9I4 .H 7 7 p* 5tf*
26 ■
T h u rb e r, oj>* c i t . , p . 2 1 3 . |
218 !
t o be q u i t e i m p o r t a n t . I t was p o i n t e d o u t t h a t t h e e x t e n
s i v e b e tw e e n - s t o r y f l u c t u a t i o n s I n t h e r a t i n g s o f Aunt
J e n n y 1s T ru e L if e S t o r i e s h a d b e e n s to p p e d i n 1 9 ^ 8 , when a
s h o r t p re v ie w o f a new s t o r y was p r e s e n t e d on th e day on
w h ich th e o ld s t o r y e n d e d . The a r t i c l e a t t r i b u t e d th e
p s y c h o l o g ic a l a p p e a l o f t h e d a y tim e s e r i a l t o th e h o u s e - j
w i f e 's n e ed f o r c o m p a n io n s h ip . The n e e d s f o r rom ance and
a d v e n tu r e w ere h e l d t o be l e s s im p o r ta n t t h a n th e n e e d f o r
c o m p a n io n sh ip b e c a u se t h e y w ere f i l l e d b e t t e r by o t h e r
m edia th a n by r a d i o . S p o n so r s u g g e s te d t h a t p ro g ram con
t i n u i t y was im p o r ta n t t o t h e d e v elo p m e n t o f r e g u l a r l i s t e n
i n g . I n t e r r u p t i o n s f o r v a c a ti o n s w ere th o u g h t t o be harm -
27
f u l .
H. A. O v e r s t r e e t c o n n e c te d th e l i t e r a r y m e d i o c r i t y
o f many d a y tim e s e r i a l s w i t h th e s a l e s m e s s a g e s . He b e
l i e v e d t h a t a h o u s e w ife was l i k e l y t o re s p o n d f a v o r a b l y t o
th e s p o n s o r 's m essage i f h e r m ind h a d n o t b e e n en g ag e d a t
28
a h i g h l e v e l o f d i s c r i m i n a t i o n .
G i l b e r t S e ld e s a n a ly z e d th e d a y tim e s e r i a l dram a
TI16 G re a t A u d ie n c e . ^9 S e ld e s r e g a r d e d t h e d a y tim e s e r i a l
2 ?"Why Soap O pera S p o n s o rs S ta y P u t 52 W eeks,1 *
S p o n s o r . 5 s 6 o , 1 0 0 -1 0 2 , A p r i l 9 , 1 9 5 1 .
pQ
H. A. O v e r s t r e e t , The M ature Mind (New Y o rk : W. W.j
! N o rto n a n d Company, I n c o r p o r a t e d , I 9I 4 .9 ) , p p . 2 1 3 -2 1 7 . i
^ G i l b e r t S e l d e s , The G re a t A u d ien ce (New Y o rk :
The V ik in g P r e s s , 1 9 5 0 ) . I
219 !
a s r a d i o 's " s i n g l e n o t a b l e c o n t r i b u t i o n t o th e a r t o f f i c
t i o n . " ^ He p r a i s e d t h e way i n w h ic h th e s e r i a l a d j u s t e d !
i t s e l f t o th e l i s t e n i n g p a t t e r n o f h o u se w iv e s and d e v e lo p e d
I
" a t e c h n iq u e o f n a r r a t i o n a s s k i l l f u l a s t h a t o f J o s e p h
C onrad a n d , i n i t s way, a s com plex."^-*- S e ld e s r e g r e t was j
t h a t a fo rm w h ic h gave g r e a t p ro m is e o f l i t e r a r y s i g n l f i - j
I
can ce had b e en 3o r e l y a b u se d and h a d b e e n n e g l e c t e d by
s e r i o u s w r i t e r s * I n a n a l y z i n g t h e m a le -fe m a le r e l a t i o n
s h i p i n t h e s e r i a l , S e ld e s made s e v e r a l o b s e r v a t i o n s upon
a t o p i c w h ich had b e e n s t u d i e d l i t t l e b y 1 9 ^ 8 *
The weak man r e q u i r e d by t h e s t r u c t u r e o f t h e d a y
tim e s e r i a l i s p e c u l i a r l y u s e f u l b e c a u s e he i s ,
o b v io u s ly , im p o te n t, and a lth o u g h a woman may weep
a t s u s p e c t e d i n f i d e l i t i e s , sh e i s n e v e r d e c e iv e d ;
h e r lo n g s e l f - e x a m i n a t i o n s t o d e c id e w h e th e r she
l o v e s him c o n c e a l w hat 3he know s, t h a t h e c a n n o t
make lo v e t o h e r . 32
The o b s e r v a t i o n t h a t m ale im p o te n c y was im p o r ta n t
t o t h e s t r u c t u r e o f many d a y tim e s e r i a l s was an a c u te one?^
Male im p o te n c y m a n if e s te d i t s e l f i n t h e g e n e r a l w eakness o f
many m ale c h a r a c t e r s and i n t h e i r te n d e n c y t o be a b s e n t i n
tim e s o f n e e d . ^ I n t h e s t r a n g e i l l n e s s e s and th e
3 ° I b i d . , p . 1 1 3 .
^ L o c . c l t .
32l b i d . , p . 1 1 7 .
^ P h i l i p W ylie r e l a t e d m ale w eakness t o t h e "destroy-j
in g m o th e r" i n G e n e r a tio n o f V ip e rs (New Y orks R i n e h a r t
and Company, I n c o r p o r a t e d , 1 9 ^ 2 ), p p . 2 li|.-2 1 $ .
Vide pp. $ 2 -5 6 .
220 I
c r i p p l i n g a c c i d e n t s m ere im p o te n c y p e rh a p s was s y m b o lic o f ;
c a s t r a t i o n . An i m p l i c a t i o n w h ich c o u ld b e made fro m
S e l d e s 1 s u g g e s t i o n was t h a t h o u se w iv e s d e r i v e d a c e r t a i n
s a t i s f a c t i o n a n d c o m p e n sa tio n fro m th e im p o te n c y o f m ale
c h a r a c t e r s . To t h e woman who was c o n fin e d t o th e home t h e !
sym bol o f h e r d o m in a tio n by men was th e sym bol o f manhood !
i
i t s e l f . I n o r d e r f o r a l l t h i n g s t o be e q u a l , o r f o r '
fe m a le dom inance t o be e x e r t e d , t h a t sym bol h a d t o be
rem oved.
The r e l a t i o n s h i p o f m ale im p o te n cy t o t h e s u c c e s s
o f many d a y tim e s e r i a l s sw aited s c i e n t i f i c I n v e s t i g a t i o n a t
th e tim e o f t h i s s t u d y . Was i t p o s s i b l e t h a t a f e e l i n g
w hich few women w ould have r e v e a l e d t o i n t e r v i e w e r s — a
r e s e n tm e n t o f m ale dom inance t h r o u g h a c a s t r a t i o n - w i s h - -
was a s im p o r ta n t t o t h e s u c c e s s o f many s e r i a l s a s w ere
t h e e le m e n ts w h ich u s u a l l y w ere g iv e n c r e d i t f o r t h e
v i t a l i t y o f t h e s e r i a l s ?
IV , RESEARCH STUDIES
The p e r i o d o f 1 9 ^ 7 -1 9 ^ 2 c o n ta in e d much l e s s r e s e a r c h
o f d a y tim e s e r i a l s t h a n had b e e n done d u r in g t h e p r e c e d i n g
f i v e y e a r s , b u t a n im p o r ta n t s t u d y was r e l e a s e d I n I 9I+8 #
I t was a sy m b o lic a n a l y s i s o f t h e d a y tim e s e r i a l b y L lo yd
W arner and W illia m H e n ry , The r e s e a r c h was c o n d u c te d
u n d e r th e a u s p i c e s o f th e O f f ic e f o r t h e S tu d y o f S o c i a l j
221
35
C ommuni c at 1 on •
F iv e r e s e a r c h i n s t r u m e n t s w ere U3ed i n t h e W arn er-
H enry s tu d y : (1) a m o d ifie d T h em atic A p p e r c e p tio n T e s t ;
(2) t h e V e rb a l P r o j e c t i v e , a s t o r y te c h n iq u e t h a t u s e d t h e ;
i
p l o t s o f B ig S i s t e r ; (3) d i r e c t e d i n t e r v i e w s d u r in g th e j
i
!
s e r i a l ' s p r e s e n t a t i o n ; (I4 .) n o n - d i r e c t e d i n t e r v i e w s , an d j
i
(5) a s c h e d u le o f s o c i a l c h a r a c t e r i s t i c s . The o r d i n a r y
i n t e r v i e w i n g was deemed s u f f i c i e n t t o lim n t h e o b v io u s
sym bolism o f t h e s e r i a l * The s p e c i a l t e c h n iq u e s w ere u s e d
t o d e te rm in e p r i v a t e o r l a t e n t m e a n in g s 0 The sam p le c o n
s i s t e d o f s i x t y - t w o women l i s t e n e r s ; f i v e o t h e r women
s e r v e d a s a c o n t r o l g ro u p 0 The l i s t e n e r s w ere m id w e s te rn
u r b a n h o u se w iv e s who l i s t e n e d t o d a y tim e s e r i a l s o They
had common s o c i a l c h a r a c t e r i s t i c s an d w ere o f t h e same
s o c i a l r a n k , th e s o - c a l l e d Common Man l e v e l . F o r c o n t r a s t
t h e r e s e a r c h e r s u s e d c a r e e r women o f t h e u p p e r m id d le c l a s s
w h ich was r a n k e d h i g h e r t h a n th e r a n k o f t h e l i s t e n e r s *
The c o n t r a s t g ro u p d i f f e r e d fro m th e l i s t e n e r g ro u p b e c a u s e
i n i t s a b s e n c e o f s t e r e o t y p e d t h i n k i n g , g r e a t e r im a g in a
t i o n an d p e r s o n a l r e s o u r c e s , th e te n d e n c y t o s e e p e o p le i n
p o s i t i v e i n t e r a c t i o n a n d c a p a b le o f s o l v i n g p r o b le m s , lo w e r
d i s s a t i s f a c t i o n a n d a n ta g o n is m , g r e a t e r know ledge o f p e o p le ,
lo w e r f e e l i n g of t h e o m n ip o te n ce o f women, lo w e r f e e l i n g o f
3 ^ L lo y d W arner and W illia m H enry , "The R a d io Daytim e;
S e r i a l : A S ym bo lic A n a l y s i s ," G e n e tic P s y c h o lo g y Monographs^
3 7 i 3 - 7 1 , F e b r u a r y , 19^8* i
222
p e r s o n a l tr a g e d y and s e l f - p i t y , h ig h e r f e e l i n g t h a t f r u s
t r a t i o n c o u ld be overcom e, a more o p t i m i s t i c v ie w o f th e
f u t u r e , a g r e a t e r em p h a sis upon p e r s o n a l and n o n -m a g lc a l
v ie w o f d i f f i c u l t i e s , lo w e r f e a r o f t h e unknown, weakened
i d e n t i f i c a t i o n w it h TAT c h a r a c t e r s , g r e a t e r o p e n n e ss in
s e x and i n h o s t i l i t y , g r e a t e r te n d e n c y tow ard a b s t r a c t i o n s
and t h e p h i l o s o p h i c a l , and g r e a t e r f a m i l i a r i t y w it h i d e a s ,
36
f i n e a r t s , and com plex c o n c e p ts*
The l i s t e n e r s and th e c o n t r o l s d e m o n str a te d d i f f e r
e n t r e a c t i o n s t o th e V e r b a l P r o j e c t i v e and t o t h e s e r i a l
l i s t e n i n g * The l i s t e n e r s showed s t r o n g i d e n t i f i c a t i o n
w it h th e c h a r a c t e r s , a f e e l i n g f o r th e p rogram ’ s a c t i o n ,
e n th u s ia sm f o r th e c h a r a c t e r s , a te n d e n c y t o e m u la te th e
c h a r a c t e r s , and a f e e l i n g t h a t c h a r a c t e r s and a c t i o n would
f o l l o w a d e f i n i t e and s t e r e o t y p e d c o u r s e ( “ Of c o u r s e Ruth
w i l l be h u r t b y t h i s , ” ) The c o n t r a s t g r o u p , on th e o th e r
hand, d e m o n str a te d l a c k o f i d e n t i f i c a t i o n w it h t h e ch ar
a c t e r s and n e g a t iv e f e e l i n g tow ard them . The members o f
th e c o n t r a s t grou p v i s u a l i z e d a g r e a t e r number o f p o s s i b l e
c o u r s e o f l e s s - s t e r e o t y p e d a c t i o n s o f a l e s s s t e r e o t y p e d
n a t u r e . They saw more hum an and f a l l i b l e c h a r a c t e r s and
showed l i t t l e te n d e n c y tow ard e m u la tio n * T hose i n th e
c o n t r a s t grou p s a i d t h a t t h e s e r i a l d id n o t p o r t r a y r e a l
l i f e . They r e v e a l e d w id e r I n t e r e s t s and g r e a t e r
36 ib id . , pp. 1 0 , 1 3 , 37— J+l.
s o p h i s t i c a t i o n th a n t h e l i s t e n e r s .
W arner and H enry c o n c lu d e d t h a t th e B iff S i s t e r p r o - ;
gram s e r v e d t o i d e n t i f y th e l i s t e n e r s w it h t h e c h a r a c t e r s
i n th e p l o t , e x p r e s s i n g l i s t e n e r s T h o p e s and f e a r s and
I
s t a t i n g t h e t r a d i t i o n a l s y m b o lic th e m es o f f a m i l y l i f e j
w h ic h t h e y h a d l e a r n e d . The tw o i n v e s t i g a t o r s fo u n d t h e
I
s y m b o lic c o n t e n t o f t h e p rogram t o b e d e f i n i t e l y an d c l e a r
l y d e f in e d . The u p p er m id d le c l a s s c h a r a c t e r s p r o v id e d an
e r a u la to r y d e v i c e , f o r t h e y w ere o f h ig h e r s t a t u s t h a n th e
l i s t e n i n g m a j o r it y and e x p r e s s e d t h e i r m o ra l i d e a l s .
The p r o g r a m 's them e w as t h a t g o o d and n o b le women w ere
i n v i s i b l e i n t h e A m erica n f a m i l y . Men w ere d e p e n d e n t u p on
t h e w isdom o f wom en. The s e x l e s s m o th er o f a l l l i v i n g
t h in g s was p r a i s e d and r e w a r d e d . W arner and H en ry fo u n d
t h a t t h e woman who l i s t e n e d t o s e r i a l s h a d t h e s o c i a l
c h a r a c t e r i s t i c s o f t h e Common Man ra n k o f A m erica n s o c i e t y .
She was e c o n o m ic a lly d e p e n d e n t u p on h e r h u s b a n d 's m o d e ra te
w a g e. The w o r ld o u t s i d e t h e f a m i l y w as o u t s i d e h e r s p h e r e
o f a c t i o n and t h r e a t e n e d h e r s e c u r i t y . H er m o r a l c o d e was
s t r i c t b e c a u s e b e h a v io r o f t h e w rong k in d w o u ld c a u s e h e r
and h e r c h i l d r e n t o l o s e p o s i t i o n an d s e c u r i t y . A n x ie t y
was c r e a t e d by t h e d e p e n d e n c e o f h e r s e c u r i t y u p o n o t h e r s ,
p a r t i c u l a r l y a m a le . The i n v e s t i g a t o r s b e l i e v e d t h a t t h e
B ig S i s t e r p ro g ra m had s p e c i a l i z e d p s y c h o l o g i c a l f u n c t i o n s
22l* \
w h ic h w ere e x p r e s s e d b y t h e l i s t e n e r s who w ere s t u d i e d .
I t a r o u s e d n o rm a l and a d a p t iv e a n x i e t y , condem ned n e u r o t i c :
and n o n -a d a p t iv e a n x i e t y , p r o v id e d b a s e s f o r p r o b le m s o l v - i
i n g , d i r e c t e d p r i v a t e r e v e r i e s and p h a n t a s i e s i n t o s o c ia l l y !
j
a p p ro v e d c h a n n e ls o f a c t i o n , I n c r e a s e d t h e woman’ s s e n s e j
o f s e c u r i t y b y r e a f f i r m i n g th e b a s i c s e c u r i t y o f t h e h u s - !
I
band an d t h e m a r r ia g e t i e s and b y d e m o n s t r a tin g t h e m o ra l
c o n t r o l o f t h o s e who r e f r a i n e d fro m w rong d o in g , show ed
t h e woman’ s im p o r ta n c e i n f a m i l y l i f e , g a v e o p p o r t u n it y
f o r i d e n t i f i c a t i o n , p r o v id e d f o r p u n ish m e n t I f t h e i n i t i a l
i d e n t i f i c a t i o n was w it h a b ad c h a r a c t e r , an d condem ned
t h e u n r e g u la t e d l i f e . W arner and H en ry fo u n d t h a t B ig
S i s t e r h ad s p e c i f i c s o c i a l f u n c t i o n s . P r im a r ily i t
s t r e n g t h e n e d and s t a b i l i z e d t h e b a s i c s o c i a l s t r u c t u r e .
The p r o b le m o f m a r r ia g e v e r s u s c a r e e r was m in im iz e d b e c a u s e
o f th e im p o r ta n c e p la c e d u p o n th e r o l e o f t h e w if e i n t h e
p ro g ra m . I n e v a l u a t i n g t h e p s y c h o l o g i c a l an d s o c i a l e f f e c t s
B ig S i s t e r , t h e i n v e s t i g a t o r s c o n c lu d e d t h a t I t w as a
m in o r m o r a lit y p l a y w h ic h e x p r e s s e d t h e f e e l i n g s an d b e
l i e f s o f t h e a u d ie n c e b y u s i n g i d e a l i z e d sy m b o ls o f g o o d
an d e v i l s t h e t h i n g s f e a r e d and t h e t h i n g s h o p ed f o r . B ig
S i s t e r d i f f e r e d fr o m t h e o l d m o r a l it y p l a y b e c a u s e m odern
c u l t u r e was s e c u l a r i z e d . - ^
W arner and H enry fo u n d a lm o s t n o t h in g t o c o n fir m
i
I b i d ., pp. 61-61*. |
2 2 5 i
t h e e x i s t e n c e o f th e s u p p o s e d ly h a rm f u l e f f e c t s o f s e r i a l s *
They fo u n d s e r i a l s t o be much l i k e f o l k t a l e s , e x p r e s s in g
th e h o p es and f e a r s o f t h e i r fe m a le a u d ie n c e s , and c o n -
i
t r i b u t i n g " t o th e i n t e g r a t i o n o f t h e i r l i v e s i n t o th e w o rld ;
39 !
i n w h ic h t h e y l i v e d . " |
G i l b e r t S e ld e s commented t h a t t h e W arn er-H en ry stu d y !
i
o f th e d a y tim e s e r i a l was f a r b e t t e r th a n " t h e s t a t i s t i c a l :
r e s e a r c h e s a n d h a s t y c o n c l u s i o n s u s u a l l y p u t f o r t h on t h e
s u b j e c t . " ^ He d id n o t q u a r r e l w ith t h e u s e o f th e b e t t e r -
t h a n - a v e r a g e B ig S i s t e r p ro g ra m . He was i n t e r e s t e d i n know-r
in g w hat e f f e c t t h e f r u s t r a t i o n s and a n x i e t i e s t h a t w ere
p o r t r a y e d i n t h e s e r i a l s h a d u p o n th e women who l i s t e n e d t o ;
s e r i a l s , and he a s k e d t h a t i n v e s t i g a t i o n o f th e e f f e c t be
f u r t h e r e d . A p p a r e n tly S e ld e s r e a s o n e d t h a t i t m ig h t be
p o s s i b l e f o r a n u n t r o u b le d woman t o a c q u i r e f r u s t r a t i o n s
and a n x i e t i e s th r o u g h l i s t e n i n g t o s e r i a l s . T h is th o u g h t
p a r a l l e l e d S e l d e s 1 u n p ro v e d t h e o r y t h a t a medium of m ass
1 1 1
co m m u n icatio n c o u ld r a i s e o r lo w e r t h e p u b l i c t a s t e .
I n I 9I4.9 a s tu d y o f t h e s t r u c t u r e o f t h e d a y tim e
s e r i a l was p e rfo rm e d by S t a n l e y Rowe a t B o sto n U n i v e r s i t y .
R ow ets s t r u c t u r a l a n a l y s i s was b a s e d u p o n s i x weeks o f
r e g u l a r l i s t e n i n g t o s e r i a l s i n t h e summer o f 19 4®* ^
39 i b l d .» p . 7 . |
^ S e l d e s , o p . c i t . , p . 2 3 4 .
^ I b i d . * p p . 2 3 4- 2 4 1 ; G i l b e r t S e l d e s , " R a d io , TV and j
t h e Common Man," i n S a tu r d a y R ev iew R ea d er H o. 3 (Hew Y o rk s j
Bantam B o o k s, 1954)* PP» ^ 0 - 2 7 . _ - * . . . - . . . . . _ _ . J
f o llo w e d T h u r b e r ’ s s t u d y by o n ly a s h o r t tim e and s e r v e d
a s a means of c o m p a r i s o n . ^ Rowe’ s i n i t i a l f i n d i n g was
t h a t , a lth o u g h m ost s e r i a l s h a d s i m i l a r c h a r a c t e r i s t i c s ,
t h e y w ere f a r fro m b e in g a l l t h e sam e. He o b s e r v e d p e r i o d s
i
o f r e l a x e d t e n s i o n i n e v e n t h e t y p i c a l s e r i a l s . k3 He |
|
fo u n d t h a t a t t h e tim e o f h i s s tu d y m ost s e r i a l s w ere f o l - j
I
I
lo w in g them es w h ich w ere d i r e c t l y s t a t e d o r w ere d i r e c t l y !
i m p l i e d . E x p l i c i t l y s t a t e d m o r a l i s t i c them es w ere c l o s e l y
i d e n t i f i e d w ith t h e Hummert s e r i a l s . The Hummert them es
c o n ta in e d e i t h e r a r o m a n tic c o n c e p t o r a p l a i n f o l k s c o n -
c e p t o ^ - Rowe fo u n d much m a r i t a l d i s c o r d i n t h e s e r i a l s
t h a t he h e a r d d u r in g t h e summer o f I 9J 4 .8 . M a r i ta l p ro b le m s
o r m a r i t a l m a la d ju s tm e n ts o c c u r r e d i n tw e n ty -tw o o f t h e
t h i r t y - t h r e e s e r i a l s t o w h ich he l i s t e n e d . ^ Rowe fo u n d
much m u rd er and v i o le n c e i n t h e s e r i a l s o f 191+8. He n o te d
t h a t e le m e n ts o f c rim e w ere i n t r i g u i n g t o t h e woman
l i s t e n e r , a lt h o u g h t h i s f a c t h a d b e e n o v e rlo o k e d by many
o t h e r r e s e a r c h e r s . ^ The m ost im p o r ta n t e le m e n t i n t h e
d a y tim e s e r i a l , i n Rowe’ s o p in io n , was ro m a n c e . The
^ S t a n l e y R o b e rt Rowe, nThe R a d io S e r i a l " (unp ub
l i s h e d M a s t e r 's t h e s i s , B o sto n U n i v e r s i t y , B o s to n , I 9I+9 ) ;
T h u rb e r, o p . c i t . , p p . 1 9 1 -2 6 2 .
^•3jRowe, 0£ . c i t . , p . 3 < >
W - I b id . t p p . 3k'k0» |
^ I b i d . , p p . ij.2 — lj-5 .
^Ibid., pp. J 4.6 — 14.9•
227
p ro b lem s o f lo v e were d e t e c t e d i n e v e ry one o f th e s e r i a l
p ro g ram s e x c e p t th e two m y s te ry pro g ram s w h ic h w ere on t h e
a i r a t th e t im e , P e r r y Mason and F r o n t Page F a r r e l l
Rowe i n a c c u r a t e l y s t a t e d t h a t many o f t h e s e r i a l h e r o i n e s
w ere d iv o rc e d ^ ® ; few w ere* H is o v e r s ta te m e n t may h a v e r e
s u l t e d fro m an a n a l y s i s t h a t was b a s e d upon c o n c e n tr a te d
l i s t e n i n g d u r in g a s h o r t p e r i o d o f t i m e . Widows c o u ld
e a s i l y have b e e n c o n fu s e d w i t h d i v o r c e e s . An e x a m in a tio n
o f t h e k i n d l y p h i lo s o p h e r s o f t h e d a y tim e s e r i a l r e v e a l e d
t o Rowe t h a t a l l o f t h e s e c h a r a c t e r s spoke c o l l o q u i a l ,
u n g ra m m a tic a l E n g li s h , t h u s d e m o n s tr a tin g t o s e r i a l
l i s t e n e r s t h a t even u n e d u c a te d p e o p le w ere c a p a b le o f
Jl Q
w o rth w h ile a c c o m p lis h m e n ts . 4'7 R ow e's s tu d y en d ed w i t h com
m ents on m ethods o f im p ro v in g th e daytim e s e r i a l d ram a,
i n c l u d i n g th e s u g g e s tio n s t h a t w r i t e r s s h o u ld depend l e s s
upon t r a g e d y and s t e r e o t y p e d c h a r a c t e r s and more upon
im a g in a tiv e w r i t i n g .
S e v e r a l o t h e r m a s t e r 's t h e s e s w h ich i n some m anner
d e s c r i b e d t h e daytim e s e r i a l w ere w r i t t e n d u r in g t h i s p e r
i o d , b u t t h e i r c o n fu s e d modes o f p r e s e n t a t i o n o r t h e i r
V 7 l b i d ., p p . 5 0 - 5 1 .
^ 8I b i d . , p . 5 7 .
^ 9I b i d . , p . 6 2 .
5 ° I b i d . , p p . 7lj.-8if.
2 2 8 j
com plete d e p en d e n ce up on s e c o n d a ry s o u r c e s s e v e r e l y lim ite d ;
51
t h e i r s c h o l a r l y v a l u e .
V. SUMMARY
j
The d ev elo p m e n t o f t e l e v i s i o n d u r in g t h e p e r i o d o f
i
191+7 -1952 h a d a s t r o n g l y n e g a t i v e e f f e c t upon th e r a d i o
|
i n d u s t r y , b u t d u rin g t h e im m e d ia te p o s t- w a r y e a r s n e tw o rk
r a d i o b r o a d c a s t i n g re m a in e d a p r o f i t a b l e k in d o f e n t e r
p r i s e . The d a y tim e s e r i a l c o n tin u e d t o t h r i v e . A f t e r a
r e d u c t io n i n th e num ber o f s e r i a l s i n l a t e 191+ 6 * t h e a v e r
age number o f s e r i a l s re m a in e d a t a b o u t t h i r t y - t h r e e a
day u n t i l t h e f a l l o f 1 9 5 1* when t h e g ro w th o f t e l e v i s i o n
a u d ie n c e s c a u s e d a r e d u c t i o n o f 20 p e r c e n t i n t h i s num
b e r . T h ro u g h o u t t h e p e r i o d s e r i a l s l e d o t h e r k in d s o f d a y
tim e r a d i o p ro g ram s i n h a v in g l a r g e a u d ie n c e s , b u t o n ly
n in e new r a d i o s e r i a l s came i n t o com m ercial s p o n s o r s h i p .
Seven new t e l e v i s i o n s e r i a l s w ere i n t r o d u c e d . I n c o n t r a s t
w ith th e a g e n c y - c o n t r o l l e d s e r i a l s o f r a d i o , t e l e v i s i o n
s e r i a l s t e n d e d to be n e tw o rk p r o p e r t i e s .
O nly t h r e e o f th e r a d i o s e r i a l s w hich w ere i n t r o
duced d u r i n g th e p e r i o d o f 191+7 -1 9 5 2 w ere s u c c e s s f u l .
They were Wendy W arren , T h is I s N ora D ra k e , an d The B rig h te r
51
^ E * £ . B la c k a d o r e , o £ . c i t . ; Raymond F r e d e r i c
S te w a rt, '"A S tu d y o f th e D aytim e S e r i a l R ad io L i s t e n e r ”
(Iowa C i t y , Iow a: S t a t e U n i v e r s i t y o f Iow a, I 9I+ 7 ) .
229
i
D ay* T e l e v i s i o n ' s f i r s t s p o n s o r e d d a y tim e s e r i a l , t h e CBS
p ro g ra m The F i r s t H undred Y e a r s , a p p ea re d i n D ecem b er,
19^ 0* A p p r o p r ia t e ly e n o u g h t h e s p o n s o r was P r o c t e r an d j
i
G am ble, w h ic h was on e o f a h a l f - d o z e n co m p a n ies t h a t h ad
j
p r e d o m in a te d i n t h e s p o n s o r in g o f r a d io s e r i a l s * The |
F i r s t H undred Y e a r s was f o llo w e d i n 19^1 h y M iss S u sa n and j
H aw kins F a l l s on NBC, and b y The E gg and , S e a r c h f o r
T om orrow , and L ove o f L i f e on CBS* S e a r c h f o r Tomorrow
and L ove o f L i f e c o n t in u e d a t t h e tim e o f t h i s s tu d y * The
p r o d u c t io n o f a t e l e v i s i o n s e r i a l w as f a r more c o m p lic a t e d
and e x p e n s iv e th a n t h e p r o d u c t io n o f a r a d io s e r i a l *
B e c a u s e o f t h e g r e a t e x p e n s e s o f p r o d u c t io n t e l e v i s i o n
p r o d u c e r s te n d e d t o draw upon t h e e s t a b l i s h e d s e r i a l
fo r m u la i n c r e a t i n g new p rogram s* D is c o n tin u a n c e o f many
s e r i a l s p r e v i o u s l y had c a u s e d r a d i o s e r i a l p r o d u c e r s t o
do t h e same t h in g * S e r i a l s o f t h e l i t e r a r y q u a l i t i e s o f
A g a in s t t h e S to rm an d V ic and S ad e d id n o t a p p e a r i n t e l e
v i s i o n and no lo n g e r a p p e a r ed i n r a d io a f t e r W orld War I I .
T e l e v i s i o n d a y tim e s e r i a l s w ere much l i k e r a d io s e r i a l s
I n fo r m . D ia lo g u e was m ore Im p o r ta n t th a n a c t i o n i n b o t h .
The n a r r a t o r u s u a l l y was a b s e n t fr o m t h e t e l e v i s i o n s e r i a l ,
a s w ere t h e s im p le c h a r a c t e r s o f m a ss-p r o d u c e d p rogram s
l i k e t h e H um m erts1 S t e l l a D a lla s o r Our G al S u n d a y * I n
n e e d o f I n v e s t i g a t i o n w as t h e q u e s t i o n o f w h e th e r o r n o t j
t h e v ie w in g o f a t e l e v i s i o n s e r i a l c r e a t e d l e s s o p p o r t u n it y
1
t o u s e th e im a g in a t io n th a n d id l i s t e n i n g t o t h e r a d io I
230
s e r i a l . The r e l a t i o n s h i p o f t h i s q u e s t i o n t o th e i l l u s i o n
o f r e a l i t y and t h e i d e n t i f i c a t i o n w i t h c h a r a c t e r s i n th e
s e r i a l s was unknown.
C r i t i c s o f th e d a y tim e s e r i a l w ere f a r l e s s s e v e r e
I n th e p e r i o d o f iglj.7-1952 th a n t h e y had b e e n a few y e a r s
e a r l i e r . Mich o f t h e c r i t i c a l comment c o n c e rn e d t h e
e x t e n t t o w h ic h s e r i a l s h e lp e d l i s t e n e r s . G i l b e r t S e ld e s
c a l l e d th e d a y tim e s e r i a l r a d i o * s s i n g l e im p o rta n t c o n t r i
b u t i o n t o t h e a r t o f f i c t i o n . He r e g r e t t e d th e m is u se o f
a p o t e n t i a l l y good l i t e r a r y fo rm . S e ld e s a l s o s u g g e s te d
t h a t t h e r e was an e le m e n t o f m ale im p o te n c y i n th e weak
n e s s o f m ale s e r i a l c h a r a c t e r s . An i m p l i c a t i o n w h ic h
c o u ld be made fro m h i s s u g g e s t i o n was t h a t t h i s im p o te n c y
r e p r e s e n t e d a w ish f o r c a s t r a t i o n and was a c o m p e n sa tin g
f e a t u r e t o m ale d o m in a ted h o u se w iv es who e n jo y e d sy m b o lic
r e j e c t i o n o f m ale su p re m ac y . The r e l a t i o n s h i p o f m ale
im p o te n c y t o th e s u c c e s s of many d a y tim e s e r i a l s h a d n o t
b e e n i n v e s t i g a t e d a t t h e tim e o f t h i s s t u d y . An a r t i c l e
S p o n so r m agazine r e l a t e d th e d u r a b i l i t y o f s e r i a l s t o
t h e r e v o l v i n g p l o t t o t h e h o u s e w i f e 's n e e d f o r com panion
s h i p and t o prog ram c o n t i n u i t y .
The m ost i m p o r t a n t r e s e a r c h r e p o r t o f th e 1 9 ^ 7 -1 9 5 2
p e r i o d was a sy m b o lic a n a l y s i s o f th e d a y tim e s e r i a l by
L lo y d W arner a n d W illia m H enry. The I n v e s t i g a t o r s u s e d a
T h e m a tic A p p e rc e p tio n T e s t , th e V e rb a l P r o j e c t i v e w hich
was b a s e d u p o n p l o t s o f B ig S i s t e r , d i r e c t e d i n t e r v i e w s
2 3 1
d u r i n g t h e s e r i a l ’ s p r e s e n t a t i o n , n o n - d i r e c t e d i n t e r v i e w s ,
and a s c h e d u le o f s o c i a l c h a r a c t e r s t i c s . W arner and H enry
fo u n d n o th in g t o c o n fir m t h e s t a t e m e n t s b y c r i t i c s t h a t
s e r i a l s w ere h a r m f u l. I n s t e a d t h e y c h a r a c t e r i z e d s e r i a l s
a s m odem f o l k t a l e s w h ic h e x p r e s s e d t h e h o p e s and f e a r s
o f t h e i r women l i s t e n e r s a n d c o n t r i b u t e d t o th e i n t e g r a
t i o n o f t h e i r l i v e s i n t o t h e w o rld i n w h ich t h e y l i v e d .
I n 1914-8 S t a n l e y Rowe r e p o r t e d t h r o u g h h i s M a s t e r 's t h e s i s
t h a t m a r i t a l d i s c o r d s e x i s t e d i n tw e n ty -tw o o f th e t h i r t y -
t h r e e d a y tim e s e r i a l s t o w hich he l i s t e n e d . He a l s o
d e t e c t e d a l a r g e amount o f m urder and v i o l e n c e w h ich he
s a i d was t y p i c a l i n th e p o s tw a r d a y tim e s e r i a l .
I - '
C H A PTER V III
THE DAYTIME SERIAL DRAMA, 1952-1957
I . INTRODUCTION
|
The p e r i o d o f 1952-1957 was one i n w h ic h t h e daytim ej
s e r i a l o f t e l e v i s i o n had i t s g r e a t e s t g ro w th a n d t h e d a y -
i
tim e s e r i a l o f r a d i o u n d e rw e n t i t s g r e a t e s t t r i a l * The
p r e s e n c e o f t e l e v i s i o n s e r v e d t o d e c r e a s e n e tw o rk r a d i o i n
comes and r a d i o a u d ie n c e r a t i n g s a ro u n d 19^ + 9 * tort u n t i l
1951 and 19$2 th e l o s s e s w ere s l i g h t * Then w i t h i n a few
y e a r s t e l e v i s i o n r e p l a c e d r a d i o a s th e p r i n c i p a l n e tw o rk
b r o a d c a s t i n g m edium . The incom e and th e r a t i n g s o f n e tw o rk
r a d i o d ro p p e d sharply."*' The d a y tim e s e r i a l o f r a d i o was
a f f e c t e d a s were o t h e r r a d i o p ro g ra m s; b u t f o l lo w in g a
s h o r t p e r i o d o f d e c l i n e i t r e g a in e d i t s s t r o n g p o s i t i o n
2
among d a y tim e program s*
The A m erican B r o a d c a s tin g Company a d d e d new d a y tim e
s e r i a l s t o i t s r a d i o n e tw o rk i n th e 1 9 5 1 -1 9 5 2 s e a s o n .
T h is c a u se d th e num ber o f s e r i a l s on r a d i o t o r i s e t o
t h i r t y - f i v e i n J a n u a r y , 1 9 5 2 . By J a n u a r y , 1953> h o w ev er,
t h e num ber o f s e r i a l s was re d u c e d t o t h i r t y - e i g h t , one
more t h a n t h e num ber t h a t w ere on t h e a i r i n J a n u a r y , 1951*
_ _ _ _ _ _ _ _ _ _ _ _ i
^ E .g . !,The R adio N e tw o rk s,1 * B r o a d c a s t in g , 5 1 0 1 - 3 6 , ;
November 2 o , 1956*
2Vide p , 2 3 3 .
233 i
i
\
T h i r t y - e i g h t re m a in e d th e num ber o f r a d i o d a y tim e a e r i a l s j
u n t i l th e 1955-1956 s e a s o n , when a r e d u c t i o n by NBC d e
c r e a s e d th e num ber o f s e r i a l s t h a t w ere on th e a i r i n
3
J a n u a r y , 19f?6, t o n i n e t e e n .
|
T h ree new d ay tim e s e r i a l s came t o r a d i o d u r in g t h e i
i
p e r i o d o f 1952- 19^7 w h ile t w e n t y - t h r e e new t e l e v i s i o n |
i
s e r i a l s w ere i n t r o d u c e d . E ig h te e n o f t h e s e t e l e v i s i o n !
s e r i a l s w ere n o l o n g e r on t h e a i r i n O c to b e r, 1958* F o u r
t e e n o f t h e d i s c o n t i n u e d p ro g ram s w ere NBC s e r i a l s
The r a t i n g s o f r a d i o s e r i a l s d e c l in e d b e c a u s e o f
th e a t t r a c t i v e n e s s o f t e l e v i s i o n t o a u d ie n c e s , b u t s e r i a l s
c o n tin u e d t o be th e m ost p o p u l a r d a y tim e r a d i o p ro g ra m s .
I n f a c t a f t e r 19f?5 d a y tim e s e r i a l s u s u a l l y w ere t h e m ost
p o p u la r r a d i o p ro g ram s o f t h e n e tw o rk s r e g a r d l e s s o f tim e
o f day o r n i g h t b e c a u s e n i g h tt i m e r a d i o s u f f e r e d g r e a t l y
fro m th e a t t r a c t i v e n e s s o f t e l e v i s i o n t o a u d i e n c e s . T e l e
v i s i o n ' s d ay tim e s e r i a l s so o n re a c h e d h i g h p o s i t i o n s i n the
r a t i n g s u r v e y s , a lth o u g h o t h e r p ro g ram form s p r o v i d e d t e l e
v i s i o n s e r i a l s w i t h more c o m p e titio n t h a n o t h e r k in d s o f
p ro g ram s gave t o r a d i o s e r i a l s .
^ H a r r is o n B. Summers, A T h i r t y - Y e ar H i s t o r y o f P r o
gram s C a r r i e d on N a tio n a l R ad io N etw orks i n t h e U n ite d
S t a t e s 19^b-19E?5 (C olum bus, Ohi"o: D ep artm en t o t S p e e ch ,
Ohio S t a t e U n i v e r s i t y , J a n u a r y , 1 9 5 8 ), p p . 1 8 5 -2 2 8 .
W id e A ppendix A, p . 3 1 7I A ppendix B, p p . 3 3 1 -3 3 3 . I
5 e • £ . Summers, A T h i r t y - Y ear H i s t o r y o f P rogram s
C a r r i e d "on N a t io n a l R a lio N etw orks i n t h e U n ite d S t a t e s
1 9 2 6 -1 9 5 5 7 loo"." c i t . !
234
!
B e ca u se r a d i o was h e a r d b y more p e o p le t h a n view ed
t e l e v i s i o n d u r in g some d a y tim e h o u r s , r a d i o s e r i a l s p o s
s i b l y e x c e e d e d t e l e v i s i o n s e r i a l s i n s i z e o f a u d ie n c e a t
some h o u r s . A s u r v e y b y an a d v e r t i s i n g ag en cy i n 1956 r e
v e a le d t h a t d u r in g 75 p e r c e n t o f th e tim e b e tw e e n 6 :0 0
A.M. and 6 :0 0 P.M. more p e o p le h e a r d r a d i o t h a n w atch ed
t e l e v i s i o n . B e fo re 3*00 P.M. r a d i o was u s e d i n tw ic e a s
many homes a s u s e d t e l e v i s i o n . ^
I I . PROGRAM HISTORY
The h i s t o r y o f t h e d a y tim e s e r i a l dram a d u r in g th e
p e r i o d o f 1 9 5 2 -1 9 5 7 r e f l e c t e d th e a c t i o n s a n d th e f o r t u n e s
o f t h e t h r e e m a jo r r a d i o and t e l e v i s i o n n e tw o rk s . The
M itu a l and Du Mont n e tw o rk s , w hich h a d l i t t l e d a y tim e p r o
g ra m in g , h e l d t o t h e i r p o l i c i e s o f p r e s e n t i n g no s e r i a l s 0
AB,C> NBC and CBS em ployed d a y tim e s e r i a l s w ith d i f f e r i n g
i n t e r e s t s a n d s u c c e s s e s .
The A m erican B r o a d c a s tin g Company h a d aban doned th e
d ay tim e s e r i a l d u r in g W orld War I I , b u t i n t h e 1 9 51-1 952 '
s e a s o n i t s p o l i c y m ak ers d e c id e d t o a tte m p t t o a t t r a c t th e
7
d a y tim e r a d i o a u d ie n c e w i t h a p p ro x im a te ly a d o z en s e r i a l s .
W ith t h e e x c e p ti o n o f When a G i r l M a r r ie s , w h ic h was
a c q u i r e d fro m NBC, t h r e e s e r i a l s w ere r e v i v a l s o f p ro g ram s
----------------
A D i s c u s s io n o f R ad io (R adio-T V R e s e a r c h D ep artm en t
o f B a t t e n , B a r to n , D u r s t i n e , and O sborn , I n c o r p o r a t e d ,
P a l l , 1 9 5 6 ), p . 3 .
7S £ 0n a £ £ , 5 : 2 3 , J u l y 3 0 , 1 9 5 1 . ______
235 !
s u c h a s friary M a r lin , V a l i a n t L ady, Lone J o u r n e y , Jo y c e
J o r d a n , and A g a in s t th e S to rm , A p p a r e n tly t h e n e tw o rk h a d
b e e n w ith o u t s e r i a l s f o r so lo n g a p e r i o d a s t o make u n
s u c c e s s f u l th e a tt e m p t t o a t t r a c t new l i s t e n e r s a t a tim e
i
when t e l e v i s i o n was d e c r e a s i n g t h e s i z e o f t h e r a d i o d a y - j
8 !
tim e a u d ie n c e . The ABC s e r i a l s a c h ie v e d s m a ll r a t i n g s , ;
I
By 1953 o n ly When a G i r l M a rrie s re m a in e d . T o g e th e r w ith
s e v e r a l s e l f - c o n t a i n e d dram as i t c o n tin u e d a s an ABC d a y
tim e f e a t u r e u n t i l t h e n e tw o rk a d o p te d a fo r m a t o f m usic
9
and news i n 1957*
The N a tio n a l B r o a d c a s tin g Company d e m o n s tr a te d an
i n c o n s i s t e n t a t t i t u d e to w a rd t h e d a y tim e s e r i a l i n b o th
i t s r a d i o and t e l e v i s i o n n e tw o rk s . The s e r i a l had lo n g
b e e n t h e b u lw a rk o f NBC's r a d i o p ro g ra m in g a n d NBC h a d a
s t r o n g b lo c k o f a f t e r n o o n s e r i a l s . Then i n t h e f a l l o f
1955 t h e n e tw o rk b e g a n t o e l i m i n a t e some o f i t s o l d e s t
and m ost s u c c e s s f u l s e r i a l s i n o r d e r t o make room f o r a
p ro g ram c a l l e d W eekday. By t h e tim e t h e n e tw o rk h a d com
p l e t e d i t s p ro g ra m r e o r i e n t a t i o n , i t had e l i m i n a t e d l o n g -
l a s t i n g s e r i a l s s u c h as J u s t P l a i n B i l l , L o ren z o J o n e s ,
S t e l l a D a l l a s , Young W idder Brown, and P e p p e r Y oung1 a
F a m ily . Weekday was much l i k e NBC's w eekend M o n ito r progranj
® E,g. Summers, A T h i r t y - Y e a r H i s t o r y o f Program s
C a r r i e d on N a t io n a l Racfio N etw orks- i n t h e U n ite d S t a t e s
1 9 2 6 -1 9 5 5 7 o p 7 C i t . , p p . 1 9 1- 1 9 2 , 2 0 0 -S o l.
^ M is c e lla n e o u s p u b lis h e d p rogram l o g s .
236
i t r e p r e s e n t e d a c o m p lete r e v e r s a l o f th e c o n c e p t o f p r e
s e n t i n g th e same f e a t u r e s a t th e same h o u r on e a c h d a y w ith
t h e r e g u l a r i t y w h ic h h a d b e e n im p o r ta n t t o t h e s u c c e s s o f
d a y tim e r a d i o . The new p ro g ra m was a c l e a r f a i l u r e and
was aband oned i n th e summer o f 19£ 6 « NBC b e g a n t o r e b u i l d j
r
i t s d a y tim e p ro g ra m in g w i t h s e l f - c o n t a i n e d dram as and d a y - ;
10 !
tim e s e r i a l s .
I n 1955 th e d r a s t i c r e d u c t i o n i n th e num ber o f
s e r i a l s by NBC an d th e l o s s o f c o m m erc ial s p o n s o r s h ip o f
s e r i a l s by CBS R ad io t o t e l e v i s i o n h e ig h te n e d th e p o s s i b i l
i t y t h a t th e d a y tim e s e r i a l m ig h t d i s a p p e a r a s a r a d i o
f e a t u r e . CBS R ad io c o n tin u e d t o p r e s e n t i t s s e r i a l s i n an
u n b ro k e n b lo c k o f t w o - a n d - a - h a l f - h o u r s w h e th e r t h e y w ere
s p o n s o re d o r n o t . The n e tw o rk r e l i e d upon t h e r e g u l a r
l i s t i n g p a t t e r n s w h ich h a d alw ay s h e lp e d d a y tim e r a d i o and
t h e d a y tim e s e r i a l t o overcom e t h e a t t r a c t i v e n e s s o f t e l e
v i s i o n , and t h e r e l i a n c e was p r o p e r . S p o n so rs r e t u r n e d t o
t h e s e r i a l s and CBS R ad io g a in e d new d a y tim e l i s t e n e r s .
I n t h e s p r i n g o f 1956 CBS v i c e - p r e s i d e n t Jo h n K a ro l t o l d
t h e W is c o n s in B r o a d c a s t e r s A s s o c i a t i o n t h a t t h e p r e s e r v a
t i o n o f t h e b l o c k o f s e r i a l s h a d r e s u l t e d i n a n 8 p e r c e n t
i n c r e a s e i n th e s i z e o f th e d a y tim e a u d ie n c e o f CBS R a d io
d u r in g t h e m ost r e c e n t tw e lv e m o n th s. The m a jo r c o m p e tito r
10|,NBC t o D rop Weekday P ro g ra m ,” B r o a d c a s t i n g , £ 0 :2 0 ,
Ju n e 2 £ , 1956; " S h i f t i n g T re n d B r in g s WBC-NBC S p l i t J " B ro ad
c a s t i n g , £ 1 :9 0 , J u l y 16, 195>6; m is c e lla n e o u s p u b l i s h e d p r o - j
gram l o g s . 1
(NBC) h a d l o s t more t h a n h a l f i t s d a y tim e a u d ie n c e , he
s t a t e d . K a ro l c la im e d t h a t th e CBS d ay tim e a u d ie n c e was
tw ic e a s l a r g e a s t h a t o f an y o t h e r n e tw o rk and was grow
i n g . He p o i n t e d t o th e new c o n t r a c t o f $>1,£00,000 w i t h
C o lg a te a s an i n d i c a t i o n o f th e a p p e a l o f th e d a y tim e j
r a d i o s e r i a l . ^
|
The CBS T e l e v i s i o n N etw ork a l s o fo u n d much advantaged
ous im p o rta n c e t o th e d ay tim e s e r i a l dram a. CBS c o n tin u e d
S e a rc h f o r Tomorrow and Love o f L if e and s t e a d i l y a d d ed new
s e r i a l s . Most o f t h e p ro g ram s t h r i v e d .
I n c o n t r a s t w i t h t h e s t e a d y a t t i t u d e o f CBS to w a rd
th e d a y tim e s e r i a l , NBC made sw eep in g c h an g e s i n i t s s e r i a l
p ro g ram s and a c t e d w i t h i n c o n s i s t e n c y . I t s o f f i c i a l s
d e m o n s tra te d l i t t l e c o n fid e n c e i n t h e d u r a b i l i t y of t h e
p ro gram fo rm . I n 19£3 a b r i e f m o rn in g b lo c k o f d a y tim e
s e r i a l s had d e v e lo p e d . A f t e r a few m onths i t was r e p l a c e d
b y t h e Home p ro g ram . Then a two h o u r a f t e r n o o n b lo c k o f
d a y tim e s e r i a l s was d e v e lo p e d i n 195^ • I n 19^5 a l l f o u r
s e r i a l s i n t h e f i r s t h o u r o f th e b lo c k w ere r e p l a c e d by
M atin ee T h e a t r e , a n h o u r lo n g dram a p ro g ram w h ic h was t o be
a r e p la c e m e n t f o r t h e d ay tim e s e r i a l . NBC's re m a in in g
s e r i a l s s u r v iv e d f o r a w h ile b e c a u se o f t h e i r f a v o r a b l e
p o s i t i o n s i n t h e b r o a d c a s t s c h e d u le b u t d w in d le d away u n t i l ,
b y th e summer o f 1 9£6, NBC h a d o n ly one d a y tim e s e r i a l
i
^ C B S R a d io p u b l i c i t y r e l e a s e , May 2J 4, 19£6; “ CBS
R a d io D aytim e N ear 'SRD* S t a t u s , 1 1 Broadcastirg, £ lgq., Atg. 6, 19£6w
2 3 8 |
dram a. ^
The e s t a b l i s h e d s u b j e c t s o f d a y tim e s e r i a l s w ere
em p lo y ed i n t h e r a d io and t e l e v i s i o n s e r i a l s w h ic h w ere
in t r o d u c e d d u r in g t h e p e r io d o f 1 9 5 2 -1 9 5 7 * The new
s e r i a l s p o r t r a y e d t h e woman a lo n e t h e m ost f r e q u e n t l y , b u t j
i
th e o t h e r s e r i a l t y p e s w ere r e p r e s e n t e d . T h ere w ere fa m ily !
|
dram as w h ich so m e tim e s c o n t a in e d k i n d l y p h i l o s o p h e r s ,
s e r i a l s o f t h e p r o b le m s o f m a r r ia g e , and on e m y s te r y and
a d v e n tu r e dram a. M ost o f t h e s e r i a l s h ad r e v o l v i n g p l o t s .
T h ree u l t i m a t e - c o n c l u s i o n s e r i a l s w ere in t r o d u c e d on t e l e
v i s i o n ; on e o f them s u c c e e d e d .
The woman a lo n e was r e p r e s e n t e d i n t e l e v i s i o n s e r i a ls
b y a P h i l a d e l p h i a s o c i e t y g i r l i n E la in e C a r r in g t o n 's
F o llo w Y our H e a r t ; b y a New Y ork m o d el i n T h ree S t e p s t o
H ea v en ; b y a g i r l r e p o r t e r i n A Tim e t o L iv e ; b y a w idow ed
p h y s i c i a n i n The G r e a t e s t G i f t ; b y a fam ou s a c t r e s s i n Con
c e r n in g M s s M arlow e; b y a woman la w y e r i n P o r t i a F a c e s
L i f e ; and b y a g i r l who w is h e d t o b e a s i n g e r i n G o ld en
13
W indow s. T h at a l l o f t h e s e p rogram s w ere d is c o n t in u e d
was a l i t t l e s u r p r i s i n g , b e c a u s e o f t h e e a r l i e r im p o r ta n c e
^NBC p ro g ra m f i l e s (P ro g ra m A n a ly s is D e p a r tm e n t,
N a t io n a l B r o a d c a s t in g Company, R o c k e M le r P la z a , New Y ork
C it y 2 0 , New Y o r k ); A l f r e d J . J a f f e , " D aytim e T e l e v i s i o n ' s
Q u ie t L i t t l e R e v o lu t io n ," S p o n s o r , 1 2 : 3 9 , A p r i l 1 9 , 1 9 5 8 .
•^NBC p rogram f i l e s ; CBS p rogram f i l e s (P rogram
I n f o r m a tio n D e p a r tm e n t, C olu m b ia B r o a d c a s t in g S y s te m , lj.85
M ad ison A v en u e, New Y ork C i t y 2 2 , New Y o r k ).
239
o f t h e woman a lo n e t o t h e r a d io s e r i a l . NBC’ s e r r a t i c
p o l i c y r e g a r d in g s e r i a l s p la y e d a l a r g e p a r t i n t h e s e
c h a n g e s , f o r o n ly P o r t i a P a c e s L i f e w as a CBS p ro g ra m .
P o u r o f th e women a lo n e w ere g i r l s who had n o t y e t m a r r ie d ,,
w h ic h s u g g e s t e d t h e a s s u m p tio n t h a t h o u s e w iv e s c o u ld n o t j
i d e n t i f y w it h th em . The f o u r p rogram s w ere d i s c o n t i n u e d
b e f o r e t h e h e r o in e s w ere a b le t o a c q u ir e h u sb a n d s and f a c e
t h e p r o b lem s o f m a r r ia g e .
The p r o b lem s o f m a r r ia g e w ere t h e m ain t o p i c s o f
F i r s t L o v e, The B e n n e t t s , and V a lia n t Lady on t e l e v i s i o n .
R a d io ’ s new s e r i a l on t h i s s u b j e c t w as The D o c to r * s W ife ,
w h ic h w as w r i t t e n b y a d o c t o r ’ s d a u g h te r . I t w as p r e s e n t e d
d u r in g s e v e r a l c o n s e c u t iv e y e a r s , a s was V a lia n t L ady.
The V a lia n t Lady e v e n t u a l l y becam e a w id ow . The o t h e r
s e r i a l s w ere so o n d i s c o n t i n u e d . ^
T e l e v i s i o n p r e s e n t e d th e o n ly new m y s te r y and a d v e n
t u r e s e r i a l o f t h e p e r io d 1 9 5 2 - 1 9 5 7 * I t w as a h a l f - h o u r
p rogram t h a t was c a l l e d E dge o f N ig h t . I t h a d a m ale p r o
t a g o n i s t I n l e g a l o f f i c e r Mike K a r r . Male p r o t a g o n is t s
a l s o a p p e a r e d i n t h e t e l e v i s i o n s e r i a l s , Road o f L i f e , The
S in k in g H e a r t, The S e c r e t S to rm , and The W orld o f Mr.
S w e e n ey , and i n r a d i o ’ s H o t e l f o r P e t s . The t e l e v i s i o n
v e r s i o n o f Road o f L if e w as u n s u c c e s s f u l , a s was The S in k - ;
i
in g H e a r t . B o th s e r i a l s d e s c r ib e d p h y s i c i a n s . The S e c r e t j
^N BC and CBS p rogram f i l e s .
21*0
S to rm was th e s t o r y o f w idow er P e t e r Hobbs and was a
s u c c e s s f u l f e a t u r e i n 1958* I n t e l e v i s i o n The W orld o f Mr.
Sweeney s t a r r e d C h a r l i e R u g g les a s C ic e ro P . Sw eeney, th e
widowed p r o p r i e t o r o f a g e n e r a l s t o r e . E ac h e p is o d e was
co m p lete i n i t s e l f . The p ro g ram c o n tin u e d d u r in g two y e a rs i
j
H o te l f o r P e ts was an u n u s u a l r a d i o comedy a b o u t Mr. J o l l y j
(P ra n k McHugh) an d h i s a n im a l f r i e n d s . I t was d i s c o n t i n u e d
w ith o t h e r s e r i a l s i n t h e NBC r e d u c t i o n o f s e r i a l s d u r in g
1 9 5 5 -1 9 5 6 .^
NBC b ro u g h t t h r e e new u l t i m a t e - c o n c l u s i o n s e r i a l s
t o t e l e v i s i o n i n 1951* an7 waa a p ro g ra m t h a t h a d b e e n p r e s e n t e d
f i r s t i n San F r a n c i s c o on M arch 2 9 , 1932* I t was One Mian' 3
F a m ily . F o r y e a r s t h e s t o r y o f th e B a rb o u rs o f San
F r a n c i s c o h a d b een a p o p u l a r w eek ly e v e n in g f e a t u r e o f
NBC R a d io . I n 191+9 i t b e g a n a s e a s o n 's e x i s t e n c e a s a
n i g h tt i m e dram a. A lth o u g h One Man' s F a m ily u s u a l l y was
a s s o c i a t e d w ith th e d a y tim e s e r i a l d ram a, i t d i d n o t become
one u n t i l when i t wa3 p r e s e n t e d i n t h e f i f t e e n m in u te
M o n d a y -th ro u g h -F rid a y fo r m a t by NBC T e l e v i s i o n . I n t h e
n e x t y e a r i t becam e an NBC r a d i o s e r i a l . The t e l e v i s i o n
*?As th e W orld T u rn s was d e s c r i b e d i n d e t a i l i n
C h a p te r ITT
■^CBS p ro g ram f i l e s .
21*2
v e r s i o n was d i s c o n ti n u e d i n f a v o r o f M atin ee T h e a t r e .
1 9
The r a d i o v e r s i o n c o n tin u e d a t t h e tim e o f t h i s s tu d y .
One Man1 s F a m ily was w r i t t e n b y C a r l t o n E . M orse.
A c c o rd in g t o F r a n c i s C hase th e i d e a f o r t h e p ro g ram came
20 !
fro m G a ls w o rth y 1s F o r s y te S a g a . Morse e m p h a siz e d th e j
im p o rta n c e o f c h a r a c t e r i z a t i o n . I n 19^4 w r o te : j
j
C h a r a c te r s and c h a r a c t e r i z a t i o n • . . become o f
p aram o u n t i n t e r e s t t o th e s c r i p t w r i t e r o f s e r i a l
sh o w s. I n f a c t , i f h i s c h a r a c t e r s h av e a u n i v e r s a l
a p p e a l an d a r e t r u l y a n d hum anly draw n, t h e s e r i a l
w r i t e r h a s j u s t a b o u t e v e r y t h i n g he n e e d s . P l o t ,
y e s , b u t o n ly enough t o m o tiv a te c h a r a c t e r i z a t i o n .
P e o p le l i k e t o l i s t e n t o an d be w i t h t h o s e who a p p e a l
t o them , no m a t t e r w hat th e y d o . T h is i s t r u e i n
f i c t i o n as w e l l a s r e a l l i f e . 21
Morse alw ay s c l o s e l y a s s o c i a t e d th e c h a r a c t e r s i n h i s
s e r i a l s w ith th e a c t o r s who p la y e d th e m . I n 1959 roany o f
t h e r o l e s i n th e r a d i o v e r s i o n o f One Man1s F a m ily w ere
p la y e d by a c t o r s who h ad o r i g i n a t e d them i n 1 9 3 2 . J*
A nthony Smythe c o n tin u e d i n t h e r o l e o f F a t h e r B a rb o u r.
M in e tta E l l e n f i n a l l y gave up th e r o l e o f M other B a rb o u r
a f t e r a lm o s t t w e n t y - f i v e y e a r s an d was r e p l a c e d by Mary
Adams who p la y e d i n th e t e l e v i s i o n v e r s i o n o f th e s t o r y .
Page G ilm an ( J a c k ) an d B e r n ic e B erw in (H a z e l) w ere h e a r d
on t h e f i r s t b r o a d c a s t . The r o l e o f P a u l was p la y e d f o r
19nBC p ro g ra m f i l e s .
20 '
F r a n c i s C h ase, Sound an d F u ry (New Y o rk : H a rp e r
and B r o t h e r s , I 9I+ 2 ) , p p . I 9 2 - I 9IJT
21
C a r l t o n M orse, "One M a n ^ R adio P ro g ra m ," i n
Jerom e L aw ren ce, ( e d . ) , O ff Mike (New Y o rk : E s s e n t i a l Books,!
1941}.), p . 1 1 6 . ..... j
2h3
many y e a r s by M ic h ae l R a f f e t o . He was r e p l a c e d b y R u s s e l l
T h o rso n , a n o th e r who p la y e d i n t h e t e l e v i s i o n v e r s i o n . So
c l o s e l y d id C a r lt o n Morse a s s o c i a t e h i s a c t o r s w i t h h i s
c h a r a c t e r s t h a t he e l i m i n a t e d t h e im p o r ta n t r o l e o f P a u l
i
B a rb o u r fro m th e r a d i o s e r i a l when t h e a c t o r who p la y e d !
h im , B a rto n Y a rb o ro u g h , d i e d . M orse’ s h e a l t h f a i l e d temporj-
a r i l y i n 1957 when he gave th e w r i t i n g a s s ig n m e n t t o a n -
22
o t h e r p e r s o n b u t re m a in e d t h e p r o g r a m 's p r o d u c e r .
D u rin g th e p e r i o d o f 1 9 52-195 7 two i n t e r e s t i n g
ann ouncem ents r e g a r d e d th e d a y tim e s e r i a l dram a. An a d
v e r t i s e m e n t i n S p o n so r i n t r o d u c e d w hat was c a l l e d th e
’’f i r s t d r a m a tic r a d i o s e r i a l c r e a t e d e s p e c i a l l y f o r Negro
m a r k e t .” 2^ The p rogram was Ruby V a l e n t i n e , a s y n d ic a te d
f e a t u r e i n w hich J u a n i t a H a l l p l a y e d . The h e r o i n e was th e
o p e r a t o r of a b e a u ty shop i n a l a r g e c i t y . A c c o rd in g to
S p o n so r i t was t h e ’’f i r s t N egro show o f a n e tw o rk c a l i b e r
t o be aim ed s p e c i f i c a l l y a t N egro l i s t e n e r s . ” 2^ A p o l i t i c a l
u s e of th e d a y tim e s e r i a l fo rm a t was s e e n i n 1956 when
M rs. C h a rle s W. W eis, J r . , C hairm an o f t h e New Y ork
22ubc p ro g ram f i l e s ; Los A n g e le s T im e s. May 1 9 , 1956;
Y oungstow n V i n d i c a t o r . May 1 2, 1957; irOne M an's Two Fam ilies!'
TV Guide. 2 i£ o . May lQ5q.; d i r e c t e x p e r ie n c e o f t h e w r i t e r .
23S p o n s o r. 7 s 6Ij., A ugust 2if, 1953*
2 ^ "S p o n so r H e a r s ,” S p o n s o r , 7*l8> O c to b e r 5» 1953*
A b el G reen and J o e L a u r i e , J r . , i n Show B iz (New Y orks j
H enry H o lt and Company, 1 9 5 1 ), p* 538» c a l l e d a C hicago
r a d i o p ro g ram , H ere Comes Tomorrow, th e ’’f i r s t soap o p e ra
w ith an a ll - N e g r o c a s t , s p o n s o r , and a g e n c y .”
zkb
t
P la n n in g C om m ittee f o r t h e R e p u b lic a n c o n v e n tio n i n San
F r a n c i s c o , anno unced t h a t p ro p ag a n d a s e r i a l s w ould be u s e d
2£
i n h e r s t a t e a s p a r t o f t h e e l e c t i o n c am p aig n .
I I I . CRITICISM
Some v e ry i n t e r e s t i n g c r i t i c i s m o f d a y tim e s e r i a l
a p p e a re d d u r in g t h e p e r i o d o f 1952-1957* As i n p r e c e d in g
p e r i o d s , c r i t i c s d i f f e r e d w id e ly i n t h e i r o p in io n s and
s e r i a l w o rk e rs d e fe n d e d t h e i r pro gram fo rm .
The r e d u c t i o n i n num ber o f s e r i a l s w h ich was begun
by NBC i n th e f a l l o f 1955 c au se d R o b e rt Lew is Shayon t o
a n a ly z e some p ro b le m s o f t h e v e te r a n s e r i a l a c t o r . I n
t e l e v i s i o n th e a c t o r c o u ld n o t a c t i n t e n o r tw e n ty p r o
gram s a week w ith o u t h a v in g t o w orry a b o u t c o stu m e , make
u p , o r m em o riz a tio n * T e l e v i s i o n a c t i n g r e q u i r e d more
e f f o r t and c o n c e n t r a t i o n t h a n r a d io a c t i n g . The a c t o r was
a b le t o a p p e a r i n t e l e v i s i o n program s l e s s f r e q u e n t l y t h a n
he had a p p e a re d i n r a d i o p ro g ra m s, b u t more f r e q u e n t l y I n
t e l e v i s i o n pro g ram s th a n Broadway p l a y s . Shayon b e l i e v e d
t h a t th e i n t e r r e l a t i o n s h i p o f t h e a t e r , t e l e v i s i o n and
m o tio n p i c t u r e s w ould h e l p a c t o r s t o d e v e lo p h i s t r i o n i c
* n * 26
a g i l i t y .
25‘»gof ’Soap O p e r a s ,* 1 * B r o a d c a s tin g , 5 l s 9 k , A ugust
1 3 , 1956.
26)
R o b e rt L ew is S hayon, ”The K in g o f t h e Soaps i s
D e a d ,” S a tu r d a y R eview , 3 8 :2 o - 2 7 , November 1 2 , 1955*
2l|5 i
The r e d u c t io n i n th e num ber o f s e r i a l s b y NBC a l s o
l e d t o a d e t a i l e d a n a l y s i s o f t h e d a y tim e s e r i a l by Hugh
D ic k in s o n , an a s s i s t a n t p r o f e s s o r i n t h e D ep a rtm en t o f
S p e e c h and Drama a t L o y o la U n i v e r s i t y , C h ica g o * The
a n a l y s i s a p p e a r e d i n th e C a t h o l ic p e r i o d i c a l , A m erica* i
i
D ic k in s o n b e l i e v e d t h a t one c o n s e q u e n c e o f th e r e d u c t io n
i
i n t h e num ber o f s e r i a l s b y NBC w ou ld b e l o s s o f w ork f o r
B roadw ay a c t o r s who a p p e a r e d i n t h e p r o g r a m s. He o p in e d
t h a t t h e d a y tim e s e r i a l had p e r v a s i v e l y c o n t r ib u t e d t o t h e
d e s t r u c t i o n o f drama a s a p o p u la r a r t b y c r e a t i n g an
a u d ie n c e t h a t was u n a b le t o r e s p o n d p r o p e r ly t o a r e a l
d r a m a tic e x p e r i e n c e . He th o u g h t t h a t t h e p o p u la r a r t s
w ere p r o d u c ts o f t h e m ass m ed ia an d t h a t t h e d a y tim e s e r i a l
w as t h e b e s t ex am p le o f t h i s m a ch in e made a r t b e c a u s e o f
t h e d a i l y a u d ie n c e i t had commanded f o r a q u a r t e r o f a
c e n t u r y . A f t e r l i s t e n i n g t o an u n s p e c i f i e d number o f
s e r i a l s D ic k in s o n c o n c lu d e d t h a t , i n s t e a d o f t h e v i o l e n t
a c t i o n w h ic h h e had f o r some r e a s o n e x p e c t e d t o f i n d i n
27
s e r i a l s , t h e s e r i a l s had no a c t i o n . He fo u n d t h e c l a s s i
c a l e le m e n t s o f drama o n ly i n r e t r o s p e c t and c o n c lu d e d t h a t
t h e w r i t e r o f a s e r i a l w orked h a rd t o p r e v e n t a c t i o n fro m
h a p p e n in g , a v o id in g s u s p e n s e and humor i n o r d e r n o t t o
b r e a k t h e d e s ir e d e f f e c t o f t e n s i o n . D ic k in s o n com pared
t h e d a y tim e s e r i a l w it h t h e “ w e l l made p la y " o f t h e
^ A c t i o n i n t h i s s e n s e r e f e r r e d s im p ly t o t h e e v e n t s j
o f t h e s t o r i e s .
n i n e t e e n t h c e n t u r y i n w h ic h a l l t h e a c t i o n o c c u r r e d o f f
s t a g e . He p o i n te d t o n a r r a t o r , te l e p h o n e , an d in te r c o m
a s m eans o f p r o lo n g in g c o n v e r s a t i o n w ith o u t a c t i o n . He
s u g g e s te d t h a t d ia lo g u e was c o n s t r u c t e d i n s u c h a way t h a t
a h e r o in e w ould n o t s a y , "G et awayl D o n 't to u c h m el” ;
i n s t e a d , sh e w ould s a y , " D o n 't you d a re t a k e me i n y o u r
arm s an d k i s s m elu A c tio n was p u t o u t o f t h e way i n o r d e r
t h a t t h e c h a r a c t e r s c o u ld t a l k a b o u t i t . D ic k in s o n
b e l i e v e d t h a t n e i t h e r I b s e n n o r S o p h o c le s d a re d t o p u t th e
c lim a x so n e a r th e b e g in n in g o f th e dram a. He f l a t l y
s t a t e d t h a t a l l s e r i a l a c t i o n was p a s t a c t i o n . B ecause
s e r i a l c h a r a c t e r s c o u ld n o t a c t , s u g g e s te d D ic k in s o n , th e y
c o u ld n o t c h a r a c t e r i z e th e m s e lv e s and t h e a u d ie n c e c o u ld
draw no c o n c lu s io n s fro m th e a c t i n g . The c o n c lu s io n s had
t o be draw n f o r t h e a u d ie n c e . D ic k in s o n th o u g h t t h a t t h e
s e r i a l dram a c o u ld be e x p la in e d o n ly by th e f a c t t h a t th e
a u d ie n c e was presum ed t o be " d u l l n o r m a l," s o l i t a r y , p a s
s i v e , and i n a t t e n t i v e . I n o r d e r t h a t i t c o u ld be made t o
want more o f th e same m a t t e r , t h e a u d ie n c e h a d t o be
e n c o u ra g e d t o f o r g e t w hat i t h a d a b s o r b e d . D ic k in s o n
s t a t e d t h a t t h e p u rp o s e o f t h e d a y tim e s e r i a l was t o g iv e
i n a c t i o n th e i l l u s i o n o f dram a and t h a t b e h in d th e m ask o f
s u r f a c e r e a l i s m , v e r b a l slo w m o tio n h ad become th e f a v o r i t e
e n t e r t a i n m e n t o f m i l l i o n s . He r e g a r d e d a s th e f i n a l i r o n y |
t h e f a c t t h a t s e r i o u s dram a wa3 u n k n o w in g ly c o p y in g th e
!
d a y tim e s e r i a l b y t r y i n g t o g e t more and m ore s i g n i f i c a n c e !
2^7
28
fr o m l e s a an d l e s s c o n t e n t .
Many o f D ic k i n s o n ' s c o n c lu s io n s w ere q u i t e th o u g h t
p r o v o k in g , b u t h i s t h e o r y was w eak en ed b y t h e f a c t t h a t
t h e e x t e n t an d d u r a t io n o f h i s l i s t e n i n g t o s e r i a l s w ere
i
n o t e x p r e s s e d . He b e g a n h i s a n a l y s i s o f s e r i a l s w it h |
l i t t l e p r i o r k n o w led g e o f t h e fo rm and w a s , p e r h a p s , u n d u ly!
I
I
s t a r t l e d by t h e l a c k o f a c t i o n i n s e r i a l s . H is s ta t e m e n t
t h a t t h e r e w as no a c t i o n i n t h e d a y tim e s e r i a l w as a n
e x a g g e r a t i o n . H is l a c k o f k n o w led g e o f t h e p ro g ra m fo rm
l e d h im t o c o n c lu s io n s r e g a r d in g s e r i a l a c t i o n w h ic h m ig h t
h a v e b e e n a l t e r e d had h e b e e n aw are t h a t r e s e a r c h s t u d i e s
had i n d i c a t e d t h a t t h e a v e r a g e s e r i a l l i s t e n e r h e a r d o n ly
t h r e e e p i s o d e s o f a g i v e n s e r i a l e a c h w e e k . T h e a te r
a u d ie n c e s g e n e r a l l y saw a c o m p le te drama d u r in g a s h o r t
p e r io d o f t im e . S e r i a l l i s t e n e r s h e a r d p o r t io n s o f an
u n e n d in g dram a w h ic h more c l o s e l y p a r a l l e l e d t h e u s u a l
p a t t e r n o f l i f e i n w h ic h t h e r e w as u s u a l l y m ore c o n v e r s a
t i o n th a n v i o l e n t a c t i o n . D ic k in s o n 's t h e o r y t h a t t h e d a y
tim e s e r i a l h ad c o n t r ib u t e d t o t h e d e s t r u c t i o n o f th e A m eri
c a n drama h a d t o b e b a s e d upon t h r e e a s su m p tio n sS ( 1 ) t h e
d a y tim e s e r i a l l i s t e n e r w as a t h e a t e r g o e r , ( 2 ) s h e h ad a t
on e tim e p o s s e s s e d a s e n s i t i v e d r a m a tic t a s t e , and ( 3 ) t h a t
t a s t e som ehow h ad b e e n lo w e r e d b y a fo rm o f r a d io drama i n
pQ
Hugh D ic k in s o n , ”Soap O pera Down t h e D r a i n ,”
A m e r ic a , 9 ^ * 1 2 7 -1 3 0 , O c to b e r 2 9 , 195>S>»
2I+8
w h ich s h e w o u ld h a v e had no i n t e r e s t .
D ic k in s o n ’ s t h e o r y o f n o n - a c t io n i n t h e d a y tim e
s e r i a l was p a r t i a l l y w ea k en ed b y t h e s t a t e m e n t s o f n o v e l i s t
and s e r i a l w r i t e r D a v id K a rp , w h ic h R o b e r t L e w is S h ayon
p r e s e n t e d i n h i s colu m n i n S a tu r d a y R e v ie w . K arp , who j
w r o te ”The P l o t t o K i l l S t a l i n , ” was w r i t i n g a n o v e l u n d e r j
!
j
a G uggenheim f e l l o w s h i p w h ile h e w as w r i t i n g f o r A unt
J e n n y 1s T rue L i f e S t o r i e s . He b e l i e v e d t h a t s e r i a l w r i t i n g
w as b e t t e r th a n an a c a d e m ic c a r e e r f o r t h e you n g w r i t e r .
S c h o o l v a c a t i o n s o f t e n h ad t o b e u s e d f o r e a r n in g e x t r a
m oney i n p o s i t i o n s t h a t w ere n o n - c r e a t i v e . On t h e o t h e r
hand s e r i a l w r i t i n g p r o v id e d m oney t o s u p p o r t o t h e r w r i t i n g
and im p ro v ed t h e w r i t e r ’ s t e c h n iq u e b y h e l p i n g h im t o
a r t i s t i c a l l y a p p r o x im a te n a t u r a l s p e e c h and t o a v o id p r o
c r a s t i n a t i o n . Karp th o u g h t t h a t t e c h n iq u e s t h a t w ere b ad
i n s e r i a l w r i t i n g a l s o w ere b ad i n s e r i o u s w r i t i n g an d
t h a t a s c e n e o f d i r e c t a c t i o n a lw a y s was b e t t e r th a n a
s c e n e o f n a r r a t e d a c t i o n . I n f a i r n e s s t o D ic k in s o n ,
K arp ’ s com m ents w ere b a se d l a r g e l y u p on K a rp ’ s e x p e r ie n c e s
w it h t h e A unt J e n n y p ro g ra m , w h ic h m oved more r a p i d l y
th a n m o st s e r i a l s and came t o a c o n c l u s i o n e a c h w e e k .
S h ayon e n la r g e d u pon K a rp ’ s com m ents on t h e d a y tim e s e r i a l
b y r e p o r t i n g t h a t p s y c h o l o g i s t s th o u g h t t h a t women l i k e d
t h e p rogram s b e c a u s e o f t h e sh a r p d i s t i n c t i o n s b e tw e e n
r i g h t a n d w rong i n t h e p r o g r a m s. T h e se d i s t i n c t i o n s w ere
I n c o n t r a s t w it h t h e b lu r r in g o f m o ra l b o u n d a r ie s w h ich
2!f9 ;
o c c u r r e d I n m odern l i f e . Women l i k e d th e r e a s s u r a n c e o f
t r a d i t i o n a l m o ra l s t a n d a r d s t h a t t h e y r e c e i v e d fro m
29
s e r i a l s * '
D r. L o w ell R u s s e l l D itz e n , P a s t o r o f th e B r o n x v i ll e
R eform ed C h u rc h , New Y o rk , seem ed t o a g re e w i t h t h e com
m ents o f th e p s y c h o l o g i s t s t o whom Shayon r e f e r r e d . I n a j
r a d i o i n t e r v i e w i n 1956 h e s t a t e d t h a t s e r i a l s p r o v id e d :
m o ral r e i n f o r c e m e n t i n a tim e o f m o ra l u n c e r t a i n t y . He
b e l i e v e d t h a t i t was s i g n i f i c a n t t h a t d a y tim e s e r i a l s w ere
d u r a b l e . D r. D itz e n c o n c lu d e d :
I n e m p h a siz in g t h e them e t h a t . . . wrong i s doomed
t o f i n a l f a i l u r e , t h e y b e sp e a k what t h e human h e a r t
knows t o be t r u e . They com bine a l i t t l e t e a c h i n g
w i t h good e n t e r t a i n m e n t .3 0
Prom w o rk e rs i n t h e s e r i a l and t h e i r a s s o c i a t e s
came s e v e r a l i n t e r e s t i n g comments d u r i n g t h e p e r i o d o f
1952-1957* D r. G e rh a rd t W iebe, CBS s o c i a l p s y c h o l o g i s t ,
was r e p o r t e d a s h a v in g s a i d t h a t The Romance o f H elen T r e n t
s a t i s f i e d t h e h o u s e w i f e 's n e ed f o r i n f o r m a l i t y and In tim a c y ,
a llo w in g h e r t o i d e n t i f y w ith H e le n .3^-
E l l e n Demming, who p la y e d M eta R o b e r ts i n The Guiding
L ig h t, s u g g e s te d t h a t t h e c o n tin u e d t e l e v i s i o n dram a h a d a
^ R o b e r t L ew is S h ayon , ’’H e re ' s Aunt Je n n y i n Your
E y e ,” S a tu r d a y R eview , 3 9 :2 4 , J u l y l4» 1 9 5 6 .
3^CBS p u b l i c i t y r e l e a s e , Ju n e 6 , 1 9 5 6 . |
^ G i l b e r t M l l l s t e i n , ’’H e len T r e n t — C h a p te r 5 » 9 0 0 ,”
New Y ork Tim es M agazine, J u l y l 6 , 195 6 , p p . I 0 - I 7 . j
2f>0
s p e c i a l a t t r a c t i o n which, t h e s e l f - c o n t a i n e d dram a d id n o t
p o s s e s s . The l i s t e n e r t o s e r i a l s had th e o p p o r t u n i t y to
v i s i t th e p ro g ram e a c h d a y , and came t o know w e l l th e
r o l e s , t h e s t o r i e s , and e v e n t h e p e rm a n e n t s e t s . M iss
Demming com pared t h e s e r i a l t o r e a d in g a n o v e l a t l e i s u r e
i n s t e a d o f a t one s e t t i n g . She o p in e d t h a t th e s e r i a l formi
e n a b le d th e a c t o r t o d e v e lo p g r e a t e r d e p th o f c h a r a c t e r i -
32
z a t i o n t h a n d id n o n - s e r i a l fo r m s . P©ggy McKay, who once
p la y e d V a n essa i n Love o f L i f e , h e l d t h e s e r i a l s t o be
h a rm le s s s t i m u l a t o r s o f g o s s ip i n t h a t a v ie w e r who m is s e d
an e p is o d e c o u ld a s k a n e ig h b o r w hat h a d h a p p e n e d . She
c o n tin u e d :
I t i s n ’t so much t h a t women l i k e t r o u b l e . . . a s
t h a t i t m akes t h e i r own l i v e s seem e a s i e r . No m a t t e r
what h a p p e n s , th e h e r o i n e d o e s s u r v iv e a n d t h e a u d ie n c e
t r u s t s h e r t o f i n d a way o u t t h a t t h e y a p p ro v e o f . 33
E la in e C a r r i n g t o n a g a i n d e fe n d e d t h e d a y tim e s e r i a l
when h e r t e l e v i s i o n s e r i a l , F o llo w Your H e a r t , was i n t r o
d u c e d . She was q u o te d a s s t a t i n g :
[The d a y tim e s e r i a l s ] n e e d n ’ t h an g t h e i r h e a d s .
They have a d e f i n i t e p l a c e and t h e y f r e q u e n t l y con
t a i n p ro fo u n d w isdom . F o r i n s t a n c e we d r a m a tiz e d t h e
c a r e t h a t wounded s o l d i e r s g o t o v e r s e a s . T h is r e
l i e v e d many women who were w reck s w o n d e rin g a b o u t
t h e i r b o y s . Once we h a d a se q u e n c e g i v in g a d v ic e t o
p r e g n a n t women who f e a r e d . h a v i n g t h e i r f i r s t b a b y .
3 2 E lle n Demming, “ Comes a P au se i n th e D ay’ s
O c c u p a tio n . . . , " Who’ s Who i n T e l e v i s i o n a n d R a d io ,
1 :5 3 , 1 9 5 7 .
33peggy McKay, "D aytim e S e r i a l s , " Who’ s Who i n
T e l e v i s i o n an d R a d io , 1 : ^ 3 , 1955*
2$1
T h ere w ere th o u s a n d s o f r e q u e s t s f o r r e p r i n t s o f
t h i s s c r i p t and j u s t a s many l e t t e r s e x p r e s s in g t h e i r
t h a n k s •
A lso i t ’ s b o s h t o b e l i e v e t h a t o u r a u d ie n c e i s
made up o f n e u r o t i c women s e e k in g an ’ o u t ’ i n l i f e *
Our g r e a t e s t r e s p o n s e i s fro m young c o l l e g e - e d u c a t e d
women, f i n e A m erican h o u se w iv e s who d o n 't come down
w ith e m o tio n a l tra u m a s e v e ry week.3M- |
IV . RESEARCH STUDIES !
No m a jo r r e s e a r c h o f th e d a y tim e s e r i a l dram a was
r e p o r t e d d u r in g t h e p e r i o d o f 1 9 5 2- 1 9 5 7 •
A p o s s i b l e c a u s e o f i n a c c u r a c y i n s u r v e y s o f
a u d ie n c e s o f d a y tim e s e r i a l s was s u g g e s te d i n The T e le v isio n -
R ad io A u d ien ce and R e l i g i o n . The s u b j e c t o f one d e p th
I n t e r v i e w , a f i f t y - o n e y e a r o ld s t a t u s - c o n s c i o u s w ife o f
an o f f i c e m anager who e a rn e d b e tw ee n $ 5*001 and $ 7*500
e a c h y e a r , " r a t h e r sh a m e fa c e d ly " a d m itte d t h a t she l i s t e n e d
t o d a y tim e s e r i a l s b u t r e f u s e d t o s t a t e th e names o f th e
s e r i a l s t o w h ic h sh e l i s t e n e d . The s u b j e c t o f a n o th e r
d e p th i n t e r v i e w , a n o u tg o in g s e v e n t y - o n e - y e a r - o l d widow
whose h u sb a n d h a d e a r n e d more th a n $ 15*000 e a c h y e a r , s t a te d
w ith o u t e m b a rra ssm e n t t h a t d a y tim e s e r i a l s w ere among h e r
f a v o r i t e p ro g ra m s . B o th women l i s t e n e d t o th e same
3^-"Queen o f t h e Soap O p e ra ," TV G u id e, 1:37*
Decem ber 1 1 , 1957*
^ E v e r e t t C. P a r k e r , D avid W. B a r r y , an d D a lla s W.
Sm ythe, The T e l e v i s i o n - R adio A u d ien ce an d R e l i g i o n (New
Y o rk : H a rp e r an d B r o t h e r s , P u b l i s h e r s , 1 9 5 5 )• i
2 5 2 :
P r o t e s t a n t r e l i g i o u s p ro g ra m .-5 I t was p o s s i b l e t h a t
I n th e s u r v e y s o f women r a d i o l i s t e n e r s many women f a l s e l y
h ad d e n ie d l i s t e n i n g t o s e r i a l s i n o r d e r t o a v o id e m b a rra ss-
. 37
m e n t.
V. SUMMARY
D u rin g th e p e r i o d o f 1 952 -1957 t h e num ber o f d a y
tim e t e l e v i s i o n s e r i a l s grew r a p i d l y w h ile th e r a d i o
s e r i a l was s u b j e c t e d t o a s e r i o u s d e c l i n e o f a u d ie n c e b e
c a u se o f th e a t t r a c t i v e n e s s o f t e l e v i s i o n . The num ber of
r a d i o s e r i a l s on th e n e tw o rk s i n J a n u a r y , 1953* was
t w e n t y - e i g h t ; by J a n u a r y of 195>& t h i s num ber h a d become
n i n e t e e n . Only t h r e e new d a y tim e s e r i a l s came t o r a d i o
d u r in g t h e p e r i o d , w h ile t w e n ty - t h r e e w ere i n t r o d u c e d t o
t e l e v i s i o n . R a tin g s o f a l l r a d i o p ro g ram s w ere re d u c e d
a s t e l e v i s i o n grew ; b u t s e r i a l s re m a in e d t h e m ost p o p u la r
d a y tim e p ro g ram s i n r a d i o and a f t e r 1955 f r e q u e n t l y l e d
a l l r a d i o n e tw o rk p rogram s i n p o p u l a r i t y . S u rv e y s o f t e l e
v i s i o n a u d ie n c e s so o n r e v e a l e d t h a t t e l e v i s i o n s e r i a l s
36 i b i d . > p p . 3 3 5 -3 ^ 8 .
8 7 ih e d i f f i c u l t y i n d e te r m in in g w h e th e r o r n o t a
h o u s e w ife l i s t e n e d t o d ay tim e s e r i a l s was s t r e s s e d by a
r e s e a r c h a n a l y s t , M rs. Ja c k W a r f i e l d , i n a p e r s o n a l I n t e r
v iew w ith t h i s w r i t e r on November 2 7 , 1958* M rs. W a r f ie ld
s t a t e d t h a t h o u se w iv e s f r e q u e n t l y d e n ie d l i s t e n i n g to
s e r i a l s a l t h o u g h t h e i r r a d i o s w ere tu n e d t o s e r i a l p ro g ram s
when I n t e r v i e w e r s v i s i t e d th em .
253
■were v e r y p o p u la r among a u d ie n c e s t h a t v ie w e d d u r in g t h e
d a y l i g h t h o u r s . B e c a u s e r a d io had a l a r g e r a u d ie n c e th a n
t e l e v i s i o n d u r in g some d a y tim e h o u r s , r a d io s e r i a l s som e
tim e s may h a v e had more l i s t e n e r s th a n t e l e v i s i o n s e r i a l s
had v i e w e r s .
The h i s t o r y o f t h e d a y tim e s e r i a l d u r in g t h e p e r io d :
i
o f 1 9 5 2 -1 9 5 7 wa s l a r g e l y a r e f l e c t i o n o f t h e p o l i c i e s and
f o r t u n e s o f t h e m ajor b r o a d c a s t in g n e t w o r k s . The A m erica n
B r o a d c a s t in g Company p r e s e n t e d n o t e l e v i s i o n s e r i a l , b u t
t r i e d t o s t r e n g t h e n i t s d a y tim e r a d io p ro g r a m in g w it h i n t r o
d u c t io n o r r e - i n t r o d u c t i o n o f s e r i a l p rogram s d u r in g t h e
1951-1952 s e a s o n . A p p a r e n tly th e n e tw o r k had r e f r a i n e d
from p r e s e n t i n g s e r i a l s f o r so lo n g a p e r io d t h a t a u d ie n c e s
o f new s e r i a l s w ere d i f f i c u l t t o r e - e s t a b l i s h . A l l b u t
on e o f i t s new s e r i a l s f a i l e d . The N a t io n a l B r o a d c a s t in g
Company d e m o n str a te d an i n c o n s i s t e n t a t t i t u d e to w a r d t h e
d a y tim e s e r i a l . T w ice i t i n d i s c r i m i n a t e l y e l i m i n a t e d w h o le
b lo c k s o f t e l e v i s i o n s e r i a l s i n o r d e r t o p r e s e n t n o n - s e r i a l
p r o g r a m s. I n t h e f a l l o f 1955 th e n e tw o r k b e g a n s u b s t i t u t
in g new p rogram s f o r many o f i t s m o st d u r a b le r a d io s e r i a l s ,
in c l u d i n g J u s t P l a i n B i l l . On t h e o t h e r hand CBS s t e a d i l y
in c r e a s e d i t s s e r i a l p ro g ra m in g i n t e l e v i s i o n w h ile I t
c o n t in u e d I t s b lo c k o f r a d io s e r i a l s , w h e th e r o r n o t t h e
r a d io s e r i a l s w ere s p o n s o r e d , r e a s o n in g t h a t r e g u la r
p a t t e r n s o f l i s t e n i n g w ou ld m a in t a in t h e num bers I n th e
a u d ie n c e s . As a r e s u l t t h e CBS t e l e v i s i o n s e r i a l s becam e !
v e r y s t r o n g d a y tim e f e a t u r e s -while th e com m ercial s p o n s o rs
r e t u r n e d t o t h e CBS r a d i o s e r i a l s when th e s p o n s o rs saw
th e c o n tin u e d s t r e n g t h o f th e r a d i o s e r i a l s . NBC's new
p ro g ram fo rm s d id n o t p e r s i s t and NBC h a d t o b e g in r e
e s t a b l i s h m e n t o f i t s d a y tim e r a d i o a u d ie n c e s by u s i n g ,
among o t h e r p ro g ra m s , t h e d a y tim e s e r i a l s *
I
Some o f th e more s u c c e s s f u l t e l e v i s i o n s e r i a l s w h ich
were i n t r o d u c e d b e tw ee n 1952 an d 1957 w ere The G u id in g
L i g h t , The B r i g h t e r D ay, The S e c r e t S to rm , As th e W orld
T u r n s , and Edge of N ig h t * A l l w ere on t h e a i r i n J a n u a r y ,
1 9 5 9 * 0ne t h e fam ous p ro g ram s i n r a d i o h i s t o r y became
a d ay tim e s e r i a l i n b o t h r a d i o an d t e l e v i s i o n d u r i n g t h i s
p e r i o d . I t was C a r lt o n E* M o rs e 's One M an's F a m ily , w h ic h
had b e en p r e s e n t e d f i r s t th r o u g h r a d i o i n 1 9 3 2 *
P e rh a p s th e m ost i n t e r e s t i n g c r i t i c a l e v a l u a t i o n
was made by P r o f e s s o r Hugh D ic k in s o n , who com pared t h e d a y
tim e s e r i a l dram a w ith t h e " w e ll made p la y " o f t h e n i n e
t e e n t h c e n t u r y D No m ajo r r e s e a r c h o f d a y tim e s e r i a l s was
r e p o r t e d d u r in g th e p e r i o d . D a ta i n a s tu d y o f th e a u d i
e n c e s o f r e l i g i o u s pro g ram s an d an i n t e r v i e w w i t h a re s e a rc h
a n a l y s t s u g g e s te d t o th e p r e s e n t w r i t e r t h a t some s t u d i e s
o f s e r i a l a u d ie n c e s may h ave b e e n i n a c c u r a t e b e c a u s e o f th e
r e t i c e n c e o f some women t o a d m it t h a t t h e y l i s t e n e d t o
d a y tim e s e r i a l s *
CH A PTER IX
FURTHER DEVELOPMENTS
I . INTRODUCTION
When t h i s s tu d y was c o n c lu d e d t h e d a y tim e s e r i a l
dram a seem ed t o be a s e c u r e l y e s t a b l i s h e d f e a t u r e o f b r o a d
c a s t i n g * I n D ecem ber, 1958» s i x t e e n s e r i a l s a p p e a re d
e a c h day i n n e tw o rk r a d i o and t e n i n n e tw o rk t e l e v i s i o n *
A l l b u t f o u r o f t h e s e r i a l s had b e e n on th e a i r a y e a r o r
m o re. S even o f t h e r a d i o s e r i a l s were tw e n ty o r more y e a r s
o l d . T h re e o f t h e t e l e v i s i o n s e r i a l s were i n t h e i r s e v e n th
y e a r s * 1 A u d ie n ce r a t i n g s o f s e r i a l s w ere g e n e r a l l y l a r g e
2
i n b o th m edia*
I n t h e f i r s t h a l f o f th e s e a s o n o f 1958 -1959 th©
n e tw o rk s d e v o te d t h i r t y - f o u r q u a r t e r - h o u r p e r i o d s e a c h
weekday t o d a y tim e s e r i a l s * T h is num ber was one more t h a n
th e m ed ian num ber o f q u a r t e r - h o u r s o f d ay tim e s e r i a l s w h ic h
h a d b een p r e s e n t e d by th e r a d i o and t e l e v i s i o n n e tw o rk s i n
J a n u a r y o f th e y e a r s 1932 t o 1959*^
1V ide T a b le IV, p . 256.
N i e ls e n S t a t i o n In d e x TV R e p o rt (Los A n g e le s :
A. C. N l'e lse n Company, J a n u a r y , 1 9 5 7 7 i T ren d e x R e p o rt
(New Y o rk : T re n d e x I n c o r p o r a t e d , A p r i l , 195^ ) I " L a t e s t
R a t i n g s , 1 1 B r o a d c a s t i n g , 5 2 : 3 , J a n u a r y 2 1 , 1957*
3vid e Table V, p . 257-
TABLE IV
THE NETWORK DAYTIME SERIAL DRAMAS, DECEMBER, 1958
D ate o f o r i g i n
a s d ay tim e P r e s e n t
T i t l e s e r i a l n e tw o rk Medium
1 . The Romance o f H elen
T r e n t
2* Ma P e r k in s
3 . B a c k s ta g e W ife
4* P e p p e r Young»s F a m ily
5 . Our G al Sunday
R °ad- o f L if e
7 . The R i g h t t o H ap p in ess
8 . Young D r, M il one
9• The Second~“M rs. B u rto n
10. flhi's 't a Mora'ilraEe
1 1 . Woman"Tn My House
1 2 . S e a rc h f o r Tomorrow
1 3 . Love o f L if e
lEJ.. The GuTdlng L ig h t
1 5 . j h e B r i g h t e r Day
l o . ^he S e c r e t S to rm
1 7 . f e e Man1 s F a m ily
1 8 . As t h e W orld T u rn s
1 9 . Edge o f N ig h t
2 0 . The A f f a i r s o f D r. G entry
21• The V e r d i c t Ts Y o u rs^
2 2 . The C ouple 'Next Door
2 3 . From t h e s e R oots
2lj.. F iv e S t a r Matinee"*
2>. R e a l L i f e S t o r i e s '* *
2 o . Young D r. M alone (Today
I s O urs)
1933
CBS R a d io
1933
CBS R ad io
1935
CBS R a d io
1936 NBC R a d io
1937
CBS R a d io
1938
CBS R a d io
1939
CBS R a d io
1939
CBS R ad io
1941
CBS R a d io
1947
CBS R a d io
1951
NBC R a d io
1951
CBS T e l e v i s i o n
1951
CBS T e l e v i s i o n
1952 CBS T e l e v i s i o n
1954
CBS T e l e v i s i o n
1954
CBS T e l e v i s i o n
1955
NBC R a d io
1956 CBS T e l e v i s i o n
1956 CBS T e l e v i s i o n
1957
NBC R a d io
1957
CBS T e l e v i s i o n
1957
CBS R a d io
1958 NBC T e l e v i s i o n
1958 NBC R a d io
1958 NBC R a d io
1958 NBC T e l e v i s i o n
* S e r i a l s o f u l t i m a t e c o n c lu s io n
TABLE V
257
NUMBER OP NETWORK DAYTIME SERIALS PRESENTED IN
JANUARY, 1932 TO 19^9
Y e ar
Number o f
r a d i o
s e r i a l s
Number o f
t e l e v i sLon
s e r i a l s
T o t a l q u a r t e r - h o u r s
o f s e r i a l s p e r day
1932
1933
m b
1935
1936
1937
1938
1939
19&0
19k i
19U2
a s
i n
1 9 ^ Z
19W
19U9
1950
1951
1952
if
1955
1956
1957
1958
1959
Note:
I
10
17
8
9
10
10
The r a d i o d a t a f o r t h e y e a r s 1932 t h r o u g h 1956 w ere
fo u n d i n th e y e a r l y l i s t i n g s o f D r. H a r r is o n B.
Summers1 A T h i r t y -Y e a r H i s t o r y o f P rogram s C a r r i e d
on N a t io n a l R ad io N etw orks I n t h e U n ite d " S ta te s
1928 -195^ (C olum bus, O hio: d e p a r tm e n t o f S p e e ch ,
Ohio S t a t e U n i v e r s i t y , J a n u a r y , 1 9 5 8 ) . The r e m a in
in g d a t a were d e te rm in e d by t h e p r e s e n t w r i t e r fro m
many p ro g ram l i s t i n g s . The w r i t e r s d a t a w ere b a s e d
upon th e f i r s t d a y o f s e r i a l p r e s e n t a t i o n i n J a n u a r y
o f e a c h y e a r . The d a t a o f D r. Summers r e p r e s e n t e d
random d ay s e a c h y e a r*
O nly t h r e e o f t h e n e tw o rk s e r i a l s i n D ecem ber, 1958?
w ere s e r i a l s o f u l t i m a t e c o n c l u s i o n . B o th t h e mean age and
t h e m edian ag e o f t h e s e p ro g ram s w ere l e s s t h a n one y e a r .
The mean age o f t h e t w e n t y - t h r e e r e v o l v i n g - p l o t s e r i a l s
w h ic h w ere p r e s e n t e d d u r in g t h a t m onth was a lm o s t e le v e n
y e a r s ; t h e m edian age o f t h e r e v o l v i n g - p l o t s e r i a l s was
a p p r o x im a te ly se v e n y e a r s . ^
Of th e 1^5 r e v o l v i n g - p l o t s e r i a l s a n d e p i s o d i c a l
s e r i a l s t h a t h a d r e c e i v e d co m m ercial s p o n s o r s h ip th r o u g h
n a t i o n a l n e tw o rk s d u r in g t h e h i s t o r y o f th e d a y tim e s e r i a l s
t o 1 9 5 9 , f i f t y - f i v e re a c h e d a n age o f f i v e o r more y e a r s ;
f i f t e e n o f them re m a in e d f e a t u r e s o f b r o a d c a s t i n g i n
D ecem ber, 195>8. Of t h e e i g h t e e n s e r i a l s t h a t had p l o t s
o f u l t i m a t e c o n c lu s io n and r e c e i v e d c o m m e rc ia l s p o n s o r s h ip
th r o u g h n a t i o n a l n e tw o rk s , o n ly two re a c h e d a n age of f i v e
o r more y e a r s ; n e i t h e r was a f e a t u r e o f b r o a d c a s t i n g i n
x t
D ecem ber, 195>8.
A l l o f th e s e r i a l p ro g ram s i n t h e s e a s o n o f 1 9 £ 8 -
1959 w ere a t l e a s t p a r t i a l l y s p o n s o r e d . I n c o n t r a s t w ith
t h e e a r l i e r y e a r s o f th e d a y tim e s e r i a l i n w h ich a n o p e n in g
c o m m erc ial m essage u s u a l l y was f o llo w e d by t h e e n t i r e
W i d e T a b le IV , p . 2£ 6.
W h e d a t a w ere c o m p iled by t h e p r e s e n t w r i t e r fro m
h u n d re d s o f s o u r c e s , among w h ic h w ere th e p ro g ram l o g 3 o f
t h e New Y ork T im es, TV G u id e , TV -Radio L i f e , a n d R a d io
G u id e, and t h e p ro g ra m f i l e s o f b r o a d c a s t i n g n e tw o r k s .
2S9
s e r i a l e p is o d e and a c l o s i n g c o m m erc ial m e ssa g e , t h e d a y
tim e s e r i a l s o f 1 9 5 7 * 1958> a n d 1 9^ 9 , i n b o th r a d i o and
t e l e v i s i o n c o n ta in e d i n t e r s p e r s e d announcem ents* F o r
ex am p le , t h e e p is o d e o f The Romance o f H elen T r e n t (CBS
R a d io ) on Decem ber 2 3 , 19^7* was tim e d a s f o l l o w s :
A n n o u n cer:
M u sic :
T r a n s c r i p t i o n :
M usic:
A n n o u n c e r:
D ia lo g u e :
T r a n s c r i p t i o n :
M u sic :
A n n o u n cer:
D i a lo g u e :
M u sic:
T r a n s c r i p t i o n :
M u sic :
A n n o u n cer:
D ia lo g u e :
A n n o u n cer:
T r a n s c r i p t i o n :
S ta te m e n t o f p ro g ram s p o n s o rs
C hords p la y e d on g u i t a r
C om m ercial announcem ent f o r S p ry
s h o r t e n i n g
’• J u a n i ta " p la y e d on g u i t a r and hummed
S ta n d a r d o p e n in g announcem ent w i t h
m usic i n b a c k g ro u n d
(One m in u te , tw e n ty s e c o n d s )
C om m ercial announcem ent f o r B reeze
d e t e r g e n t
" J u a n i t a "
R e tu rn e d l i s t e n e r s t o t h e p ro g ra m
(F o u r m in u te s , f o r t y se c o n d s )
" J u a n i t a "
C om m ercial announcem ent f o r S c o t t
C u t- R ite waxed p a p e r
" J u a n i t a "
R e tu rn e d l i s t e n e r s t o t h e p ro g ram
( F i f t y - s e v e n se c o n d s )
U rged a u d ie n c e t o l i s t e n on t h e
n e x t d ay
C om m ercial announcem ent f o r S c o t t
W ald o rf t i s s u e
M usic: 1 1 J u a n i t a ”
A nnou ncer: S ta n d a r d c l o s i n g announcem ent w ith
m u sic i n b a c k g ro u n d .
The d ia lo g u e o f t h e H e le n T r e n t p ro g ram t o t a l e d s i x m in u te s,
f i f t y - s e v e n s e c o n d s . T h is was a b o u t a m in u te l e s s t h a n
i
th e a v e ra g e amount o f d ia lo g u e on t h e CBS R ad io s e r i a l s
o f t h a t d a y , t h e a v e ra g e h a v in g b e e n e i g h t m in u te s , e l e v e n
s e c o n d s . The l e n g t h o f d ia lo g u e on s e r i a l s v a r i e d in v e r s e ly
w ith t h e amount o f tim e d e v o te d t o co m m ercial m e s s a g e s 0
The i n t e r r u p t i o n s o f th e dram as p r o b a b ly made th e p l o t s
o f s e r i a l s a p p e a r t o be l e s s s t a t i c t h a n t h e y r e a l l y w e r e .^
The b l o c k o f s e r i a l s on CBS R adio i n t h e f a l l o f
1957 r e v e a l e d some d i f f e r e n c e s among s e r i a l p ro g ram s w h ic h
e x i s t e d a t t h e tim e . The f i r s t t h r e e p ro g ram s w ere t h e
Hummert s e r i a l s B a c k sta g e W ife , The Romance o f H e len T r e n t ,
and Our Gal S u n d a y ; t h e y c o n ta in e d p o o r ly w r i t t e n , o v e r l y
m e lo d ra m a tic , and f r e q u e n t l y l u d i c r o u s s t o r i e s , s t e r e o
ty p e d c h a r a c t e r s , an d a lm o s t no hum or. The Hummert s e r i a l s
w ere f o llo w e d b y T h is I s Nora D ra k e , a s t o r y w h ich em ployed
t y p i c a l s e r i a l s i t u a t i o n s i n a f a i r l y s o p h i s t i c a t e d m an n er.
A f t e r Nora D rake came Ma P e r k i n s , w hich was a l o n g - l i v e d
s e r i a l a b o u t a k i n d l y m a t r i a r c h . Ma P e r k in s p o r t r a y e d many
p ro b le m s, b u t was g e n e r a l l y o p t i m i s t i c i n to n e and o f t e n
c o n ta in e d e le m e n ts o f hum or. Ma P e r k in s was f o llo w e d b y j
^The tim in g o f th e s e r i a l s was p e rfo rm e d b y t h e i
w r i t e r d u rin g t h e m ornin g o f Decem ber 23» 1 9 ^ 7 . i
261
w h o lly h u m o r le s s Young D r . M a lo n e, w h ic h p r o b a b ly was th e n
th e m ost t r a g i c and m o rb id d a y tim e s e r i a l * A f t e r Y oung D r.
M alone came tw o fo r m e r I r n a P h i l l i p s s e r i a l s , R oad o f L i f e
and R ig h t t o H a p p in e s s . T h e se p rogram s w ere b e t t e r w r i t t e n
i
th a n t h e Hummert p rogram s b u t c o n t a in e d f u l l q u o ta s o f d a y -i
tim e s e r i a l p r o b le m s . The l a s t tw o s e r i a l s i n t h e CBS j
R a d io b lo c k w ere The S e c o n d M rs. B u r to n and The C o u p le N ex t
D o o r, t h e l i g h t e s t and m ost a m u sin g o f a l l t h e p r o g r a m s.
W ith in tw o h o u r s and t h i r t y m in u te s CBS p r e s e n t e d t h r e e
a lm o s t m a c h in e -p r o d u c e d m elo d ra m a s; f i v e r e a s o n a b ly w e l l -
w r i t t e n fo r m u la s e r i a l s , some o f w h ic h w ere hum orous and
some n o t ; and tw o l i g h t and hum orous d ra m a s. I t w as
im p o s s ib le t o d e s ig n a t e an y o n e o f t h e p rogram s a s t h e
t y p i c a l d a y tim e s e r i a l .
The l e n g t h o f a d a y tim e s e r i a l i n r a d io u s u a l l y was
th e s ta n d a r d f i f t e e n m in u t e s , b u t one t e n m in u te s e r i a l and
tw o t w e n t y - f i v e m in u te s e r i a l s e x i s t e d . The f i f t e e n
m in u te s e r i a l l e n g t h d id n o t p r e v a i l on t e l e v i s i o n , how
e v e r . The a d v a n ta g e s o f th e h a l f h o u r p rogram i n e a s e o f
p r o d u c t io n a n d econom y had r e s u l t e d i n t h e e x i s t e n c e o f
an a lm o s t e q u a l number o f h a l f h o u r and q u a r t e r h o u r t e l e
v i s i o n s e r i a l s . The t r e n d seem ed t o b e to w a r d s h a l f h o u r
p ro g ra m s•
I
l
i
I I . PROGRAM HISTORY
2 6 2
B etw een J a n u a r y , 1 9 ^ 7 , and J u l y , 19$8j s e v e n new day
tim e s e r i a l s w ere i n t r o d u c e d b y NBC and by CBS. The r a d i o
s e r i a l s w ere The A f f a i r s o f D r. G e n try and The C ouple N ext j
D o o r. The new t e l e v i s i o n s e r i a l s w ere H o te l C o s m o p o lita n , |
i
The V e r d ic t I s Y o u r s , K i t t y F o y l e , Today I s O u rs, and From '
T h ese R o o ts . F o u r o f t h e t e l e v i s i o n s e r i a l s were h a l f - h o u r
p ro g ra m s . From T hese R o o ts an d Today I s O urs w ere th e
y o u n g e s t o f t h e s e v e n s e r i a l s . T hey r e p l a c e d NBC's
M atin ee T h e a tr e on Ju n e 3 0 , 19£8« When t h i s s tu d y was co n
c lu d e d , H o te l C o s m o p o lita n , a n d K i t t y F o y le no l o n g e r w ere
7
b e in g p r e s e n t e d .
The two u n s u c c e s s f u l new p ro gram s w ere q u i t e d i s
s i m i l a r . NBC's H o te l C o sm o p o lita n was a n u l t i m a t e - c o n c l u -
s i o n s e r i e s w h ic h D onald Wood n a r r a t e d . The c h a r a c t e r s
v i s i t e d t h e h o t e l o f t h e t i t l e a t l e a s t once d u r in g e a c h
Q
s t o r y s e q u e n c e . , K i t t y F o y le was a h a l f h o u r t e l e v i s i o n
s e r i a l t h a t was b a s e d upon C h r i s t o p h e r M o r le y 's b o o k .
The w r i t e r o f t h e s e r i a l was C a r l t o n E . M orse. The re v ie w s
^•n V a r i e t y and i n B r o a d c a s tin g im p lie d t h a t th e w r i t i n g I n
7NBC p ro g ra m f i l e s (P ro g ra m A n a ly s is D e p a rtm e n t,
N a tio n a l B r o a d c a s tin g Company, R o c k e f e l l e r P l a z a , New Y ork
C i t y 2 0 , New Y o rk ); CBS p ro g ra m f i l e s (P ro g ra m I n f o r m a t io n
D e p a rtm e n t, C olum bia B r o a d c a s tin g S y stem , ij.8£ M adison
A venue, New Y o rk C i t y 2 2 , New Y o rk ); m is c e lla n e o u s p r i n t e d
p ro g ra m l o g s ; d i r e c t e x p e r ie n c e o f w r i t e r .
Q i
NBC p ro g ra m f i l e s ; d i r e c t e x p e r ie n c e o f t h e w r i t e r . !
263
K i t t y F o y le was n o t o f a s h i g h a q u a l i t y a s t h a t i n One
Man* s F a m ily .^ The d is c o n ti n u a n c e o f K i t t y F o y le was a n
e x p e n s iv e one t o NBC, a lt h o u g h th e s e r i a l h a d a m o d e ra te
b u d g e t. The c o s t o f t e l e v i s i o n s e r i a l s h a d r i s e n s in c e
1 9 5 0 . The e s t i m a t e d p r o d u c tio n e x p e n d i tu r e s f o r K i t t y
F o y le w ere $ 2 5 ,0 0 0 p e r w e e k ." ^ TV G uide n o te d i n 195& t h a t
r e h e a r s a l , p r o d u c t i o n , and a c t i n g f e e s had g r e a t l y i n
c r e a s e d . Edge o f N ig h t c o s t $ 3 0 ,0 0 0 p e r week when i t f i r s t
a p p e a re d t h a t year.'**'*'
The C ouple N ext Door was a l a r g e l y e p i s o d i c f a r c e
w hich was w r i t t e n by Peg L ynch, who once h a d w r i t t e n E t h e l
and A l b e r t . Miss L ynch a p p e a re d i n th e p ro g ram w ith A lan
B unce. CBS R a d io t r i e d t o b u i l d an a u d ie n c e f o r th e p r o -
12
gram by a l s o p r e s e n t i n g i t a t n i g h t f o r a m onth .
NBC's The A f f a i r s o f D r . G e n try , a Himan Brown p r o
d u c ti o n , was a r e v o l v i n g p l o t s e r i a l i n w h ic h M adeleine
C a r r o l l p o r t r a y e d a widowed p h y s i c i a n . A c c o rd in g t o one
a r t i c l e M iss C a r r o l l th o u g h t t h a t t h e h e r o in e was a l i t t l e
9 ‘'K i t t y F o y l e , ” V a r i e t y , 209:1}.7, J a n u a r y 22, 1958;
" K i t t y F o y l e ," B r o a d c a s t i n g , 5 a : 2 0 , March 2 i|, 1958.
K i t t y F o y l e ," V a r i e t y , l o c . c i t .
■^"Soap O p e ra s — and How They G rew ," TV G u id e , 1 + s 1 1 ,
A ugust I)., 1 9 5 8 .
^ C B S R ad io p u b l i c i t y r e l e a s e s , D ecem ber 3 0 , 1957,
J a n u a r y 19 a n d F e b r u a r y 5» 1958; d i r e c t e x p e r ie n c e o f t h e
w r i t e r .
26k '
to o a n t i s e p t i c a n d a s k e d t h e w r i t e r t o r e l a x t h e h e r o i n e ’ s
c h a r a c t e r once t h e h e r o i n e h a d b e en e s t a b l i s h e d a s b e in g
1 3
p u r e . J The B r o a d c a s t in g r e v ie w e r was p l e a s e d t o f i n d t h a t
an o r c h e s t r a l them e had b e en s u b s t i t u t e d f o r th e t r a d i
t i o n a l o rg a n mu si c. A few m onths a f t e r th e B r o a d c a s tin g i
j
c r i t i c made h i s re m a rk , a CBS R a d io p u b l i c i t y r e l e a s e a n
nounced t h a t Ann L e a f w ould so o n c e l e b r a t e h e r tw e n ty -
15
e i g h t h y e a r a s a d a y tim e s e r i a l o r g a n i s t .
A f t e r i t h a d d i s c o n t i n u e d many o f i t s r a d i o s e r i a l s
i n 1957, NBC R a d io b e g a n p r o d u c in g s e v e r a l t w e n t y - f i v e
m in u te daytim e d ram a s, i n c l u d i n g M jjr T ru e S t o r y and F iv e
S t a r M a tin e e , w h ich p r e s e n t e d c o m p le te s t o r i e s e a c h d a y .
A p p a r e n tly t h i s k in d o f d r a m a tic p ro g ra m in g was n o t a s
s u c c e s s f u l a s t h e n e tw o rk h a d hoped i t would be b e c a u se
i n th e f a l l o f 1958 t h e n e tw o rk had s u b s t i t u t e d an u l t i -
m a te - c o n c lu s io n s e r i a l , R e a l L if e S t o r i e s , f o r one o f t h e
c o m p le te dram as and h a d c o n v e r te d F iv e S t a r M atinee t o an
u l t i m a t e - c o n c l u s i o n s e r i a l . A lth o u g h t h e n e tw o rk empha
s i z e d t h a t l i s t e n e r s c o u ld h e a r a c o m p lete s t o r y e a c h week
on R e a l L if e S t o r i e s an d F iv e S t a r M a tin e e , th e pro g ram s
w ere c l e a r l y s e r i a l s . ^ T rue S t o r y was NBC R a d i o 's o n ly
1 3 c h a r l o t t e B a r c l a y , “ More Than a Movie S t a r , "
TV R a d io M i r r o r , l}.8:56, Novem ber, 1957*
^ " T h e A f f a i r s o f D r. G e n t r y ,” B r o a d c a s ti n g . 5 2 :1 9 ,
J a n u a r y 2 1 , 195 7•
^ C B S R a d io p u b l i c i t y r e l e a s e , J u l y 3 , 195 7 .
265
d a y tim e c o m p le te dram a i n D ecem ber, 1958* D u rin g t h a t
m onth CBS R a d io a l s o h a d o n ly one su c h p ro g ra m , W h is p e rin g
S t r e e t s , b u t CBS i n d i c a t e d t h a t t h e p ro g ram was t o become
an u l t i m a t e - c o n c l u s i o n s e r i a l i n J a n u a r y , 1 9 5 9 * ^ Com plete;
i
dram as p r o b a b ly s e r v e d a u s e f u l p u rp o s e i n a f f o r d i n g d a y - |
tim e d r a m a tic e n te r ta i n m e n t f o r t h o s e who o c c a s i o n a l l y
l i s t e n e d t o d a y tim e r a d i o and f o r th o s e who p r e f e r r e d com- :
p l e t e dram as t o s e r i a l s . T h ro u g h o u t t h e y e a r s d a y tim e
s e r i a l s had b e e n a h ea d o f d ay tim e co m p lete dram as i n b o t h
number and p o p u l a r i t y and i t seem ed l i k e l y t h a t th e y w ould
c o n tin u e t o be s o . A t t h e tim e o f t h i s s tu d y i t was to o
e a r l y t o d i s c e r n w h e th e r th e two NBC R a d io u l t i m a t e - c o n
c l u s i o n s e r i a l s w ould e s c a p e t h e d i s c o n ti n u a n c e t h a t had
m arked a l l o t h e r u l t i m a t e - c o n c l u s i o n s e r i a l s o f r a d i o .
The two new t e l e v i s i o n s e r i a l s o f NBC, Today I s Ours
and From T h ese R o o ts , seem ed t o be w e l l w i t h in t h e framewcak
of t h e d ay tim e s e r i a l 0 Today I s Ours was t h e s t o r y o f a
woman s c h o o l p r i n c i p a l who was s e p a r a t e d fro m h e r h u s b a n d .
From T hese R o o ts was a f a m i l y dram a t h a t seem ed t o be a
t r i f l e l e s s solem n th a n Today I s O u rs . I n t h e f i r s t e p i
sode o f Today I s O u rs, a fe m a le c h a r a c t e r s a i d , !*I*m scared .1 *
17
The h e r o in e r e p l i e d , ,fYou know so m e th in g ? So am I , "
■^NBC f i l e s ; m is c e lla n e o u s p u b l is h e d p ro g ra m l o g s ;
d i r e c t e x p e r ie n c e o f th e w r i t e r ; CBS R a d io p u b l i c i t y r e
l e a s e , December 24 , 1958* I
■^These p ro g ram s w ere view ed b y t h e w r i t e r on Ju n e
30, 1 9 ^ 8 . On Decem ber 2 9 , 1 9 ^ 8 , new c h a r a c t e r s w ere added |
t o t h e c a s t o f Today I s Ours a n d t h e t i t l e becam e Young D r.i
M alone. .............................................. .......................................
266
D aytim e s e r i a l d i r e c t o r Gordon Hughes once rem a rk ed
t h a t w henever t h e r a t i n g s o f one o f h i s s e r i a l s b e g a n t o
s a g , t h e s t o r y l i n e was im m e d ia te ly r e a r r a n g e d t o i n c l u d e
one o f a h a n d fu l o f c e r t a i n a u d ie n c e b u i l d e r s , t h e b e s t o f -
18 |
w hich was a c o u r t t r i a l . I n 1957 p r o d u c e r s o f s e r i a l s !
i
|
to o k f u l l a d v a n ta g e o f th e a p p e a l o f t h e c o u rtro o m d ra m a , j
j
They in tr o d u c e d a d a y tim e s e r i a l w h ic h was a l l c o u rtro o m
dram a, The V e r d ic t I s Y o u rs . T h is h a l f h o u r s e r i a l p r e
s e n t e d a s e r i e s o f l e g a l c a s e s i n a d o c u m e n ta ry s t y l e .
A t e l e v i s i o n c o u r t r e p o r t e r s e r v e d a s th e n a r r a t o r a n d
r e c e s s e s were c a r e f u l l y tim e d t o c o in c id e w ith co m m ercial
m e s s a g e s . The V e r d ic t I s Y ours became so p o p u la r t h a t a
n i g h t t i m e v e r s i o n o f th e p ro g ra m was i n tr o d u c e d b y CBS i n
th e summer o f 1 9 5 8 . R e a l a t t o r n e y s and j u r i s t s w ere u s e d
i n th e p ro g ram . The j u r y was composed o f s t u d i o v i s i t o r s .
The pro g ram s w ere n o t s c r i p t e d ; e a c h a c t o r m e re ly was t o l d
th e b a ck g ro u n d o f h i s c h a r a c t e r 's r o l e i n t h e c a s e . The
p ro g ram a p p e a re d t o be f a i r l y r e a l i s t i c , p e rh a p s b e c a u se
19
t h e p a r t i c i p a n t s d i d n o t know how th e j u r y w ould d e c i d e .
The s u c c e s s o f th e u n s c r i p t e d p ro g ra m may hav e flo w e d fro m
th e e x c e p t i o n a l l y r e a l i s t i c s u s p e n s e t h a t i t c r e a t e d .
V iew ers a p p a r e n t l y w ere i n t e r e s t e d i n t h e u n c e r t a i n f a t e s
lft |
P e r s o n a l I n t e r v i e w w ith G ordon H ughes, J a n u a r y 8,
1958.
I9 » v e r d ic t I s In , 1 1 Time, 71:^ 0, May 1 9 , 1958; d ire ct!
ex p erien ce of the w r ite r .
267
o f th e c h a r a c t e r s , who seem ed r e a l *
By th e f a l l o f 1958 i t was p o s s i b l e t o draw some
f a i r l y s h a rp d i s t i n c t i o n s among th e b a s i c t y p e s o f d a y
tim e s e r i a l d ra m a s. T h ree g ro u p s o f s e r i a l s w ere d i s
c e r n i b l e . One was t h e m achine p ro d u c e d , o v e r l y m e lo - j
d r a m a tic fo rm u la s e r i a l o f w h ich The Romance of H e le n T r e n t 1
was t h e b e s t e x am p le . T h is g ro u p once c o n ta in e d t h e g r e a t - ;
e s t num ber o f d a y tim e s e r i a l s b e c a u se o f t h e a s s e m b ly l i n e
m ethods o f t h e H um m erts. As t h e y e a r s w ent b y , t h e num ber
o f p ro g ram s i n t h i 3 g ro u p d e c l i n e d , so t h a t i n th e f a l l o f
1958 o n ly t h r e e su c h s e r i a l s re m a in e d . T hey w ere Hummert
r a d i o p ro g ra m s 0 The f a c t t h a t fe w e r s u c h pro g ram s e x i s t e d
d i d n o t mean t h a t t h e y w ere n o t p o p u l a r . The r a t i n g s of
The Rom ance o f H e le n T r e n t , B a c k s ta g e W ife , and Our G al
20
Sunday w ere o f s u b s t a n t i a l s i z e . What was unknown was
w h e th e r t h e a u d ie n c e s o f t h e s e p ro g ram s w ere made up
l a r g e l y o f women who h a d l i s t e n e d t o t h e pro g ram s f o r many
y e a r s , o r w h e th e r t h e p ro g ram s c o n tin u e d t o a t t r a c t y o u n g e r
women. One t h i n g was known. Program s o f t h i s s o r t d i d n o t
a p p e a r on t e l e v i s i o n . W r itin g i n t h e summer o f 195 8 ,
P ra n k Hummert o p in e d t h a t a u d ie n c e s o f h i s s e r i a l s h a d n o t
c h an g ed much:
20
E .g . uL a t e s t R a t i n g s , ” 0£ . c i t . B a c k s ta g e W ife
and Our G al Sunday w ere d i s c o n t i n u e d when CBS R a d io r e v i s e d
i t s p ro g ra m in g d u r in g th e s e a s o n o f 1958-1959* V ide p p .
27^ - 275*
268
R un ning i n t h e d a y tim e th e a p p e a l was p r i m a r i l y
t o women* As much s o , l e t ' s s a y , a s th e b i g wom en's
m a g a z in e s . And fro m what I am t o l d . . . t h i s same
a p p e a l i s th e b a s i s o f th em to d ay *
I do n o t b e l i e v e th e a u d ie n c e s h av e c h a n g e d , o r
t h e i r [ t h e s e r i a l s ' ] a p p e a l f o r t h a t m a t t e r . The
a u d ie n c e s a r e n o t so l a r g e now b e c a u s e o f t e l e v i s i o n .
But r e p o r t s show t h e y s t i l l a p p e a l t o a f a i r l y l a r g e
a u d ie n c e . And t o t h e same ty p e of l i s t e n e r . . . .
Prom t h e g r e a t num ber o f l e t t e r s . . . f a n t a s t i c
i n f a c t . . • t h a t l i s t e n e r s w r i t e t o th e s e shows
o v e r t h e y e a r s , t h e y seem ed t o f i l l a v o id i n t h e
l i v e s o f many p e o p le i n a l l w alks o f l i f e . So t h e y
a r e p r o b a b ly n o t so h o r r i b l e a s t h e y h a v e b e e n s a i d
t o b e . 21
A se c o n d g ro u p o f s e r i a l s c o n ta in e d many p ro b le m s
and much s u f f e r i n g b u t w ere o f a h i g h e r l i t e r a r y q u a l i t y
t h a n th e s e r i a l s t h a t w ere w r i t t e n by d i a l o g u e r s . Most
o f t h e d a y tim e s e r i a l s i n r a d i o an d i n t e l e v i s i o n i n t h e
f a l l of 19^8 were o f t h i s se c o n d g ro u p . The p r i n c i p a l
e x p o n e n t o f t h i s fo rm o f s e r i a l dram a was I r n a P h i l l i p s .
I n J u l y , 1 9 5 8 , she w ro te i n a l e t t e r :
The u n d e r l y i n g p r i n c i p l e o f th e s e r i a l w i l l alw ay s
re m a in t h e sam e, w h e th e r i t be a s e r i a l t h a t ru n s i n
a m a g a z in e , on th e r a d i o o r t e l e v i s i o n , o r ev en many
o f th e s t r i p s t h a t a r e so p o p u la r i n t h e n e w s p a p e rs —
Rex Morgan b e in g one o f t h e b e t t e r s t r i p s a n d c l o s e r ,
I b e l i e v e , t o t h e d a y tim e s e r i a l t h a n a n y o f th e
o t h e r s . . . .
The im p o r ta n t f a c t o r a s f a r a s I 'm c o n c e rn e d i n
th e s e r i a l i s t h a t t h e s t o r y grow o u t o f c h a r a c t e r s
r a t h e r th a n s t o r y s u p e rim p o s e d upon c h a r a c t e r s ,
T h is I hav e fo u n d t o be m ost s u c c e s s f u l , r e a l i s t i c
and b e l i e v a b l e . We do w hat we do b e c a u s e we a r e w hat
we a r e . . . .
21
L e tte r to the w r ite r by Prank Hummert, August 23,
1928.
269
As t o how one c r e a t e s a d a y tim e s e r i a l - - w h o a r e
t h e p e o p le you w ant t o t e l l a s t o r y , w hat i s t h e i r
s t o r y ? What t h e y a r e , who t h e y a r e , how i d e n t i f i
a b l e th e y a r e - - a n d i n t h i s c a s e t o th e woman v ie w e r —
a g a in i s a d e c i d in g f a c t o r i n w hat you c r e a t e .
P a i n te d Dreams o f th e 1 9 3 0 ’ s a n d As The W orld
T u rn s o f t h e 1 9 5 0 ’ s a re a l i k e i n many r e s p e c t s .
T h e y 'r e a b o u t p e o p le . The tim e s have c h a n g e d , th e
t e n s i o n s a r e g r e a t e r , l i f e i s more c o m p lex , b u t th e
e m o tio n s a r e th e 3 a m e --th e h o p e s , th e f r u s t r a t i o n s
and th e dream s a r e t h e sam e. P e o p le h a v e b e en and
a lw ay s w i l l be p e o p l e . ^ 2
The th o u g h ts o f MLss P h i l l i p s r e g a r d i n g t h e i m p o r t
ance o f c h a r a c t e r s w ere s i m i l a r t o s t a te m e n t s by s e r i a l
w r i t e r E la in e C a r r i n g t o n w h ich a p p e a re d i n 19l+5>*
I would sa y t h a t th e s e c r e t o f s u c c e s s f u l s e r i a l
w r i t i n g f o r r a d i o i s n o t so much th e s t o r y l i n e — n o t
e v e n th e " c l i f f - h a n g i n g , " w h ich means t h e c lim a x a t
t h e end o f e a c h e p is o d e i n o r d e r t o make l i s t e n e r s
tu n e i n a g a i n th e n e x t d a y . I hav e fo u n d t h a t th e
e s t a b l i s h m e n t o f c h a r a c t e r i s f a r more im p o r ta n t t h a n
p l o t . The s t o r y m ust be w r i t t e n a b o u t p e o p le you come
t o know a n d l i k e and b e l i e v e i n . What h a p p e n s t o them
i s o f s e c o n d a ry im p o r ta n c e . Once c h a r a c t e r s a r e
f i r m l y e s t a b l i s h e d a n d e n tr e n c h e d i n t h e h e a r t s o f
l i s t e n e r s , t h e l a t t e r w i l l h a v e t o tu n e i n t o f i n d o u t
what becom es of t h e c h a r a c t e r s b e c a u s e o f w hat t h e y
f e e l f o r th e m .
I t h a s b e en my e x p e r ie n c e t h a t s t o r i e s a b o u t
m id d le c l a s s f a m i l i e s hav e t h e w id e s t a p p e a l . P e o p le
c a n i d e n t i f y th e c h a r a c t e r s w ith t h e i r own f r i e n d s
and r e l a t i v e s . S im p le , h om ely l i t t l e e p is o d e s a re
th o s e w h ich h a p p en i n t h e l i s t e n e r s ' hom es, t o o , a n d
t h e y u n d e r s t a n d them an d lo v e th e m .23
Op
^ L e t t e r t o t h e w r i t e r b y I r n a P h i l l i p s , J u l y 30,
1 9 5 8 .
^ E l a i n e C a r r i n g t o n , " W r itin g th e R a d io S e r i a l , " i n
M a rg a re t C u th b e r t ( e d « ) , A d v e n tu re i n R a d io ( U n ite d S t a t e s
H o w ell, S o s k in , P u b l i s h e r s , I n c o r p o r a t e d , I 9I 4 .5 ) , p . 1 1 1 .
270
The rem a rk t h a t I r n a P h i l l i p s made a b o u t th e r e l a
t i o n s h i p o f some com ic s t r i p s t o th e d a y tim e s e r i a l fo rm
was i n s i g h t f u l . A t r a n s f o r m a t i o n h a d ta k e n p l a c e i n th e
com ic s t r i p s o f th e U n ite d S t a t e s i n t h a t m ost o f th e
i
s t r i p s w ere no lo n g e r c o m ic. Many w ere e i t h e r s t o r i e s o f |
crim e o r s t o r i e s t h a t w ere v e r y s i m i l a r t o t h o s e o f t h e j
fo rm u la d a y tim e s e r i a l . P e rh a p s t h e b e s t exam ple o f th e
t r a n s f o r m a t i o n was fo u n d i n th e ch an g e of a l i g h t an d hum or
ous s t r i p a b o u t a sim p le s t r e e t c o r n e r m erc h an t (A pple
M ary) t o a s t r i p a b o u t a w e ll d r e s s e d and k i n d l y p h i l o s o
p h e r . A pple Mary became Mary W o rth . The com ic s t r i p
c h an g ed fro m comedy t o r o m a n tic d ram a. The d ia lo g u e o f
Mary W orth i n March Z\\$ 195>8* s t a t e d ;
Woman: I 'v e a lw ay s th o u g h t you f e l t I was a . . . an
a n c h o r, d ra g g in g b e h in d y o u r c a r i . . .
s t a l l i n g y o u r c a r e e r , P ra n k !
P r a n k ; L e t me s a y i t a g a i n , d a r l i n g . . . I t was th e
b u s in e s s I w ro te t h e m onth you h e lp e d me t h a t
won th e aw ard! I f th e ju d g e s h a d known th e
t r u t h , t h i s c i t a t i o n w ould r e a d . . . "To th e
I n s u r a n c e W OM AN o f th e y e a r ! "
Woman; The t r i p a b ro a d c o u ld be . . . s o r t o f a se co n d
honeym oon, c o u l d n 't i t ?
P r a n k ; R ig h t! And I p ro m is e I t ' l l n o t be e x a c t l y l i k e
th e f i r s t one! . . . I ' l l c a r r y a g u id e book
t h i s tim e ! . . . Not a r a t e b o o k !2 ^
On th e same day th e f o l lo w in g d i a l o g u e a p p e a re d i n th e
com ic s t r i p Judge P a r k e r ;
^ S a u n d e r s and E r n s t , Mary W o rth , Los A n g e les T im es, i
March 2H\, j
271
D o r ia : I 'm s u d d e n ly f r i g h t e n e d , A la n . .
f r i g h t e n e d !
. t e r r i b l y
A la n : I t ' l l be a l l r i g h t , D o ria ! I 'm 3u r e I t ' l l
t u r n o u t a l l r i g h t !
D o ria : B ut you d o n 't r e a l l y b e l i e v e t h a t ,
A lan?
do yo u,
A la n : I b e l i e v e t h a t an i n n o c e n t p e rs o n
p ro v e n I n n o c e n t, D o r i a . 25
w i l l be
The t h i r d g ro u p o f d a y tim e s e r i a l s was a r e l a t i v e l y
s m a ll one w h ic h i n c l u d e d p rogram s su c h a s The V e r d ic t I s
Y o u rs , The S econd M rs. B u rto n , and The C ouple N ext D o o r,
w h ich d id n o t f o llo w th e fo rm u la,,
The S econd M rs, B u rto n h a d a r a t h e r i n t e r e s t i n g
b a c k g ro u n d . T h u rb e r n o te d t h a t f o r a tim e i t h a d been
w r i t t e n i n a s k i l l f u l and i n t e l l i g e n t m anner b y M artha
A le x a n d e r, who a sk e d t o le a v e t h e s e r i a l i n 19^+7 b e c a u se
she was h a v in g d i f f i c u l t i e s w i t h t h e a g e n c y ; a f t e r M s s
26
A le x a n d e r 's d e p a r t u r e , t h e p ro g ra m became a f o rm u la s e r i a l .
H e c to r C h ev ig n y became th e w r i t e r i n 1952 when t h e s t o r y
was d e s c r i b i n g a m n e s ia . L a te I n 1951+ CBS R a d io assum ed
c o n t r o l o f t h e s e r i a l fro m th e a d v e r t i s i n g a g e n c y . A s h o r t
!
tim e l a t e r C h ev ig n y was g iv e n p e r m i s s io n by Howard B a rn es
o f CBS t o w r i t e th e p ro g ra m I n w h a te v e r m anner C hevigny
saw f i t . The r e s u l t wa3 a l i g h t dram a t h a t was f a r rem oved'
2^1
P a u l N ic h o ls , Ju d g e P a r k e r , Los A n g e le s T im es.
March 2l*, 1958c *
^ °Jam es T h u rb e r , The B e a s t i n Ms and O th e r A nim als !
(New Y ork: H a r c o u r t, B ra ce and Company, 191+8), p p . 21+7-21^8• i
272
fro m t h e fo rm u la s e r i a l . I n a l e t t e r t o t h i s w r i t e r
C h ev ig n y d e s c r i b e d t h e program *
When B u rto n i s can , I t h i n k , be b e s t d e s c r i b e d by
w hat i t i s n o t . I t i s n o t " s i c k , ” w i t h i n t h e
p s y c h i a t r i c m eaning o f t h a t word* Jfy two p r i n c i p a l
c o u p le s , T e r r y and S ta n an d M a rcia and Lew, a r e w e ll
m a r r ie d , s e x u a l l y s a t i s f i e d . They a r e n o t p r e o c c u p ie d |
w i t h s e x u a l m is a d v e n tu re s o r e v e n w ith vague h i n t s t h a t |
t h e s e c a n t h r e a t e n them* T h is I h av e done c o n s c io u s ly ,I
n o t o u t o f a n y r e l i g i o u s o r m o ra l b i a s i n t h a t d i r e c - |
t i o n , b u t e n t i r e l y p r a c t i c a l l y , b e c a u s e I d e c id e d t h a t !
t h e g r e a t m a j o r i t y o f p e o p le w ish f o r s t r o n g m a r i t a l
u n io n s ev en i f t h e y th e m s e lv e s h av e b een u n a b le t o
a t t a i n th em . So M other B u rto n an d h e r p e r e n i a l l y -
u n f r u l t f u l a tt e m p t s to d o m in a te w ash u n s u c c e s s f u l l y
a g a i n s t t h e f o u n d a tio n s o f t h e m a r ria g e s o f h e r
d a u g h te r and so n t o s t a b l e p e r s o n a l i t i e s ,
I t r e a t a l l t h i s l i g h t l y , o f c o u r s e , and a s you
a p p e a r t o have o b s e rv e d . B u t much o f th e l i g h t n e s s
l i e s i n o u r a c t o r s more th a n i n my w r itin g * E th e l
Owen, who p la y s M other, was p r i m a r i l y a co m e d ie n n e, as
I s A lic e F r o s t , who p l a y s M a rc ia . And T e r i Keane
a n d Dw ight W e is t, who p l a y T e r r y a n d S ta n , a r e p r e t t y
good com edians t o o .
T h is much o f t h e show h a s b e e n b o rro w ed fro m th e
t r a d i t i o n o f comedy w r i t i n g . I w r i t e w hat i n show
b u s i n e s s we c a l l " r o u t i n e s . " T h a t i s , I w r i t e f o r
p e r s o n a l i t i e s . . . . I do n o t w r i t e l i n e s , a s p a r t
o f a s t o r y , I n t o w hich any a c t o r i s t h e n c a s t . . . .
W h a t's on t h e B u rto n show I s a n u n e n d in g s e r i e s o f
s i m i l a r p e r s o n a l r e a c t i o n s t o c h a n g in g s t o r y l i n e s *
And, you may h av e n o t i c e d , my s t o r y l i n e s a r e n e v e r
much.
tty m ost s u c c e s s f u l se q u e n c e was t h e c o u r t s h i p o f
M arcia by Lew, a g a i n s t M a th e r 's b i t t e r o p p o s i t i o n .
l e a s t s u c c e s s f u l r e v o lv e d a ro u n d c h i l d a d o p t i o n . 2?
C h e v ig n y 's a t t i t u d e to w a rd t h e d a y tim e s e r i a l dram a
l e d t o w hat was p r o b a b ly th e f i r s t p r e s e n t a t i o n o f a
m odern c l a s s i c o f dram a In a d a y tim e s e r i a l . On November
^ ? L e t t e r t o t h e w r i t e r b y H e c to r C h e v ig n y , Ju n e 12,
1 9 5 8 . . . _ .................... .........
273
2 6 , 1957# a s e v e n p a r t d r a m a t i z a t i o n o f O sc a r W ilde*s
20
"The Im p o rta n c e o f B ein g E a r n e s t '1 was begun* The dram a
was p la c e d i n t h e s e r i a l as a p r o d u c t i o n o f a l i t t l e
t h e a t e r g ro u p w h ic h was form ed b y th e c h a r a c t e r s o f t h e
s e r i a l . C h ev ig n y n o te d t h a t t h e r a t i n g s o f th e p ro g ram
29
w ent u p , n o t down, d u r in g t h i s s e q u e n c e .
H e c to r C hev igny* s comments i n d i c a t e d t h a t t h e c h a r
a c t e r s w ere th e m ost im p o r ta n t e le m e n t o f t h e n o n -f o rm u la
d a y tim e s e r i a l , j u s t a s t h e comments o f I r n a P h i l l i p s ,
C a r l t o n M orse, a n d E la in e C a r r i n g t o n h a d i n d i c a t e d t h a t
c h a r a c t e r s were o f p r i n c i p a l Im p o rta n c e t o t h e d a y tim e
s e r i a l i n g e n e r a l . ^ On one t h i n g m ost s e r i a l w r i t e r s
seem ed t o a g r e e : The c h a r a c t e r s w ere more im p o r ta n t t h a n
t h e p l o t .
When t h i s s tu d y was c o n c lu d e d t h e c o m m erc ial a p p e a l
o f th e d a y tim e s e r i a l re m a in e d s t r o n g . CBS d e s c r i b e d t h e
v a lu e o f t h e s e r i a l s t o c o m m erc ial s p o n s o r s by means o f a
s e r i e s o f a d v e r t i s e m e n t s . I n t h e S ep tem b er 2£, 195>7» i s s u e
o f V a r i e t y , th e f o llo w in g a d v e r t i s i n g m essage was p r i n t e d
ab ove a p h o to g ra p h o f a woman who was s e t t i n g h e r h a i r a n d
a c h a r t show ing t h e r a p i d d e c l i n e I n memory a f t e r one d a y :
2®CBS R a d io p u b l i c i t y r e l e a s e , November 2 2 , 1 9 ^ 7 .
^ c h e v i g n y l e t t e r .
3°Vide pp. 21*2, 268, 2 6 9 .
27b
H er memory w ould c u r l y o u r h a i r . I f you w ant t o
s t a y s e t i n h e r m ind, i t ta k e s f r e q u e n c y . W orking
f r e q u e n c y . W hich i s n * t how many tim e s you t a l k . . .
b u t how many tim e s sh e h e a r s y o u . And CBS R a d io * s
d a y tim e dram as d e l i v e r f r e q u e n c y p l u s t h e v a lu e s t h a t
g iv e i t p e a k e f f e c t i v e n e s s . R e a c h . A t t e n t i v e
L i s t e n e r s . C o st e f f i c i e n c y . W ith j u s t f i v e p ro g ram
u n i t s you r e a c h 6.I4. m i l l i o n d i f f e r e n t l i s t e n e r s a j
week w ith 3*2 c o m m erc ial m in u te im p r e s s io n s e a c h . j
C o st p e r th o u s a n d i m p r e s s io n s : i|.9c« The s im p le
a r i t h m e t i c o f c o m p e titio n to d a y — t h e s h e e r num ber o f |
b ra n d s a h o u s e w ife can c h o o se fro m — demands t h a t k in d j
o f f r e q u e n c y and r e a c h a t low c o s t .3 1 j
The Hew Y ork Tim es ack n o w led g ed t h e c o n tin u e d s a l e s
v a lu e o f th e d a y tim e s e r i a l a t a b o u t th e tim e when th e CBS
a d v e r tis e m e n t a p p e a re d :
Soap o p e ra s . . . have b e e n an i n t e g r a l p a r t o f
d a y tim e TV on CBS, w hich t e l e v i s e s e i g h t o f t h e n in e
on th e a i r d a i l y . I n f a i t h f u l t r a n s l a t i o n o f t h e
c l a s s i c r a d i o s t y l e , th e TV s e r i a l s l u g u b r i o u s l y
s p i n t h e i r y a rn s o f m is e ry i n ro m an ce, h e a l t h a n d
d o m s s t i c i t y — a l l y e a r . But t h e n e tw o rk s s m ile t h r o u g h
t e a r s : so a p s pay t h e i r way. 32
A n o th e r k in d o f s e r i a l a p p e a re d t o b e o f i n t e r e s t
to a r e l i g i o u s g ro u p i n 1958* The R e v e re n d P h i l i p L.
B o u r r e t , d i r e c t o r o f t h e A m erican J e s u i t s r a d i o n e tw o rk
on F o rm o sa, ann ounced t h a t e s p e c i a l l y p ro d u c e d s e r i a l s
would be u s e d t o show F orm osans l,how we l i v e , lo v e a n d
33
r e s p e c t o ur f e l l o w men.'*
D u rin g D ecem ber, 1958* CBS R a d io an n o u n ced t h a t i n
J a n u a r y , 19^9* i t w ould re d u c e t h e am ount o f i t s n e tw o rk
33- v a r i e t y , 2 0 8 : 3 8 - 3 9 * S e p tem b er 25* 1957*
3 2mTV Soap O p e ra s — T ro u b le W ith o u t E n d ,” New Y ork
T im es, S ep tem b er 1 , 1957*
.............. 33n6w York Times. August 1Q98-
275 ;
p ro g ra m in g fro m s i x t y - t h r e e h o u rs p e r week t o t h i r t y h o u rs
p e r week* I n J a n u a r y , 1959# f o u r o f i t s t e n q u a r t e r - h o u r
s e r i a l s , B a c k s ta g e W ife , Our G al S u n d a y , Road o f L i f e , an d
T h is I s N ora D ra k e , w ere d i s c o n tin u e d * At t h e same tim e
t h e n e tw o r k 's d a i l y h a l f - h o u r s e l f - c o n t a i n e d dram a, |
W h is p e rin g S t r e e t s , was c o n v e r te d t o a d a y tim e s e r i a l o f
u l t i m a t e c o n c l u s i o n . Thus w h ile th e n e tw o rk re d u c e d i t s
o v e r a l l p ro g ra m in g b y more t h a n h a l f , t h e am ount o f r e d u c
t i o n i n t h e p ro g ra m in g o f s e r i a l s was p r o p o r t i o n a t e l y much
l e s s : fro m t w o - a n d - o n e - h a lf h o u rs e a c h d a y t o two h o u r s
e a c h d a y . S e r i a l s r e p r e s e n t e d a g r e a t e r f r a c t i o n o f n e t
w ork h o u rs a f t e r t h e CBS p ro g ra m r e d u c t i o n th a n b e f o r e .
I n D ecem ber, 1958* a p p ro x im a te ly o n e - f i f t h o f t h e p r o
gram in g o f CBS R a d io was d e v o te d t o d a y tim e s e r i a l d ram as;
a f t e r t h e r e d u c t i o n o f CBS R a d io p ro g ra m in g i n J a n u a r y ,
1 9 5 9* h a y tim e s e r i a l s consum ed a p p ro x im a te ly o n e - t h i r d t h e
h o u rs o f t h e n e tw o r k 's p r o g r a m i n g . ^ The n e tw o rk gave g r e a t
im p o rta n c e t o d a y tim e s e r i a l s i n I t s p u b l i c s t a te m e n t s a f t e r
th e r e v i s i o n i n p ro g ra m in g . Jo h n K a r o l, t h e n e tw o r k 's v i c e -
p r e s i d e n t i n c h a rg e o f s a l e s , c a l l e d t h e two h o u rs o f
s e r i a l s " t h e b i g g e s t a u d i e n c e - a t t r a c t i n g b lo c k o f p ro g ra m -
in g i n a l l n e tw o rk r a d i o . "
^ C B S R a d io p u b l i c i t y r e l e a s e , Decem ber 2J|, 1958?
d i r e c t e x p e r ie n c e o f th e w r i t e r .
- ^ J o h n K a ro l, C o n fid e n c e (New Y ork: CBS R a d io , 1959 )* i
P . 9 . I
276
III. CRITICISM
No r a d i c a l ch an g e s i n c r i t i c i s m o f d a y tim e s e r i a l s
to o k p l a c e i n 1 9 5 7 -1 9 5 8 . When CBS T e l e v i s i o n r e v i s e d i t s
b lo c k o f s e r i a l s In t h e s p r i n g o f 1 958, C e c i l S m ith c a u
t i o n e d h i s r e a d e r s t o i n s p e c t th e new s c h e d u le o f p r o
gram s :
O th e rw is e , you may t r y t o t u r n on B r i g h t e r Day
and r u n sq u a re i n t o S e c r e t S to rm . And I su p p o se i f
you a r e a soap f o l l o w e r , you c o u ld t e l l th e d i f f e r
e n c e — a f t e r a w h i l e . 3°
Jo h n C ro sb y r e p o r t e d w hat he h e a r d I n tw o o f th e
r a d i o s e r i a l s o f A u g u st, 1958:
Over on “ P e p p e r Y o u n g 's F a m ily 1 1 I fo u n d P e p p e r
w e a rin g a h o le i n t h e m a te r n ity - w a r d c a r p e t w a i t i n g
f o r L in d a t o have a b ab y and u t t e r i n g t e r r i b l y w h o le
some rem a rk s a n d on “ B a c k s ta g e W ife , I g o t t h e r e
j u s t I n tim e t o h e a r Mary N o b le, B a c k s ta g e W ife , w re s t
h e r s e l f away fro m T r e v o r , p a n t i n g ; “ L et me g o , you
h id e o u s o ld m anl“
I t ' s a lm o s t a s i f I ' d n e v e r b e e n a w a y . 3 7
L is a Howard, who p la y e d a “femme f a t a l e 1 1 on th e
t e l e v i s i o n s e r i a l Edge o f N ig h t f o r s e v e r a l y e a r s , I n a
m agazine a r t i c l e commented upon t h e a p p e a l o f th e t e l e
v i s i o n s e r i a l . She s t a t e d t h a t t h e a p p e a l was o b v io u s*
S e r i a l h e r o e s and t h e v i l l a i n s s u p p l i e d th e t e n d e r n e s s
and e x c ite m e n t t h a t many women l a c k e d . F o r a s h o r t tim e
th e y made th e women f e e l d e s i r e d . M s s Howard n o te d t h a t
3 ° C e c il S m ith , Los A n g e les T im e s, A p r i l 28, 1 9 5 8 .
3 7 jo h n C ro sb y , “ N o th in g 's New i n R a d i o l a n d ,1 ' s y n d i
c a t e d colum n, Los A n g e le s E v en in g M irro r News. A u g u st 2 7 ,
much o f th e m i l w hich l e d h e r t o t h i s o p in io n a r r i v e d
a f t e r lo v e s c e n e s .
Some r a t h e r u n u s u a l c r i t i c i s m o f d a y tim e s e r i a l s
f o llo w e d Lana T u r n e r 's te s tim o n y i n a l e g a l h e a r i n g upon
th e t o p i c o f t h e f a t a l s t a b b in g o f Jo h n S to rap an ato b y h e r
d a u g h t e r . I n t h e Los A n g e les Times J a c k S m ith commented
t h a t a f t e r t h e h e a r i n g m i l l i o n s o f h o u se w iv e s c o u ld r e t u r n
to t h e i r s e r i a l s " h e e d l e s s o f t h o s e who s c o f f a t s u c h s o d
den s a g a s . 1 ' T h ere was r e a s s u r a n c e t h a t t h e s e r i a l p l o t s
p o r t r a y i n g a "w om an's s t r u g g l e a g a i n s t a c r u e l w o rld in d e e d
s p r i n g fro m r e a l l i f e . " W ith a wom an's w eapons, " t e a r s ,
b e a u ty , c o u r a g e , a n d t h e s c a r r e d h e a r t l a i d b a r e , " Lana
f o u g h t f o r h e r b ab y and w o n . ^
Two i n t e r e s t i n g in f o r m a l r e s e a r c h e s w ere r e p o r t e d
d u rin g t h e c o u rs e o f t h i s s t u d y . Time exam ined a medium
w hich was r e l a t e d t o th e d ay tim e s e r i a l — t h e c o n f e s s io n
m a g a z in e . The m agazine r e f e r r e d t o t h e c o n f e s s i o n s t o r i e s
as " f i r s t p e r s o n s t o r i e s o f s u b j e c t i v e s e x t h a t a r e more
o f t e n f i c t i o n t h a n f a c t , and r e a d l i k e s u p e r c h a r g e d soap
o p e r a s ." U n lik e d a y tim e s e r i a l s , th e c o n f e s s i o n s t o r i e s
38
IV . RESEARCH STUDIES
38
P eo p le To ___
39
yJ a c k S m ith , Los A n g eles T im e s. A p r i l 12, 1 9£8.
w ere fo u n d t o be more 3 p ic y and t o c o n t a i n b o w d le riz e d
te rm s su c h a s ’’s i n c h ild * o r " l i v i n g p r o o f " i n s t e a d o f
b a s t a r d and " c h e a ti n g " i n s t e a d o f a d u lt e r y * A c c o rd in g t o
Macf&dden P u b l i c a t i o n s , th e r e a d e r s were "W age-tow n" f o l k s .
More t h a n 80 p e r c e n t o f them w ere women; t h e m a j o r i t y
w ere ag ed fro m t w e n t y - f i v e y e a r s t o t h i r t y y e a r s an d w ere j
m a r r i e d . A few more t h a n h a l f o f t h e r e a d e r s h a d f i n i s h e d !
h ig h s c h o o l . The incom e l e v e l s o f t h e r e a d e r s w ere fo u n d
t o be below a v e r a g e . The r e a d e r o f c o n f e s s io n m ag a zin es
a p p e a re d t o re s e m b le th e l i s t e n e r o r v ie w e r o f d a y tim e
s e r i a l s o n ly i n s e x . ^
On A p r i l 2 6 , 1957# L o u is Hausman, a v i c e - p r e s i d e n t
o f CBS, r e p o r t e d some r e s e a r c h o f d a y tim e s e r i a l s t o t h e
c o n v e n tio n o f A m erican Women i n R a d io and T e l e v i s i o n i n
S t . L o u is . His them e was t h a t i f t h e women w ere t o know
r a d i o ’ s p rim e c u s to m e r, th e d a y tim e s e r i a l , t h e y h a d t o
lo o k th r o u g h a window, and n o t i n th e m i r r o r . Hausman
r e f e r r e d t o women i n t h e "m id d le m a j o r i t y , " who c o n s t i t u t e d
65 p e r c e n t o f t h e fe m a le p o p u l a t i o n t h a t was d e s c r i b e d by
D r. B u r l e i g h G a rd n e r, e x e c u ti v e d i r e c t o r o f S o c i a l R e s e a rc h ,
I n c o r p o r a t e d . The " m id d le m a j o r i t y " o f women h a d h e a v y
r e s p o n s i b i l i t i e s i n t h e i r hom es, a l i m i t e d w o r ld , l i t t l e
i n t e r e s t I n c i v i c w ork o r " h i g h e r " c u l t u r e , an d o r d i n a r y
p a t t e r n s o f b e h a v i o r , c o n t r o l o f th e f a m ily s p e n d in g a n d a
-------------5o "U p to w n -M illto w n ; W ag eto w n -M ag azin es," T im e, 6 9 : 7 8 ,
|M arch 25, ,1 9 5 7 . “ ______
c l e a r p r o p e n s i t y t o l i s t e n t o d a y tim e s e r i a l s . Hausman
t h e n tu r n e d t o t h e s e r i a l s t h e m s e l v e s . He n o t e d t h a t t h e y
a c h ie v e d t h e l a r g e s t n a t io n w id e d a y tim e a u d ie n c e s , t h a t t h e ;
s t a t i o n s w h ic h c a r r i e d th em u s u a l l y h ad t h e l a r g e s t l o c a l
a u d ie n c e s , an d t h a t t h e s e r i a l s w ere s p o n s o r e d f a i r l y com
p l e t e l y , Hausman r e p o r t e d t h a t e a c h w eek d a y t e n m i l l i o n j
p e o p l e , m o st o f whom w ere women, l i s t e n e d t o an a v e r a g e o f
f o u r s e r i a l s . S e r i a l s w ere h e a r d b y e i g h t e e n m i l l i o n
l i s t e n e r s a w e e k . The a v e r a g e num ber o f e p i s o d e s h e a r d
e a c h w eek was t e n . I n f o u r w eek s t h e s e r i a l s w ere h e a r d
b y t w e n t y - e i g h t m i l l i o n d i f f e r e n t l i s t e n e r s . Hausman men
t io n e d t h a t P r o f e s s o r G eorge S m ith o f R u tg e r s h ad s t a t e d
t h a t t h e s e r i a l s s e r v e d th e sam e f u n c t i o n a s t h e m o r a lit y
p l a y s o n c e h a d . T hey p r o v id e d r e a s s u r a n c e and p r a c t i c a l
g u id a n c e . The women l i s t e n e r s w ere r e c e p t i v e t o t h e p r o
gram s b e c a u s e o f t h e s y m p a t h e tic t r e a tm e n t w h ic h women
r e c e i v e d i n t h e d r a m a s. Hausman w as r e p o r t e d t o h a v e s a id
t h a t D r. G erh a rd t W iese o f t h e Elmo R op er o r g a n i z a t io n h ad
s t a t e d t h a t women who d i d n rt l i s t e n r e g u l a r l y c o u ld m a in ta in
a s e n s e o f i d e n t i f i c a t i o n w it h t h e s e r i a l c h a r a c t e r s b e c a u s e
i
t h e y l i s t e n e d i n th e mood o f a s k in g a n e ig h b o r , ”W hatf s new '
w it h y o u ? ” Hausman o b s e r v e d t h a t r e s e a r c h e r s had i n v e s t i
g a t e d th e s u b j e c t m ore d e e p l y , t h a t t h e im p o r ta n t t h i n g t o ;
b e rem em bered w as t h a t l i s t e n e r s t o s e r i a l s w ere n o t l i k e
women b r o a d c a s t e r s , and t h a t i n a p e r s o n a l s u r v e y h e h ad !
: i
ifo u n d t h a t women b r o a d c a s t e r s knew v e r y l i t t l e a b o u t w hat
2 8 0
th e s e r i a l s were r e a l l y l i k e b e c a u s e many women b r o a d
c a s t e r s h a d n e v e r l i s t e n e d t o s e r i a l s . Hausman th o u g h t
t h a t i t w ould be w ise f o r th e women b r o a d c a s t e r s t o l e a r n
so m e th in g a b o u t t h e s e r i a l s and t h e i r l i s t e n e r s
V. SUM M ARY
I n D ecem ber, 1958# th e d a y tim e s e r i a l seem ed t o be
s e c u r e l y e s t a b l i s h e d a s a f e a t u r e o f b r o a d c a s tin g * S i x t e e n
s e r i a l s a p p e a re d i n n e tw o rk r a d i o and t e n i n n e tw o rk t e l e
v i s i o n * A l l o f t h e s e r i a l s w ere a t l e a s t p a r t i a l l y sp o n
s o r e d . H ost of th e s e r i a l s had r e v o l v i n g p l o t s . S a le s
r e s u l t s w ere l a r g e . I n 1958 th e s e r i a l s c o u ld be p l a c e d
i n t h r e e g ro u p s : T h ree w ere o v e rly - m e lo d ra m a tlc m a c h in e -
p ro d u c e d s e r i a l s o f t h e Hummerts; many w ere t r o u b l e - f i l l e d
dram as w h ich w ere b e t t e r w r i t t e n t h a n th e p r o d u c t s o f t h e
Hummert d i a l o g u e r s ; and a few w ere p rogram s w h ic h w ere f a r
rem oved fro m t h e s e r i a l f o r m u la . W rite r s of s e r i a l s i n
e a c h o f t h e g ro u p s had a g re e d t h a t p o r t r a y a l o f c h a r a c t e r s
was more im p o r ta n t t h a n c o n s t r u c t i o n o f p l o t . The s u c c e s s
o f t h e f i c t i o n a l u n s c r i p t e d t r i a l s i n The V e r d ic t I s Y ours
may have r e s u l t e d from e x c e p t i o n a l l y r e a l i s t i c s u s p e n s e .
V ie w ers a p p a r e n t l y w ere I n t e r e s t e d i n t h e u n c e r t a i n f a t e s
o f t h e c h a r a c t e r s , who seem ed r e a l .
|
^ ■ 1,tT rad e Y our M irr o r f o r a W indow,1 ' B r o a d c a s t in g ,
£ 2 :8 0 - 8 2 , A p r i l 2 9 , 1 957.
281
C r i t i c i s m o f t h e s e r i a l ch a n g e d l i t t l e * Tim e r e
p o r t e d t h a t a r e s e a r c h s t u d y h ad i n d i c a t e d t h a t c o n f e s s i o n
m a g a z in e s w ere s u p p o r te d b y r e a d e r s who w ere on lo w e r
e c o n o m ic and e d u c a t io n a l l e v e l s th a n l i s t e n e r s t o s e r i a l s ,
I
L o u is Hausman o f CBS t o l d a gro u p o f women b r o a d c a s t e r s ■
t h a t t h e d a y tim e s e r i a l drama was s u p p o r te d s t r o n g l y b y j
women o f t h e “ m id d le m a j o r it y 1 1 who c o n s t i t u t e d 6 £ p e r c e n t
o f t h e a d u lt f e m a le p o p u la t io n . He was r e p o r t e d t o h a v e
s a id t h a t r e s e a r c h e r s had com pared t h e s e r i a l s t o m o r a lit y
p l a y s , p o in t e d t o t h e a s s u r a n c e s t h a t s e r i a l s p r o v id e d t o
h o u s e w iv e s , and s u g g e s t e d t h a t women who l i s t e n e d t o s e r i a l s
r e g u l a r l y a t t e n d e d t o th e p rogram s a s i f t h e y w a n ted t o
f i n d o u t w hat had h a p p en ed t o t h e i r n e ig h b o r s , Hausman
n o t e d t h a t women b r o a d c a s t e r s knew v e r y l i t t l e a b o u t d a y
tim e s e r i a l s o r t h e “ m id d le m a j o r it y 1 1 h o u s e w iv e s who
l i s t e n e d t o d a y tim e s e r i a l s and made p u r c h a s e s f o r t h e i r
f a m i l i e s .
CHAPTER X
SUMMfLRY, CONCLUSIONS, IMPLICATIONS, AND
RECOMMENDATIONS FOR FURTHER STUDY
I . SUMMARY |
I t w as th e p r o b le m o f t h i s s t u d y t o w r i t e a h i s t o r y !
o f t h e fo rm o f t h e d a y tim e s e r i a l dram as t h a t w ere p r e
s e n t e d b y t h e m a jo r r a d io and t e l e v i s i o n n e tw o r k s o f t h e
U n it e d S t a t e s an d th e n t o a tte m p t t o d e r iv e fr o m t h i s
h i s t o r y an e x p la n a t io n o f t h e d u r a b i l i t y o f t h e d a y tim e
s e r i a l fo r m . The p u r p o se was t o p r o v id e a h i s t o r y o f t h e
d a y tim e s e r i a l dram a w h ich w o u ld b e o f v a lu e t o s o c i o l o g i s t s *
p s y c h o l o g i s t s , b r o a d c a s t p r o g r a m e r s, and o t h e r s who w is h e d
t o s t u d y t h e s e r i a l s o r t h e i r a u d ie n c e s b y d e s c r i b i n g t h e
d e v e lo p m e n t o f c h a r a c t e r i s t i c s o f t h e fo rm o f t h e d a y tim e
s e r i a l drama w h ic h may h a v e c o n t r ib u t e d t o t h e c o n t in u in g
v i a b i l i t y o f th e p r o g r a m s. The s t u d y was p r o g r a m -o r ie n t e d
and was n o t an ec o n o m ic o r a s o c i o l o g i c a l i n v e s t i g a t i o n .
A c e n t r a l a s s u m p tio n was t h a t an e x a m in a tio n o f d o cu m en ts
and t h e d i r e c t e x p e r ie n c e o f th e w r i t e r w o u ld r e s u l t i n a
h i s t o r y o f t h e fo r m o f t h e d a y tim e s e r i a l d ram a. No fo r m a l !
: !
h i s t o r i c a l s t u d y o f t h e s e r i a l s w as a v a i l a b l e t o i n v e s t i
g a t o r s p r i o r t o t h i s s t u d y . j
The h i s t o r i c a l m eth od w as em p lo y ed i n o r d e r t o i n - |
v e s t i g a t e t h e c o n t in u in g v i t a l i t y o f t h e d a y tim e s e r i a l
283
drama th r o u g h t h e h i s t o r i c a l d ev elo p m e n t o f i t s fo rm . The
g e n e r a l p ro c e d u re was t o l o c a t e an d exam ine d o c u m e n ts, t o
su p p le m e n t t h i s m a t e r i a l by c o n s u l t i n g a u t h o r i t i e s and m oni
t o r i n g s e r i a l s , a n d t o p la c e t h e s e f i n d i n g s w i t h i n t h e
h i s t o r i c a l fram ew o rk o f t h e s t u d y . j
A p p ro x im a te ly tw e lv e y e a r s o f r a d i o dram a p r e c e d e d j
I
t h e p r e s e n t a t i o n o f th e f i r s t d a y tim e s e r i a l th r o u g h a
n a t i o n a l r a d i o n e tw o rk . D u rin g t h i s p e r i o d t h e v a r io u s
e le m e n ts o f t h e d a y tim e s e r i a l w ere d e v e lo p e d . The S m ith !
F a m ily , a n i g h t t i m e p ro g ram , c o n t r i b u t e d t h e d o m e s tic dram a
w i t h i t s c o n ti n u i n g c h a r a c t e r s . Amos 'n* Andy d e m o n s tra te d
t h e e x t e n t o f p o p u l a r i t y w h ic h a q u a r t e r - h o u r d a i l y
s e r i a l c o u ld a c h i e v e . A g ro u p o f s u c c e s s f u l e v e n in g
s e r i a l s f u r t h e r showed t h e a c c e p t a b i l i t y o f t h e s e r i a l
d ram a. Program s s u c h as T rue Romances an d The T rue S to r y
Hour c o n ta in e d im p o r ta n t i n g r e d i e n t s o f t h e d a y tim e s e r i a l
fo rm . Im p o rta n t c o n t r i b u t o r s t o t h e c r e a t i o n o f th e d a y
tim e s e r i a l w ere F r a n k a n d Anne Hummert, who p r o c la im e d
t h e v a lu e o f d a y tim e r a d i o and p r e p a r e d e a r l y s e r i a l s , and
I r n a P h i l l i p s , who w ro te t h e f i r s t d a y tim e s e r i a l d ram a,
P a i n t e d D ream s. On F e b r u a r y If?, 1 9 3 2 , th e f i r s t d a y tim e
s e r i a l was p r e s e n t e d t h r o u g h a n a t i o n a l n e tw o rk . I t was
NBC*8 C l a r a , Lu, 1n 1 Em.
The num ber o f n e tw o rk d a y tim e s e r i a l s grew s lo w ly
b u t s t e a d i l y b e tw ee n 1932 and 1937* D u rin g t h i s p e r i o d j
j
■various kinds o f daytim e s e r i a l s , ranging from dom estic i
28^ |
comedy t o m ild a d v e n tu r e , w ere p r e s e n t e d . By 1937 s e r i a l s
w h ic h u s e d r e v o l v i n g p l o t s t h a t e m p h a size d m elodram a p r e
d o m in a te d . B lo c k p ro g ra m in g , t h e o f f e r i n g o f prem ium s,
and t h e p r a c t i c e o f p r e s e n t i n g s e r i a l s i n f i f t e e n m in u te
p e r i o d s on Mondays t h r o u g h F r i d a y s becam e a s s o c i a t e d w i t h j
i
t h e d a y tim e s e r i a l dram a a lm o s t im m e d ia te ly f o l lo w in g i n t r o ^
d u c tl o n o f t h e fo rm b y th e n e tw o rk . By 1937 p r o d u c t i o n i
t e c h n iq u e s h a d b e e n s p e e d e d b e c a u s e o f t h e i n c r e a s e i n th e
num ber o f e x p e r ie n c e d a c t o r s a n d t h e o r g a n i z a t i o n o f a p e r
f o r m e r s ' u n i o n .
D u rin g t h e s e a s o n o f 193& -1937 th e num ber o f s e r i a l s
grew s h a r p l y . A p e a k o f r o u g h ly s i x t y s e r i a l s a d a y was
r e a c h e d j u s t b e f o r e A m e ric a 's e n t r y i n t o W orld War I I .
D aytim e n e tw o rk r a d i o was c o m p le te ly d o m in a te d by s e r i a l s
a t t h i s t im e . The num ber o f s e r i a l s t h e n b e g a n a g r a d u a l
d e c l i n e b e c a u s e d a y tim e r a d i o becam e o v e r s a t u r a t e d w i t h
s e r i a l s a n d c o m p e titio n came fro m o t h e r p ro g ra m f o rm s .
The g ro w th o f t e l e v i s i o n c a u s e d a f u r t h e r r e d u c t i o n on
r a d i o i n t h e e a r l y N in e te e n F i f t i e s , b u t so o n a num ber o f
s u c c e s s f u l t e l e v i s i o n s e r i a l s a p p e a r e d . I n D ecem ber, 1958*
:t w e n t y - s i x d a y tim e s e r i a l s w ere p r e s e n t e d t h r o u g h n a t i o n a l
n e tw o rk s: s i x t e e n by r a d i o and t e n by t e l e v i s i o n . Most o f
th e r a d i o s e r i a l s w ere p r e s e n t e d i n f i f t e e n m in u te i n s t a l l - ;
j i
m e n ts . The t e l e v i s i o n s e r i a l s te n d e d t o b e p r e s e n t e d i n
j
h a l f h o u r l e n g t h s b e c a u s e o f t h e e a s e an d economy o f p r o -
" ’ i
!
d u c in g th e l o n g e r e p i s o d e . i
2 8 5 ;
Among th e d a y tim e s e r i a l s w h ich r e c e i v e d t h e g r e a t
e s t c r i t i c a l p r a i s e w ere V ic an d S a d e, The G o ld b e rg s , and
A g a in s t th e S to rm . A g a in s t t h e S to rm was t h e o n ly d a y tim e
s e r i a l t o w in a Peabody Award. Once p o p u l a r s e r i a l s w hich
w ere no l o n g e r on th e a i r a t t h e tim e o f t h i s s tu d y w ere |
t
B e tt y an d Bob. T oday*s C h i l d r e n . J u s t P l a i n B i l l , a n d B ig j
S i s t e r . S e r i a l s had b e e n a m a z in g ly d u r a b l e . By S e p te m b e r, ;
1958, The Romance o f H e len T r e n t , B a c k s ta g e W ife . Our Gal
S u n d ay , M b P e r k i n s , Road o f L i f e , P e p p e r Y o u n g 's F a m ily ,
and One Man13 F a m ily h a d s u r v iv e d tw e n ty o r more y e a r s .
The Romance o f H elen T r e n t and Ma P e r k in s h a d b e e n d a y tim e
f e a t u r e s f o r a q u a r t e r o f a c e n t u r y . Modern Rom ances, t h e
o n ly s e r i a l t h a t d id n o t have a t l e a s t one p e rm a n en t c h a r
a c t e r , was n o t q u i t e f o u r y e a r s o l d and was a b o u t t o be
d i s c o n t i n u e d . S e r i a l w r i t e r s I r n a P h i l l i p s , E l a i n e C a r
r i n g t o n , H e c to r C h e v ig n y , and C a r l t o n E . Morse s t a t e d t h a t
c h a r a c t e r s i n a s e r i a l w ere more im p o r ta n t t h a n i t s p l o t .
The d a y tim e s e r i a l dram a was a p o p u l a r p ro g ram fo rm
t h r o u g h o u t i t s h i s t o r y . Ho o t h e r fo rm o f p ro g ram was a b le
t o overcom e t h e s e r i a l ' s l e a d e r s h i p i n r a t i n g s o f d a y tim e
r a d i o . A f t e r 1955 t h e d a y tim e s e r i a l dram a became t h e m ost
p o p u l a r fo rm o f n e tw o rk r a d i o . D aytim e s e r i a l s w ere among
t h e more p o p u la r d a y tim e program s i n t e l e v i s i o n fro m t h e
I tim e o f t h e i r i n t r o d u c t i o n . T h ro u g h t h e y e a r s d a y tim e [
n o n - s e r i a l d ra m a s, w h ic h o f t e n re s e m b le d s e r i a l s i n c o n te n t, I
; |
la g g e d s e r i a l s i n nu m ber, i n a tt a i n m e n t o f l a r g e a u d ie n c e j
286 I
r a t i n g s , and i n a t t e n t i o n t h a t was r e c e i v e d fro m c r i t i c s
and r e s e a r c h e r s .
The s a l e s r e s u l t s o f d a y tim e s e r i a l were c o n s i s t e n t l y
g o o d . Som etim es s p u r r e d by prem ium o f f e r s , s a l e s r e s u l t s
f r e q u e n t l y c a u s e d s e r i a l s t o re m a in on th e a i r when r a t i n g s j
i
o f th e p ro g ram w ere s m a ll . The c o s t s o f p ro d u c in g s e r i a l s j
w ere s m a l l . B ecau se o f t h e i r low c o s t - p e r - l i s t e n e r and
t h e i r good r e s u l t s i n s e l l i n g m e rc h a n d is e s e r i a l s w ere
p o p u la r w i t h s p o n s o r s .
C e r t a i n b a s i c c h a r a c t e r i s t i c s a p p e a re d i n m ost d a y
tim e s e r i a l s . The p l o t s o f th e p ro g ram s u s u a l l y to o k p l a c e
i n th e p r e s e n t i n u rb a n A m erican co m m u n ities w h ich o f t e n
w ere im a g in a r y . Most d a y tim e s e r i a l s h a d s lo w ly m oving
d e l i b e r a t e l y p r o lo n g e d r e v o l v i n g p l o t s . The slow p a c e a l
low ed p o r t r a y a l o f th e t r i v i a o f e v e ry d a y l i f e and h e lp e d
co m p en sate f o r t h e u n r e a l i t y o f t h e g r e a t number o f c rim e s ,
t r i a l s , u n u s u a l a i l m e n t s , a n d t h e l i k e . M o r a lity i n th e
p ro g ram s was b a s e d upon t h e p r i n c i p l e t h a t r i g h t w ould p r e
v a i l . Mores i n th e s e r i a l s te n d e d t o l a g th o s e o f r e a l
l i f e , a lt h o u g h t h e l a g was l e s s e n i n g a t t h e tim e o f t h i s
s t u d y . U s u a lly th e p r i n c i p a l c h a r a c t e r s o f th e d a y tim e
s e r i a l s w ere women. A lm ost a l l o f t h e s e women w ere e i t h e r
widows o r h o u s e w iv e s . Most women p r i n c i p a l s a p p e a re d t o
c
be much s t r o n g e r t h a n t h e men i n t h e i r s e r i a l s , b u t t h e l o t j
o f t h e m ale showed s ig n s o f im p ro v in g .
287 ;
The c o n te n t o f t h e d a y tim e s e r i a l dram a c l o s e l y
re s e m b le d t h a t o f t h e u s u a l l y s e r i a l i z e d d o m e s tic n o v e l
w h ich had b e e n th e A m erican wom an's p r i n c i p a l form o f com- :
m e r c ia l home e n t e r t a i n m e n t i n th e l a s t h a l f o f th e n i n e -
i
t e e n t h c e n t u r y and t h e e a r l y y e a r s o f t h e t w e n t i e t h c en tu ry #
The re s e m b la n c e b e tw e e n th e two fo rm s was p a r t i c u l a r l y i
i
c lo s e i f th e s o - c a l l e d fo r m u la s e r i a l s were c o n s id e re d #
The s e r i a l fo rm u la was fo u n d i n d a y tim e s e r i a l s fro m th e
b e g in n in g , a lt h o u g h m o d i f i c a t i o n s i n i t w ere made a s t h e
y e a r s w en t b y . The p r i n c i p a l m o d i f i c a t i o n was o f t h e p r o - 1
lo n g e d p l o t ; t h e change came a b o u t when l i s t e n e r s com plained
t h a t th e s t o r i e s w ere m oving to o q u i c k l y . R e s e a r c h e r s l a t e r
d is c o v e r e d t h a t on a v e ra g e a l i s t e n e r h e a r d two o r t h r e e
e p is o d e s o f a g iv e n s e r i a l e a c h week* A n o th e r m o d if ic a
t i o n i n t h e s e r i a l fo rm u la was t h e i n t r o d u c t i o n o f a
g r e a t num ber of p r i n c i p a l f i g u r e s who r e p r e s e n t e d t h e
p r o f e s s i o n s . T h is chan ge c a u s e d a g r e a t c o n v e n ie n c e , i n
p l o t t i n g th e s t o r i e s and p r o v id e d g r e a t e r p l a u s i b i l i t y to
some p l o t s , b u t was n o t u s e d i n a l l fo rm u la s e r i a l s . The
fo rm u la s e r i a l i n c l u d e d one o r more o f th e f o l l o w i n g con
t i n u i n g e le m e n ts : s t r o n g and v i r t u o u s h e r o i n e s ; w eak,
w a n d e rin g , o r f l o u n d e r i n g h u sb a n d s o r l o v e r s ; and a s e r i e s
o f m a jo r p ro b lem s w h ic h r e g u l a r l y f a c e d t h e h e r o i n e s ,
I
A num ber o f te m p o ra ry e le m e n ts a l s o c o u ld b e em ployed,
i
i n c l u d i n g t h e l o s t m a te , a m n e sia , th e c o u r t t r i a l , a n d t h e ;
i
s t r a n g e d i s e a s e . Not a l l w r i t e r s o f s u c c e s s f u l s e r i a l s
2 8 8 !
i
em ployed t h e s e r i a l f o r m u la . O nly one m a jo r c h a r a c t e r i s t i c
was fo u n d t o e x i s t i n a l l d a y tim e s e r i a l s - - a c o n ti n u i n g
n a r r a t i v e . S e r i a l s h a d b e e n s u c c e s s f u l w ith and w ith o u t
hum or, n o b le h e r o i n e s , weak men, m ajo r p ro b le m s , g r e a t
s u f f e r i n g , l i t e r a r y m e r i t , l i s t e n e r a d v ic e , s t r a n g e I
i
d i s e a s e s , l o s t m a te s , c o u r t t r i a l s , c r im e s , c o n te m p o ra ry j
A m erican s e t t i n g s , a n d e v en s c r i p t s .
E v id e n c e s w ere many t h a t th e c o n tin u in g n a r r a t i v e
was im p o r ta n t t o th e d u r a b i l i t y o f d a y tim e s e r i a l s . U l t i -
m a te - c o n c lu s io n s e r i a l s , whose n a r r a t i v e s w ere t e r m in a t e d
a f t e r a few e p is o d e s , u s u a l l y w ere u n s u c c e s s f u l . Of th e
1^5 r e v o l v i n g - p l o t s e r i a l s an d e p i s o d i c a l s e r i a l s t h a t
r e c e i v e d co m m ercial s p o n s o r s h ip t h r o u g h n a t i o n a l n e tw o rk s ,
f i f t y - f i v e r e a c h e d a n a g e o f f i v e o r more y e a r s ; f i f t e e n
of th em re m a in e d f e a t u r e s o f b r o a d c a s t i n g i n D ecem ber,
1958* Of t h e e i g h t e e n s e r i a l s t h a t h a d p l o t s o f u l t i m a t e -
c o n c lu s io n an d r e c e i v e d co m m ercial s p o n s o r s h ip th r o u g h
n a t i o n a l n e tw o rk s , o n ly two r e a c h e d an age of f i v e o r more
y e a r s ; n e i t h e r o f t h e two was a f e a t u r e of b r o a d c a s t i n g in
D ecem ber, 1958♦ B o th t h e mean ag e a n d th e m ed ian age o f
th e t h r e e s e r i a l s o f u l t i m a t e - c o n c l u s i o n t h a t w ere p r e s e n te d
i n D ecem ber, 195 8 , w ere l e s s t h a n one y e a r* The mean age
o f t h e t w e n t y - t h r e e r e v o l v i n g p l o t s e r i a l s w h ich w ere p r e
s e n t e d d u r i n g t h a t m onth was a lm o s t e le v e n y e a r s . The
m ed ian age o f th e r e v o l v i n g p l o t s e r i a l s was a p p ro x im a te ly
s e v e n y e a r s .
C e r t a i n t r e n d s were fo u n d i n c r i t i c i s m o f d a y tim e
s e r i a l s th r o u g h t h e y e a r s . A t f i r s t th e c r i t i c s e x p r e s s e d |
o p in io n t h a t to o many s e r i a l s w ere on th e a i r # T h is
c r i t i c i s m m a n i f e s te d i t s e l f i n b o y c o t t s o f p ro g ra m s b y
i
l i s t e n e r s , b u t t h e b o y c o tt s d i d n o t r e s u l t i n r e d u c t i o n o f j
t h e nurcber o f s e r i a l s . O pponents o f s e r i a l s w ere cham- j
|
p io n e d b y D o c to r L o u is B e rg , who p ro p o s e d t h a t t h e p r o
gram s e x e r t e d a h a rm f u l i n f l u e n c e upon t h e i r l i s t e n e r s .
D e fe n d e rs o f s e r i a l s c o u n te r e d t h a t s e r i a l s w ere h e l p f u l t o
l i s t e n e r s ; t h e y s u p p o r te d t h e i r s t a te m e n t s w i t h t h e f i n d
i n g s o f r e s e a r c h s t u d i e s . The l a s t s e r i o u s movement a g a i n s t
s e r i a l s was h e a d e d by C h a r le s Siepm ann, who u n s u c c e s s f u l l y
t r i e d t o show t h a t s e r i a l s w ere n o t r e a l l y p o p u l a r .
S e v e r a l c r i t i c s o b s e rv e d t h a t s e r i a l s had l i t t l e p l o t .
One o f th e more i n t e r e s t i n g c r i t i c a l t h e o r i e s r e g a r d i n g
t h e d a y tim e s e r i a l was t h a t t h e r e was an u n d e r l y i n g i m p l i
c a t i o n o f im p o te n c y i n th e w eak n ess o f many m ale r o l e s i n
d a y tim e s e r i a l s . B o th a t t a c k e r s a n d d e f e n d e r s o f s e r i a l s
s u g g e s te d t h a t l i s t e n e r s te n d e d t o i d e n t i f y w ith th e c h a r
a c t e r s an d s i t u a t i o n s o f s e r i a l s .
The m ost s i g n i f i c a n t f i n d i n g o f r e s e a r c h o f th e
d a y tim e s e r i a l s was t h a t t h e r e was no t y p i c a l d a y tim e
s e r i a l l i s t e n e r , A m erican women w ere a b o u t e q u a l l y d i v id e d
i
i n t o t h o s e who l i s t e n e d t o s e r i a l s and t h o s e who d i d n o t , |
A lth o u g h a s l i g h t l y h i g h e r p r o p o r t i o n o f l i s t e n e r s t o j
!
s e r i a l s was fo u n d among women i n th e lo w e r s o c i a l and j
290 |
|
econom ic g ro u p s t h a n was fo u n d among women i n o t h e r s o c i a l
and e d u c a t i o n a l g r o u p s , r e s e a r c h e r s fo u n d no s i g n i f i c a n t j
d i f f e r e n c e b e tw e e n t h o s e who l i s t e n e d t o s e r i a l s an d th o s e
who d i d n o t i n s o c i a l , c u l t u r a l , e d u c a t i o n a l , o r p s y c h o -
|
l o g i c a l c h a r a c t e r i s t i c s . L a z a r s f e l d and F i e l d r e p o r t e d
t h a t l i s t e n e r s t o s e r i a l s te n d e d t o l i s t e n t o s e v e r a l
s e r i a l s and t o be more c o n s c io u s o f r a d i o t h a n w ere n o n -
l i s t e n e r s t o s e r i a l s , an d t h a t t h o s e who d i d n o t l i s t e n t o
s e r i a l s f r e q u e n t l y e x p r e s s e d s t r o n g o p p o s i t i o n t o t h e p r o
g ra m s. I n d i v i d u a l s u c c e s s f u l s e r i a l s w ere fo u n d t o o f f e r
v a r i o u s a t t r a c t i o n s t o d i f f e r e n t g r o u p s , b u t s i g n i f i c a n t
v a r i a t i o n s I n a u d ie n c e c o m p o s itio n w ere n o t p ro d u c e d by
th e se x o f th e l e a d i n g c h a r a c t e r , t h e u s e o f comedy r e l i e f ,
th e amount o f s u s p e n s e , o r th e ag e o r so c io e c o n o m ic l e v e l
o f t h e l e a d i n g c h a r a c t e r s . S e v e r a l r e s e a r c h r e p o r t s i n d i
c a t e d t h a t many l i s t e n e r s t o s e r i a l s th o u g h t s e r i a l s t o be
h e l p f u l i n t h e i r p e r s o n a l a f f a i r s , b u t th e m e r i t o f t h i s
h e l p was q u e s t i o n e d . W arner and H enry e q u a te d t h e s e r i a l s
w i t h m o r a l i t y p la y s and f o l k t a l e s as m o ra l an d c u l t u r a l
r e i n f o r c e m e n t f o r h o u s e w iv e s . A n a t i o n a l s u r v e y w h ic h was
c o n d u c te d b y Elmo R oper i n d i c a t e d t h a t 75> p e r c e n t o f t h e
r e s p o n d e n ts th o u g h t t h a t d a y tim e s e r i a l s were t r u e t o l i f e . !
F o r t y - f i v e p e r c e n t o f t h e r e s p o n d e n ts l i k e d t h e p ro g ram s
f o r t h i s r e a s o n ; 29 p e r c e n t l i k e d s e r i a l s b e c a u s e t h e
v o i c e s o r t h e l e s s o n s I n l i v i n g p l e a s e d th em ; a n d 2£ p e r
c e n t l i k e d s e r i a l s b e c a u s e o f th e s t o r i e s .
I I . CONCLUSIONS
2 9 1
As was s t a t e d i n C h a p te r I a n im p o r ta n t r e a s o n f o r
th e d u r a b i l i t y o f th e d a y tim e s e r i a l dram as was t h e i r u n
u s u a l a t t r a c t i v e n e s s t o com m ercial s p o n s o r s . But why d i d
th e program s a t t r a c t a u d ie n c e s and i n t u r n s p o n s o rs ? W hat,j
i f a n y th in g , i n t h e h i s t o r y o f th e fo rm o f th e d ay tim e j
s e r i a l dram as t h a t were p r e s e n t e d by th e m a jo r r a d i o and
t e l e v i s i o n n e tw o rk s o f th e U n ite d S t a t e s h e lp e d t o e x p la in
t h e i r d u r a b i l i t y ?
1 . The d u r a b i l i t y o f t h e fo rm o f th e d a y tim e
s e r i a l drama seem ed t o be r e l a t e d s t r o n g l y and p r i n c i p a l l y
t o th e c o n tin u in g n a r r a t i v e .
The h i s t o r y o f th e fo rm o f d ay tim e s e r i a l s r e v e a le d
t h a t th e c o n tin u in g n a r r a t i v e was th e o n ly m ajo r c h a r
a c t e r i s t i c t h a t was p r e s e n t i n a l l s u c c e s s f u l daytim e
s e r i a l s . I n a d d i t i o n th e c o n tin u in g n a r r a t i v e was th e
o n ly c h a r a c t e r i s t i c o f th e s e r i a l s w hich was n o t fo u n d i n
th e n o n - s e r i a l dram as o f r a d i o and t e l e v i s i o n , w h ich through
t h e y e a r s had b e e n f a r l e s s p ro m in e n t th a n s e r i a l s d u rin g
d ay tim e h o u r s . The r e a s o n in g t h a t s u g g e s te d th e im p o rta n c e
o f t h e c o n tin u in g n a r r a t i v e was s tr e n g th e n e d by th e la c k
o f h i s t o r i c a l e v id e n c e t o s u p p o r t a c o n c lu s io n t h a t a lth o u g h
some o t h e r c h a r a c t e r i s t i c was n o t fo u n d i n a l l d a y tim e j
s e r i a l s , i t was a key t o t h e v i t a l i t y o f th e fo rm by |
virtue of its appearance in most daytime serial programs0 j
292 j
i
I
F u rth e rm o re r e s e a r c h r e p o r t s h a d d e m o n s tra te d t h a t i n d i v i - i
d u a l s u c c e s s f u l s e r i a l s o f f e r e d v a r io u s a t t r a c t i o n s t o j
th o s e i n d i f f e r e n t g ro u p s , a p p a r e n t l y b e c a u se o f v a rio u s
c h a r a c t e r i s t i c s o f th e i n d i v i d u a l s e r i a l s * T h is was an
i n d i r e c t i n d i c a t i o n o f th e im p o rta n c e o f a u n i f y i n g c h a r - |
j
a c t e r i s t i c w hich a p p e a re d i n a l l o f th e s u c c e s s f u l s e r i a l s j
w hich w ere exam ined i n th e r e s e a r c h e s : t h e c o n tin u in g
n a r r a t i v e . R e s e a rc h a l s o s u g g e s te d t h a t f o u r e le m e n ts o f
s t r u c t u r e d id n o t a f f e c t a u d ie n c e c o m p o s itio n . They w ere
th e se x o f th e le a d in g c h a r a c t e r , comedy r e l i e f , th e amount
o f s u s p e n s e , and th e age o r so c io ec o n o m ic l e v e l o f th e
le a d in g c h a r a c t e r s .
"What was known a b o u t th e r e l a t i o n s h i p b etw een th e
c o n tin u in g n a r r a t i v e and th e d u r a b i l i t y o f t h e d ay tim e
s e r i a l dram a? The h i s t o r y o f th e s e r i a l s i n d i c a t e d t h a t
th e l o n g e s t - l a s t i n g and m ost s u c c e s s f u l s e r i a l s were th o s e
w h ich e x p l o i t e d th e c o n tin u in g n a r r a t i v e t o th e g r e a t e s t
e x t e n t . The u l t l m a t e - c o n c l u s i o n s e r i a l s , w hich by d e s ig n
changed c h a r a c t e r s and s t o r i e s f r e q u e n t l y , were s i n g u l a r l y
u n s u c c e s s f u l . The s u c c e s s f u l and l o n g - l a s t i n g s e r i a l s were
g e n e r a l l y th o s e whose n a r r a t i v e s by d e s ig n w ere p ro lo n g e d .
2 . E v id en ce i n d i c a t e d t h a t th e im p o rta n c e o f th e
c o n tin u in g n a r r a t i v e t o th e d u r a b i l i t y o f th e d ay tim e s e r i a l
drama r e s u l t e d p r i m a r i l y fro m th e u s e o f lo n g - c o n tin u in g
d ra m a tic a g e n t s , p a r t i c u l a r l y when th e y w ere p r e s e n t e d i n
p ro lo n g e d d ra m a tic a c t i o n s . J
295 |
P r o lo n g a t io n o f p l o t seem ed t o b e more im p o r ta n t i
t h a n p l o t i t s e l f i n t h e d u r a b i l i t y o f s e r i a l s * The
h i s t o r y o f t h e i r s t r u c t u r e r e v e a le d t h a t d a y tim e s e r i a l s !
h ad v e r y l i t t l e p l o t . W r ite r s o f s e r i a l s c u s t o m a r ily m ade j
I
a s i n g l e p l o t l a s t f o r m o n th s. E x c e p t i n s e r i a l s w it h I
i
p l o t s o f u l t i m a t e c o n c l u s i o n t h e c o n t in u in g n a r r a t i v e o f
t h e d a y tim e s e r i a l dram a p er h a p s w as e x p r e s s e d m o st p r o
p e r l y a s a p o r t r a y a l o f c o n t in u in g d r a m a tic a g e n t s i n an
e x te n d e d d r a m a tic a c t i o n . Thus i f t h e d r a m a tic a c t i o n o f
O ed ip u s R ex w ere e x p r e s s e d i n th e p h r a s e " to f i n d th e s la y e r
o f L a iu s ," th e d r a m a tic a c t i o n o f The Romance o f H elen
T r e n t c o u ld be e x p r e s s e d i n th e p h r a s e " to f i n d rom ance
a f t e r t h e a g e o f t h i r t y - f i v e . " H e le n T r e n t s p e n t d eca d e
a f t e r d e c a d e i n t h e d r a m a tic a c t i o n o f s e a r c h in g f o r
ro m a n ce. E ach y e a r a p p r o x im a te ly tw o r e v o l v i n g p l o t s s e r v e d
t o r e v e a l t h e a c t i o n . E ach p l o t d i s s o l v e d i n t o t h e n e x t
o n e , o f t e n w ith o u t a n y c l e a r r e s o l u t i o n . E ach p l o t e v e n
t u a l l y d is a p p e a r e d , a lt h o u g h i t was l i k e l y t o r e c u r .
The d r a m a tic a c t i o n o f t h e program c o n t in u e d .
I n t h e g r e a t m a j o r i t y o f s u c c e s s f u l d a y tim e s e r i a l
dram as p l o t and a c t i o n had t h e same r e l a t i o n s h i p to e a c h
o t h e r a s t h e y had i n The Romance o f H e le n T r e n t . T h is
n a r r a t i v e s t r u c t u r e o f c o u r s e g a v e m a jo r e m p h a sis t o t h e
I
c h a r a c t e r s I n th e s e r i a l s . The e m p h a sis upon c h a r a c t e r s \
w as i n k e e p in g w it h s t a t e m e n t s b y s u c c e s s f u l w r i t e r s o f
j
s e r i a l s t h a t c h a r a c t e r s w ere o f p rim e I m p o r ta n c e . I n d e e d ,
Z9k]
cf t h e tw o s u c c e s s f u l s e r i a l s w it h p l o t s o f u l t i m a t e c o n
c l u s i o n , one h ad a s t r o n g p erm a n en t n a r r a t o r and t h e o t h e r j
h a d l o n g - f a m i l i a r c h a r a c t e r s .
The h i s t o r y o f t h e fo r m o f t h e d a y tim e s e r i a l dram as:
s u g g e s t e d t o t h e p r e s e n t w r i t e r t h a t t h e i r d u r a b i l i t y w as
j
r e l a t e d d i r e c t l y and p r i n c i p a l l y t o t h e u s e o f l o n g - c o n - |
t i n u i n g d r a m a tic a g e n t s , p a r t i c u l a r l y w hen t h e a g e n t s a p - j
p e a r e d i n p r o lo n g e d a c t i o n s . Why w e r e t h e l o n g - c o n t i n u i n g ,
u s u a l l y p e r m a n e n t, c h a r a c t e r s s o im p o r ta n t? I n t h e o p in io n
o f t h e p r e s e n t w r i t e r i t w as b e c a u s e t h e m em bers o f t h e
s e r i a l a u d ie n c e s becam e a c q u a in t e d w it h th em a s t h e y b e
came a c q u a in t e d w it h t h e c h a r a c t e r s o f n o o t h e r fo r m o f
d ram a. P r o b a b ly t h i s w as why t h e h i s t o r y o f s e r i a l r e s e a r c h
and c r i t i c i s m c o n t a in e d s o many r e f e r e n c e s t o p s y c h o l o g i c a l
i d e n t i f i c a t i o n . As t h e s e r i a l l i s t e n e r o r v ie w e r h e a r d o r
w a tc h e d e p is o d e a f t e r e p is o d e o f a g i v e n s e r i a l , s h e
i d e n t i f i e d m ore and m ore t h o r o u g h ly w it h t h e c h a r a c t e r s and
t h e i r p r o b le m s . She came t o know i n d i v i d u a l c h a r a c t e r s
w e l l and l e a r n e d how t h e y c o u ld b e e x p e c t e d t o r e a c t t o
d i f f e r e n t s i t u a t i o n s . The s e r i a l c h a r a c t e r s , who a p p e a r e d
i n a c t i o n s t h a t p r o g r e s s e d a t a l i f e - l i k e p a c e , becam e
a lm o s t a s r e a l t o h e r a s n e i g h b o r s . P e r h a p s t h e y a lm o s t
becam e m embers o f h e r f a m i l y . A f t e r a s h o r t tim e t h e
s e r i a l l i s t e n e r o r v ie w e r b e g a n t o w on d er w h at w o u ld h a p p en
t o h e r " f r i e n d s ." She t u r n e d t o t h e s e r i a l p r o g ra m , w h ic h ;
w as p r e s e n t e d a t t h e sam e tim e on e a c h d a y , f o r t h e same
2 9 * i
r e a s o n t h a t sh e m ig h t t e le p h o n e n e ig h b o r s t o d is c o v e r th e
g e n e r a l s t a t e o f t h e i r p e r s o n a l a f f a i r s and t o g e t a l i t t l e ;
c o m p a n io n s h ip . The e x t e n t t o -which sh e c a l l e d u p on h e r j
i
" f r i e n d s ” f o r h e lp i n d a l l y l i f e and t h e c h a r a c t e r w it h
w h ic h s h e m o st c l o s e l y i d e n t i f i e d p r o b a b ly d i f f e r e d fr o m j
l i s t e n e r t o l i s t e n e r , j u s t a s p e o p le d i f f e r e d fr o m e a c h j
|
o t h e r i n s e l f - r e l i a n c e and i n i n t e r e s t i n o t h e r s . T h rou gh j
t h e y e a r s r e s e a r c h r e p o r t s i n d i c a t e d t h a t t h e r e w as no
t y p i c a l d a y tim e s e r i a l l i s t e n e r .
3 . I t seem ed l i k e l y t h a t v a r io u s e le m e n ts o f c o n
t e n t i n s e r i a l ' s s e r v e d t o en h a n ce a p p e a l o f s e r i a l s t o some;
l i s t e n e r s o r v ie w e r s and t o s t r e n g t h e n th e i d e n t i f i c a t i o n
1
and c u r i o s i t y w h ic h r e s u l t e d fro m t h e u s e o f lo n g - c o n t in u in g
d r a m a tic a g e n t s . S tr o n g and u s e f u l h e r o in e s who w ere I n
f a m i l i a r s e t t i n g s made t h e h o u s e w if e f e e l im p o r t a n t . The
c r im e s and t r i a l s i n t h e s e r i a l s d e s c r ib e d e x p e r ie n c e s
t h a t t h e h o u s e w if e p r o b a b ly w ou ld n e v e r h a v e , b u t t h e p o r
t r a y a l s d id n o t r e a l l y e n d a n g e r h e r * I f t h e h o u s e w if e
w is h e d t o la u g h a l i t t l e , s h e c o u ld tu r n t o a hum orous
s e r i a l o P r o c e s s e s l i k e t h e s e c o u ld h a v e s e r v e d a s a m ain
b a s i s o f s e l e c t i o n o f s e r i a l s b y h o u s e w iv e s . Once t h i s
s e l e c t i o n was made t h e I d e n t i f i c a t i o n w h ich c r i t i c s an d
r e s e a r c h e r s m e n tio n e d so o f t e n c o u ld ta k e p l a c e and t h e
i I
c u r i o s i t y c o u ld g ro w .
T h ere seem ed t o b e n o r e a s o n t o b e l i e v e t h a t t h e j
d a y tim e s e r i a l drama in t r o d u c e d a n y new c o n t e n t i n t o t h e j
2 9 6 ;
l i t e r a t u r e o f t h e U n ite d S t a t e s . The r o l e s and s t o r i e s
|
h a d a p p e a r e d i n t h e d o m e s tic n o v e l s e v e n t y - f i v e y e a r s b e - j
f o r e t h e o r i g i n o f th e d a y tim e s e r i a l , n o t h in g i n th e
• i
!
o r i g i n o f t h e d a y tim e s e r i a l s u g g e s t e d i n s p i r e d c r e a t i o n , j
The o r i g i n w as an e c l e c t i c and e v o l u t i o n a r y p r o c e s s .
The s o l e c o n t r i b u t i o n o f t h e d a y tim e s e r i a l t o d r a m a tic j
i
l i t e r a t u r e was t h e p r o lo n g e d r e v o l v i n g p l o t . T h is c o n t r i - I
b u t i o n a c t u a l l y was made a c c i d e n t a l l y , w as im p o r ta n t t o
t h e v i t a l i t y o f t h e d a y tim e s e r i a l fo r m , and w as a c h a r
a c t e r i s t i c o f a lm o s t a l l s u c c e s s f u l s e r i a l s . I t p r o v id e d
th e m o st common fram ew ork f o r t h e lo n g - c o n t i n u i n g c h a r
a c t e r s , who seem ed t o g i v e t h e d a y tim e s e r i a l i t s d u r a b ilit y
I I I . IMPLICATIONS
I f lo n g - c o n t i n u i n g c h a r a c t e r s w ere o f p r i n c i p a l
im p o r ta n c e t o t h e d u r a b i l i t y o f t h e fo rm o f t h e d a y tim e
s e r i a l dram a, w hat d id t h i s f a c t im p ly ?
To t h e p r e s e n t w r i t e r i t seem ed t h a t a p r o d u c e r who
w is h e d t o c r e a t e a l o n g - l i v e d s e r i a l p ro g ra m w o u ld in c r e a s e
h i s c h a n c e s o f s u c c e s s b y e m p lo y in g a r e v o l v i n g o r e p i s o d i c
p l o t w h ic h a llo w e d f u l l d e v e lo p m e n t o f t h e c h a r a c t e r s i n a
l i f e - l i k e p a c e o f e v e n t s . P l o t s o f u l t i m a t e c o n c lu s io n
w o u ld a f f o r d th e p r o d u c e r l e s s p r o m is e o f s u c c e s s .
The o p p o r t u n it y f o r l i s t e n e r s o r v ie w e r s t o becom e
f a m i l i a r w i t h c h a r a c t e r s may h a v e r e s u l t e d i n t h e d u r a b i l i t y
o f many n ig h t t im e d r a m a tic p rogram s o f r a d i o and t e l e v i s i o n ,
297
M ost o f th e s u c c e s s f u l b r o a d c a s t dram as a t t h e t im e o f
t h i s s tu d y h a d p erm an en t c h a r a c t e r s . A n th o lo g y p rogram s
w ere l e s s n u m e r o u s.
I t was p o s s i b l e t h a t t h e a p p e a l o f t h e p erm a n en t
c h a r a c t e r may h a v e c o n t r ib u t e d t o t h e s u c c e s s o f d r a m a tic
fo r m s , i n c l u d i n g f o l k d ra m a s, w h ic h p o s s e s s e d a g r e a t num
b e r o f s ta n d a r d c h a r a c t e r s . A g o o d c o n te m p o r a r y ex a m p le
o f t h i s k in d o f drama was t h e W e s te r n . The h e r o o f one
W e s te r n , r e g a r d l e s s o f h i s nam e, u s u a l l y r e s e m b le d c l o s e l y
t h e h e r o o f e v e r y o t h e r W e s te r n . The p l o t o f e a c h W estern
w as a s f a m i l i a r t o th e members o f th e a u d ie n c e a s t h e c h a r
a c t e r o f t h e h e r o . The e le m e n ts o f th e s t o r i e s w ere a lm o s t
t r a d i t i o n a l and a n y m a jo r v a r i a t i o n i n them was l i k e l y t o
r e s u l t i n a u d ie n c e d is a p p o in t m e n t . F a m i l i a r i t y w it h c h a r
a c t e r s may h a v e b e e n n e a r l y a s im p o r ta n t t o th e l a s t i n g n e s s
o f t h e W estern a s i t was t o t h e l a s t i n g n e s s o f t h e d a y tim e
s e r i a l dram a. Of c o u r s e t h e W ester n d id n o t h a v e t h e c h a r
a c t e r i s t i c o f d a i l y p r e s e n t a t i o n a s d id t h e d a y tim e s e r i a l .
To th e p r e s e n t w r i t e r i t seem ed l i k e l y t h a t th e o p
p o r t u n i t y o f i d e n t i f i c a t i o n w it h f a m i l i a r r o l e s w h ic h d a y
tim e s e r i a l s o f f e r e d t o t h e i r a u d ie n c e s w o u ld c o n t in u e
t o a t t r a c t r e g u l a r l i s t e n e r s an d v ie w e r s t o t h e p rogram s
and w ould c a u s e t h e d a y tim e s e r i a l t o m a in t a in a p r o m in e n t
p o s i t i o n i n A m erica n b r o a d c a s t in g .
IV . RECOMMENDATIONS FOR FURTHER STUDY
A ssu m ing t h a t c o n t in u in g d r a m a tic a g e n t s w ere o f
m a jo r im p o r ta n c e t o t h e s u c c e s s o f t h e d a y tim e s e r i a l dramaj
w hat q u e s t i o n s w ere y e t t o b e a n sw ered ? j
I
One q u e s t io n c o n c e r n e d t h e r o l e o f women i n t h e d a y -!
|
tim e s e r i a l s . Why w as th e r e l a t i o n s h i p b e tw e e n t h e d a y tim ej
s e r i a l dram a and t h e d o m e s tic n o v e l a p p a r e n t ly a v e r y
c l o s e o n e? Was i t b e c a u s e women e n jo y e d s t o r i e s i n w h ic h
women p la y e d a c t i v e and p o s i t i v e r o l e s i n u n u s u a l a d v e n
t u r e s t h a t w ere i n c o n t r a s t w it h t h e i r e v e r y d a y l i v e s ?
Was i t b e c a u s e men o f t e n w ere r e d u c e d t o a k in d o f im p o ten cy
i n b o th s e r i a l s and d o m e stic n o v e ls ? An a f f i r m a t i v e an sw er:
t o t h e s e q u e s t io n s l e d t o o t h e r q u e s t i o n s . What w as or
w ou ld b e t h e e f f e c t o f th e g e n e r a l e m a n c ip a tio n o f women
d u r in g W orld War I I u p on th e s t r u c t u r e o f t h e s e r i a l s ?
Would t h e women o f t h e d a y tim e s e r i a l c o n t in u e t o b e e l e -
i v a t e d and th e men s u p p r e s s e d ? A t t h e tim e o f t h i s s tu d y
th e l o t o f th e m a le i n s e r i a l s seem ed t o b e im p r o v in g , b u t
women rem a in ed t h e d om in an t f i g u r e s . I t w as p o s s i b l e t h a t
t h e d a y tim e s e r i a l a u d ie n c e o f t h e 193> 8 -1 9 5 9 p e r io d d i f f e r e d
fr o m t h e s e r i a l a u d ie n c e o f t w e n ty y e a r s e a r l i e r . W ere ;
t h e s e r i a l s a t t r a c t i n g new l i s t e n e r s and v i e w e r s , o r w as
j t h e s e r i a l a u d ie n c e com posed l a r g e l y o f women who h a d s u p - ;
p o r t e d s e r i a l s f o r many y e a r s ? What k in d s o f women w ere
, i
i
l i s t e n i n g t o th e r e m a in in g fo r m u la s e r i a l o f t h e Huramerts, !
The Romance o f H e le n T r e n t .
T h e se q u e s t i o n s c o u ld b e a n sw e r e d o n ly b y q u e s t i o n - j
i n g and a n a ly z in g t h e women l i s t e n e r s t o s e r i a l s i n r e g a r d j
I
t o t h e i r a t t i t u d e s to w a rd men, b y a n a ly z in g t h e i r r e sp o n se s^
and b y e x a m in in g t h e r o l e s o f men i n t h e s e r i a l s w h ic h w ere
b e in g p r e s e n t e d i n a tim e when many women w ere p u r s u in g
j
c a r e e r s o u t s i d e t h e h om e. I n t h e a b s e n c e o f s u c h s t u d i e s
i t c o u ld b e s a id o n ly t h a t th e e n h a n c e d p o s i t i o n o f women
th r o u g h o u t t h e h i s t o r y o f t h e d a y tim e s e r i a l dram a p o s s i b l y ;
was a te m p o r a r y m eans o f b a la n c in g t h e s o c i a l p o s i t i o n s
o f th e m a le and t h e f e m a le . I t seem ed l i k e l y t h a t t h e p o s i
t i o n o f t h e m ale i n d a y tim e s e r i a l s g r a d u a lly w o u ld c o n
t in u e t o im p rove a s women a c h ie v e d g r e a t e r s t a t u s i n A m eri
c a n l i f e . I t seem ed l i k e l y t h a t t h e r e m a in in g Hummert
s e r i a l r e p r e s e n t e d a v e s t i g e o f i m p o s s i b l y m o r a l i s t i c and
m e lo d r a m a tic s t o r i e s w h ic h w ere d is a p p e a r in g s l o w l y fro m
r a d io j u s t a s p la y s l i k e E a s t Lynne had d is a p p e a r e d fro m
t h e s t a g e and b o o k s l i k e S t . Elm o had d is a p p e a r e d fr o m l i s t s
o f b e s t - s e l l e r s . F u r th e r r e s e a r c h m ig h t c o n fir m o r d en y
t h e s e s u p p o s i t i o n s .
Many o f t h e o r i g i n a t o r s o f t h e d a y tim e s e r i a l drama ;
rem a in ed a l i v e a t t h e tim e o f t h i s s t u d y , b u t som e w ere
r e a c h in g a d v a n c e d a g e s . The tim e d u r in g w h ic h r e s e a r c h e r s
i
h ad t h e o p p o r t u n it y t o q u e r y t h e s e p e o p le w as s h o r t . !
W h ile t h e p r e s e n t w r i t e r fo u n d t h a t t h e i r rem em b ran ces
300
te n d e d t o b e g e n e r a l i n s t e a d o f s p e c i f i c , th e o r i g i n a t o r s
o f s e r i a l s c o u ld n o t be o v e rlo o k e d i n f u r t h e r r e s e a r c h .
I n th e e x p e r ie n c e o f t h e p r e s e n t w r i t e r c a r e f u l l y s t a t e d
q u e s t i o n s w h ic h e l i c i t e d e x p e r t o p in io n w ere th e m ost p r o
d u c t i v e I n i n s i g h t f u l r e s p o n s e s fro m t h e s e r i a l p i o n e e r s .
BIBLIOGRAPHY
BIBLIOGRAPHY
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!
[
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I
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30l+ j
S a tu r d a y Review R e ad e r No, 3* New Y o rk : B antam B ooks,
200 p p . !
i
S e ld e s , G i l b e r t , The G re a t A u d ie n c e . New Y o rk : The V ikingi
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S h u r ic k , E . P . J . The F i r s t Q u a r t s r - C e n tu ry o f A m erican 1
B r o a d c a s t i n g . K ansas C i t y , M is s o u r i: M idland P u b l i s h - j
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S iepm ann, C h a r l e s . R a d io 1s S eco nd C h a n ce . B o s to n : L i t t l e , |
Brown a n d Company, 194-6* 262 p p . !
i
Summers, H a r r is o n B. A T h i r t y -Y e ar H i s t o r y o f Program s !
C a r r i e d on N a tio n a T R a d io N etw orks i n t h e U n ite d
S ta te s ^ 1 9 2 6 - 1 9 5 b . C olum bus, O h io : D e p artm en t o f Speech,
Ohio S t a t e U n i v e r s i t y , J a n u a r y , 1 9 ^ 8 . 228 p p .
Summers, Leda P . D aytim e S e r i a l s and Iow a Women. Des
M oines, Iow a: R ad io S t a t i o n WHO, 1943* 47 PP*
T h u rb e r, Ja m e s. The B e a s t i n M b and O th e r A n im a ls.
New Y o rk : H a r c o u r t, B ra c e and Company, 1 9 4 8 • 34^ PP*
V a r i e t y R a d io D i r e c t o r y 1 9 3 7 -1 9 3 8 . New Y o rk : V a r i e t y
I n c o r p o r a t e d , 1937* 110b pp7
V a r i e t y R a d io D i r e c t o r y 1 9 3 9 -1 9 4 0 . New Y o rk : V a r i e t y
I n c o r p o r a t e d , 1939* 1 ,3 5 4 PP.
W eaver, L u th e r . The T e c h n iq u e o f R a d io W r i t i n g . New Y o rk :
P r e n t i c e - H a l l 'I n c o r p o r a t e d , 1 9 4 8 . 503 p p .
W e b ste r, M a r g a r e t. S h a k e s p e a re W ith o u t T e a r s . New Y ork:
F a w c e tt W orld L ib r a r y , 1957* 240 p p .
W h ip p le, Ja m e s. How to W rite f o r R a d io . New Y o rk :
W h i t t l e s e y H o u se ,“T 9 425 p p .
Who1s Who i n A m erica 1 9 4 8 -1 9 4 9 * C h ic a g o : A. N. M arquis
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W y lie , Max ( e d . ) . B e st B r o a d c a s ts o f 1 9 3 9 -4 0 . New Y ork:
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. B e s t B r o a d c a s ts o f 1 9 4 o - 4 l . New Y o rk : W h ittle s e y !
H ouse, 19421 344 PP® I
________ . R a d io an d T e l e v i s i o n W r i t i n g . R e v is e d e d i t i o n ; j
New Y o rk : R i n e h a r t a n d Company, I n c . , 1950* 635 PP* ®
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B . PERIODICALS
’‘The A f f a i r s o f D r. G e n t r y ,” B r o a d c a s t i n g , £ 2 :1 9 * J a n u a r y 21.
1 9 * 7 .
”A g a in s t th e S to r m ,” V a r i e t y , llilj.s3l|., November £ , 1 9 ^ 1 . |
’‘A g e le s s H e r o i n e ,” T im e, 68s!j.8, A u g u st 6 , 1 9 5 6 . I
“The A n d e r3 o n s ,” V a r i e t y , 1 4 6 :3 0 , A p r i l 22, 19 4 2 .
’’Am azing P e o p l e ,” R adio S t a r s , 3?54» Novem ber, 1933*
”B ab-0 Ad-$$$>," S p o n s o r , l : l l j . - l 8 , Novem ber, I 9I+ 6 .
”B ab-0 Bounces B a c k ,” S p o n s o r, £ :2 9 » O c to b e r 2 2 , 1 9 5 1 .
’’B a c h e l o r 's C h i l d r e n , ” B i l l b o a r d , £i|.:8, O c to b e r 1 0 , 194 2 .
B a r c la y , C h a r l o t t e . “ More th a n a Movie S t a r , ” TV R a d io
M i r r o r . November, 195 7 .
“The B a r t o n s , ” V a r i e t y , ll).2 :£ l, A p r i l 3 0 , 1 9 4 l*
B e s t , K a t h e r i n e . “ L i t e r a t u r e o f th e A ir ; R a d i o 's P e r p e t u a l
E m o tio n ," S a tu r d a y Review o f L i t e r a t u r e , 2 1 :1 1 f f . ,
A p r i l 2 0 , X9I 4 .O0
B i r n i e , W illia m . “ M olly Goes M arching O n,” A m erican
M agazine, 134*24, November, 1941*
"B o x to p s and B r o a d c a s t i n g ," B r o a d c a s t in g , £ 1 :1 1 2 , O c to b e r £,
1 9 5 6 .
" B r i g h t H o r iz o n ,” V a r i e t y , IZ4 .3 : 3 3 , A ug ust 2 7 , 1914.!•
B r o a d c a s tin g Y earb o o k
1935 — pp. 13^ - 1 3 7 . 1944 — PP- 2 £ 0 -2 8 2 .
1936 — p p . 1 7 9- 1 8 7 * 194-5 — PP* 2 7 0 -3 0 8 .
1938 p p . 2 3 4 -2 2 7 . 1946 — p p . 2 2 2- 2 7 2 .
1 939 p p . 2 £ 7 -2 7 0 . 1947 — P P . 2 6 0 -2 9 4 . !
1940 — p p . 2 1 6 -2 3 8 . 1948 — p p . 3 8 8 -4 2 1 .
1941 — PP. 2 3 8 -2 £ 9 . 1949 — p p . 3 7 7 -4 0 0 .
1942 — p p . 2 3 0 -2 £ 7 . 1950 — p p . 3 9 2 -4 1 2 .
1943 - - PP* 1 6 8 -1 9 1 .
3 0 6
"The Busy A i r , ” T im e, 6 7 : 3 2 , J a n u a r y 2 , 1 9 5 6 .
"CBS R ad io D aytim e N ear ’SRO’ S t a t u s , ” B r o a d c a s t i n g , 51*51*,;
A u g u st 6 , 1 9 ^ 6 .
” C h a p la in J im , U. S . A . , ” V a r i e t y , li+6>s3^4-* A p r i l 8 , 19^2* |
I
C h a p p e ll, M atthew , ” Soap O peras Need New F o r m u la ,”
P r i n t e r s 1 I n k , 2 0 1 :2 8 -3 3 * November 2 0 , 19l*2,
"C h e ck in g Up on th e W ashboard W e e p e rs ,” V a r i e t y , 11*3:26, j
2 8 , J u l y 2 , lglp.* |
C h e y d le u r, Raymond, a n d R o b e rt G o i t e r , " G ra d u a te T h e se s
and D i s s e r t a t i o n s on B r o a d c a s t in g : A T o p ic a l I n d e x , ”
J o u r n a l o f B r o a d c a s t in g , 2 :5 9 -9 0 * W in te r 1 9 5 7 -5 8 .
" C l a r a , Em, and New L u ," Newsweek, 1 9 : 6 6 - 6 7 , Ju n e 1 5 , 19i*2.:
’’C l a r a , Lu ’n ’ Em,” V a r i e t y , ll* 7 j3I*, Ju n e 1 7 , 19l*2.
"D aytim e C l a s s i c s , " T im e, 1*0:1*5* November 1 2 , 191+2.
"D aytim e D i a r y ,” R a d io - TV M ir r o r , 3S *21*4-, O c to b e r, 1 9 5 2 .
"D aytim e D i a r y ," R a d io - TV M ir r o r , 1 *1 : 9 3- 9!*, A p r i l , 1951*.
"D aytim e P a r a d o x ," B r o a d c a s t in g , 18:1*6, M arch 1 , 19l*0.
"D ear D a u g h te r ," Movie R a d io G u id e , 9*10* F e b r u a r y l 6 , I 9I 4O,
Demming, E l l e n , "Comes a P au se i n t h e D ay’ s O c c u p a t i o n . . . , "
Who’ s Who i n T e l e v i s i o n and R a d io , 1 :5 3 , 1957*
D e n iso n , M e r r i l l . "S oap O p e ra ," H a r p e r ’ s , 180:1*98-505*
A p r i l , 19l*0o
D ic k in s o n , Hugh. "S o ap O pera Down th e D r a i n , " A m e ric a ,
9l*; 1 2 7 -1 3 0 , O c to b er 2 9 , 1955*
D. J . " S e a r c h f o r T om orrow ," TV G u id e, 2 : 2 0 , May ll*, 1951+.
"D on’ t L ose Out on D aytim e TV," S p o n s o r, 5 : 7 2 , O c to b e r 8 .
1 9 5 1 .
" E d i t h Adamrf F u t u r e , " V a r i e t y , ll* l:3l* , M arch 5* 15l+! •
i
" E s tim a te d P r o d u c tio n C o s t s ," V a r i e t y , li*l*:28, O c to b e r 2 2 , j
191*1. i
307
’’F i r s t F a m i l i e s o f R a d i o ,” M ovie- R a d io G u id e , 9*1+7» A p r i l
27, 191+0.
’’F i r s t F a m il i e s o f R a d io ,” M ovie- R ad io G u id e , 9 *33, O c to b e r
S, 19l|.0 o
’’F i r s t F a m il i e s o f R a d io ,” Mbvie- R ad io G u id e , 1 0 :3 3 ,
November 9 , 191+0«
’’F i r s t F a m il i e s o f R a d i o ,” M ovie- R a d io G u id e , ll|.s3 2 ,
A ugust 1 0 , 19M+*
’’F r a n k e n s t e i n , ” B r o a d c a s t i n g , 17:5>6, D ecem ber 1$, 1939*
’’F r o n t Page F a r r e l l , ” V a r i e t y , llj.3 i2 6 , J u l y 2 , 191+1*
’’G e n e ra l M Llls H o u r,” B i l l b o a r d , $3:12, A u g u st 3 , . 3-9^46 •
’’Give Us Love— and Come B ack Home,” R a d io la n d , 3*1$,
D ecem ber, 1931+•
"The G o ld b e r g s ,” TV G u id e , 1 :1 7 , J u l y 2!(., 1953*
” G0P Soap O p e r a s ,” B r o a d c a s t i n g , $ 1 :9l+> A u g u st 13, 19Jp6.
G re en , A l i c e , ’’The Woman B eh in d Mary M a r l i n ,” R a d io G u id e ,
9 :2 6 , Decem ber 1$, 1939*
H a n ley , J a c k , ’’F o r Women O n ly ,” R a d io S t a r s , 10:1+2,
J u l y , 1 937.
’’H e len H o ld e n ,” V a r i e t y , l i |l : 3 7 , M arch $, 191+1*
Howard, L i s a . ’’The S e c r e t L o v e rs i n Y our Home,” P e o p le
T oday, l 6 :ij.6 , 1+8, D ecem ber, 1957*
H ughes, R i c h a r d , ’’The B i r t h o f R ad io D ram a," The A t l a n t i c ,
200:ll+5>-ll+8, D ecem ber, 1957*
’’Hummert Out o f B -S -H ,” B i l l b o a r d , $ $ :6 , A ug ust 2 1 , 19U-3•
’’The Hummerts S u p e r S o a p s ,” Newsweek, 2 3 :8 1 , J a n u a r y 10 ,
i 9 i |l + .
’’I ' l l F in d W ay,” V a r i e t y , ll+2:3l+» March 1 2 , 191+1,
" I n s i d e R a d io ," R adio M i r r o r , 1 7 il+2, Novem ber, 191+1*
" I r n a P h i l l i p s ' G host W r i t e r s , ” V a r i e t y , lU 7 :k 0 , A ugust $*
191+2 .
308
J a f f e , A l f r e d J* "D aytim e T e l e v i s i o n ’ s Q u ie t L i t t l e
R e v o l u t i o n ," S p o n s o r, 1 2 :3 9 , A p r i l 19, 1 9 5 8 .
J e n k i n s , M rs. Jo h n P a u l . "A re T h ere Too Many S e r i a l s ? ”
Movie- R ad io G u id e , 9 *33, J u l y 27, 19^-0.
Kensman, K a r l . " S t e l l a ' s Some L a d y ,” The A m erican M ercury
8 0 :8 0 -8 3 , A p r i l , 1 9 5 5 .
" K i t t y F o y l e ," B r o a d c a s t i n g , 51+*20, M arch 2I4 ., 1 9 5 8 .
" K i t t y F o y l e ," V a r i e t y , ll+7:3l+, Ju n e 1 7 , 191+2.
" K i t t y F o y l e , ” V a r i e t y , 209*1+7, J a n u a r y 2 2, 1958*
"Know t h e P r o d u c e r ,” S p o n s o r , 1 :6 8 , N ovem ber, 191+6.
" L a t e s t R a t i n g s , ” B r o a d c a s t i n g , £ 2 : 3 , J a n u a r y 21 , 1 9 5 8 .
" L e t ' 3 C hat w ith t h e C hain G a n g s,” R ad io D i g e s t , 2 6 : 6 7 ,
J a n u a r y , 1931®
" L if e Can Be B e a u t i f u l , ” R a d io M ir r o r , 1 6 : 3 6 - 3 9 * May, I 9I+I
" L i f e w ith Ma," T im e, 70:1+1-1^2, A ugust 26, 1 9 5 7 .
" L o n e ly Women," V a r i e t y , ll+7*7, J u l y 22, 191+2.
"M ary M a r lin ," V a r i e t y , 1 ^ 2 :3 2 , S ep tem b er 2 9 ,. 191+3*
McDonough, R o b e r t. " R a d io 's H e a r t - T h r o b s ,” Commonweal,
31*299_3 0 0 , J a n u a r y 2 6 , 19^+0*
McKay, P e g g y . " D aytim e S e r i a l s , ” W ho's Who i n T e l e v i s i o n
and R a d io , 1 :5 3 , 1 9 5 5 .
"M ajor N etw orks P ro v id e Numerous Premium O f f e r s , ” B ro a d
c a s t i n g , 1 8 :3ii., A p r i l 1 , 191+0.
"M eet V ic and S a d e ," R a d io S t a r s , 5*1+3, M arch, 1935.
"Mike S a y s ," R a d io la n d , 3*32+, D ecem ber, 1931+.
"M ike S a y s ," R a d io la n d , ij.:28+, M arch, 1935*
"M ike S a y s ," R a d io la n d , lj.:28 + , J u n e , 1935*
"M onday's H i g h l i g h t s , ” R a d io M ir r o r , 9*1+3, J a n u a r y , 1 938.
"Me. F a i r f a x R e p l i e s , ” M ovie-R adio G u id e , 1 0 :li3 . Decem ber
2 8 , 191+ 0 . .
309
"M u tu al S e r i a l s , ” V a r i e t y , ll|.l:2f?, F e b r u a r y 12, 19^-1*
"Ify-rt and M arge," V a r i e t y , ll|.2 : 3 2 , March 2 6 , 19l|l*
"r^r Son a n d -1 ," M ovie- R adio G u id e , 9 : 33» S e p tem b er 2 8 , 1914.0* .
"NBC t o Drop Weekday P ro g ra m ," B r o a d c a s t i n g , 5 0 : 9 ° , Ju n e |
25, 1 9 # . I
!
"N et Program s a n d Net S h i f t s Mark O pening o f 193& S e a s o n ," j
B r o a d c a s t in g , 1 0 : 1 0 , J a n u a r y 1 , 1 9 3 6 * j
"N etw ork D aytim e P ro g ra m s ," V a r i e t y , l l f l : 9 6 , J a n u a r y 8 , - ;
19^ 1.
"One M an's Two F a m i l i e s ," TV G u id e , 2 : 2 0 , May II4, 19E>1|.
"The Open D o o r," B i l l b o a r d , 5 5 :1 2 , J u l y 1 7, 19^3•
"Our G al S u n d a y ," V a r i e t y , llj-5: 3l+ * D ecem ber 3 1 , I 9I4I .
" P e p p e r Y o u n g 's F a m ily ," R a d io M ir r o r , 1 6 :2 2 - 2 5 , O c to b e r ,
19ll.l.
" P r i n c e s s M a rie ," R a d io la n d , 2 :J|5 , J u n e , I 93I 4 ..
"Q ueen o f th e Soap O p era," N ew sw eek, 2 0 :5 9 , J u l y 1 3 , 1 9 ^ 2 .
"Q ueen o f th e Soap O p e ra ," TV G uide, 1 :1 7 - 1 9 , D ecem ber 1 1 ,
1953.
"P ro b le m s o f TV Soap O p e ra ," S p o n s o r, 5 ^ 3 , J a n u a r y , 195>1.
"R a d io A lbum ," Movie- R ad io G u id e , 13:147, November, lStj-3*
"R ad io H i g h l ig h t s and H e a d lin e s : 191+3,' 1 B r o a d c a s t i n g ,
26:21^, J a n u a r y 3 , 19M+ •
"R a d io M irro r A lm anac, M arch 26 t o A p r i l 2I4, I 9I4I , " R a d io
M i r r o r , I5 :li3 + , May, 19141.
"The R a d io N et - •-’ •k s," B r o a d c a s t in g , 5 1 * 3 1 -3 6 , '"November 2 6 ,
1 9 5 6 .
"The R a d io P a r a d e ," R a d io la n d , l : 6 f , F e b r u a r y , I93I4.
"R a d io R e v o lu t i o n ," V a r i e t y , 1^2:23, May 2 8 , I 9I4I .
"The R a in s Came," V a r i e t y , II4 I4s2 9 ^ O c to b e r 8 , 1914! .
3 1 0
" R e o r g a n i z a t i o n P la n O u t l in e d f o r B la c k e tt- S a m p le - H u m m e r t," :
B r o a d c a s t i n g , 2 5 : 1 2 , A u g u st 1 6 , 1953*
"S a y V i r t u e s o f D aytim e S e r i a l O u tw eig h S h o r tc o m in g s ,"
P r i n t e r s 1 I n k , 2 0 2 : 2 0 , F e b r u a r y 1 2 , 1953*
" S c e n te d S o a p ," N ew sw eek , 2 2 : 1 1 0 , J u l y 5 , 191+3• j
" S c r ip t Q u een ," T im e, 3 5 :6 6 , J u n e 1 0 , 191+0* j
" S e c o n d H u sb an d ," V a r i e t y , 1 5 6 : 3 6 , A p r i l 2 9 , 1952*
S hay o n , R o b e rt L e w is . "The K ing o f t h e S o ap s i s D e a d ,"
S a tu r d a y R ev iew , 3 8 :2 6 - 2 7 , November 1 2 , 1955*
, " H e r e ’ s A unt Je n n y I n Y o u r E y e ," S a tu r d a y R eview ,
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S herw ood, Mary P a r k e r . "Welcome L i t t l e S t r a n g e r s , " TV !
R ad io M i r r o r , 5 6 :5 9 , 8 1 , O c to b e r, 1 9 5 8 .
" S h i f t i n g T re n d B r in g s WBC-NBC S p l i t , " 5 1 :9 0 , J u l y l 6 , 1956.;
i
"Soap O pera L i b r e t t o s , " TV G u id e , 3 3 : 1 7 - 1 9 , A u g u st l 6 , 1958.:
" S oap O p e r a s --a n d How T h ey G rew ," TV G u id e , I 4 .: 1 1 , A u g u st 1 0 ,1
1 9 5 6 .
S p o n s o r , 5 s 2 3 , J u ly 3 0 , 1 9 5 1 ; 7 : 6 5 , A u g u st 2 5 , 1953*
" S p o n s o r H e a r s ," S p o n s o r , 7 :1 8 , O c to b e r 1 5 , 1953*
" S p o n so r H e a r s ," S p o n s o r , 1 2 :7 5 # M arch 8 , 1 9 5 8 .
S t e v e n s , J u l i e . "Tune I n A g a in T om orrow ," Who’ s Who I n
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" S t o r i e s A m erica L o v e s ," V a r i e t y , 1 5 5 :2 6 , O c to b e r 1 5 , 1951*
" S t o r y o f B ess J o h n s o n ," V a r i e t y , 1 5 2 :2 6 , M arch 26, 1951*
" S t o r y o f B e ss J o h n s o n ," V a r i e t y , 1 5 2 :3 0 , A p r i l 2 , 1951*
" S t o r y o f Mary M a r l i n ," L i f e , 1 7 : 6 7 +, S e p te m b e r 1 1 , 1955*
!" T a l e n t C o st I n d e x ," B i l l b o a r d , 5 5 : 8 , D ecem ber 1 8 , 1953*
" T a l e n t C o st I n d e x ," B i l l b o a r d , 5 6 : 8 , J a n u a r y 1 , 1955*
"10 P rize L e tte r ," R ad iolan d , 5 s35, June, 1935*
311
"T en M i l l i o n W o rd s,” F o r t u n e , 27:ll+» 20, J u n e , 1938*
‘'T h e a tr e o f t h e A i r , ” M bvie- R a d io G u id e , 1 1 j3 6 , O c to b e r 2 5 , :
19l].l.
"T hey T u rn ed T h e i r B acks on B ro a d w ay ,” R a d io la n d , 3 * 5 6 ,
O c to b e r, 1931+* j
"T hose W e b s te r s ," B i l l b o a r d , 5 8 :6 , A u g u st 1 0 , 191+6. !
I
" T ra d e Y our M irro r f o r a W indow," B r o a d c a s t i n g , 5 2 :8 0 - 8 2 , I
A p r i l 2 9 , 1 9 5 7 . |
j
TV G u id e , 2 :a 2 0 , O c to b e r 2 3 , 1951+*
TV-R a d io L i f e , 2 9 :1 5 , J u l y 1 5 , 195U--
r
"Two New A g e n c ie s O rg a n iz e d fro m D i s s o l u t i o n o f B l a c k e t t -
Sample -H um iosrt," B r o a d c a s t i n g , 2 5 :8 , S ep tem b er 2 0 , j
1 * 3 .
i
"U p to w n -M illto w n ; W ag eto w n -M ag azin es,” T im e, 6 9 :7 8 , March
2 5, 1957* !
V a r i e t y , 1 5 2 :3 1 , S e p te m b e r 2 9 , 191+3; 15Us33> 3 1 , 191+1+;
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" V e r d ic t I s I n , ” T im e, 7 1 :5 0 , May 1 9 , 1958.
"V ic and S a d e ," T im e, lf2:lj.2+, Decem ber 27, 191+3*
" V ik in g s Hep t o S o a p i e s ," B i l l b o a r d , 5 8 : 9 , S ep tem b er 2 8 ,
191+6.
W arn er, L lo y d , and W illia m H e n ry . "The R ad io D aytim e
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"W ashboard D ram as," B r o a d c a s t i n g , l 6 ; 5 2 , A p r i l 1 , 1939*
"We Are A lw ays Y ou ng," V a r i e t y , 11^1:30, F e b r u a r y 2 6 , 191+1.
i"W ednesday 1 s H i g h l i g h t s , " R a d io M i r r o r , 9*1+5, J a n u a r y , 1938*:
" W h a t's New fro m C o a s t ," R a d io M ir r o r , 1 6 :1|, May, I 9I+I.
j . - j
"Why Soap O pera S p o n s o rs S t a y P ut 52 W eeks," S p o n s o r, !
5 :6 0 , 1 0 0 -1 0 2 , A p r i l 9 , 1 9 5 l»
i [
The W LW P ro g ram , 1 : 3 , November 8 , 1931® I
312 j
“ Woman o f A m e ric a ,” Tune I n , 3 :k t November, 1945*
W oodatone, A r t . “ Crime on Soap S t r e e t , ’* G olden J u b i l e e j
V a r i e t y 5 0 t h A n n iv e r s a r y , 201:155* J a n u a r y i+7 19i?6.
W y lie , Max* “ D u s tin g O ff D r. B e r g ,” P r i n t e r s 1 I n k , 2 0 2 :1 9 fi
F e b r u a r y 1 2 , 191+3 • j
C. PAMPHLETS
C o o p e r a tiv e A n a ly s is o f B r o a d c a s t in g . R e p o rt o f J a n u a ry
2 6 , 1935.
C o o p e r a tiv e A n a ly s is o f B r o a d c a s t in g . R e p o r t o f J a n u a r y
2 8 , 193 6 .
A D is c u s s io n o f R a d io . R adio-T V R e s e a r c h D e p a rtm e n t,
B a t t e n , B a r to n , D u r s t i n e , and O sb o rn , I n c o r p o r a t e d ,
P a l l , 1 9 56. 8 p p .
K a r o l, J o h n . C o n f id e n c e a New Y o rk : CBS R a d io , 1959*
15 PP.
N i e ls e n S t a t i o n In d e x TV R e p o r t. Los A n g e le s : A. C. N i e l
s e n Company, J a n u a r y , 1957*
A S u rv e y o f D aytim e R adio L i s t e n i n g H a b i t s . New Y o rk :
P o o t e , Cone and B e l'd ln g , May, 191+3. 65 p p .
T re n d e x R e p o r t. New Y o rk: T ren d e x I n c o r p o r a t e d , A p r i l ,
" 19^ 8 .
W ild e r , P r a n c e s . R a d io 1a D aytim e S e r i a l . New Y ork:
C olum bia B r o a d c a s tin g S y stem , S e p te m b e r, 1 9 ^ 5 . 27 p p .
D. UNPUBLISHED MATERIALS
B la c k a d o r e , D o ro th y . “ The A d v e r t i s i n g E f f e c t i v e n e s s a n d
S o c i a l D e s i r a b i l i t y o f th e R ad io D aytim e S e r i a l . ”
U n p u b lish e d M a s te r 1s t h e s i s , C olum bia U n i v e r s i t y ,
New Y ork C i t y , 191+9. 69 p p .
C a rlo n , F r a n . B i o g r a p h i c a l i n f o r m a ti o n s h e e t f o r Ted B a te s
A gency, Ju n e 2 6 , 19M+.
C olum bia B r o a d c a s tin g S y stem , p u b l i c i t y r e l e a s e s .
S ep tem b er 10, 19ff3; Decem ber 12, 19^35 J a n u a r y 3 0 ,
1 9 f e ; May 2 ^ , 1956; June 6 , 1956; J u l y 3 , 1957;
J u l y 1 8 , 1 9 5 7 i A ugust 8 , 1957; S ep tem b er 3 0 , 1957;
November 2 2 , 1957; Decem ber 3 0 , 1 957'j J a n u a r y 10,
1956i J a n u a r y 19* 1958; F e b r u a r y 5» 1958; December 1
2lf, 1 9 5 8 . - |
M ic h a e l, S a n d r a , The Open D oo r, E p iso d e One, Jun e 2 1 , 19^+3*
T h e a tr e Co 11 eclJTon, Ttfew^york P u b lic L i b r a r y . |
i
N a t io n a l B r o a d c a s tin g Company, p u b l i c i t y r e l e a s e . |
S ep tem b er Ilf, 19lf2. i
R a d io F e a t u r e s S e r v i c e , I n c o r p o r a t e d , IfO E a s t If9 th S t r e e t , j
New Y ork C i t y , p u b l i c i t y r e l e a s e , A u g u st 2 9 , 1 9 ^ 2 .
Roderaan, N o rb e rt R , “ The D evelopm ent o f Academ ic R e s e a r c h j
i n R a d io and T e l e v i s i o n f o r th e F i r s t H a lf o f th e :
T w e n tie th C e n tu r y .” U n p u b lish e d D o c to r* s d i s s e r t a t i o n , !
N o rth w e s te rn U n i v e r s i t y , 1951* 67lf p p .
Rowe, S . R. ” The R ad io S e r i a l . ” U n p u b lish e d M a s te r 's
t h e s i s , B o sto n U n i v e r s i t y , B o sto n , 19J+9* 85 p p .
S m ith , M rs. F r e d e r i c M. S h o rth a n d n o t e s o f N i g h t b e a t .
a t e l e v i s i o n p ro g ra m , May 1 2 , 1 9 5 8 .
S t e w a r t , Raymond F r e d e r i c . ”A S tu d y o f t h e D aytim e S e r i a l
R a d io L i s t e n e r . ” U n p u b lish e d M a s t e r 's t h e s i s , Iowa
S t a t e U n i v e r s i t y , Iowa C i t y , Iow a, 19lf9* H 9 PP*
Summers, H a r r is o n B. U n p u b lish e d r e p o r t H -1 3 . D ep artm en t
o f S p e e c h , Ohio S t a t e U n i v e r s i t y , C olum bus, O hio, n . d .
E . NEWSPAPERS
”And G oing S t r o n g , ” New Y ork T im es, A p r i l 3 0 , 19lflf.
B r id g e p o r t ( C o n n e c tic u t) H e r a ld , Ju n e 1 1 , 19lflf.
C ro sb y , J o h n . “ N o th in g 's New i n R a d i o l a n d ,” s y n d i c a t e d
colum n, L o s,A n g e le s E v en in g M irro r News, A ugust 2 ? ,
1 9 5 8 . -
|
D u n la p , O r r i n . “S p in n in g E n d le s s Y a r n s ,” New Y ork T im es,
F e b r u a r y 1 1 , 19lf0, p . IX -1 2 .
3ib !
E d i t o r i a l , New Y ork T im es, Decem ber 4 , 1939s p . 2 2 .
H u tc h e n s, Jo h n K. " T h is One I s G ood," New Y o rk T im e s, ;
O c to b e r 9 , 194l> P* IX -1 2 .
i
________ . "A re th e Soap O p eras O nly S u d s? " New Y ork Tim es
M ag azin e, March 2 8 , 1 9 4 3 , PP* 19**
Los A n g e le s E v en in g M irro r News, November 1 , 1958* i
Los A n g e le s T im es, May 19, 1956; J a n u a r y 13, 1 9 5 8 . j
M etz, S t u a r t . L e t t e r , New Y ork T im e s, A u g u st 6 , 1 9 3 9s \
p . IX -1 0 .
M i l l s t e i n , G i l b e r t , " H e le n T r e n t - - G h a p t e r 5 * 9 0 0 ," New Y ork
Tim es M ag azin e, J u l y 1 6 , 1956, p p . 1 6 -1 7 .
M ilwaukee J o u r n a l , Ju n e 1 1, 1944•
Mooney, G eo rg e. "S o ap O pera Q ueen," New Y ork T im e s, J u l y
2 7 , 1 9 l|l, p . I X - 8 ,
New Y ork T im es, S e p tem b er 25, 1932; O c to b e r 1 0 , 1933;
J a n u a r y 6 , 1 9 3 5 , P* IX -1 3; A u g u st b> 1935; November
2 9 , 1939, P* 2 5; J a n u a r y 11, 1 9 4 0 , P« 2 1 ; M arch l 6 ,
I 9 4 O, p , 1 7; A p r i l 3 0 , I 9J 4O; M arch 1 6 , I 9J 4 .I ; M arch 2 0 ,
I 94. I ; March 2 3 , I 9I4 .I; M arch 27, 1941,* M arch 3 0 , 1941;
May 1 9 , 19li.6; A p r i l 4 , 1954, P* 11 -1 3 ; J u l y 4 , 19 5 4 ,
p . I I - 9 -IO ; Decem ber 1 2 , 1954, P» H - l 6 ; Mby 5 , 1 9 3 8 J
A u g u st 3 , 1 9 5 8 .
N ic h o ls , P a u l. Ju d g e P a r k e r , L03 A n g e le s T im e s, M arch 2 4 ,
1 9 5 8 .
"R ad io S e r i a l Has F o rm u la ," New Y ork T im e s, J u l y 3 1 , 1938,
p . IX -3*
S a u n d e rs a n d E r n s t . Mary W o rth , Los A n g e le s T im es, M arch
2 4 , 1 9 5 8 . ---------------------------------- ---------------------
S m ith , C e c i l . Los A n g e le s T im es, A p r i l 2 8 , 1 9 5 8 .
S m ith , J a c k . Los A n g e les T im e s, A p r i l 1 2 , 1 9 5 8 .
"TV Soap O p e ra s— T ro u b le W ith o u t E n d ," New Y ork T im e s,
S e p tem b er 1 , 1957*
W est, J a n e . ^ L e t t e r , New Y ork T im es, November 5* 1 9 3 9 ,
p . IV - 9 . ~
315
Y oungstow n (O hio) V i n d i c a t o r , May 1 2 , 1957*
P . LETTERS
C h e v ig n y , H e c to r , l e t t e r t o t h e w r i t e r , Ju n e 1 2 , 19f>8.
C h e v ig n y , H e c to r , l e t t e r t o th e w r i t e r , Ju n e 2l|., 1958*
H andshu, B ru c e , l e t t e r t o th e w r i t e r , A ugust 2 3 , 1957*
H andshu, B ru c e , l e t t e r t o t h e w r i t e r , S ep tem b er Ij., 1957*
H ess ( f i r s t name unknow n), l e t t e r t o D o c to r D i c h t e r ,
November 1 2 , 191+2 (P ro g ra m I n f o r m a t io n D e p a rtm e n t,
C olum bia B r o a d c a s tin g S y stem , i|.85 M adison A venue,
New Y ork C i t y 2 2 , New Yorls).
Hummert, P ra n k , l e t t e r t o th e w r i t e r , A u g u st 2 3 , 1958*
P h i l l i p s , I r n a , l e t t e r t o t h e w r i t e r , J u l y 3 0 , 1 95 8 .
G. INTERVIEWS
P e r s o n a l I n t e r v i e w w ith M rs. Gregg ( s e c r e t a r y t o Jim an d
M arian J o r d a n ) , December 11, 1957-
P e r s o n a l i n t e r v i e w w ith G ordon H ughes, J a n u a r y 8 , 195 8 .
P e r s o n a l i n t e r v i e w w ith M rs. M arian J o r d a n , December 1 1 ,
195 7.
P e r s o n a l i n t e r v i e w w i t h P a t r i c k M cGuirk, J a n u a r y 5 , 1957-
P e r s o n a l i n t e r v i e w w ith C e c i l S m ith , M arch 1 3 , 1 9 5 8 .
P e r s o n a l i n t e r v i e w w ith P r e d W a lk e r, J u l y 3 , 19^7-
P e r s o n a l i n t e r v i e w w ith M rs. J a c k W a r f i e l d , November 2 7 ,
19 5 8 .
APPENDIX
APPENDIX A
THE SPONSORED DAYTIME SERIAL DRAMAS PRESENTED ON
MAJOR RADIO NETWORKS
FEBRUARY, 1932-FEBRUARY, 1959
The s p o n s o re d d a y tim e s e r i a l dram as o f th e NBC, j
CBS, ABC, and M utual r a d i o n e tw o rk s w ere l i s t e d b y y e a r
i n o r d e r o f f i r s t p r e s e n t a t i o n a s d ay tim e program s*
A d v e r t i s i n g a g e n c ie s and s p o n s o rs were m e n tio n e d when t h e y
w ere c l o s e l y r e l a t e d t o th e d e v elo p m e n t o f i n d i v i d u a l p r o - |
g ra m s . An a s t e r i s k was u s e d f o l lo w in g p ro g ra m t i t l e s t o
I ' "j
i n d i c a t e s e r i a l s w hich w ere p r e s e n t e d l o c a l l y , r e g i o n a l l y ,
a t n i g h t , o r a s s y n d i c a t e d p ro g ram s p r i o r t o th e y e a r o f
l i s t i n g . j
i
The p r i n c i p a l s o u r c e s w ere p la c e d i n p a r e n t h e s e s . j
The p ro g ram f i l e s were fo u n d i n t h e NBC P rogram A n a ly s is !
D e p artm en t ( R o c k e f e l l e r P l a z a , New Y ork C i t y 2 0 , New Y ork) j
and th e CBS Program I n f o r m a tio n D e p a rtm e n t (i+8^ M adison
i
A venue, New Y ork C ity 22, New Y o rk ) . The c o m p le te r e f e r - I
j
e n c e s f o r th e V a r i e t y R a d io D i r e c t o r y 19 37 -1 9 3 8 and t h e
v a r i o u s i s s u e s o f B r o a d c a s tin g Y earbook w ere p l a c e d i n t h e
B ib li o g r a p h y .
1932
1
I
C l a r a , Lu, >n! , Em B enton and Bowles s u p e r v i s e d f o r
C o lg a te on NBC B lue N etw ork (NBC f i l e s : B r o a d c a s tin g
Y earbook 1 9 3 5 ) . j
V ic and Sade . S u s t a i n e d on NBC B lu e N etw ork u n t i l November j
Ij!, 193^ (NBC f i l e s ; B r o a d c a s tin g Y earb o o k 1 9 3 5 ) . j
3 1 8
Ju d y and Ja n e B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r
J . A. P o l g e r on NBC B lue N etw ork (NBC f i l e s ;
B r o a d c a s tin g Y earb o o k 1 9 3 $ )•
B e tt y and Bob B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r
G e n e ra l M i l ls on NBC B lue N etw ork (NBC f i l e s ;
B r o a d c a s tin g Y earbo ok 1 9 3 $ ) .
1933
j M a rie , th e L i t t l e F r e n c h P r i n c e s s B lac k ett-S a m p le-H u m m e rtI
I s u p e r v i s e d f o r A m erican Home P r o d u c ts on CBS (CBS
f i l e s ; B r o a d c a s tin g Y earb ook 1 9 3 6 ) . j
| T o d ay 1s C h ild r e n H u tc h in s o n A d v e r t i s i n g s u p e r v i s e d f o r
P i l l s b u r y on CBS (CBS f i l e s ; B r o a d c a s tin g Y earb o o k j
1 2 2 6 ) .
E asy Aces*’ B lac k ett-S a m p le-H u m m e rt s u p e r v i s e d f o r A m eri
can Home P r o d u c ts on CBS (CBS f i l e s ; NBC f i l e s ;
B r o a d c a s tin g Y earb o o k 1 9 3 $ ) .
P a i n t e d Dreams'* * E rw in , Wasey s u p e r v i s e d f o r B a t t l e C re ek i
on CBS ("CBS f i l e s ; B r o a d c a s tin g Y earbook 1935) . 1
J u s t P l a i n B i l l * B lac k ett-S a m p le-H u m m e rt s u p e r v i s e d f o r
j A m erican Home P ro d u c ts on CBS (CBS f i l e s ; NBC f i l e s ;
B r o a d c a s tin g Y earbook 1 9 3 $ ) .
I ;
! The Romance of H e len T r e n t B lac k ett-S a m p le-H u m m e rt
| s u p e r v i s e d f o r A m erican Home P r o d u c ts on CBS (CBS
| f i l e s ; B r o a d c a s tin g Y earboo k 1 9 3 $ ) .
Ma P e r k in s * B lac k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r
P r o c t e r and Gamble on NBC Red N etw o rk (NBC f i l e s ;
B r o a d c a s tin g Y earbo ok 193$; V a r ie t y R a d io D i r e c t o r y !
1 9 3 7 -1 9 3 8 ) . ;
1934
Home Sw eet Home Blackm an A d v e r t i s i n g s u p e r v i s e d f o r
P r o c t e r and Gamble on NBC Red N etw ork (NBC f i l e s ) .
Dreams Come T rue P e d l a r and Ryan s u p e r v i s e d f o r P r o c t e r
and Gamble on NBC Red N etw ork (NBC f i l e s ) .
I ' ................ ' .......... 319 ! ; -
i
; Song o f th e C i t y (R ainbow C o u r t) H. W. K a s to r s u p e r v i s e d
i f o r P r o c t e r and Gamble on NBC Red N etw ork (NBC f i l e s ;
B r o a d c a s tin g Y earbook 1 9 3 6 ) .
i P e g g y 1s D o c to r R u t h r a u f f and Ryan s u p e r v i s e d f o r D e law a re
! L & W C o al on NBC Red N etw ork ( B r o a d c a s tin g Y earbook
| m 3 •
I T*16 Gumps E . W. H e llw ig s u p e r v i s e d f o r Corn P r o d u c ts
I R e f in i n g on CBS (CBS f i l e s ; B r o a d c a s tin g Y earbook
; m i ) *
\ L i f e o f Mary So th e McCord s u p e r v i s e d f o r S t e r l i n g |
on Tfritual ( L e t t e r t o w r i t e r fro m B ruce H andshu o f
W LW, A u g u st 2 3 , 1957; B r o a d c a s tin g Y earb o o k 193 5)«
1935
j The S t o r y o f Mary M a r lin '* L o rd and Thomas s u p e r v i s e d f o r j
K im b e rly -C la rk on NBC Red N etw ork (NBC f i l e s ; B ro a d - I
c a s t i n g Y earbo ok 1 9 3 6 ). !
|
F iv e S t a r Jo n e s B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r !
Mohawk Rug on CBS (CBS f i l e s ; B r o a d c a s t in g Y earb o o k i
j 193 6) . “ |
!M rs. Wiggs o f th e Cabbage P a t c h B la c k e tt-S a m p le -H u m m e rt j
s u p e r v i s e d f o r A m erican Home P ro d u c ts on CBS (CBS !
f i l e s ; B r o a d c a s tin g Y earbo ok 1 9 3 6 ) .
i B a c k s ta g e W ife B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r
I S t e r l i n g P r o d u c ts on M u tu al (B r o a d c a s tin g Y earboo k
1 9 3 6 ; New Y ork T im e s, A u g u st IjT ^ 1935) •
The O J N e ills * Blackm an A d v e r t i s i n g s u p e r v i s e d f o r P r o c t e r |
and Gamble f o r NBC Red N etw ork (NBC f i l e s ; CBS f i l e s ;
B r o a d c a s tin g Y earbook 1 9 3 6 ) .
i
M olly o f th e M ovies B lac k e tt-S a m p le -H u m m e rt s u p e r v i s e d
f o r Wander Company on M u tu al ( B r o a d c a s tin g Y earbook !
1 9 3 6 ; B r o a d c a s tin g Y earboo k 1 9 3 8 ; V a r ie t y R a d io !
D i r e c t o ry 193?-19387":
1936
j
The G o ld b e rg s^ F i r s t p r e s e n t e d i n d a y tim e h o u rs on CBS
a f t e r more th a n s i x y e a r s as n ig h tim e p ro g ra m (NBC
f i l e s ; B r o a d c a s tin g 1 0 :1 0 , J a n u a ry 1, 1 9 3 6 ) . ______
3 2 0
P e p p e r Y oung1 a F a m ily (Red Adams, Red D a v i s , F o r e v e r Young?* *
F i r s t p r e s e n t e d i n d a y tim e h o u rs on NBC Red N etw ork
a f t e r more th a n t h r e e y e a r s as n i g h tt i m e p ro g ram
( V a r ie t y R a d io D i r e c t o r y 1 9 3 7 -1 9 3 8 ; B r o a d c a s tin g i
1 0 :1 0 , J a n u a r y 1 , 1 9 3 6 ?. j
I i
| Dan H a r d in g f s W ife S u s t a i n e d on NBC Red N etw ork u n t i l
J a n u a r y 3» 193$ (NBC f i l e s ; B r o a d c a s tin g Y earbook
19 3 9 ) .
D av id Harum* * S u p e r v is e d by B la c k e tt-S a m p le -H u m m e rt and
Duane J o n e s f o r B a b b it t on NBC Red N etw ork (NBC
f i l e s ; B r o a d c a s tin g Y earbook 1938; B r o a d c a s tin g :
| 1 0 :1 0 , January" I T % W T .-------------------------------------------
! |
| R ic h Man1s D a r li n g B la c k e tt-S a m p le -H u m m e rt s u p e r v is e d f o r
‘ A m erican Home P r o d u c ts on CBS (CBS f i l e s ; B ro a d c a s t -
i in g Y earbook 1 9 3 8 )•
j i
Modern C i n d e r e l l a B la c k e tt-S a m p le -H u m m e rt s u p e r v is e d f o r
! G e n e ra l M i l l s on CBS (CBS f i l e s ; V a r ie t y R a d io
| Di r e c t o r y 1 9 3 7 -1 9 3 8 ) . j
G i r l A lone N . W. A yer s u p e r v i s e d f o r K e llo g g on NBC i
Red N etw ork (NBC f i l e s ; B r o a d c a s tin g Y earb ook 1 9 3 8 ;
V a r i e t y R ad io D i r e c t o r y 1 9 3 7 -1 9 3 8 ) .
i j
I Love Song B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r G e n e ra l '
! M ills on M utual ( B r o a d c a s tin g Y earb o o k 1 9 3 9 ; V a r i e t y i
| R a d io D i r e c t o r y 1 9 3 7 -1 9 3 8 )« I
I H einz M agazine o f th e A ir Maxon s u p e r v i s e d f o r H einz
on CBS ( CBS f i l e s ; B r o a d c a s tin g Y earbo ok 1 9 3 8 ;
| V a r ie t y R adio D i r e c t o r y 1 9 3 7 -1 9 3 8 ? ,
j J o h n 1s O th e r W ife B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r
A m erican Home P r o d u c ts on NBC Red N etw ork ( B r o a d c a s t- |
in g Y earbook 1 9 3 8 ; V a r i e t y R ad io D i r e c t o r y 1 9 3 7 -1 9 3 8 )«!
i
B ig S i s t e r R u t h r a u f f a n d Ryan s u p e r v i s e d f o r L e v e r on j
CBS (CBS f i l e s ; B r o a d c a s tin g Y earbook 1 9 3 8 ; V a r ie t y
R ad io D i r e c t o r y 1 9 3 7 -1 9 3 8 ) .
B a c h e lo r 1 s C h ild r e n R o ch e, W illia m s , and Cunningham j
s u p e r v i s e d f o r Cudahy on CBS (CBS f i l e s ; B r o a d c a s t i n g i
I Y earbook 1 9 3 8 ; V a r i e t y R adio D i r e c t o r y 1 9 3 7 -1 9 3 8 ) . !
■ 321
i
1937
M yrt and Marge F i r s t p r e s e n t e d i n d a y tim e h o u rs on CBS
! a f t e r more th a n f i v e y e a r s as a n i g h t t i m e p ro g ra m
! (CBS f i l e s j NBC f i l e s ; B r o a d c a s t in g Y earbook 1 9 3 8 )»
j
j F o llo w th e Moon Lennen and M i t c h e ll s u p e r v i s e d f o r
! J e r g e n s on NBC Red N etw ork (NBC f i l e s ; B r o a d c a s tin g
! Y earbook 1 9 3 8 ; V a r ie t y R a d io D i r e c t o r y 1 9 3 7 -1 9 3 8 ) .
i Aunt J e n n y 1s T ru e L if e S t o r i e s R u t h r a u f f and Ryan I
s u p e r v i s e d f o r L e v e r on CBS (CBS f i l e s ; B r o a d c a s tin g '
Y earbook 1 9 3 8 ; V a r i e t y R a d io D i r e c t o r y 1 9 3 7 -1 9 3 8 ) . I
I
The G u id in g L ig h t Compton s u p e r v i s e d f o r P r o c t e r and
Gamble on NBC Red N etw ork (NBC f i l e s ; B r o a d c a s tin g
Y earbook 1 9 3 8 ) • j
I We A re F o u r J e W a lte r Thompson s u p e r v i s e d f o r L ib b y on |
! M utual (B r o a d c a s tin g Y earb o o k 1 9 3 8 ; V a r i e t y R a d io i
| D i r e c t o r y 1 9 3 7 -1 9 3 8 ) . j
P r e t t y K i t t y K e lly B en to n and Bowles s u p e r v i s e d f o r Con
t i n e n t a l B a k in g on CBS (CBS f i l e s ; B r o a d c a s tin g
Y earbook 1 9 3 8 ; V a r i e t y R a d io D i r e c t o r y 1 9 3 7 -1 9 3 8 ) • j
: i
Our G al Sunday B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r
i A m erican Home P r o d u c ts on CBS (CBS f i l e s ; B ro a d c a s t -
| in g Y earbook 1 9 3 8 ; V a r ie t y R a d io D i r e c t o r y 1 9 3 7 -1 9 3 8 ) j
!
I The C ouple N ext D oor B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d
f o r P r o c t e r a n d Gamble on M utual ( B r o a d c a s tin g Y e a r
book 1 9 3 8 ; V a r i e t y R a d io D i r e c t o r y 1 9 3 7 -1 9 3 8 )7
L o ren zo Jo n e s B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r
| S t e r l i n g on NBC Red N etw ork (NBC f i l e s ; B r o a d c a s tin g I
Y earbook 1 9 3 8 ; V a r ie t y R ad io D i r e c t o r y 1 9 3 7 -1 9 3 8 ) . j
i
Road o f L i f e Compton s u p e r v is e d f o r P r o c t e r a n d Gamble j
on NBC B lue and Red N etw orks (CBS f i l e s ; B r o a d c a s t
in g Y earbook 1 9 3 8 ) . |
|
A rn o ld Griim i*s D a u g h te r B la c k e tt-S a m p le -H u m m e rt s u p e rv is e d ,
f o r G e n e ra l M i l ls on CBS (CBS f i l e s ; NBC f i l e s ) .
K i t t y Keene B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r
P r o c t e r and Gamble on NBC Red N etw ork (NBC f i l e s ;
B r o a d c a s tin g Y earboo k 1 9 3 8 ) . I
i 3 2 2
i Je n n y P eabody Menlo E v e r e t t s u p e r v i s e d f o r P & P on
CBS (CBS f i l e s )
; H i l l t o p House B en to n an d Bowles s u p e r v i s e d f o r C o lg a te
| on CBS (CBS f i l e s ; B r o a d c a s tin g Y earb o o k 1 9 3 8 ) .
f
1938
A t t o m e y - a t - Law Needham, L o u is an d B ro rb y s u p e r v i s e d f o r
Jo h n so n Wax on NBC B lue N etw ork (NBC f i l e s ) .
Margo o f C a stle w o o d L ord and Thomas s u p e r v i s e d f o r
Q uaker O ats on NBC B lue N etw ork (NBC f i l e s ) .
S te p m o th e r B en to n and Bowles s u p e r v i s e d f o r C o lg a te on
| CBS (CBS f i l e s ; B r o a d c a s tin g Y earbook 1 9 3 9 ) »
Woman i n W hite H u tc h in s o n s u p e r v i s e d f o r P i l l s b u r y on
NBC Red N etw ork (NBC f i l e s ; B r o a d c a s tin g Y earb o o k
M l -
I
I Y our F a m ily and Mine McKee and A l b r i g h t s u p e r v i s e d f o r
| S e a l t e s t on NBC Red N etw ork (NBC f i l e s ; B r o a d c a s tin g
Y earboo k 1 9 3 9 ) «
I
j Jo y c e J o rd a n Brown a n d T a r c h e r s u p e r v i s e d f o r McKesson
j and R o b e r ts (CBS f i l e s ; B r o a d c a s tin g Y earboo k 1 9 3 9 ) «
V a l i a n t Lady B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r
G e n e ra l M ills on NBC Red N etw ork (NBC f i l e s ; B ro a d -
j c a s t i n g Y earb o o k 1 9 3 9 )*
j
S Young W idder Brown B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r
! S t e r l i n g on NBC Red N etw ork (NBC f i l e s ; B r o a d c a s tin g
i Y earb o o k 1 9 3 9 ) •
|
S t e l l a D a l la s B lac k ett-S a m p le -H u m m e rt s u p e r v i s e d f o r
P h i l l i p s on NBC Red N etw ork (NBC f i l e s ; B r o a d c a s tin g
Y earb o o k 1 9 3 9 ) •
Those Happy G ilm ans B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d
f o r G e n e ra l M i l ls on NBC Red N etw ork (NBC f i l e s ;
B r o a d c a s t in g Y earb o o k 1 9 3 9 ) •
L i f e Can Be B e a u t i f u l Compton s u p e r v i s e d f o r P r o c t e r and
! Gamble on NBC Red N etw ork (CBS f i l e s ; B r o a d c a s tin g
j Y earb o o k 1 9 3 9 ) •
323
: Madame C ourageous C. W end ell Muench s u p e r v i s e d f o r
D urkee on NBC Blue N etw ork (NBC f i l e s ) . j
i
A L \
H o u seb o at Hannah B lac k ett-S a m p le-H u m m e rt s u p e r v i s e d f o r j
; P r o c t e r and Gamble on NBC Red N etw ork (NBC f i l e s ; |
I B r o a d c a s tin g Y earbook 1939) . i
Ja n e A rden Sherm an K. E l l i s s u p e r v i s e d f o r Ward on NBC
B lue N etw ork ( B r o a d c a s tin g Y earbo ok 1 9 3 9 )*
i
H er H onor, Nancy Jam es L ord and Thomas s u p e r v is e d f o r
K im b e rly -C la rk on CBS (B r o a d c a s tin g Y earbook 1 9 3 9 ) .
S c a tt e r g o o d B a in e s N ie s s e r -M y e rh o ff s u p e r v is e d f o r
W rig le y on CBS (CBS f i l e s ; B r o a d c a s tin g Y earbook
1 9 3 8 ) . |
I
j T h is Day I s Ours Compton s u p e r v i s e d f o r P r o c t e r and
j Gamble on CBS (CBS f i l e s ; B r o a d c a s tin g Y earboo k
1 9 3 9 ) . !
I - |
C e n tr a l C i t y B la c k e tt-S a m p le -H u m m e rt s u p e r v is e d f o r
P r o c t e r and Gamble on NBC Red N etw ork (NBC f i l e s ; j
B r o a d c a s tin g Y earbook 1 9 3 9 ) . j
- v # 1
| Doc B a rc la y * s D a u g h te rs B lac k ett-S a m p le-H u m m e rt s u p e r -
| v i s e d f o r B e n e f i c i a l M anagement on CBS (CBS f i l e s ; j
B r o a d c a s tin g Y earb o o k 19b-1 ) *
j ■
The L if e and Love o f D r. S usan J . W a lte r Thompson s u p e r - ;
v i s e d f o r Lever~TCBS f i l e s ; B r o a d c a s tin g Y earb o o k ;
19ii0) .
The C a r t e r s o f Elm S t r e e t B lac k ett-S a m p le-H u m m e rt s u p e r - i
v i s e d f o r W ander on NBC Red N etw ork (B r o a d c a s tin g !
| Y earbo ok 19b-0) .
M a n h attan M other P e d l a r and Ryan s u p e r v is e d f o r P r o c t e r
and Gamble on CBS (CBS f i l e s ; B r o a d c a s tin g Y earbook !
i9b.o) . ;
i :
I When a G i r l M a rrie s B ento n and Bowles s u p e r v i s e d f o r
| P r u d e n t i a l I n s u r a n c e on CBS (CBS f i l e s ) .
| M id stre am ^ H. W. K a s to r s u p e r v i s e d f o r P r o c t e r and Gamble
on NBC Red N etw ork (NBC f i l e s ; B r o a d c a s tin g Y earb o o k 1
1 9 k 0 ) . !
3 2 l| ,
The Man I M a rried B la c k e tt-S a m p le -H u m m e r t s u p e r v is e d f o r !
P r o c t e r and Gamble on NBC Red N etw ork (NBC f i l e s ;
CBS f i l e s ; B r o a d c a s t in g Y ea rb o o k 1 9 li0 ) «
Woman o f C ou rage B e n to n an d B o w les s u p e r v is e d f o r C o lg a te !
on CBS (CBS f i l e s ; NBC f i l e s ; B r o a d c a s t in g Y ea rb o o k
1 9 ll0 ) .
M eet t h e D ix o n s R u th r a u ff an d R yan s u p e r v is e d f o r C am pbell
Soup on CBS (CBS f i l e s ; B r o a d c a s t in g Y ea rb o o k 1 9 ll0 ) .
The T r o u b le W ith M a rria g e B la c k e tt-S a m p le -H u m m e r t s u p e r -
v i s e d f o r P r o c t e r and Gamble on NBC B lu e N e tw o r k -
(NBC f i l e s ; B r o a d c a s t in g Y ea rb o o k I 9U0 ) »
B ren d a C u r t is Ward W h eelo ck s u p e r v is e d f o r C am p b ell Soup j
on CBS (CBS f i l e s ; B r o a d c a s t in g Y ea rb o o k I 9I 4 -O) *
O rphans o f D iv o r c e B la c k e tt-S a m p le -H u m m e r t s u p e r v is e d f o r ;
R. L . W a tk in s on NBC B lu e N etw ork ( B r o a d c a s t in g Y e a r
b o o k 1 9 li0 ) •
T hunder O ver P a r a d is e K enyon and E c k h a r d t s u p e r v is e d f o r
C« P . M U e lle r on NBC B lu e N etw ork (NBC f i l e s ; B ro a d
c a s t i n g Y ea rb o o k 19)4-0) .
My Son and I Y oung and Rubic&m s u p e r v is e d f o r G e n e r a l
F o o d s” on CBS (CBS f i l e s ; B r o a d c a s t in g Y ea rb o o k I 9 I 4 -O) *
By K a th le e n N o r r is K n o x -R ee v e s s u p e r v is e d f o r G e n e r a l
M i l l s on CBS (CBS f i l e s ; B r o a d c a s t in g Y ea rb o o k I 9U0 ) «
The R ig h t t o H a p p in e ss Com pton s u p e r v is e d f o r P r o c te r and
Gamble on NBC B lu e N etw ork (NBC f i l e s ; B r o a d c a s t in g
Y ea rb o o k I 9I 4 .O) .
A g a in s t t h e S to rm Com pton s u p e r v is e d f o r P r o c t e r and
Gamble o n NBC R ed N etw ork (NBC f i l e s ; B r o a d c a s t in g
Y ea rb o o k I 9I 4Q) .
S o c i e t y G i r l H e llw ig -M L lle r s u p e r v is e d f o r C orn P r o d u c ts
R e f i n in g on CBS (CBS f i l e s ; B r o a d c a s t in g Y ea rb o o k
19U 0)«
B eyon d T h e se V a l l e y s B la c k e tt-S a m p le -H u m m e r t s u p e r v is e d
f o r G e n e r a l M i l l s on CBS (CBS f i l e s ) .
E l l e n R a n d o lp h B e n to n and B o w les s u p e r v is e d f o r C o lg a te
on NBC R ed N etw ork (B r o a d c a s t in g Y ea rb o o k I 9I 4 .O) •
Young D r. Malone B enton and Bowles s u p e r v i s e d f o r G e n e ra l
P oods on NBC B lue N etw ork (CBS f i l e s ; B r o a d c a s tin g j
Y earbook 19k0 )• ;
I
i 1940
| • :
.
M artha W e b ste r (L if e B e g in s ) Ward W heelock s u p e r v is e d f o r
C am pbell Soup on CBS (CBS f i l e s ; B ro a d c a stin g ;
Y earbook 1 9 k l ) .
I
| Amanda o f Honeymoon H i l l B lac k e tt-S a m p le -H u m m e rt s u p e r - i
v i s e d f o r S t e r l i n g on NBC B lue N etw ork (CBS f i l e s ;
B r o a d c a s tin g Y earboo k 19k1 )•
i
; The L ig h t o f th e W orld B lac k ett-S a m p le-H u m m e rt s u p e r
v i s e d f o r G e n e ra l M i l ls on NBC Bed N etw ork (NBC
f i l e s ; B r o a d c a s tin g Y earbook 1 9 k k )«
| j
| Lone J o u rn e y B la c k e tt-S a m p le -H u m m e rt s u p e r v is e d f o r i
P r o c t e r and Gamble on NBC Red N etw ork (NBC f i l e s ;
I B r o a d c a s tin g Y earbook 1 9 k l ) . j
i
| T h is S m a ll Town Compton s u p e r v i s e d f o r P r o c t e r and Gamble
on NBC Red N etw o rk (NBC f i l e s ; B r o a d c a s tin g Y earbook
1 9 k l ) . —
P o r t i a F a c e s L if e B en to n and Bowles s u p e r v is e d f o r G eneral
Poods on CBS (CBS f i l e s ; B r o a d c a s tin g Y earbook 1 9 k l) *
We th e A b b o tts B enton and Bowles s u p e r v i s e d f o r B e st
P oods on CBS (CBS f i l e s ; NBC f i l e s ; B r o a d c a s tin g
j Y earb o o k 1 9 k l ) .
■ K ate H opkins B e n to n and Bowles s u p e r v i s e d f o r G e n e ra l
P oods on CBS (CBS f i l e s ; B r o a d c a s tin g Y earb o o k 1 9 k l) .
i M other o ' Mine Young and R ubicam s u p e r v i s e d f o r C lapp
| on NBC B lue N etw ork (B r o a d c a s tin g Y earb o o k 19k ! ) . j
i
! 1 9 1 + 1
| .
I The Jo h n so n F a m ily * Young and R ubicam s u p e r v i s e d f o r
| i g l e h a r t on M u tu al (B r o a d c a s tin g Y earb o o k 1 9 k 2 :
; V a r i e t y R a d io D i r e c t o r y 1937-193871
3 2 6
Home o f th e B rave Young and R ubicam s u p e r v i s e d f o r J
G e n e ra l Poods on CBS ( B r o a d c a s tin g Y earb o o k 19b-2) .
: C h a r lie and J e s s i e Ward W heelock s u p e r v i s e d f o r C am pbell !
Soup on CBS (CBS f i l e s ) , !
; |
I The M y ste ry Man K nox-R eeves s u p e r v i s e d f o r G e n e ra l M ills
j on NBC Red N etw ork (NBC f i l e s ) .
! j
[ The S t o r y o f B ess Jo h n so n Ward W heelock s u p e r v i s e d f o r j
! C o lg a te on CBS (CBS f i l e s ; B r o a d c a s tin g Y earbook
I A s k s ) . ;
| |
! The B a rto n s '* * Compton s u p e r v is e d f o r P r o c t e r an d Gamble
i on NBC Red N etw ork (NBC f i l e s ; B r o a d c a s t in g Y earb o o k !
| i s k a ) .
P r o n t Page F a r r e l l B lac k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r j
A m erican Home P r o d u c ts on M htual ( B r o a d c a s tin g Y e a r- ;
book 1914.2 ) . j
i i
I B r ig h t H o riz o n BBD & 0 s u p e r v is e d f o r L e v e r on CBS;
| Young and Rubicam s u p e r v is e d f o r L ip to n on CBS
j P a c i f i c C o ast (CBS f i l e s ; B r o a d c a s tin g Y earb o o k 19U2).
I i
j The Second M rs. B u rto n Young and R ubicam s u p e r v i s e d f o r ;
Gener-al Poods on CBS (CBS f i l e s ; B r o a d c a s tin g Y e a r- S
book 19ii2 ) .
H elpm ate B lac k ett-S a m p le-H u m m e rt s u p e r v i s e d f o r Cudahy
| on NBC Red N etw ork (B r o a d c a s tin g Y earb o o k 19ll3) •
j H e lp in g Hand R u th r a u f f and Ryan s u p e r v i s e d f o r S t e r l i n g
| on CBS (CBS f i l e s ; B r o a d c a s tin g Y e arb o o k 19U3) .
i S t o r i e s A m erica Loves K nox-R eeves s u p e r v i s e d f o r G e n e ra l
i M ills on CBS ( CBS f i l e s ; B r o a d c a s tin g Y earb o o k 19lj2) .
| E v o lv e d i n t o K i t t y F o y le on O c to b e r 20^ 19l|2.
I9k-Z
i j
I We Love a n d L e a rn (As th e Twig I s B e n t)'** Young and Rubicani
s u p e r v is e d f o r G e n e ra l Poods on CBS ( B r o a d c a s tin g
Y earboo k 19li3) .
I „
;Second H usband B lac k ett-S a m p le-H u m m e rt s u p e r v i s e d f o r
j S t e r l i n g on CBS ( B r o a d c a s tin g Y earb o o k 19l|.3) .
.................................. 327
L o n e ly Women B la c k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r
G e n e ra l Poods on NBC (B r o a d c a s tin g Y earb o o k I9illl) .
Snow V illa g e * * Compton s u p e r v i s e d f o r P r o c t e r and Gamble
on NBC (NBC f i l e s ; B r o a d c a s tin g Y earb ook 19lf-2).
19^3
Woman o f A m erica B enton and Bowles s u p e r v i s e d f o r P r o c t e r
and Gamble on NBC (NBC f i l e s ; B r o a d c a s t in g Y earb o o k
la k k n
i :
j k o ra Lawton Duane J o n e s s u p e r v i s e d f o r B a b b i t t on NBC j
! ( B r o a d c a s tin g Y earbook I 9U I4 -) •
The Open Door Ted B a te s s u p e r v i s e d f o r S ta n d a r d B rands
on NBC (B r o a d c a s tin g Y e arb o o k I 9i4 .il-) •
Dreft S t a r P la y h o u se ( H ollyw ood T h e a tr e o f th e A i r )
I B lac k e tt-S a m p le -H u m m e rt s u p e r v i s e d f o r P r o c t e r and
! Gamble on NBC (NBC f i l e s ; B r o a d c a s tin g Y earb o o k 19UU)I
i ' i
I
I A m erican Women A r th u r M ey erh o ff s u p e r v is e d f o r W rig le y
| on CBS (B r o a d c a s tin g Y earb o o k 19il.Il.) .
I B rave Tomorrow Compton s u p e r v i s e d f o r P r o c t e r and Gamble
| on NBC CNBC f i l e s ; B r o a d c a s tin g Y earb o o k l9Uh.) . !
P e r r y Mason P e d l a r and Ryan s u p e r v i s e d f o r P r o c t e r a n d
Gamble on CBS (CBS f i l e s ; B r o a d c a s tin g Y earbook i 9i4 .il).
19UU
! ■ ■
Sw eet R i v e r * * H i l l B l a c k e t t s u p e r v i s e d f o r S t a l e y on ABC
( B r o a d c a s tin g Y earboo k 1 9 h £ ) .
: I
T h is C hanging W orld Ted B a te s s u p e r v i s e d f o r S ta n d a r d
| B ran d s on CBS (CBS f i l e s ; B r o a d c a s tin g Y earb o o k 19U5).I
i Ten a and Tim** Grand A d v e r t i s i n g s u p e r v i s e d f o r Cudahy
on CBS (CBS f i l e s ; B r o a d c a s tin g Y earb o o k 19h-E>) •
I
j R osem ary Compton, P e d l a r and Ryan, and B en to n and Bowles
! s u p e r v i s e d f o r P r o c t e r a n d Gamble on NBC ( B r o a d c a s t
in g Y earbo ok 19U5) •
328
Two on a. C lue Young and R ubicam s u p e r v i s e d f o r G e n e ra l
Foods on CBS (B r o a d c a s tin g Y earbook 19Ul?) •
The S tr a n g e Romance o f E v e ly n W in te rs Duane Jo n e s s u p e r
v i s e d f o r M an h attan Soap on CBS ( B r o a d c a s tin g Y e a r
book 19U5 ) *
| 191+S
i
I B a r ry Cameron Duane Jo n e s s u p e r v is e d f o r M an h attan Soap
j on NBC (NBC f i l e s ; B r o a d c a s tin g Y earbook 19il-5>) «
!A Woman13 L if e * Young and R ubicam s u p e r v i s e d f o r L ev e r
| on CBS (CBS f i l e s ; B r o a d c a s tin g Y earb o o k I 9I 4 .6 ) .
19U6
M asquerade K nox-R eeves s u p e r v i s e d f o r G e n e ra l M i l ls on
NBC (NBC f i l e s ; B r o a d c a s tin g Y earb o o k 19il7)«
R ose o f My Dreams Duane Jo n e s s u p e r v i s e d f o r M an h attan
Soap on CBS (CBS f i l e s ; B r o a d c a s tin g Y earb o o k 19U7) .
191+7
K a tie *s D a u g h te r Duane Jo n e s s u p e r v i s e d f o r M an h attan
Soap on NBC (B r o a d c a s tin g Y earb o o k 19^.8) .
Wendy W arren B en to n and Bowles s u p e r v i s e d f o r G e n e ra l
Foods on CBS (B r o a d c a s tin g Y earb o o k 19U8) .
i Song o f a S t r a n g e r R u t h r a u f f and Ryan s u p e r v i s e d f o r
Pharm aco on M u tu al ( B r o a d c a s tin g Y earb o o k 19U8) .
T h is I s N ora D rak e F o o te , Cone, and B e ld in g s u p e r v is e d
f o r T oni on NBC (NBC f i l e s ; B r o a d c a s tin g Y earb ook
19li8) >
The S t o r y o f H o lly S lo a n K nox-R eeves s u p e r v i s e d f o r
G e n e ra l' 'H i l l s on NBC (B r o a d c a s tin g Y earbook 19il8) •
3 2 9
1 9 ^ 8
The B r i g h t e r Day D a n c e r, F i t z g e r a l d , and Sam ple s u p e r
v i s e d f o r P r o c t e r and Gamble on NBC (NBC f i l e s ;
B r o a d c a s tin g Y earb o o k 195 0)»
1949
! C a r r ia g e f o r Two J . W a lte r Thompson s u p e r v i s e d f o r K r a f t
on NBC (NBC f i l e s ; B r o a d c a s tin g Y earb o o k 1 9 5 0 ) .
1950
Nona fro m Nowhere Duane Jo n e s s u p e r v i s e d f o r B a b b i t t on
CBS (NBC f i l e s ) .
1951
D r. P a u l An NBC s e r i a l s p o n s o re d by W esson (NBC f i l e s ) .
|
! K in g 1s Row W illia m E s t y s u p e r v is e d f o r C o lg a te on NBC
(NBC f i l e s ) .
i Woman i n My House An NBC s e r i a l s p o n s o re d by M a n h attan
Soap (NBC f i l e s ; CBS f i l e s ) .
1952
The D o c to r 1a W ife An NBC s e r i a l s p o n s o re d by Ex Lax
(NBC f i l e s T .
| 1955
!
1
1
I H o te l f o r P e t s An NBC s e r i a l s p o n s o re d by Q uaker
| TNBC f i l e s ) .
One Man*s F a m ily An NBC s e r i a l w i t h v a r i o u s s n o n s o rs
m C T ile d ) .
1957
330
The A f f a i r s o f D r. G e n tr y An NBC s e r i a l w i t h v a r io u s
s p o n s o r s TNBC f i l e s ) .
The C o u p le N ex t D oor A CBS s e r i a l w i t h v a r io u s s p o n s o r s
tCBS f ile s T " .
1958
B e a l L i f e S t o r i e s An NBC s e r i a l w i t h v a r io u s s p o n s o r s
'""(D irect e x p e r ie n c e o f t h e w r i t e r ) .
F iv e S t a r M a tin e e An NBC s e r i a l w it h v a r io u s s p o n s o r s
( D ir e c t e x p e r ie n c e o f t h e w r i t e r ) •
1959
W h isp e r in g S t r e e t s A CBS s e r i a l w it h v a r io u s s p o n s o r s
( D ir e c t e x p e r ie n c e o f t h e w r i t e r ) •
331
APPENDIX B
DAYTIME SERIAL DRAMAS PRESENTED ON
AMERICAN TELEVISION NETWORKS 1930-1939
The d a y tim e a e r i a l dram as o f t h e NBC and CBS t e l e v i -
f
s i o n n e tw o rk s w ere l i s t e d by y e a r i n o r d e r of f i r s t p r e s e n t;-
i
a t i o n . A l l d a y tim e s e r i a l s p r e s e n t e d p r i o r to M arch , 1939
w ere i n c l u d e d i n t h i s l i s t #
The p r i n c i p a l s o u r c e s w ere p l a c e d i n p a r e n t h e s e s .
The p ro g ra m f i l e s w ere fo u n d i n t h e NBC Program A n a l y s i s
D e p a rtm e n t ( R o c k e f e l l e r P l a z a , New Y o rk C i ty 20 , New Y ork)
a n d t h e CBS P ro g ra m I n f o r m a t i o n D e p a rtm e n t (Lj.83 M adison
A venue, New Y o rk C i t y 2 2 , New Y o r k ) «
1930
The F i r s t H undred Y e a rs An NBC s e r i a l (NBC f i l e s ; CBS
f i l e s T .
1931
M iss S u sa n An NBC s e r i a l (NBC f i l e s ) .
H aw kins F a l l s An NBC s e r i a l (NBC f i l e s ) .
The Egg a n d _I A CBS s e r i a l (GBS f i l e s ) .
S e a r c h f o r Tomorrow A CBS s e r i a l (CBS f i l e s ) .
Love o f L i f e A CBS s e r i a l (CBS f i l e s ) .
1932
The G u id in g L ig h t A CBS s e r i a l (CBS f i l e s ) .
332
The House i n th e G arden (F a irm e a d o w s, U .S .A .) An NBC
s e r i a l (NBC f i l e s ) .
1953
The B e n n e tts An NBC s e r i a l (NBC f i l e s ) .
F o llo w Y our H e a r t An NBC s e r i a l (NBC f i l e s ) . j
j
T h ree S te p s t o H eaven An NBC s e r i a l (NBC f i l e s ) .
The W orld of Mr. Sw eeney An NBC s e r i a l (NBC f i l e s ) .
V a l i a n t Lady A CBS s e r i a l (CBS f i l e s ) .
1951+
The B r i g h t e r L ay A CBS s e r i a l (CBS f i l e s ) .
The S e c r e t S to rm A CBS s e r i a l (CBS f i l e s ) .
One Man1s F a m ily An NBC s e r i a l (NBC f i l e s ) .
P o r t i a F a c e s L i f e A CBS s e r i a l (TV G uide 2 : a 2 0 , O c to b e r 23,
1951+; TV-R a d io L if e 2 9 :1 5 , J u l y 1 5 , 1951+; New Y ork
T im e s. A p r i l 1+, 1954> P« 1 1 -1 3 ) *
A Time t o L iv e An NBC s e r i a l (NBC f i l e s ) .
The S e e k in g H e a r t A CBS s e r i a l (TV G u id e . 2 :2 9 , J u l y 1 7 ,
1951+7 New Y o rk T im es, J u l y 1+, 1951+» P» 1 1 - 1 0 ) .
G olden Windows An NBC s e r i a l (NBC f i l e s ) .
F i r s t Love An NBC s e r i a l (NBC f i l e s ) .
C o n c e rn in g M iss Marlowe An NBC s e r i a l (NBC f i l e s ) .
The G r e a t e s t G i f t An NBC s e r i a l (NBC f i l e s ) .
Hfcdern Romances An NBC s e r i a l (NBC f i l e s ) .
Road o f L if e A CBS s e r i a l (New Y ork Times', Decem ber 1 2 ,
195Ij 7 "p. n - 1 6 ) . "
333
1955
The Way o£ th e W orld An NBC a e r i a l (NBC f i l e s ) .
I D ate w ith L if e An NBC s e r i a l (NBC f i l e s ) .
| 19^6
1 m.
■As th e W orld T urns A CBS s e r i a l (CBS f i l e s ) .
j —
; Edge o f N ig h t A CBS s e r i a l (CBS f i l e s ) .
1957
: H o te l C o sm o p o lita n A CBS s e r i a l ( D i r e c t e x p e r ie n c e o f
w r i t e r ) .
; The V e r d ic t I s Y ours A CBS s e r i a l ( D i r e c t e x p e r ie n c e o f
w rite rT T
I
1 958
■ K i t t y F o y le An NBC s e r i a l ( Los A n g e le s T im e s. J a n u a r y 13,
1 9587 V a r i e t y J a n u a r y 22, 1958) •
! Today I s O urs An NBC s e r i a l ( D i r e c t e x p e r ie n c e o f
w r i t e r ; .
; From T hese R o o ts An NBC s e r i a l ( D i r e c t e x p e r ie n c e o f
w r i t e r ) •
Young D r. Malone An NBC s e r i a l ( D i r e c t e x p e r ie n c e o f
w r i t e r ) .

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Asset Metadata

Creator Stedman, Raymond William (author)

Core Title A history of the broadcasting of daytime serial dramas in the United States

School Graduate School

Degree Doctor of Philosophy

Degree Program Communication

Degree Conferral Date 1959-06

Publisher University of Southern California (original), University of Southern California. Libraries (digital)

Tag OAI-PMH Harvest,theater

Language English

Contributor Digitized by ProQuest (provenance)

Advisor Harwood, Kenneth A. (committee chair), Dickens, Milton (committee member), Warfield, Jack W. (committee member)

Permanent Link (DOI) https://doi.org/10.25549/usctheses-c18-28232

Unique identifier UC11357948

Identifier 5902616.pdf (filename),usctheses-c18-28232 (legacy record id)

Legacy Identifier 5902616-0.pdf

Dmrecord 28232

Document Type Dissertation

Rights Stedman, Raymond William

Type texts

Source University of Southern California (contributing entity), University of Southern California Dissertations and Theses (collection)

Access Conditions The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the au...

Repository Name University of Southern California Digital Library

Repository Location USC Digital Library, University of Southern California, University Park Campus, Los Angeles, California 90089, USA