The TV soap: Neighbours
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Soap operas had their origins in early American radio broadcasting, and the first daytime serial, Painted Dreams, was broadcast by WGN radio. In 1932 Proctor and Gamble, the detergent manufacturers, using a daytime serial domestic comedy for women, sponsored a programme involving The Puddle Family to advertise Oxydol, a washing powder. And so the term ‘soap’ was born. Over the next five years sponsored serial dramas dominated radio daytime programming: in 1935, on NBC radio alone, Proctor and Gamble sponsored 778 broadcast programme hours.
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