Soap opera soap opera "Guiding Light" (originally titled "The Guiding Light" until 1975) started as a radio drama in January 1937 and subsequently transferred to television in June 1952. With the exception of several years in the late 1940s, during which creator Irna Phillips was involved in a dispute with Procter & Gamble, "Guiding Light" was heard or seen nearly every weekday from 1937 until 2009, making it the longest story ever told in a broadcast medium. Originally serials were broadcast as fifteen-minute installments each weekday in daytime slots. In 1956, "As the World Turns" and "The Edge of Night", both produced
Soap opera Network weekday series aired in a daytime slot in 15-minute installments. "The Story of Peter Grey" ran for 164 episodes. The first successful wave of Australian evening television soap operas started in 1967 with "Bellbird", produced by the Australian Broadcasting Corporation. This rural-based serial screened in an early evening slot in 15-minute installments as a lead-in to the evening news. "Bellbird" was a moderate success but built-up a consistent and loyal viewer base, especially in rural areas, and enjoyed a ten-year run. "Motel" (1968) was Australia's first half-hour soap opera; the daytime soap had a short run of 132 episodes.