Soap opera largely aired soap opera reruns, began to be phased out in 2012 and fully ceased operations the following year. The Daytime Emmy Awards, which honor soap operas and other daytime shows, moved from primetime network television to smaller cable channels in 2012, then failed to get any TV broadcast at all in 2014, 2016, and 2017. Several of the U.S.’s most established soaps ended between 2009 and 2012. The longest-running drama in television and radio history, "Guiding Light", barely reached 2.1 million daily viewers in 2009 and ended on September 18 of that year, after a 72-year run. "As the
Indian soap opera major networks that air primetime soap operas with national wide are StarPlus, Sony Entertainment Television, Colors TV and Zee TV. Soaps affect Indian society, with regard to national integration, identity, globalisation, women, ethics and social issues in rural areas. The first Indian soap opera, "Hum Log", began as a family planning program, and although it quickly turned its focus to entertainment, it continued to embed pro-development messages which provided a model of utilizing the television serial as an "edutainment" method that was followed by countries around the world. A 2007 study of cable coming to rural India showed that it