Soap opera funeral in 1997 (32.1 million viewers) which were transmitted on both BBC One and ITV. An early television serial was "The Grove Family" on the BBC, which produced 148 episodes from 1954 to 1957. The programme was broadcast live and only a handful of recordings were retained in the archives. The UK's first twice-weekly serial was ITV's "Emergency - Ward 10", running from 1957 until 1967. In the 1960s "Coronation Street" revolutionised UK television and quickly became a British institution. On 17 September 2010, it became the world's longest-running television soap opera and was listed in "Guinness World Records". The
Soap opera soap opera advertisers pay the most for. Those who might watch in workplace breakrooms are not counted, as Nielsen does not track television viewing outside the home. The rise of cable and the internet has also provided new sources of entertainment during the day. The genre's decline has additionally been attributed to reality television displacing soap operas as TV's dominant form of melodrama. An early term for the reality TV genre was "docu-soap". A precursor to reality TV, the televised 1994–95 O. J. Simpson murder case, both preempted and competed with an entire season of soaps, transforming viewing habits and