Search for Tomorrow
|Search for Tomorrow|
|Created by||Roy Winsor|
|Narrated by||Dwight Weist|
|Country of origin||United States|
|No. of seasons||35|
|No. of episodes||9,130|
|Running time||15 minutes (1951–68)|
30 minutes (1968–86)
|Production company||Procter & Gamble Productions|
|Original network||CBS (1951–82)|
|Picture format||Black-and-white (1951–67)|
|Original release||September 3, 1951 –|
December 26, 1986
Set in the fictional town of Henderson in an unspecified state, the show focused primarily on the character of Joanne, known to the audience as "Jo." Actress Mary Stuart played Jo for the entire run.
Broadcast history and production notes
The program was one of several packaged from the 1950s through the 1980s by Procter & Gamble Productions, the broadcasting arm of the famed household products corporation. Procter & Gamble used the show, as well as the others, to advertise products like Joy dish washing liquid and Spic and Span household cleaner. As the show's ratings increased, other sponsors began buying commercial time.
Search for Tomorrow initially aired as a 15-minute serial from its debut in 1951 until 1968, at 12:30 p.m. Eastern/11:30 a.m. Central Time. The serial discontinued live broadcasts in favor of recorded telecasts in March 1967, began broadcasting in color on September 11, 1967, and expanded to a half-hour on September 9, 1968, keeping the 12:30/11:30 slot, while its old 15-minute partner The Guiding Light also expanded to 30 minutes and moved to the CBS afternoon lineup at 2:30/1:30. At the time, Search for Tomorrow and The Guiding Light, which had shared the same half-hour for sixteen years, were the last two 15-minute daytime programs airing on television. Search for Tomorrow would remain the top-rated show at 12:30/11:30 well into the late 1970s, despite strong competition from shows like NBC's The Who, What, or Where Game and ABC's Split Second and Ryan's Hope.
On June 8, 1981, CBS moved Search from its historic 12:30 p.m./11:30 a.m. Central time slot, which it had held for 30 years, to the 2:30/1:30 p.m. time slot between As the World Turns and Guiding Light in order to accommodate the hit serial The Young and the Restless. Procter & Gamble, who owned Search for Tomorrow, urged CBS to return the show to its former slot. The relocation of Search for Tomorrow confused or angered many long-standing viewers habituated to seeing it earlier in the day. Another Procter & Gamble sister soap opera, The Edge Of Night, suffered the same problem six years earlier when Procter & Gamble had insisted the show be moved to the 2:30/1:30 p.m. time slot; it had previously dominated the other two networks in the ratings in the time 3:30/2:30 p.m. slot for almost a decade. The network refused, and when its contract with CBS expired, P&G sold Search to NBC, airing its last episode on CBS on March 26, 1982, with the show's NBC premiere coming the following Monday, the 29th. CBS replaced Search for Tomorrow in its time slot that same day with Capitol. This would prove the beginning of the serial's terminal decline.
With the move to NBC, Search now found itself going head-to-head with The Young and the Restless. Additionally, several NBC affiliates opted to run syndicated programming or newscasts in the 12:30/11:30 slot, a practice dating back to NBC's struggles in the 1970s. As a result, the show's ratings plummeted and never recovered. For most of the next four years, it was among the lowest-rated soaps on television, kept alive mainly by its hardcore and largely elderly fans. As such, the show was increasingly unappealing to advertisers other than P&G.
On August 4, 1983, both the master copy and the backup of an episode of Search for Tomorrow scheduled for that day were reported missing, and the cast was forced to do a live show for the first time since the transition to recorded broadcasts 16 years before. It was the first live daytime serial since two other CBS soaps, As The World Turns and The Edge of Night, had discontinued the practice in 1975; to date, it is the last soap opera to do so.
In the fall of 1986, NBC announced that Search for Tomorrow would be canceled due to low ratings against both The Young and the Restless and the ABC soap opera Loving. The show aired its 9,130th and final episode on December 26, 1986, after 35 years on the air. At the time of its cancellation, it was the longest-running daytime television program in history, but has since been surpassed by other shows. The following Monday, the game show Wordplay took over the 12:30 p.m. Eastern time slot.
From 1987 until summer 1989, reruns aired on cable TV in late nights on the USA Network. The network aired episodes from the first three years (1982-1985) of the NBC run.
In 2006, P&G began making several of its soap operas available, a few episodes at a time, through America Online's AOL Video service, downloadable free of charge. Reruns of Search for Tomorrow began with the October 5, 1984, episode and ceased with the January 13, 1986, episode after AOL discontinued the P&G Soaps Channel on December 31, 2008.
|John Aniston||Martin Tourneur||1979–84|
|Rod Arrants||Travis Sentell||1978–84|
|Matthew Ashford||Cagney McLeary||1984–86|
|Kevin Bacon||Todd Adamson||1979|
|Kathleen Beller||Liza Walton||1972–74|
|Meg Bennett||Liza Walton||1974–76|
|Marion Brash||Eunice Wyatt||1957–61|
|Melanie Chartoff||Nancy Craig||1976|
|Maree Cheatham||Stephanie Wyatt||1974–84|
|Jill Clayburgh||Grace Bolton||1969|
|Kevin Conroy||Chase Kendall||1984–85|
|Michael Corbett||Warren Carter||1982–85|
|Colleen Dion-Scotti||Evie Stone||1985–86|
|Val Dufour||John Wyatt||1972–79|
|Olympia Dukakis||Barbara Moreno||1983|
|Morgan Fairchild||Jennifer Pace||1973–77|
|Larry Flieschman||Ringo Altman||1982–83|
|David Forsyth||Hogan McCleary||1983–86|
|David Gale||Rusty Sentell, Sr.||1982–83|
|Jennifer Gatti||Angela Moreno||1983|
|Cynthia Gibb||Susan Wyatt Carter||1981–83|
|Louan Gideon||Liza Walton||1985–86|
|Marian Hailey||Janet Collins||1971|
|Larry Haines||Stu Bergman||1951–86|
|Page Hannah||Adair McCleary||1984–85|
|Peter Haskell||Lloyd Kendall||1983–85|
|John James||Tom Bergman||1977|
|Jane Krakowski||T.R. Kendall||1984–86|
|Audra Lindley||Sue Knowles||1962|
|Sherry Mathis||Liza Walton||1978–85|
|Andrea McArdle||Wendy Wilkins||1977|
|Denise Nickerson||Liza Walton||1971–72|
|Michael Nouri||Steve Kaslow||1975–78|
|Will Patton||Kentucky Bluebird||1984–85|
|Patsy Pease||Cissie Mitchell Sentell||1978–84|
|Lisa Peluso||Wendy Wilkins||1977–85|
|Melba Rae||Marge Bergman||1951–71|
|Sandy Robinson||Janet Collins||1956–61|
|Louise Shaffer||Stephanie Wyatt||1984–86|
|Fran Sharon||Janet Collins||1961–65|
|Ellen Spencer||Janet Collins||1951–56|
|Mary Stuart||Joanne Gardner||1951–86|
|Tom Sullivan||Michael Kendall||1983|
|Millee Taggart||Janet Collins||1971–82|
|Gary Tomlin||Bruce Carson||1973–74|
|Douglass Watson||Walter Haskins||1960s[a]|
|Billie Lou Watt||Ellie Harper Bergman||1968–81|
|Ann Williams||Eunice Wyatt||1966–76|
Daytime Emmy Award wins
Drama performer categories
|Lead Actor||Larry Haines
|Supporting Actor||Larry Haines||Stu Bergman||1981|
- 1986 "Outstanding Achievement in Music Direction and Composition for a Drama Series"
- 1978 "Outstanding Individual Achievement in Daytime Programming: Costume Designer" (Connie Wexler)
- Writers Guild of America Award (1974, 1975, 1985)
- Schemering, Christopher (1987). The Soap Opera Encyclopedia (2nd ed.). Ballantine Books. pp. 200–212. ISBN 0-345-35344-7.
- Copeland, Mary Ann (1991). Soap Opera History. Publications International. pp. 214–223. ISBN 0-88176-933-9.
- Hyatt, Wesley (1997). The Encyclopedia of Daytime Television. Watson-Guptill Publications. pp. 381–387. ISBN 978-0823083152. Retrieved 22 March 2020.
- "AOL to Launch New Video Portal," WebWire.com, July 31, 2006.
- "PGP Classic Soap Channel," pgpclassicsoaps.com, January 1, 2009.
- "Daytime Emmys – 1976". Internet Movie Database. Retrieved 2013-02-22.
- "Daytime Emmys – 1977". Internet Movie Database. Retrieved 2013-02-22.
- "Daytime Emmys – 1981". Internet Movie Database. Retrieved 2013-02-22.
- There are conflicting sources on when Watson appeared on the soap opera; some say that he debuted in 1966, whilst others say 1967, and it is conflicted whether he last appeared in 1966, 1967 or 1968.
|Wikimedia Commons has media related to Search for Tomorrow.|