CBS premiered two groundbreaking soap operas, 'As the World Turns' and 'The Edge of Night', each adapted to a 30-minute format, a significant departure from the traditional hour-long daytime dramas. This innovative move occurred in a New York studio, where producers aimed to create more engaging content that would resonate with a wider audience. 'As the World Turns' was developed by Robert S. Allen and produced by the legendary creator, Irna Phillips, who is often referred to as the 'Queen of Daytime TV'. 'The Edge of Night', developed by creator and head writer, Theodora Lacey, gained its own unique fanbase with thrilling plots that interwove elements of mystery and crime.<br><br>Both shows offered serialized storytelling that captivated viewers and allowed for complex character interactions and developments over time, in a more digestible format. This change not only elevated the quality of storytelling within soap operas but also played a key role in drawing in a larger, more diverse audience, including housewives and working women who could dedicate their lunchtime to watching these episodes. They also paved the way for future dramas to explore the 30-minute format, ultimately reshaping how daytime programming was structured.