September 3, 1951
The American daytime TV show Search for Tomorrow began its long run on this day in 1951 on CBS. The show’s intimal sponsors were Proctor & Gamble’s “Joy” and “Spic and Span” which help the show earn its name as a “soap opera.” Tomorrow began as a 15-minute serial and was shown live until March of 1967. The show also went from black and white to color in September of 1967 and became a half-hour serial in September 1968. On March 29, 1982, the show made the big move from CBS to NBC. On August 4, 1983, both the master and backup copy of Tomorrow became lost and the cast was forced to do the show live for the first time in 16 years. The show’s last airing was on December 26, 1986 and it was during this time that it held the record for the longest-running non-news program on television. The record was broken by Hallmark Hall of Fame, which stills airs occasionally.