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Procter & Gamble Works Up New Lather for Soap Operas With ‘Beyond the Gates’
Procter & Gamble returns to the business of soap operas with CBS' 'Beyond the Gates' after many years of not producing the genre
Such twists are what Sheila Ducksworth, an executive producer of “Gates” and president of the venture between CBS Studios and the NAACP, hopes will spur a new generation of viewers to make soaps a regular habit, something more people no longer do. ABC is down to just one soap opera, the venerable “General Hospital.” CBS still airs “The Young and the Restless” and “The Bold and the Beautiful,” but many standards of the genre, including P&G’s “Guiding Light” were cast off many years ago. That may mean teaming up with the Lifetime cable network to produce a 15-minute vignette that has all the hallmarks of one of the outlet’s sudsy romance movies, yet is meant to promote visits to the Chili’s restaurant chain and trying its signature margaritas.
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