![]() When the last daytime serials left radio in the early 1960s, they were already an established form of television programming and advertisers continued to produce soap operas after the transition to television. The soap opera emerged in the US radio industry of the early 1930s when the advertising agencies of the soap, toiletry, and foodstuff industries took on the role of developing programs that could attract a female audience. ‘ Soap operas’ are daytime serials with a dramatic content aimed primarily at a female audience. ![]() Porto, in International Encyclopedia of the Social & Behavioral Sciences, 2001
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