‘WORLD’S’ BEEN TURNING FOR 31 YEARS

NEW YORK — No trumpets blared, no formal announcement was made, and no party took place on the set. But despite the lack of fanfare, “As the World Turns” celebrated (quietly) its 31st year on television on April 2.

“As the World Turns,” which premiered on April 2, 1956, is the second longest-running daytime drama. (“Search for Tomorrow” was the longest, but its cancellation last year pushed “Guiding Light” into the longest-running spot.)

From its inception, “ATWT” was a hit with the daytime soap audience. It was the reigning Nielsen ratings champ from 1959-71. And although the show slipped in the ratings during the time that other shows were catering to a “youth craze,” “ATWT” has quietly been creeping back into the top five. Sometimes the CBS show garners second or third place.

“ATWT,” which is currently under the creative scripting of Emmy Award-winning principal writer Douglas Marland, particularly has been sneaking up on the competition during the past year or so.

What makes it so popular?

Over the years the show has maintained a balanced blend of contemporary and traditional story lines. Even though the show has undergone several changes in writers (as most soaps do), those in charge have for the most part stuck to the grass-roots soap opera concepts. The writers haven’t jumped on the bandwagon every time a new craze has hit the business, such as the unpopular science fiction and mass-murder story lines so prevalent on other soaps.

“ATWT” does its own thing well. The show mixes just the right amount of suspenseful stories with its traditional stories of love, romance, happiness and unhappiness. They keep all the necessary elements of intriguing soap opera fare in balance, and even though the show has had its ups and downs, it attracts fans of all age groups.

“ATWT” has come a long way from the days when Nancy Hughes (played by Helen Wagner, the show’s only remaining original cast member) spent most of her time pouring coffee and discussing the day’s happenings while her family and friends gathered around the kitchen table. “ATWT” has taken its armchair-bound viewers to England, Italy, Spain, Greece and Jamaica for exciting location scenes.