Procter & Gamble, bent on shaking up the skidding ratings of its 48-year-old “The Guiding Light” CBS daytime soap, has hired veteran Claire Labine to take over as head writer.
“The ratings are not moving in the right direction,” says Mary Alice Dwyer-Dobbin, head of production for P&G Prods., which owns “Guiding Light,” the longest-running program in broadcast history. (It premiered on radio Jan. 25, 1937; on TV, it began June 30, 1952.)
Labine’s son Matthew and her daughter Eleanor will join her as co-writers of “Guiding Light.” Dwyer-Dobbin says the three have worked together on previous drama projects.
Labine will replace current head writers James Harmon Brown and Barbara Esensten. P&G says the Labine scripts will begin airing Aug. 7.
Labine has written for “General Hospital,” “One Life to Live” and “Ryan’s Hope.”