Procter & Gamble launches digital soap opera


Manufacturing giant Procter & Gamble, a pioneer in radio and television soap opera production thanks to its long affiliation with sudser Guiding Light, will enter the digital platform via Crescent Heights, a sitcom/soap hybrid for distribution on handsets and PCs. Each three-minute episode was produced by video production firm GoTV Networks--while Crescent Heights ostensibly exists to promote P&G detergent brand Tide, the company stresses the series is first and foremost a romantic comedy. "We want to speak to people about more than just laundry," said Tide associate marketing director Kevin Crociata in an interview with the New York Times. "If the content wasn't entertaining, we wouldn't be successful."

For more on Crescent Heights:
- read this New York Times article