Another World’s Historic 1975 Expansion: Roberta Maxwell Reflects on a Turning Point in Daytime TV
By Michael Poirier
Contributing Writer, We Love Soaps Insider
In 1975, Another World made television history as the first daytime soap opera to expand from 30 minutes to a full hour. The show officially launched its daily hour-long format on Monday, January 6, 1975, after previously airing a one-hour special on May 3, 1974, to mark its 10th anniversary.
Under executive producer Paul Rauch, and in collaboration with NBC and Procter & Gamble, the popular serial underwent a major transformation. To support the expansion, Rauch and head writer Harding Lemay introduced new characters, including Barbara Weaver, an attorney at the law office of John Randolph (played by Michael M. Ryan) hired to replace Sam Lucas.
At the same time, Roberta Maxwell was starring on Broadway in “Equus” alongside Anthony Hopkins and Frances Sternhagen when Rauch recruited her to join the soap as Barbara.
I recently spoke with the actress about her time on the groundbreaking series.
“I was in and out of Another World because I was doing a Broadway show, so they accommodated my dates,” Maxwell recalls. “I can tell you, it was a very demanding way to work. It was New York City—there weren’t a lot of opportunities the way there are now.”
Maxwell made an immediate impression on the show. Her first line—“Now, Mr. Matthews, women lawyers try to forget about such things”—came in response to patriarch Jim Matthews commenting on Barbara’s appearance, a moment that neatly captures both the gender dynamics of the time and the way Another World was beginning to acknowledge them on screen.
Maxwell’s strongest memories center on Rauch’s exacting leadership. During her time on the show, Another World was frequently among the top-rated soaps—sometimes even claiming the number one spot.
“Paul Rauch was a tough guy,” she says. “He watched over the product in every possible way. He cast it, he went after the best actors in New York, and he oversaw everything—casting, your hair, every word in the script. That’s why it was such a great show.”
The day-to-day pace, however, left little room for anything else.
“You arrived at 7:30 in the morning, had a cup of coffee, went to makeup, and then you were on set,” Maxwell explains. “You rehearsed, and then they started taping. Occasionally you’d go back if someone dropped a line, but that didn’t happen often. These people were 100 percent professional.”
The demanding schedule also meant limited time to form close relationships with castmates.
“I didn’t really get to know many people,” she admits. “Some stayed for decades—like Victoria Wyndham, who was there for 27 years [playing Rachel Cory]—but most didn’t last that long. A year or two, maybe.”
Maxwell’s run on the show began on the January 9 episode and concluded by December 30 of the same year. During that time, the characer of Barbara went on dates with Vic Hastings (John Considine), Dave Gilchrist (David Ackroyd) and Russ Matthews (David Bailey).
When Rauch asked Maxwell to extend her contract, she ultimately declined.
“He felt he had more for me to do, but I passed,” she says. “It was just too hard. There wasn’t any room for other work in your career. But I was very grateful for the experience—I’m really happy to say I was part of that soap.”
Actress Kathryn Walker took over as Barbara for the character’s final three months, including the conclusion of her affair with John Randolph.
Maxwell went on to star in numerous TV shows and films. She played Jake Gyllenhaal’s mother in Brokeback Mountain, a judge in Philadelphia, and received a Gemini Award nomination for her work in the TV movie Scar Tissue.
Looking back today, Maxwell reflects on how much time has passed since that Another World era of daytime television.
“I looked at the cast list recently, and there aren’t too many of us left,” she says. “John Considine is 91 now—he went on to Hollywood and had a great career.”
Another World was named Outstanding Daytime Drama Series at the 3rd Annual Daytime Emmy Awards in 1976.
Maxwell’s experience offers a firsthand glimpse into a pivotal moment when Another World didn’t just evolve—it helped redefine what daytime television could be.