Bill Bell had to be (metaphorically) dragged kicking and screaming to expand Y&R to an hour in 1980. CBS bullied him into it. He was one of the champions of the half-hour format. I agree that most soaps would benefit from being a half-hour, especially in this modern age of quickly-cut, shorter scenes. The only reason Lemay and Rauch pushed to expand AW to an hour was because of Lemay's writing style (which was more in the style of stage plays), which often had six- to eight-minute scenes limited only by the demands of commercial breaks. Modern soaps can have four or five mini-scenes (clips, really) in that eight-minute period...and yet the stories drag out so much longer despite the quick-moving pace.