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Another World's 35 year run began on May 4, 1964, a creation of a legend of the soap opera world, Irna Phillips. Set in the fictional Bay City, Another World focused less on the conventional drama of domestic life as seen in other soap operas, and more on exotic melodrama seen between families of different classes and philosophies, the philosophy emphasized by the line read at the beginning of each show, "We do not live in this world alone, but in a thousand other worlds." A multiple Daytime Emmy Award winning serial, Another World has the distinction of being the first daytime soap to expand to an hour, of showcasing the most elegant sets and costuming daytime has ever known, and heavily recruiting actors and directors from the New York stage to make Another World considered to have had one of the most talented casts in daytime television. Popular couples included best friends Felicia and Cass, Rachel and Mac, Donna Love and Michael Hudson, and the triangle of Vicki, Jake, and Marley. In 1999 after 35 years of legendary romances, exciting adventures, comedy, and even science-fiction, Another World ended it's stellar run on NBC.