How The Bold and the Beautiful Was Born
In the mid-1980s, CBS was searching for a new daytime drama to replace Capitol, which had struggled in the ratings. Several writers and producers were approached with proposals. Paul Rauch developed a concept titled Grosse Pointe, while former CBS Daytime president Michael Brockman asked acclaimed writer Claire Labine to create a new serial. Labine’s project, Celebration, ultimately never made it to air.
The idea that would finally take hold came from legendary soap opera creator William J. Bell. His new series, initially titled Rags, focused on wealth, power, ambition, and romance within the glamorous world of fashion. That concept soon evolved into The Bold and the Beautiful, a show destined to redefine daytime television.
Original promotional poster for the new soap opera The Bold and The Beautiful
William J. Bell with his wife Lee Phillip Bell
From its very beginning, production has been based at Stage 31 at Television City in Los Angeles, where the series has remained throughout its entire run. The show adopted a classic soap opera visual style, relying on richly constructed sets such as the Forrester Mansion, the restaurants and bars, and the offices of Forrester Creations. Like most daytime dramas, episodes are typically taped three to four weeks in advance.
The Bold and the Beautiful premiered on CBS on March 23, 1987. What began as a modest replacement in the network’s daytime lineup quickly grew into something far bigger. Set against the sun-drenched backdrop of Los Angeles, the series centered on the powerful Forrester family, their fashion empire, and their intense romantic and personal rivalries with the Logans and the Spencers.
Over time, the show became an international phenomenon. Broadcast in more than 100 countries, it captivated audiences around the world and expanded far beyond its studio walls. The series has filmed on location in glamorous destinations such as Paris, Rome, Monaco, Abu Dhabi, and Sydney, and has welcomed an eclectic range of guest stars, including Phyllis Diller, Bob Barker, and Betty White.
B&B promo logo for TV spots
The final logo for the B&B opening credits
Critically acclaimed as well as popular, the show has earned more than two hundred nominations and awards. Among its many honors are multiple Daytime Emmy Awards for Outstanding Drama Series, including wins in 2009, 2010, and 2011. The writing team has also been recognized with Daytime Emmy Awards for Outstanding Drama Series Writing Team.
When it first replaced Capitol, the series ranked eighth in its final year ratings and initially stood as CBS’s lowest-rated soap. Yet its audience steadily grew. Within just five years, the show rose from the bottom of the daytime rankings into the top three – an extraordinary achievement that cemented its place as one of the most successful and enduring soap operas in television history.