Both radio and television networks of CBS ever since has had its longest times of partnership with Procter and Gamble for these things: * Most radio shows on CBS Radio Network (most notably its radio soap operas like the CBS Radio version of Guiding Light, Ma Perkins, etc.) and including this Tide Show (of course, Tide is a P&G product) are sponsored by P&G and most likely being owned by P&G Studios. * Most television soap operas on CBS were all sponsored and eventually produced by P&G Studios such as Search for Tomorrow, Guiding Light, and As The World Turns (all of these are owned by P&G Studios); plus The Young and the Restless (owned by Sony and co-produced by Bell Dramatic Serial Company and Corday Productions) and The Bold and the Beautiful (produced by Bell Phillip Television Productions) are also sponsored by P&G since their inceptions. Plus, now the upcoming CBS daytime soap opera, The Gates, which will premiere in January 2025, will be co-produced by CBS Studios, NAACP, and P&G Studios.