Love Is a Many Splendored Thing is an American daytime soap opera which aired on CBS from September 18, 1967 to March 23, 1973. The series was created by Irna Phillips, who served as the first head writer. She was replaced by Jane Avery and Ira Avery in 1968, who were followed by Don Ettlinger, James Lipton, and finally Ann Marcus. John Conboy was the producer for most of the show's run.