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.