Reflecting its change in focus, the title was changed to Emmerdale on 14 November 1989. Coinciding with the title change was the introduction of the wealthy Tate family, bringing with them racier storylines.[1][8] Under Richardson, the soap's popularity gradually began to improve. Richardson produced the programme for 24 years, overseeing its transformation from a minor, daytime, rural drama into a major prime time UK soap opera.[9]