The premiere of "Texas" came at a time when NBC's daytime lineup (consisting of "Another World", "Days of Our Lives", and "The Doctors") had fallen into ratings trouble, after a highly successful period in the early and mid-1970s. Given that the show aired from 3:00-4:00 PM (ET), it caused a small domino effect on the NBC daytime schedule: "Another World", which had become daytime's first 90-minute drama 17 months earlier (airing from 2:30-4:00 pm), was scaled back to 60 minutes and aired from 2:00-3:00 pm, and "The Doctors", which previously aired from 2:00-2:30 pm, now moved to 12:30-1:00. Due in no small part to the then-peak success of ABC's "General Hospital", "Texas" remained in the bottom echelon of the daytime serial chart with a 3.8 rating, tying with "The Doctors" for last place, 12th, in 1980. However, the show's numbers fell gradually after its first year. The struggles of "Texas" also affected the ratings of its mother show, "Another World", in such a way that the latter show was no longer NBC's highest-rated soap. The 1980-1981 season saw "Another World" finish with a 5.1 ratings by comparison to a 7.1 during the previous season (1979-1980). In that same season, "Days of our Lives" would become the highest rated serial on NBC. The show had a very difficult task from the beginning in the ratings for NBC; its 3:00 pm timeslot competitors were ABC's "General Hospital", then the highest-rated daytime soap opera due in large part to the popularity of the Luke and Laura storyline, and CBS' "Guiding Light", which had undergone a ratings resurgence under the more youthful and fast-paced direction of showrunner Douglas Marland. At that time, NBC was third in the ratings. The serial finished with a 3.8 in the ratings for its first year. Critics complained that Iris Bancroft (who was known on "Another World" as being a villainess) had become too tame in her new environment in Houston, and that other roles were poorly cast or suffered from paper-thin writing. In early 1981, the Corringtons were replaced as head writers. Other casting moves were made with little gain, such as hiring away well established and popular "General Hospital" star Kin Shriner (Scotty Baldwin) in October 1980, at great expense, to be cast as Jeb Hampton, only to give him almost nothing to do except as a supporting role until he finally departed the series in August 1981.