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Days of Our Lives: NBC Soap Opera Renewed for 2010-11 Season

Days of Our LivesThe current trend in daytime TV seems to be that soap operas are on their way out. Passions and Guiding Light have both ended in the last couple years and As the World Turns will likely wrap this fall. There are also rumors that ABC may soon end one of its soaps as well.

However, there’s some good news coming out of NBC. The network plans to keep veteran sudser Days of Our Lives on the air for another year.

Days of Our Lives has been entertaining viewers daily since 1965. The serial was created by Irna Phillips, who had her hand in creating many other soaps as well and mentored fellow soap creators Agnes Nixon and William J. Bell. The cast of the series, which famously opens with sands pouring from an hourglass, includes Alison Sweeney, Peter Reckell, Kristian Alfonso, Eric Martsolf, John Aniston, Lauren Koslow, and real life married couple Bill Hayes and Susan Seaforth-Hayes.

The serial has had its share of ratings slumps, followed by ratings surges. Throughout the past decade it’s been on a fairly steady decline (as most soap operas have) but has picked up recently, besting last year’s numbers by nearly 10%. It’s currently the second most-popular serial among women 18-49.

How much longer do you think Days will last?

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NBC Universal Television president Jeff Zucker stated three years ago that Days of Our Lives was unlikely to continue past 2009. In November 2008, it was renewed for a maximum of 18 months, keeping it on the air until September 2010.

Despite Zucker’s earlier prediction of its demise, NBC has now come to a new agreement with Sony Pictures TV, albeit a short-term one. NBC is agreeing to keep Days of Our Lives on for another season, until September 2011.

Of the renewal, Marc Graboff, chairman of NBC Entertainment, said, “Days of Our Lives continues to be a favorite of the daytime audience and we are thrilled to keep it going through its 45th season.” He continued, “Days has shown year-to-year increases in key female demographics and remains both relevant and fresh creatively.”

While the renewal is good news for the soap’s faithful viewers, the short term agreement certainly shows that the network still isn’t committed to keeping the drama on their daytime schedule.

What do you think? Are you surprised that NBC as renewed the soap opera? Realistically, do you think Days of Our Lives will survive past 2011?

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{ 130 comments… read them below or add one }

GALE May 2, 2011 at 5:49 am



Anonymous April 30, 2011 at 7:06 pm

I’ve been watching since the 7th grade, I fell sick for 10 days and having been watching ever since. I’m 38 now with four children. I DVR it every day and take my “me time” and watch it. I’ll never forget one day as we were in Target and my toddler at the time saw Days was on and said ” look It’s friend John”.. Please don’t take it off the air… I would start watching TLC or the O network….not game shows or Reality shows.


Norma April 26, 2011 at 2:32 pm

I have watched Days for many years. Tom and Alice Horton were great actors. I wish NBC would keep Days on. The cast is great and the story line is awesome. What will become of the real Rafe??
Please don’t cancel. I love my hour glass!!


Mary Beth April 23, 2011 at 6:32 pm

Please don’t cancel my “DAY” If I’m not home to watch it I DVR it. I would say I am hooked and I like it that way. PLEASE PLEASE PLEASE don’t canel.


Barbara April 22, 2011 at 3:29 pm

Days has been a part of my life since I can remember. I used to watch it with my mom growing up and I save and watch it faithfully now. There is enough news, game shows and reality tv on daily and I agree we do not need more. There are some shows that cannot be replaced and Days is one of them. Days is a part of our lives so don’t take that away.


ida tyler April 21, 2011 at 9:13 am

I have been a fan of days from way back in the 70’s and I still cant understand why you would want to remove it from our televions for..I’m with Penny on this. If they decide not to renew or run day’s of our lives, I will no longer watch anything on NBC (WNYT) again. This has been a show my Mother watched for years. and I got my kids watching it. please hear what your customer are saying.. we dont want or need a new game show or history show, food show or anything else for that matter let us have what we have growing up to love…


Penny April 20, 2011 at 10:55 am

I’ve watched Days since the 70’s. There are some characters I would love to see leave the soap but hate to think of not having Days to watch. If they decide not to renew Days I’ll be watching some upper channels. I can’t believe someone is sitting thinking we want to watch another game show, health/doctor program, or anything to do with food.


Sheila April 19, 2011 at 3:16 pm

Come on Jeff Zucker….Don’t cancel Days!!!!


Amanda April 17, 2011 at 10:59 am

Hi I am 17 1/2 and I have been watching since I could remember I still watch it everyday. It’s a comfort show and I enjoy it. Until recently,the story line is blegh. They got rid of lots of people and must I say I’m very dissapointed….:”( I will always love the show but wish it would somehow get better……


elaine May 2, 2011 at 5:05 am

Keep Days On the Air!!!!! even men watch it now… my husband loves it…. my grandmother ( and granddfather) watched it… my kids watch it… my granddaughter watches it…. Please Please don’t cancel it… we are loyal fans …..we need loyal sponsers …. food is always a sure winner to advertise on Days… as most people I know are usually eating or munching while watching Days….. or hair products.. like how to acheive one of sammie’s hair do’s or kate’s jewelry, cool clothing….it could be a new and innovative way to advertise .. you’ve got a captured & addicted audience of all ages…


Peggy April 17, 2011 at 10:45 am

I have watched since high school days in 1965. Just move the story a little faster, that’s how you keep an get new viewers. Faster faster, we’re smarter then you think….


Annamay Gambino April 16, 2011 at 7:16 am

I started watching Days the day it came on the air in 1965 and hope to continue. I’m almost 70 years old and hope I’m watching it when I die! What will I do without it. Sometimes I think I’m related to those people….well, some of them anyway…


Cyndi April 15, 2011 at 5:12 pm

I love the show watched for many many years but come on learn different themes and move along a little quicker thats why you lose viewers


Barbara April 14, 2011 at 5:30 pm

I’ve watched Days since late 1960’s. It’s the only one I watch…can’t imagine life without my hour of Days. Game shows are boring!


Adrina March 22, 2011 at 1:42 pm

Love this show, used to watch it in the early 80’s when I was 10-15 years old. Now been watching it again daily since about 2 years. So great to see some of the old cast from back in the day. I hope this show doesn’t end. I dvr it daily and I just love the drama! We need a new cat fight between Sammi and Nicole…This show has too much history and too many devoted fans for it to end!


Cherry February 21, 2011 at 8:46 am

I do wish that people who leave comments would learn proper grammar and spelling! One recurring error is using “there” for “their ” (possessive of they). Is it ignorance, or lack of proofreading? I don’t profess to be an expert, but really, “there ” and “their” are elementary!

I have been watching Days since my son was born in 1966. I tried watching other soaps on and off, but none seemed interesting enough to continue except Days. We have enough trashy tv on for 23 hours! Please keep on Days -it’s a part of my life !


Rachel April 14, 2011 at 9:49 pm

I don’t think you are getting it. The point does not have anything to do with grammar. It has to do with the soap. Get off your high horse and keep to the point at hand.

The “powers that be” want to cancel our soap opera. This is very upsetting as I have been watching for 25 years.


ida tyler April 21, 2011 at 8:57 am

Thank you.. Couldnt of said it better….


Linda August 22, 2011 at 11:58 am

exactly, or would that be exackly??? lol


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