NBC Renews DAYS OF OUR LIVES for Two Years


This is good news for the struggling daytime drama industry. NBC has announced it is renewing DAYS OF OUR LIVES, which celebrated its 45th anniversary on air yesterday, for two years through the 2012-3 season.

Jeff Gaspin, Chairman, NBC Universal Television Entertainment said in a statement, “‘Days of our Lives remains vitally creative through the years as it continues to draw new generations of viewers, especially among its loyal female audience. NBC salutes the series on its 45th anniversary and we look forward with great anticipation to working with the production team for the years to come.”

In its 45 years, Days of our Lives has garnered numerous Emmy Awards and nominations, as well as multiple Soap Opera Digest and People’s Choice Awards. Set in the fictitious Midwestern town of Salem, the core families of Days of our Lives are the Bradys, the Hortons and the DiMeras, and the multi-layered storylines involve elements of romance, adventure, mystery, comedy and drama.

Days of our Lives is now the second longest-running soap on television here in the US, after General Hospital and it averages 2.6 million viewers per episode.

Since the two soaps I watched since childhood (CBS’ Guiding Light and As the World Turns) have both been cancelled in the last two years, I’m happy to see this sign of confidence in the industry. What about you? Are you happy about the renewal or are soaps just not on your radar?