'Days of Our Lives' picked up for another season

days-of-our-livesImage Credit: NBCNBC’s not ready to say goodbye to the daytime soap genre just yet. The network just announced today that it picked up Days of our Lives for its 45th season, which will keep the sudser on the network through the 2010-11 television season. The show is averaging 3.3 million viewers — up 10 percent over last season — and is tied for second place among women 18-49 and women 18-34. Says Bruce Evans, the network’s senior vice president of drama programming, “The producers, cast and crew have worked tirelessly to make Days the ratings success it is today. Today’s renewal is a true testament to all of their hard work. We could not be more delighted for them and for the multiple generations of fiercely loyal Days of our Lives fans.”

Days will celebrate its 45th anniversary on Nov. 8.

Word of the pickup on Days couldn’t have come at a better time for the ailing soap opera genre, which is preparing for the departure of As the World Turns in September. With more fans abandoning the day part (total viewer averages for soaps on the Big Three have dropped 20 percent since 1999), the networks have been in cost-cutting mode lately, with many of the daytime actors having to take hefty pay cuts. Even Days now operates under a lean $1 million-per-week budget after dropping pricey stars like Deidre Hall.

But there can be an upside to making soaps leaner and meaner. NBC co-chairman Marc Graboff told EW in January that “when you force budget cuts, you force creative decisions that are good for the show.”

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  • angel5

    yeah am so happy they deserved it luv days and the cast.

    • windie sigmon

      oh me to my great grandma use to be a die hard fan of days of ower live’s until she past away in 2004 and i remember when i was a kid and use to pretend that i was sick so i didnt have to go to school so i could be able to wach it with her

  • Generation Gossip

    I could not be happier that this show was renewed. i love daytime, soaps and was fearful about the genre, that I so badly want to be a part of.

    Check Out GenerationGossip.com

  • Vikki Sixx

    This is especially great now that the show seems to have some life to it again! bringing Crystal Chappell back after GL went off the air was one of the smartest things they could have done. Her return is what brought me back to the show. The only way they could make me any happier would be if they brought Jack Deveraux back!

  • Sue

    I’m so glad Days of our Lives is renewed! I am enjoying the show as a whole for quite some time. It’s managed to mix and balance the generations throughout the show and have several engaging storyline going at once. I just love the cast. They deserve to be renewed. I could not imagine the daytime landscape without Days.

    Good decision Mr. Evans. NBC needed some good news.

  • demoncat

    glad to see Days is going to be on the air still at least one soap will still be around. and if they bring any one back again should be patch and kayla

    • Dinjab

      Um, they tried that a few years ago. They were BORING. Stephen Nichols has a role on Y&R. And Mary Beth Evans was much better playing a character with personality on GH.

  • margarita

    I used to watch this series in the early 90s, after a while I tuned out. It understandable that slowly by slowly, this series will eventually disappear. It’s because the age group that watched it are dying and youth today just don’t have the attention span to stick with a series. It will be cancelled, just like Santa Barbara I adored that series, and was sad when it went off the air.

    • Brett

      I miss Eden and Cruz. That show rocked.

  • dee

    That is great. I really like the story line with Melanie/Daniel/Carly. I would love to see E.J. back with Sami. Disappointing that they have turned his character mean again. Love Sami and E.J.!

    • flip

      E.J. , mean ? What part of criminal /sociopath don ‘ t you get ? Aside from being whinny and just a 5 year old in a man ‘ s body…..

  • frelling_cute

    I have been keeping up with this show since the 80’s and the Supercouples. They had some great ones. Have been tuning in again lately and it has gotten better. It’s it’s great that older characters are actually getting stories instead of the young cast.
    Viewers want to see stories for grownups.
    Glad Adrienne and Justin are back on and Carly as well. Also nice to see Maggie given stuff to do. She had always been great but never used as much as she should have been.
    The only storyline that is getting old real quick is the EJ baby stealing story. The writers can’t let this go unpunished.
    Congrats to Days.

  • Alisa

    So happy that you decided to renew Days for another year. Should keep this one on for awhile. My friends still watch it. Please bring back Max and Chel.
    Keep up the Great Work to all the actors and actresses!

  • Zoe

    Bringing back the vets from the 80’s and early 90’s has been a great move for them. Now, if they’d just stop picking on Carly…

  • Lizzie

    Damn, they sure are keeping them on their toes only renewing for a year… :(

  • KFed

    Okay, I’m thrilled. But word to Lizzie – a year is a little harsh.
    I love the budget cuts = great creative decisions argument. Let’s try this with CSI and Desperate Housewives and Two and A Half Men.

  • #1days

    I am happy beyond words! I love my Days!!!!

  • KELLY JACKSON

    I’m ecstatic that my favorite soap has renewed it’s contract for another year (s/b for another 2 years at least).

    I still get to see Alison Sweeney and EJAMI, yeah baby!!

    P.S. If you don’t know what EJAMI is (Sami Brady + EJ Dimera = Red HOTT EJAMI pair) tee hee :)

  • shellyj

    i’ll be watching

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