Will the sand finally run out of the hourglass?
Days of Our Lives has been renewed by NBC, but only for 18 months. Underlining the significance of the move, the last time it was picked up it was for five years. In America, where daytime soaps have been subsiding in popularity, Days is tied for third place amongst women 18-49 and is tied as the No. 1 show in women 18-34.
NBC’s current deal for Days -now in its 43rd year- was set to expire in March, which means the new arrangement will keep the soap on the network only through to September 2010. Another year will be triggered if certain benchmarks are met to keep it on the air until September 2011.
The show is expected to make some cast changes too.
In Australia Days still (remarkably) airs on the Nine Network despite it dropping The Young and the Restless in 2007.