Audiences for 45-year-old soap are up 9%
NBC will live to see another “Days.”Peacock just picked up “Days of Our Lives” for the 2010-11 TV season, which means the sudser will celebrate its 45th year on the Peacock this November. “Days’?” renewal comes in the face of challenging times for daytime soaps. “Days” is NBC’s only soap opera, while CBS recently canceled “As the World Turns” (and before that, “Guiding Light”) and rumors remain that ABC might sack one of its shows. But “Days” has shown resiliency on NBC, where it’s actually up 9% this year among total viewers, averaging 3.3 million — its best ratings in three years. That means “Days” is NBC’s only scripted skein that is up year-to-year with total viewers, a feat none of its primetime siblings can equal. NBC’s deal with Sony Pictures TV, which distributes “Days,” is on a year-to-year renewal basis. In picking up the show, NBC Entertainment/Universal Media Studios chairman Marc Graboff said “Days” “remains both relevant and fresh creatively.” “Days” is No. 2 among daytime dramas in women 18-49 and women 18-34 demos. Soap, which bowed in 1965, comes from Corday Prods. Ken Corday is the exec producer along with Gary Tomlin, while Dena Higley is head writer and Christopher Whitesell is co-head writer.