You will be redirected back to your article in seconds

iTunes plays ‘Days’

Sony pumps soap opera

“Days of Our Lives” is headed to Apple’s iTunes Music Store in a move that’s part of Sony’s effort to help shore up the long-running sudser.

Full episodes of “Days” will be offered at the standard $1.99, but consumers will be able to cut that to just 50¢ per seg by ordering a 20-episode multipass for $9.99. Skein will make its iTunes debut Tuesday.

There have been conversations about including bonus scenes on the iTunes version of “Days,” though nothing has been decided yet.

“Days” now will be the most widely distribbed daytime sudser in the U.S., with episodes available on broadcast (NBC), cable (SoapNet) and online (iTunes). The first sudser with a digital outlet was NBC’s “Passions,” but it will revert to a TV-only model in the fall, when it moves exclusively to DirecTV.

While Sony no doubt hopes to realize some incremental coin from the iTunes play, the main value of the online effort likely will be promotional. Ratings for “Days” have taken a dramatic dip in the past year, in part because of increasingly weak lead-ins from NBC skeins such as the barely breathing “iVillage Live.”

While it remains strong with women 18-34, “Days” has been impacted by the decade-long ratings drought that’s hit all daytime dramas. It hasn’t helped that NBC Universal supremo Jeff Zucker told reporters earlier this year that “Days” likely would be canceled when NBC’s license agreement expires in two years.

Putting “Days” on iTunes could help attract younger eyeballs, some of whom presumably would decide to start watching on-air rather than online. As with most major new iTunes offerings, Apple is expected to feature “Days” prominently on the splash page for the iTunes Music Store during its first days on the service.

Sony and Corday Prods., which produces “Days,” are planning creative changes to the show. A behind-the-scenes exec shakeup is said to be in the works, people familiar with the situation said.

More TV

  • black lgbtq actors hollywood representation

    TV Roundup: 'Pose' Season 2 Premiere Date Pushed Back on FX

    In today’s roundup, “Pose” gets a new Season 2 premiere date and Sara Gilbert is set to play a recurring role on Season 3 of Netflix’s “Atypical.” FIRST LOOK The TV Academy has unveiled the key art for the 71st Emmy Awards. The new design, which will be used across platforms including the Emmy’s website, [...]

  • James Holzhauer Jeopardy

    Why James Holzhauer Is Bad for 'Jeopardy!' (Column)

    James Holzhauer, who is closing in on a million dollars of game-show winnings, is on track to become the most successful “Jeopardy!” contestant of all time. And he’s become such a dominant force that a historic run has come to seem, as television, boring. Over the course of thirteen episodes and counting, Holzhauer’s methods and [...]

  • Joe Ianniello

    CBS Suspends CEO Search, Extends Ianniello in Role Through 2019

    CBS Corp. said it would suspend the months-long search it has conducted for a new leader for the company since the departure of Leslie Moonves and would instead extend the tenure of its acting chief, Joseph Ianniello, through the end of 2019. “Joe has demonstrated exceptional leadership during this time of unprecedented transition at CBS. [...]

  • Wanda Sykes Silicon Valleywood

    Wanda Sykes on Doing Business With Netflix: 'They Moved That Comma'

    MENLO PARK, Calif. — Wanda Sykes wears a lot of hats as a comedian, writer, producer and entrepreneur, and that gives her a keen sense of the ever-growing content marketplace. She also has a very clear understanding of what she’s worth in dollars and cents, as she shared Tuesday in her Q&A at Variety’s Silicon [...]

  • Jenna Hager Hoda Kotb

    NBC News Sets Joanne LaMarca as EP, 'Today' Fourth Hour

    Just after NBC News recalibrated the fourth our of its daytime “Today” program, it has named a new executive producer to oversee the show. Joanne LaMarca, a longtime “Today” staffer who left NBC News in 2017 after a long run, will return as the new head of the 10 a.m. hour that is now led by [...]

  • Adam McKay photogrpahed at the PMC

    HBO to Team With Adam McKay on Scripted Showtime Lakers Series

    HBO is bringing the Showtime Lakers to the scripted arena with “Showtime,” Variety has confirmed. The series, which has received a pilot order at the cabler, hails from Adam McKay, who will direct. “Showtime” will be based on Jeff Pearlman’s non-fiction book “Showtime: Magic, Kareem, Riley, and the Los Angeles Lakers Dynasty of the 1980s.” “Jeff Pearlman’s [...]

  • The 100 -- "Sanctum" -- Image

    'The 100' Boss Breaks Down Season 6's New World and Theme of 'Can We Do Better?'

    When “The 100” returns for its sixth season on April 30, the CW drama will thrust its characters into a brand new world. After escaping a no-longer habitable Earth at the end of the fifth season, the characters went into cryostasis until the planet was ready for life again. One hundred and twenty-five years later, [...]

More From Our Brands

Access exclusive content