NBC has renewed its long-running daytime drama Days of our Lives for a 45th season.
Pretty impressive in an era when networks have been pulling the plug on soaps left and right.
According to Deadline Hollywood, Days has shown a year-to-year increase in key female demographics, leading the network to pick it up for the 2010-2011 season. Days of our Lives is currently one of the most-watched soap opera by women in the 18-49 and 18-34 demographics, and is the second most-watched soap on the tube; nipping at the heels of CBS’ The Young & The Restless.
The show averages 3.3 million viewers.
Days of our Lives premiered in 1965 as a half-hour program and grew to an hour-long series after a decade.