NBC Renews Days of Our Lives for 2010-2011 TV Season


Days of Our Lives has been renewed for a 45th season, which will run on NBC through 2011, the network announced Friday.


"The producers, cast and crew have worked tirelessly to make Days the ratings success it is today," Bruce Evans, NBC's senior vice president of drama programming, said in a statement. "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."


The series will officially celebrate its 45th anniversary on Nov. 8.


Days of Our Lives' renewal comes at an increasingly difficult time for daytime soaps. CBS axed Guiding Light in April of 2009 after 72 years, and As the World Turns, the current longest-running soap, will bow out this September.


Days, however, has not been immune to such issues. In November of 2008, longtime stars Deidre Hall and Drake Hogestyn were fired as part of cost-cutting measures to keep the show on the air.


The series currently averages 3.3 million viewers and has seen its audience increase by 10 percent in the last year, the network said.


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