NBC has picked up daytime drama “Days of our Lives” for its 45th season, keeping the long-running show on the network through the 2010-11 television season. Despite the cancellation of other soaps, especially on CBS, the network said Days has shown year-to-year increases in key female demographics. It first premiered as a half-hour drama in 1965 and expanded to an hour 10 years later. It’s currently tied for #2 for the season among all daytime dramas in women 18-49 and women 18-34. Through 25 weeks of the 2009-10 season, Days is averaging 3.3 million viewers, its highest average at this point in the season in three years and a 10% increase over its audience of one year ago, according to Nielsen Media Research. Days of our Lives is produced by Corday Productions in association with Sony Pictures Television.
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