Talk of the demise of NBC’s long-running soap Days Of Our Lives may be premature. Though NBC Universal topper Jeff Zucker reportedly said last year that the show was unlikely to continue past 2009 when its licensing agreement expires, insiders have confirmed a report in Soap Opera Digest that the Peacock may be closing in on a new deal to keep the 43-year-old sudser in daytime for a while longer. That’d be good news for the drama’s 2.8 million fans — and the entire daytime drama genre, which has already seen the demise of Passions, Port Charles, and Another World in the last decade. The 100-day writers’ strike had the industry racked with fears that the massive work stoppage would irreparably damage the struggling soap genre. As a result, many scribes risked the wrath of the WGA by crossing the picket lines to keep soaps in originals. The union later vilified those writers after the strike was over, though many still remain in the writers’ rooms.
Though its the fifth-most watched soap in daytime, NBC’s Days is the No. 3 ranked drama among women 18-49 behind CBS’ Restless and ABC’s General Hospital.