Big news in the day world: Days of our lives moves from NBC to Peacock.
From September 12, Peacock will become the exclusive home of the sudser, which has already produced two spin-offs for the platform called Beyond Salem. For the first time ever, all new episodes of the 58-time Emmy Award-winning drama will debut daily on Peacock, with the show’s library already available to stream to Peacock Premium subscribers.
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DOOL launched on NBC in 1965.
NBC fills the DOOL lock with NBC news daily, which promises NBC News to “provide world-class signature reporting and breaking news coverage in a first-of-its-kind, live in most markets afternoon news offering. The one-hour program will be anchored by Kate Snow, Aaron Gilchrist, Vicky Nguyen and Morgan Radford and provides “up-to-the-minute national and international news, with the option for NBC stations to add local news.”
NBC News Daily will also be streamed simultaneously on NBC News NOW and Peacock.
“This programming shift benefits both Peacock and NBC and reflects our broader strategy to use our portfolio to maximize reach and strengthen viewer engagement,” said Mark Lazarus, chairman, NBCUniversal Television and Streaming, in a statement. “With a large percentage of the ‘Days of Our Lives’ audience already watching digitally, this move allows us to build the show’s loyal fan base on streaming while also bolstering the daytime network offering with an urgent, live programming capability for partners and consumers.”
The demise of daytime dramas on broadcast networks has been slow but (unfortunately) predictable. There used to be multiple soap operas on the Big Three networks; today there are only four. For a while it seemed like the bleeding had stopped when UKTN was canceled in 2011 A life to live and All my children. (And ironically, Prospect Park tried to keep those shows alive by offering them online, but the deals didn’t work). More than a decade passed and the soap operas on UKTN, UKTN and NBC flourished, with DOOL even successfully expanding the franchise by offering the Beyond Salem Peacock spin-off. It looked like the Salem action could co-exist on Peacock and NBC — that is, until now.
Season so far, DOOL was the least watched daytime drama among viewers (1.8 million) and women aged 18 to 49 (0.3 rating). Of DOOL heading to the streamer, only three day soaps will exist on UKTN and UKTN – General Hospital, The Young and the Restless and The bald and the handsome. Y&R remains the most watched daytime soap (3.7 million), with In bold second and GH third.
The National Academy of Television Arts and Sciences, which hands out Daytime Emmys, tried to put a positive spin on the development. “The transition of Days Of Our Lives from NBC to Peacock is yet another illustration that Daytime as we know it is now always and on any device,” said President and CEO Adam Sharp. “It is this trend that motivated the recasting of the Daytime Emmys towards a genre-based focus rather than a part-time focus. Viewers remain invested in the genre, but are no longer required to have a linear broadcast at a fixed time of day. NATAS expect the expanding Salem universe to continue to thrive in our league and on our Emmy stage.”
Vulture was the first to break the news of DOOL‘s move.
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