Significant daytime television news: Days of Our Lives will move from NBC to Peacock.
Beginning on September 12, Peacock will serve as the sudser’s exclusive residence. The sudser has already created two spinoffs for the Beyond Salem platform. The 58-time Emmy Award-winning drama will make its daily debut on Peacock for the first time ever, with the entire back catalogue already available to stream for Peacock Premium customers.
1965 Saw the debut of DOOL on NBC.
With NBC News Daily, which will “deliver signature world-class reporting and breaking news coverage in a first-of-its-kind, live in most markets mid-day news offering,” NBC will fill the DOOL slot. The hour-long show will have “up-to-the-minute national and international news, with the opportunity for NBC stations to add local news,” and will be hosted by Kate Snow, Aaron Gilchrist, Vicky Nguyen, and Morgan Radford.
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Additionally, Peacock and NBC News NOW will both carry NBC News Daily at the same time.
According to Mark Lazarus, Chairman, NBCUniversal Television and Streaming, “This programming change benefits both Peacock and NBC and is representative of our broader approach to utilize our portfolio to optimize reach and increase engagement with viewers.” Since a significant portion of the “Days of Our Lives” audience already watches the show online, this decision allows us to grow the show’s devoted fan base on streaming services while also improving the network’s daytime programming for partners and viewers.
Daytime dramas on broadcast networks are slowly but (unfortunately) inevitably dying out. There were once several soap operas on the Big Three networks, but there are now only four. Once ABC cancelled One Life to Live and All My Children in 2011, it appeared as though the bleeding had stopped. (And unfortunately, despite Prospect Park’s efforts to preserve those performances by making them available online, the deals fell through.) The success of the soap operas on ABC, CBS, and NBC continued for more than ten years. DOOL even succeeded in growing the franchise by launching the Beyond Salem offshoot on Peacock. Up to this point, it appeared that the events in Salem could be covered by both Peacock and NBC.
1.8 million viewers and women 18-49 rated DOOL as the least popular daytime drama for the entire season (.3 rating). Only three daytime soaps will air on ABC and CBS as a result of DOOL’s move to streaming services: General Hospital, The Young and the Restless, and The Bold and the Beautiful. With 3.7 million viewers, Y&R continues to be the most popular daytime soap opera, followed by Bold and GH.
The Daytime Emmys’ sponsor, the National Academy of Television Arts and Sciences, made an effort to spin the news favorably. “Daytime as we know it is now anytime, on any device,” stated President and CEO Adam Sharp of the move of Days Of Our Lives from NBC to Peacock. This pattern served as the driving force behind the Daytime Emmys’ realignment to a genre-based rather than daypart-based focus. Although they are no longer restricted to a single linear broadcast at a set time of day, viewers are nonetheless involved in the genre. The expanding Salem world is expected to continue to thrive in our competition and on our Emmy stage, according to NATAS.
