NBC renews 'Days' for another season

UNIVERSAL CITY, Calif., March 19 (UPI) -- NBC says it has picked up the hit daytime drama "Days of Our Lives" for its 45th season, keeping the soap opera on the network through the 2010-11 season.

The announcement was made Friday by Marc Graboff, chairman of NBC Entertainment and Universal Media Studios. 

"'Days of our Lives' continues to be a favorite of the daytime audience and we are thrilled to keep it going through its 45th season," Graboff said in a statement. "'Days' has shown year-to-year increases in key female demographics and remains both relevant and fresh creatively."

"The producers, cast and crew have worked tirelessly to make 'Days' the ratings success it is today," added Bruce Evans, senior vice president of drama programming at NBC Entertainment. "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 daytime drama is to celebrate its 45th anniversary Nov. 8.