The changing television times are like sand through the hourglass, as another long-standing viewing habit is soon to be disrupted.
“Days of Our Lives,” the daytime soap that has aired on NBC since 1965, is moving to parent company Comcast’s streaming platform Peacock on September 12.
NBC announced Wednesday that it will replace Days with NBC News Daily, a daily news show that will use anchors from its live-streaming news channel, NBC News Now.
Anchors for the program are time zone dependent as the newscast will be broadcast live across the country using the hours shown in the NBC News Live stream. The team gets stations from Morgan Radford and Vicky Nguyen or Kate Snow and Aaron Gilchrist.
The move reflects an ongoing trend in the television business, with scripted programs that have a shelf life shifting to streaming and on-demand platforms while traditional television is the domain of live news and sports.
Produced by Sony Television Pictures, Days will be available on Peacock, NBC’s parent company Comcast – instantly becoming the most prominent franchise to migrate exclusively to the platform.
Having a serial drama that has generations of fans could generate new subscriptions for Peacock, which hasn’t grown at the rate of rivals Disney+, HBO Max, and Paramount+ or been able to garner much attention.
Days of Our Lives is the final daytime drama on NBC’s schedule. ABC is down to one, General Hospital, while CBS has two, The Young and the Restless and The Bold and the Beautiful.
The genre was once the most enduring and profitable of network television, but viewership plummeted as DVR usage among consumers reached a critical mass that allowed them to watch their favorite shows any time of the day. Streaming has accelerated the decline.
Reality shows such as “The Bachelor”, which continue to be presented in a dramatic way, have also shrunk from the former fan base of soap operas.
Nevertheless, the remaining soap fans remain passionate about their programs. However, their loyalty will be tested when they are asked to pay a monthly subscription fee to continue receiving their solution.
For NBC News, the move is an expansion of the network’s offering, which includes four hours of Today and NBC Nightly News weekdays and two hours of Dateline per week during prime time.
NBC News Now has become the focal point of the breaking news department as cable channel MSNBC devotes more hours to political debate and opinion. Daily programming on NBC will introduce the streaming service and its on-air talent to new audiences.