SoapNet Brings Days to Nights

Think SoapNet is strictly a repurposing vehicle for ABC’s popular daytime soaps? Wash out your mouth. Starting March 15, NBC’s Days of Our Lives, the top daytime drama among women 18 to 34, joins SoapNet’s lineup. A multiyear deal puts same-day episodes of the popular series on at 7 p.m., followed by a Sunday night marathon; SoapNet can also cherry-pick older episodes from the soap’s 38-year history for stunts and specials. The arrival of the Hortons, Bradys and their respective friends, lovers and enemies marks a watershed moment, says the network’s general manager, Deborah Blackwell. "Our big vision has always been more than ABC repurposing, and that it would be strategic for us to acquire a non-ABC soap. So this is a real game-changer," she says. "Not only are we now inviting NBC fans into the network, we’re hoping this will open the door for further acquisitions. It also sets an important precedent for us with [Days co-producer] Sony and the NBC affiliates." All episodes of next week’s SoapTalk will feature Days stars, with future joint marketing and promotions planned. Meanwhile, Blackwell and her team are busy strategizing other platforms such as SVOD to bring her newly solidified lineup to an even wider audience. "Like sands through the hourglass," the possibilities for this burgeoning network-now in 36.2 million homes, up 25% since February 2003-are endless.