'Days of our Lives' Launches First-Ever Online Viewer Loyalty Program for a Daytime Drama

'Daily Rewards' Initiative Designed to Increase Viewer Frequency as TV Series Readies to Celebrate Its 40th Anniversary


Days of our Lives, NBC's popular daytime television series which celebrates its 40th anniversary in November, announced today that it is launching Days of our Lives "Daily Rewards," the first long-term online viewer rewards program for both a daytime drama and a scripted series. The Days of our Lives "Daily Rewards" program, which begins today, is designed to increase viewer frequency through reward incentives and is managed by My Sony, an interactive customer relationship division within Sony Corporation of America.

(Photo: http://www.newscom.com/cgi-bin/prnh/20051018/LATU075 )

Viewers can sign up for their free membership by going to www.nbc.com/days or www.daysofourlives.com. Each afternoon, members watch Days of our Lives, log on to "Daily Rewards" through nbc.com/days or daysofourlives.com and enter the correct answer to a question from that day's episode in order to earn valuable My Sony points. Members can easily redeem these points for substantial savings on Sony merchandise such as the latest consumer electronics, DVDs, CDs, and more. "Daily Rewards" members can also redeem points for exclusive Days of our Lives fan experiences, as well as autographed memorabilia, props, collectibles and licensed merchandise.

"We are blessed and thankful that Days of our Lives fans are some of the most fervent television viewers and online participants in the world, and this innovative program will not only help us reward that loyalty, but continue to reach new viewers in the 18-34 demographic where we have enjoyed great success," said Days of our Lives Executive Producer, Ken Corday. "We're honored to be the first daytime drama to launch an online viewer rewards initiative in conjunction with Sony Pictures Television, who are pioneers in this area."

Sony Pictures Television and the My Sony team established the first ever, long-term online viewer loyalty program in television history in March 2003 when they launched the "Wheel Watchers Club" for the popular game show Wheel of Fortune. Since its national launch, the "Wheel Watchers Club" has signed up more than two million members.

"Daily Rewards" will receive advertising and marketing support from both the studio and the network, with a media campaign consisting of broadcast, print and online advertising. Print ads will run in Us Weekly and Parenting magazine, and advertising time will be purchased nationally on cable as well as locally on broadcast stations in ten key markets. NBC will support "Daily Rewards" by running a :20 launch promo within Days of our Lives episodes for the first ten days after the initiative launches. In addition, NBC will continue to support the program with in-show promos and in-show mentions.

Days of our Lives, which premiered on November 8, 1965, is the longest-running scripted series in NBC's history. The first daytime drama to air in color, Days of our Lives is helmed and scored by Executive Producer Ken Corday, who follows in the tradition of his parents, series co-creators Betty and Ted Corday. Stephen Wyman is Co-Executive Producer and James E. Reilly is the Head Writer. Days of our Lives is produced by Corday Productions, Inc. in association with Sony Pictures Television.

Sony Pictures Television is one of the television industry's leading content providers. It produces and distributes programming in every genre, including series, telefilms, theatrical releases and family entertainment for network and cable television, as well as first-run and off-network series for syndication. With more than 25 programs on the air, SPT boasts a program slate that includes the top-rated daytime dramas and game shows, landmark off-network series, original animated series and critically acclaimed primetime dramas, comedies and telefilms. Sony Pictures Television, Advertiser Sales, is one of the premiere national advertising sales companies, handling the commercial inventory in SPT syndicated series and for high definition channels INHD and INHD2. Together, the Sony and MGM film and television libraries constitute the largest collection of its kind in the world. SPT (www.sonypicturestelevision.com) is a Sony Pictures Entertainment company.

My Sony (www.my.sony.com) is an interactive customer relationship initiative designed to encourage customers to develop a broad and deep, lasting relationship with Sony and its business divisions. By rewarding customers for interacting with the various Sony Companies, My Sony utilizes the member information to create new product offerings and services. In the U.S., My Sony is a division of Sony Corporation of America.

To learn more about Days of our Lives "Daily Rewards," log on to daysofourlives.com.

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20051018/LATU075
AP Archive: http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com

SOURCE: Sony Pictures Television

CONTACT: Bryan Byrd of Sony Pictures Television, +1-310-244-3792,
bryan_byrd@spe.sony.com; or Andea McKinnon of Days of Our Lives,
+1-818-840-2810, AMcKinnon@dool.net

Web site: http://www.sonypicturestelevision.com/

Web site: http://www.my.sony.com/

Web site: http://www.nbc.com/days