"Like sands through the hourglass, so are the Days of our Lives." For over one-third of a century, those words have introduced and underscored one of daytime drama's rare mainstays. NBC's "Days of our Lives," which turned 40 this November, first premiered as a half-hour drama in 1965 and expanded to an hour 10 years later. Today, it remains a consistent favorite among viewers of daytime television serials.

In its 40 years, "Days of our Lives" has generated numerous Emmy Awards and nominations, as well as multiple "Soap Opera Digest" and "People's Choice" Awards. The show's success derives from its consistent commitment to excellence in writing and storytelling - supported by a diverse ensemble of performers - and an uncanny knack for anticipating viewer interests. From demonic possessions and serial killers to genre traditions such as baby switches, amnesia and classic love triangles, "Days of our Lives" remains a perennial favorite among viewers of all ages.

"Days of our Lives" is set in the fictitious Midwestern town of Salem. The core families are the Hortons and Bradys, and the multi-layered storylines involve elements of romance, adventure, mystery, comedy and drama. Original cast member Frances Reid continues to star as Alice Horton.

"Days of our Lives" is produced by Corday Productions Inc. in association with Sony Pictures Television. Executive producer, Ken Corday, is following in the tradition of his parents, Betty and Ted Corday, who co-created "Days of our Lives" and helmed the series for many years. Stephen Wyman is also Co-Executive Producer. James Reilly is the headwriter.