Days of our Lives, NBC's popular daytime television series, 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 fans watching through reward incentives and is managed by My Sony, an interactive customer relationship division within Sony Corporation of America.

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," says Days of our Lives Executive Producer, Ken Corday.

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.