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CBS Daytime Will Stay 'Bold' and 'Beautiful'

Friday, March 25, 2005

09:26 AM PT

As of Wednesday (March 23), CBS' daytime soap "The Bold and the Beautiful" was old enough to vote, buy lottery tickets and be drafted into the army. If CBS has its way, "Bold" will stick around at least until it's old enough to drink.

On Thursday, CBS extended the broadcast rights to "The Bold and the Beautiful" for an additional five years. The move came the day after the drama, set in the high fashion world of Los Angeles, celebrated its 18th birthday.

"'The Bold and the Beautiful' is synonymous with glamour, fashion, fun and the extraordinary lives of the wealthy and misbehaved," says Barbara Bloom, senior vice president of daytime programs at CBS. "'B&B's sexy, classic storytelling is what has kept viewers coming back for nearly 18 years, and has proven to be a time-honored approach in keeping them hooked."

Created by William and Lee Phillip Bell, "Bold" averages 3.93 million viewers per day and was nominated for outstanding daytime drama series at the 2004 Daytime Emmys.

"Being No. 1 in daytime is a tremendous source of pride at CBS, and 'The Bold and the Beautiful' is certainly a major part of that success," says CBS Entertainment President Nina Tassler. "We're honored to extend our partnership with the Bell family and look forward to many more years of compelling and groundbreaking storylines."