Like sands through the hourglass, time is running out for two of New Zealand's longest-running soaps.
But plans by Television New Zealand to stop screening afternoon dramas Days of Our Lives and The Young and the Restless are not going down well with fans.
Both shows are scheduled for termination at the end of next month.
Dannevirke retail manager Lorraine Scott-Wilson, who goes home most lunchtimes to catch the scandalous goings-on in Genoa City, says she became hooked on The Young and the Restless as a young mother 30-odd years ago.
Mrs Scott-Wilson (64) is trying to drum up support on online community forums and has been seeking advice from fans who campaigned to keep Coronation Street when it was threatened.
She has also contacted Sky Television to see if it would be interested in picking up the shows. It is not.
Other fans have also started Facebook campaigns to save the serials.
TVNZ spokeswoman Megan Richards said the shows had been on air for decades, but ratings had been dropping.
"We can no longer justify the cost of buying it... Let's face it: 30 years is a tremendous run."
Ms Richards said she would not talk about exact ratings or costs, for commercial reasons.
"We understand that there are faithful fans that have been watching for some considerable amount of time, but there are also those that are saying to us they would appreciate something fresh after such a long period."
She would not say if replacement shows had yet been selected.
Mrs Scott-Wilson said she would continue to fight for her soaps, because they knew the art of romance and how to tell a great story.
"It takes you away from your trials and tribulations. OK, you don't remember what was in it five minutes after it's finished, but it's great fun.
"Some of the characters irritate me ... but they pick up on topical subjects. At the moment it's drink-driving."
They also added a touch of glamour to lunchtimes and offered a little eye candy to boot, she said. "You sit there and think, 'I'd love that dress.' There's some real dishes there, too."
Elderly people would get "the shock of their lives" when the shows stopped, she said.
