Politics is a continuing soap opera where the drama never ends and the same story lines play out time after time, just in different ways.

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Creativity can be done within the soap genre, of course -- there are opportunities to "play with the format, (and) maybe the genre itself needs to be retooled to be more hip, " O'Neil says, pointing out that's how "Days of Our Lives" is staying afloat.

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The companies, such as Pepsi, MasterCard, and Dial soap, provide the donations and get positive marketing and interaction with their brand when consumers play.

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