When the National Academy of Television Arts & Sciences announced last month that it will award a new category of the Emmy Awards for original programming created specifically for non-traditional viewing platforms, it was overwhelmed by response from the creative community. Following the avalanche of requests from broadband and mobile content producers, The National Television Academy has decided to move up the introduction of the award by re-opening the eligibility period and the entry period for the 33rd Daytime Emmy Awards specifically for the new category, the Emmy Award for Outstanding Achievement in Content for Non-Traditional Delivery Platforms.
After we made our announcement, we heard from so many content producers about so many exciting projects, said Peter Price, president, National Television Academy, that we really wanted to take the opportunity as soon as possible to recognize their achievements in video platforms previously not eligible for an Emmy. This new Emmy will be first presented at 33rd Annual Daytime Emmy Awards to be telecast live on ABC on April 28, 2006.
Previously, the National Television Academy announced that this new Emmy would first be presented at the 27th Annual Sports Emmy Awards in May 2006.
This new Emmy, while a part of the Daytime Emmy Awards, really is our general entertainment category, explained Price, and since the digital world is not guided by traditional definitions, like dayparts, this is our way of recognizing entertainment video content that can be seen anywhere, anytime. It will mark the first time the National Television Academy has recognized original programs created specifically for new media platforms. Ours is a leadership role that will support and encourage excellence and creativity in these emerging media.
The deadline for entries for this new Emmy alone will be March 1, 2006; the entry application is available on the Academys website, www.emmyonline.tv. Entertainment video content distributed from Jan. 1, 2005-March 1, 2006 will be eligible for consideration. All entries must be original programming, not repurposed, which was created for and first distributed in the U.S. market. A panel of media professionals selected by the National Television Academy will judge the entries. The deadline for entry submissions for the other categories for 33rd Annual Daytime Emmy Awards was Nov. 11.
The National Television Academys National Awards Committee designed the entry rules for The Emmy for Outstanding Achievement in Content for Non-Traditional Delivery Platforms. Entries for this award must be original material made-for-broadband or made-for-mobile. These platforms include video blogs, website programs, including journalistic reporting, event coverage or event analysis, mobisodes (short episodics created for mobile devices), video-on-demand and other video delivered over an IP network or platform such as wireless, broadband or VOD. Entries can not be material originally produced for television viewing and then repurposed for the new media. Entries will only be accepted on DVD and must not exceed 20 minutes in length.
The new Emmy was proposed by the Academys National Awards Committee at its October meeting, and approved by its Board of Trustees, in response to the burgeoning number of individuals and companies announcing plans to produce original programming for these media.
