ATAS outlines ad Emmy rules

The Academy of Television Arts & Sciences on Friday announced rules and regulations governing its new Outstanding Commercial Primetime Emmy Award that will be presented for the first time during the non-televised creative arts portion of the 49th Annual Primetime Emmys in September.

A “must-give” award that will be presented annually, the Commercial Emmy was voted in last year by the Acad-emy Board of Governors.

Commercials submitted for the award are required to have been produced originally for TV and, to be eligible for this year’s competition, shown between June 1, 1996, and May 31, 1997. They also must have been telecast in primetime to at least 51% of the total potential U.S. TV audience during the eligibility period.

Two Commercial Emmy statuettes will be awarded to the single winner in the category: one to the production company that made the commercial and the other to the ad agency that created the commercial. Other qualified members of the creative teams will receive ATAS certificates.

Submissions of one version of any 30-second to 120-second commercial may be entered through any ad agency or production company accompanied by a $200 fee per entry. They must be on ¾-inch videotape with time code on address track required at time of entry.

Nominations will be announced in July.

Entry applications are available by writing ATAS Awards Dept., 5220 Lankershim Blvd., N. Hollywood, CA 91604; phone: (818) 754-2800.

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