Emmy screeners go to iPod, iPhone

Academy voters get mobile Showtime fare

After leading the charge to put Emmy screeners online, Showtime will show off its wares to TV Academy voters this year on both the iPhone and the iPodTouch.

Emmy voters with the Apple mobile devices will be able to screen full episodes of Showtime series including “Dexter,” “Weeds” and “United States of Tara” simply by entering a passcode.

“It’s just another option for those TV Academy members who want to see product any time and any place,” said Richard Licata, Showtime’s exec VP of corporate communications and the architect behind the pay cabler’s Emmy campaigning.

Licata said the channel already saved “tens of thousands of dollars” last year when it shelved its DVD screeners and partnered with Internet video provider Brightcove to post its Emmy hopefuls online. The TV Academy followed suit, inviting TV networks to post contenders on its site for a fee.

For those voters wishing to view screeners the old-fashioned way, Showtime just sent out a mailer to all TV Acad members that includes four DVDs full of select episodes.

Showtime has set trends in the past with its Emmy campaigns; the net was the first to send out an entire season of episodes to TV Academy members with “Huff” in 2005. And last year’s campaign repped the first time any network posted via the Internet an entire season’s worth of episodes for Emmy voters.

“Dexter” had five Emmy nominations last year, including dramatic series.

Showtime once again plans to offer perusal of its wares on the password-protected website sho.com/foryourconsideration.

Asked whether Showtime officials were concerned about Emmy voters viewing their series on screens even smaller than computer monitors, Licata said: “I don’t think the creative is compromised in this way. It’s just another avenue for people to explore. They can watch two or three minutes of an episode on an iPhone, and they can at least decide if they like the show.”

The pay cabler has partnered with third-party mobile application developer Transpera to enable the service.

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