Awards show set for Aug. 30 at Orpheum

For the first time in the 36-year history of the kudos, the Daytime Emmy Awards will air not on a Big Three net but on the CW (Daily Variety, March 26).

The National Academy of TV Arts & Sciences made it official on Tuesday, announcing that the kudos will take place on Sunday, Aug. 30, at downtown Los Angeles’ Orpheum Theater.

Associated Television Intl. will produce the broadcast, while MGM Worldwide Television has signed on as the U.S. distributor.

The Daytime Emmys will preempt CW’s MGM-distribbed movie package for the night (hence MGM’s involvement). It’s believed that CW isn’t paying a traditional license fee for the Daytime Emmys but instead has acquired the telecast through an unusual advertising arrangement with NATAS, ATI and MGM.

The kudocast almost didn’t make it to air at all this year: CBS had the option to air this year’s show but passed. ABC, which aired the Daytime Emmys last year and had been rotating with the Eye since 2004 (when NBC dropped out), opted not to step in and take it over.

Last year, the Daytime Emmys posted its lowest rating yet, attracting just 5.4 million viewers and a 1.2 rating/4 share in adults 18-49.

After CBS and ABC passed, rumors had floated that NATAS might move the telecast back to the afternoon — where the show got its start — or even turn it into a webcast. Several cable networks were also discussed.

The kudocast, which reps the first major awards franchise to land on the CW, skews older than the net’s core audience, but it does attract mostly women — and will air right before the launch of the net’s fall schedule, giving the CW a targeted, if small, promo platform.

Schedule change means the Daytime Emmys will now take place smack in the middle of Primetime Emmy season. The Primetime Emmys are administered by NATAS’ West Coast rival, the Academy of TV Arts & Sciences.

The Daytime Emmys will actually take place the very next night after ATAS throws its annual Los Angeles Area Emmy Awards show — marking quite possibly the first time two major Emmy events will have taken place on the same weekend. (The Primetime Emmy Creative Arts Awards are set for Sept. 12, while the Primetime Emmy kudocast, which will be on CBS this year, airs Sept. 20.)

ATI prexy David McKenzie is set to exec produce the show with Paul Sharratt.

Nominations for this year’s Daytime Emmys are set to be announced on May 14 during NBC’s fourth hour of the “Today” show, hosted by Kathie Lee Gifford and Hoda Kotb. Beyond the traditional awards, public television’s “Sesame Street” is set to be honored with this year’s lifetime achievement award in recognition of the kids series’ 40th anniversary.

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