With Emmys shift, music's big night might consider going live
Now that the Emmys has embraced the live-on-both-coasts skedding plan, are the Grammys the next to go that route?For the first time in decades, Sunday’s three-hour Emmycast on NBC aired live on the West Coast at 5 p.m. and was immediately rebroadcast in primetime. NBC did the same thing in January with the Golden Globe Awards. In both cases, ratings held up despite the earlier airing in the West. (The Oscars have long aired live on both coasts.) The experiments with the Emmys and Golden Globes beg the question: In an age of Twitter, Facebook, live blogging and instant analysis of winners and losers, does it make sense for networks to tape delay its most high-profile events? Neither CBS nor the Recording Academy chose to comment on the possibility of a shift for the February Grammycast. The Grammys are one of the biggest draws for the Eye and having the show air both live and repeated could make good business sense from an ad standpoint. The most recent edition, which included buzzed about perfs by Lady Gaga and Pink, drew 25.8 million viewers — a 35% increase from the year before. One issue that may complicate matters with the Grammys is that, unlike the Globes and Emmys, music’s biggest night often stretches three and a half hours, which means the repeat telecast might not start until 8:30 p.m. That would push back local news, which would deprive local stations of a big lead-in for a late newscast in its regular time slot. The Tonys, also a longtime CBS staple, have always delayed its telecast for West Coast viewers, but viewership of the Tonys is much lighter than other kudocasts. Also, the show is already East Coast-centric, as even a showcase for Broadway’s best still aren’t a huge draw for West Coasters.
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