McIntyre, who most recently served as programming and editorial veep at Disney Interactive, will oversee the TV Academy’s digital strategy on multiple platforms, including such websites as emmys.com and emmys.tv. Marketing and social media will be key, along with improving the online distribution of Academy-generated content.
“I think my main purview is to translate the Emmy brand and the Academy into the digital space,” McIntyre told Variety, “to really make sure we are maximizing our profile.”
McIntyre will also have a role in generating revenue: exploring, as he cited as an example, how the Academy can “maximize opportunities for our sponsors.”
At Disney Interactive, McIntyre oversaw content and development for more than 60 sites, helping deliver increased online traffic and engagement. He has also had senior leadership roles in brand marketing and franchise development at Tokyopop and Twentieth Century Fox.
“Maury has an amazing track record of success in the digital space and is the perfect executive to lead the Academy’s continued digital development and drive our Emmy and Academy brands through multiple platforms,” said Academy COO Alan Perris.
Though the Acad itself has honored interactive media for a decade and welcomed digital programming into the Primetime Emmys for half that period, this could be a particularly big year for the intersection of online content and the Academy, thanks to the entry of such programs as “House of Cards” and “Arrested Development.”
With more of its membership and non-member audience watching online programming each year and growing increasingly accustomed to that delivery system, it becomes increasingly important for the Academy to provide its own content online — from livestreams of events to archived historical interviews.
“I think this is just an evolution in the path that the Academy has been taking,” McIntyre said. “They’ve been kind of hard and heavy with the interactive space for the past 10 years.”
“We definitely have to take care of the basics, and then we can see where we want to go. There’s a lot of opportunity for content creation that we can be sharing with general public.”