Interactive TV Emmy coming

Area award to honor recipients with plaques

The TV academy has headed into the future, creating its first interactive TV Emmy award.

Original interactive content specifically tied into a television program will be eligible for the new kudos, which will bow at this year’s 54th Annual Primetime Emmy Awards. Eligibility examples include the online tie-in to a gamer or Internet components created in conjunction with a drama.

The interactive nod is an “area award,” which means no nominations will be announced; instead, one, more than one, or no awards will be handed out. Also, an Emmy plaque will be given, rather than a trophy.

“Because it’s so new, we wanted to get out in front and recognize interactive TV,” said academy awards VP John Leverence. “But the board felt an Emmy statuette at this stage in the game was not appropriate.”

Meanwhile, the academy has also clarified its rule on which series producers can receive trophies. Eligible producers now must be credited on at least 50% of a skein’s episodes to pick up an award. But unlike its film counterparts, the TV acad has not placed a limit on how many producers can take home a statuette.

“Those issues are ongoing. It goes back to what is a producer, how do you establish eligibility,” Leverence said. “But the academy has not come to the point of a numerical cap.”

Also, the academy opened the voting on nonfiction categories (including reality TV) to all of its members. And one of the nonfiction categories, the “special class” area, has been opened up to include any program that doesn’t fit into any other category (including primetime game shows that award prizes, which — as previously announced — will now be recognized in the primetime awards).

And the org approved a new area Emmy award for outstanding stunt coordination, and split its makeup categories into prosthetic and non-prosthetic nods.

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