WB running ‘Rings’ around Emmycast

Days after the Emmys once again virtually shut out the WB, the network has decided to counterprogram this year’s ceremony by airing the broadcast premiere of “The Lord of the Rings: The Two Towers.” The movie will air Sunday, Sept. 18, from 7-11 p.m., directly opposite CBS’ award show. The movie could snag some younger eyeballs away, but it’s unlikely to make a huge dent in the Emmy ratings, especially given the hype surrounding the show this year thanks to “Desperate Housewives” and “Lost.” WB Entertainment president David Janollari laughed off the suggestion that the “Two Towers” scheduling was in retaliation for the lack of Emmy love. Instead, he said the network was driven by a desire to air the film on a single night rather than over two evenings. “It will take on much more of an event status for us,” he said.

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