DirecTV helps ‘Lights’ Emmy campaign

Pact with NBC means win or nom benefits both

Being a partner on “Friday Night Lights” with NBC means DirecTV not only ponies up for production costs but an Emmy campaign as well.

With the critically beloved series having the first run of its third season on the satellite provider’s 101 Network, DirecTV is working with the Peacock to help provide coin to drum up awards chatter.

“I’ve talked to Ben (NBC Entertainment co-chair Ben Silverman), and we’re both going to support it,” says DirecTV entertainment topper Eric Shanks. “An Emmy would be validation for us for being part of a show that so deserves it, but that’s not why we do it.”

DirecTV would use an Emmy win or nom to promote the series to its current subscribers and attract new subscribers.

After long discussions, DirecTV committed to 13-episode orders for seasons four and five of “Lights.” Shanks expects season four to begin airing by the end of October.

Neither the show nor any of the actors were Emmy nominated for the first two seasons. Casting directors Linda Lowy, John Brace and Beth Sepko have been nominated twice — winning the first time out — and creator Peter Berg was nommed for his direction of the pilot.