The Paley Center for Media’s TV kudos won’t launch until 2012 — but the org could give its Emmy rival a test drive next year.
As Daily Variety first reported last month, the Paley Center has targeted May 2012 for its inaugural TV awards show (Daily Variety, Aug. 24). But the org said it may also “introduce one or more of its new awards” during Paley’s 2011 gala fundraiser in New York.
Paley Center declined comment on what awards it might try out next year — whether an outstanding series kudo or more of an individual achievement award.
But such a trial run will allow Paley to test out its awards methodology — which is being developed from scratch — and also give the org a chance to test industry and public reaction to its winners.
The Paley’s 2011 New York gala will also rep the event’s last time in that form; in 2012, the gala will be folded into the Paley awards show.
Paley’s awards committee, formed in March, consists of Steve Mosko, president of Sony Pictures Television; Tony Vinciquerra, chairman and CEO of the Fox Networks Group; and Dick Lippin, chairman and chief executive of the Lippin Group.
Paley prexy/CEO Pat Mitchell confirmed the launch plans Wednesday.
“We believe the awards committee has made significant progress in identifying the ways to achieve our objectives, and we will continue to carefully refine our plans to leverage those assets as we further define the nominations process, voting, judging and award categories in the months ahead,” Mitchell said.
The Paley Center hasn’t yet announced a TV deal for the show. “We have already received considerable interest from television networks and advertisers, and now that we have announced the time and location of our first show, we will begin right away to translate this interest into substantive discussions,” Mosko said.
Paley said the May date was picked to coincide with the network upfront presentations, when execs and several stars are already in Gotham. The networks have cut back on bringing stars — particularly on returning shows — to their presentations, but this may force them and studios to reverse that trend.
“The networks, advertisers and much of the top talent will already be in New York at that time and this venue should make it easier for top talent and industry leaders to participate in the show,” Vinciquerra said.