×

Not satisfied with breaking the cable record for sitcom syndie purchase, Warner Bros. TV has set its sights on bagging an Emmy for “The Big Bang Theory.”

The studio is about to unleash an elaborate pop-up Emmy tubthumping mailer for the show that reproduces all of its major standing sets in such geeky detail that it’s possible to read the titles on the shelves at the comicbook store where Sheldon, Leonard and the gang like to shop. The CBS laffer has been a hit with critics but hasn’t gotten much attention yet from Emmy voters, save for a lead comedy actor nom last year for star Jim Parsons.

Warner Bros. TV hopes that the setpiece will make it hard for the Academy of Television Arts & Sciences’ roughly 16,000 voters to overlook the show’s third season. (The megabucks off-network sale that “Big Bang” landed this past weekend with TBS and key Fox O&Os probably helped convince the studio to spend big on its Emmy campaign this year.)

“We wanted a piece that would stand out — literally,” said Lisa Gregorian, exec veep of worldwide marketing for Warner Bros. TV Group.

A new entrant in the Emmy sweepstakes this year is DirecTV, which is pitching in with its own campaign for the much-loved small-town drama “Friday Night Lights” that it shares with NBC. DirecTV has financed a mailer of the show’s entire 13-episode fourth season. The odd-sized booklet containing the DVDs is designed for an oversized mailer, all in the hopes of making that envelope stand out among the dozens of Emmy-related care packages that will be hitting bizzers’ mailboxes soon.

The nominations ballot for the 62nd annual Primetime Emmy Awards will be out on June 4 and due back by June 21. Noms will be unveiled July 8.