TV Academy Dances With Digital

Looking to expand its presence in alternative platforms, the Academy of Television Arts & Sciences has created a position for a vice president of digital and named Maury McIntyre to the post.

McIntyre, who most recently served as programming and editorial veep at Disney Interactive, will oversee the TV Academy’s digital strategy on multiple platforms, including such websites as emmys.com and emmys.tv. Marketing and social media will be key, along with improving the online distribution of Academy-generated content.

“I think my main purview is to translate the Emmy brand and the Academy into the digital space,” McIntyre told Variety, “to really make sure we are maximizing our profile.”

McIntyre will also have a role in generating revenue: exploring, as he cited as an example, how the Academy can “maximize opportunities for our sponsors.”

At Disney Interactive, McIntyre oversaw content and development for more than 60 sites, helping deliver increased online traffic and engagement. He has also had senior leadership roles in brand marketing and franchise development at Tokyopop and Twentieth Century Fox.

Maury has an amazing track record of success in the digital space and is the perfect executive to lead the Academy’s continued digital development and drive our Emmy and Academy brands through multiple platforms,” said Academy COO Alan Perris.

Though the Acad itself has honored interactive media for a decade and welcomed digital programming into the Primetime Emmys for half that period, this could be a particularly big year for the intersection of online content and the Academy, thanks to the entry of such programs as “House of Cards” and “Arrested Development.”

With more of its membership and non-member audience watching online programming each year and growing increasingly accustomed to that delivery system, it becomes increasingly important for the Academy to provide its own content online — from livestreams of events to archived historical interviews.

“I think this is just an evolution in the path that the Academy has been taking,” McIntyre said. “They’ve been kind of hard and heavy with the interactive space for the past 10 years.”

“We definitely have to take care of the basics, and then we can see where we want to go. There’s a lot of opportunity for content creation that we can be sharing with general public.”

More TV

  • Tryion Lannister Game of Thrones Episode

    'Game of Thrones' Season 8 Episode 2 Leaks

    The second episode of “Game of Thrones'” final season has leaked online ahead of its Sunday night debut. Fear not, “Thrones” fans: though the internet is dark and full of spoilers, this post is free of any details from Season 8 episode 2. Rumblings of a leak began on the “Game of Thrones” Reddit and [...]

  • Contract Placeholder Business WGA ATA Agent

    Signs of Solidarity and Strain Emerge as Week 2 of WGA-Talent Agency Standoff Begins

    Hundreds of WGA members rallied solidly behind their union last week as the industry grappled with uncertainties spurred by the sudden break between writers and their talent agency representatives. But as the standoff heads into its second week, signs of strain among some WGA members are beginning to emerge. Shalom Auslander, author and creator of [...]

  • Jon Snow Arya Stark Game of

    'Game of Thrones' Final Season Vegas Odds Reveal Wild Theories

    With “Game of Thrones” hype at an all-time high, Las Vegas may be raking in as much money as the Iron Bank. HBO’s fantasy masterpiece has seized the gambling world’s attention nearly as much as the Super Bowl or Kentucky Derby. Fans spew countless theories on social media, such as which characters will be axed [...]

  • FX's 'Snowfall' Panel TCA Winter Press

    John Singleton Hospitalized After Suffering Stroke

    UPDATED with statements from John Singleton’s family and FX Networks John Singleton, the Oscar nominated director and writer of “Boyz N’ the Hood,” has suffered a stroke. Sources confirm to Variety that Singleton checked himself into the hospital earlier this week after experiencing pain in his leg. The stroke has been characterized by doctors as [...]

  • Adam Lambert, of Queen, performs at

    Adam Lambert Back to 'Idol' to Mentor Finalists Through Queen's Catalog

    Adam Lambert famously launched his career on “American Idol” a decade ago performing a brilliant audition of Queen’s “Bohemian Rhapsody.” He wrapped that amazing eighth season performing with the band on the season finale, and years later earned his current spot as the front man touring as Queen + Adam Lambert. On April 28, Lambert comes full circle as he steps [...]

  • Lily Tomlin SAG Lifetime Acheivement Award

    TV News Roundup: Netflix's 'Laugh-In' 50th Anniversary Tribute Sets Premiere Date

    In today’s TV News roundup, Netflix sets the premiere date for its 50th anniversary special of “Laugh-In.” DATES “Laugh-In: The Stars Celebrate,” the 50th anniversary tribute to the original series by Dan Rowan and Dick Martin, will premiere on Netflix on May 14. The special, which was taped at the Dolby Theater in Hollywood, pays [...]

  • Texas Tech's Norense Odiase (32) shoots

    Live+3 Ratings for Week of April 8: NCAA Championship Game Dunks on Competition

    The final of the 2019 NCAA basketball tournament, in which Virginia triumphed over a spirited Texas Tech team, unsurprisingly finished way out in front in the Live+3 ratings for the week of April 8. Although the sports broadcast’s scripted competition made some gains, its 5.4 ratings still more than doubled that of “Grey’s Anatomy” in [...]

More From Our Brands

Access exclusive content