The Television Academy has retained the PR firm Breakwhitelight for all of its public relations efforts, including the upcoming 2016 Emmy Awards.

The company, which was founded 10 years ago by former Universal Studios and Warner Bros. publicity exec Jim Yeager, has already been handling the Academy’s corporate communications strategies, including the debut last year of online voting and extensive rules changes. Other clients include Live Nation, House of Blues Entertainment, Los Angeles’ Union Station, and Grand Central Market.

Industry insiders reacted with surprise at the choice of the small PR firm to handle a major awards show, its first ever. Breakwhitelight plans to enlist the awards show production team from Rogers & Cowan, who handles the Grammys.

“The Breakwhitelight team has provided valuable insight, working with us to develop strategic communications programs that have served us well with both our membership and press,” said TV Academy president and COO Maury McIntyre. “We are grateful to the entire PMK-BNC team for all the work they have done to elevate our brand.”

PMK-BNC, which had represented the Academy for the past six years, concluded its partnership with the Academy following the 2015 Emmys.

This year’s Emmy Awards are scheduled to air on ABC in the fall; a specific date has yet to be announced. “We look forward to working with Jim and his team on making the upcoming Emmy telecast on ABC a must-see TV event,” said Kevin Brockman, EVP of global communications for Disney/ABC.

Along with support of the awards show, Breakwhitelight’s new charter includes support of the Hall of Fame, Television Academy Honors, membership events and Emmy magazine.