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NBC, CBS Pitch Emmy Considerations on the Web

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Jun 15, 2006 

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Sarah Novotny  |

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NBC, CBS Pitch Emmy Considerations on the Web

While viewing and voting for Emmy Award winners online might be years away, globeandmail.com has announced that networks are currently moving their nominating campaigns for their shows to the Internet. In conjunction with the traditional route of sending DVDs to industry insiders, NBC and CBS are offering online episodes to more readily grab the voters’ attention.

While ABC was the first network to sell downloads of its shows on the iTunes music and video store in October, it appears to be absent from this recent Web-based promotion. NBC Universal has currently launched the highest-profile online Emmy campaign with a coded gift card glued to the cover of Variety magazine that allows viewers to download an Office episode from the iTunes store for free.

According to NBC spokesman Curt King, the promotion was developed in light of the fact that the show’s ratings increased after NBC began to sell it online. The Apprentice similarly has an advertisement in a trade publication announcing the website where viewers can watch an episode from its fourth season.
For some of their shows, networks are entirely eschewing the mailing of DVDs to members of the Academy of Television Arts and Sciences. CBS’s various CSI programs and an episode of NBC’s The Biggest Loser can be viewed only on the Web. The simplicity of the online campaigns seems to be their biggest draw. “These DVDs pile up in Emmy voters’ households,” CBS spokesman Chris Ender said. “This way, you don’t have to open any boxes. It’s just point, click, watch.”

Tags: campaigns, CBS, emmy_awards and NBC

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