--Emmys Recognize Use of New Media Technology in Advertising
The National Academy of Television Arts & Sciences says that it will add two new Technology & Engineering Emmy Award categories that will recognize the use of Advanced Media Technology in Advertising. (Note: the New York-based National Academy is one of two organizations behind the US television industry's annual Emmy Awards--the other is the Los Angeles-based Academy of Television Arts & Sciences. Both organizations have, for some time now, given out Emmy Awards for interactive television; the Academy of Television Arts & Sciences' ITV Emmys are for creative achievement while the National Academy's Emmys are technology-focused.) One of the new awards--which are officially for "outstanding innovation and achievement in Advance Media Technology for best use by commercials"--will recognize use of personal media display and presentation technology in advertising, while the other will recognize use of non-traditional platforms, including broadband, the Internet, VOD, and computer-based media players that are not personal media devices.
In order to accommodate the new categories, the deadline for submitting entries in all nine categories of the Advanced Media Technology Emmy Awards has been extended to September 22nd. The Advanced Media Technology awards will be presented during the opening night (January 8th) of the 2007 Consumer Electronics Show in Las Vegas. This year, the Advanced Media Technology Emmys will include awards in three new categories in addition to the new advertising categories: 1) for creative work developed for the presentation of content on portable devices used for an "audience of one" experience, such as mobile phones and personal media players; 2) for best use of on-demand technology over private networks (i.e. not the Internet), including cable networks, set-top boxes, DVR, cable VOD and IPTV; and 3) for best use of on-demand technology over the public Internet, including broadband technology, IP video, downloading services (such as iTunes) and computer-based media players. Products and services submitted for the awards must have been made available to the US public between May 1st, 2005 and April 30th, 2006.
This article was originally published on August 9, 2006 within the [itvt] newsletter.
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