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March 10, 2010

Call for Entries: Primetime Emmy for Interactive Media

Deadline to submit entries for the Primetime Emmy Award for Outstanding Creative Achievement in Interactive Media is April 30, 2010

The Academy of Television Arts & Sciences Interactive Media Peer Group has announced its April deadline for entries in the 62nd Primetime Emmy® Awards competition for Outstanding Creative Achievement in Interactive Media. "As interactive media continues to play an increasing larger role in the television industry, it only strengthens the relevance and importance of this award," said Geoff Katz, Interactive Media Peer Group Co-Governor. "Each year the entries in this category include extremely smart, creative and entertaining examples of how television programming is becoming interactive. This is the Television Academy's opportunity to recognize and celebrate the most innovative and creative work being done by our peers." "The Television Academy is committed to recognizing excellence in the interactive elements of programming originally created for broadcast, cable, satellite, broadband and mobile distribution," added Interactive Media Peer Group Co-Governor Lori Schwartz. "This award is a testament to the Academy's vision and mission of advancing the art and science of television." Get instructions for submitting entries online, for both the Fiction and Nonfiction areas of competition of this award, at emmys.com/interactive. Submission Eligibility Period: June 1, 2009 through May 31, 2010 This year's Primetime Emmy Award for Interactive Media honors creative excellence in interactive programs or series that were commercially deployed between June 1, 2009, and May 31, 2010. Submission Deadline: April 30, 2010 The deadline for submitting an online entry form is April 30, 2010. Areas of Competition The 2009-10 awards will recognize excellence in two areas of competition: Outstanding Creative Achievement in Interactive Media: Fiction This award will go to outstanding fiction-based interactive programs or series presenting opportunities for audience engagement. Content beyond passive, linear television viewing will be considered, including programming that provides access to additional information, extends plots or characters into interactive, cross-media environments, or contains elements facilitating individual or community participation. Eligible entries in this area of competition include the interactive media components of a Drama Program or Series; Comedy Program or Series; and Made-for-Television Movie, Miniseries or Dramatic Special. Outstanding Creative Achievement in Interactive Media: Nonfiction This award recognizes overall creative excellence in the interactive media components of nonfiction-based programs or series. Interactive media presents opportunities for audience engagement extending beyond the passive, linear traditional television viewing experience. Entrants will be considered according to a variety of factors, including providing access to additional information, interaction with stars and personalities, or offering elements permitting viewers to interact and potentially impact the action on screen. Eligible entries in this area of competition include the interactive media components of a Reality Program or Series; Reality Competition Program or Series; Variety Comedy or Music Program or Series; or Non-fiction Program or Series. The Interactive Media Peer Group at large will select the 2010 Primetime Emmy Award Nominees from all eligible entries. A Blue Ribbon Panel of leading figures in the Television Academy's Interactive Media Peer Group then will evaluate the Nominees in both areas of competition and their vote will determine who will receive the 2010 Primetime Emmy Awards for Outstanding Creative Achievement in Interactive Media. Specific requirements for each area of competition, plus additional entry and eligibility information, can be found here at emmys.com/interactive. The Interactive Media Peer Group was created ten years ago to acknowledge the changing landscape of television. Specifically, the peer group recognizes that audiences are increasingly engaged in the television viewing experience through interactive features delivered via broadcast, cable, satellite, broadband and mobile networks. The Primetime Emmy Award for Interactive Media was established in 2003 to recognize emerging television programming formats, innovations by program creators and groundbreaking interactive media experiences, including participatory features that enhance and extend the traditional viewing experience. Recipients of the 2009 Primetime Emmy Award for Outstanding Creative Achievement in Interactive Media were NBC.com's "The Late Night with Jimmy Fallon Digital Experience," and ABC Entertainment Marketing, Hoodlum and Grass Skirt Production's ARG (alternate reality game) DharmaWantsYou.com "The Dharma Initiative." •

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