Interactive Digital Media Programs to be Honored
Top Chef's Last Chance Kitchen, Lizzie Bennet Diaries, Oprah's Lifeclass and The Nick App Are Winners
The Academy of Television Arts & Sciences Interactive Media Peer Group Governors Lori H. Schwartz and Seth Shapiro announced today the juried winners for Creative Achievement in Interactive Media for the 65th Emmy® Awards. The honorees in this category reflect the Television Academy's commitment to recognizing, fostering and celebrating not only traditionally formatted content, but second screen experiences and cutting edge "next generation" content produced by the major studios as well as independent creators. The juried winners represent the following formats: Multiplatform Storytelling, Original Interactive Program, Social TV Experience, as well as User Experience and Visual Design.
"More than ever before, Television has become an interactive medium in which the audience has a role in driving the storytelling, participating as a fan and engaging in community and sponsorship activities," said Schwartz. Added Shapiro, "We're proud to celebrate the talent that's driving these Emmy worthy experiences in Interactive Media, and are grateful to our colleagues at the Television Academy for recognizing and honoring these achievements."
The jury process requires all category entries to be screened by a panel of professionals from the Interactive Media peer group, with the possibility of one, more than one or no entry being awarded an Emmy.
The winners listed below will be presented with their Emmys during the Creative Arts Emmy Awards on Sunday, September 15th.
Outstanding Creative Achievement In Interactive Media - Multiplatform Storytelling
Top Chef's Last Chance Kitchen • BravoTV.com • Bravo Media, Magical Elves
Bravo Production Team
Magical Elves Production Team
Bravo Digital/Social Team
Bravo Creative Team
Top Chef's award-winning linear series was expanded into a comprehensive digital "buffet" and tantalizing interactive experience for foodies with the companion Last Chance Kitchen series. This component, available on web and mobile platforms, Bravo's Now app, VOD and EST, required active input from the viewing audience, which in turn influenced and impacted events on the linear series on. Each week, as Top Chef competitors were eliminated, they got a second chance to battle that week's winner on this digital series. Fans interacted with the contestants and judges, and even got cooking themselves to determine which of the dismissed chefs would be the last one standing in the digital series and would have a chance to appear on the Top Chef finale. 52% of Top Chef's on-air audience engaged in Last Chance Kitchen and experienced the series in a collaborative way.
Outstanding Creative Achievement In Interactive Media - Original Interactive Program
The Lizzie Bennet Diaries • youtube.com/lizziebennet • Pemberley Digital
Jay Bushman, Transmedia Producer
Bernie Su, Executive Producer
Alexandra Edwards, Transmedia Editor
The Lizzie Bennet Diaries is the award-winning, record-breaking, modern multiplatform adaptation of Jane Austen's "Pride and Prejudice," based around a fictional vlog kept by Lizzie Bennet, a 24-year-old grad student with an uncertain future, a mountain of debt and her best friend Charlotte behind the camera. When the LBD began in April of 2012 with two videos a week posted at Lizzie's YouTube channel (youtube.com/lizziebennet), there were only four characters appearing on screen. Unbeknownst to the audience, several other characters were conversing with each other over social media which kicked off a rapidly coruscating expansion of the LBD storyworld. Characters that only existed on Twitter soon began appearing on camera and even started their own channels, with one of them posting song recommendations and movie check-ins a full 10 months before they were to ever appear on camera. Throughout the entire process, the LBD characters used their social media presence to interact with the audience, creating an addictive world of engagement, while driving important plot points for the main video through their separate channels.
Outstanding Creative Achievement In Interactive Media - Social TV Experience
Oprah's Lifeclass • Oprah.com/Lifeclass
The award-winning series Oprah's Lifeclass is a richly interactive, worldwide social experience for millions of students who participate in inspiring conversations with Oprah Winfrey on-air, online and via social media. For each class, Oprah is joined by a hand-picked expert, and together they interact with viewers to share principles and tools that can help people live more meaningful and fulfilling lives. Prior to the scheduled airing of Lifeclass on OWN, key influencers in the social sphere on that topic are given a sneak peek of the episode, and invited to participate in the Sunday night social dialogue. Lifeclass consistently ranks in the top ten "most social shows" in primetime, according to Blue Fin Labs. After airing, the conversations continue throughout the social space and in a digital classroom at Oprah.com, where tools are provided to help viewers reach their own "Aha" Moments via an extensive companion curriculum, including class notes (thanks to Storify) and assessments, and Life Work questions that can be saved in their custom profile.
Outstanding Creative Achievement In Interactive Media - User Experience And Visual Design
The Nick App • Nickelodeon
The Nick App is a branded experience that allows kids to watch and play Nick in unprecedented ways. This free App features a moveable tile layout that can be swiped in any direction, promoting discovery and exploration and offering kids instant and on-demand access to more than 1,000 pieces of Nickelodeon-themed content. It includes short-form videos of original skits, sketch and comedic bits, behind-the-scenes clips and photos from Nick stars and animated characters, full episodes, polls, new games, and surprising random hilarity. The Nick App supports the full Nickelodeon on-air line up as well as specials such as the annual Kids' Choice Awards. The App boasts new content daily and includes fun and funny interactive elements such as the "Do Not Touch" button that triggers an array of disruptive comedy and surprises. Nickelodeon's goal was to go beyond a typical app that offers free video viewing and instead offer more interactive content, games, and video not seen on television — whenever and wherever the user wants it.
These juried winners will be recognized at the Thursday, September 12th Interactive Media Nominee Reception at the Television Academy, hosted by Cheryl Hines and Rachel Harris. Their Emmys will be presented, along with the winner in the new Outstanding Interactive Program category at the Creative Arts Emmy Awards, Sunday, September 15th, at the Nokia Theatre L.A. LIVE in Los Angeles. The awards will be taped for a two-hour, edited telecast that will air on Saturday, September 21st at 9:00 PM ET/PT on FXX. To find FXX in your area please visit GetFXX.com.
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