• by David Goetzl  @dgoetzl, June 21, 2011

At a time when awards shows offer ample opportunities for backstage extras, social-media exploitation and other multiplatform content, CBS has a deal to continue carrying the Grammys through 2021.

That's in line with recent sports-rights arrangements that stretch for years. And the deal trumps ABC, which re-upped the Oscars through 2020.

CBS has carried the awards show, billed as "Music's Biggest Night," since 1973 as part of a deal with the National Academy of Recording Arts & Sciences. Next year's event takes place in Los Angeles on Feb. 12.

The broadcast annually offers younger-skewing appeal for a network that can draw an older audience than competitors.

The new 10-year deal also includes CBS continuing to carry a special live concert with Grammy nominees prior to the show. There will also be several new Grammy specials.

Leslie Moonves, CEO of CBS Corp., stated: "The long-term structure of this deal will provide even greater continuity with marketing and sales opportunities for both organizations," adding that the event continues to grow "both culturally and commercially."

The 2011 awards show drew 26.7 million viewers, the largest audience since 2000. In key demos, the ratings were the best since 2004.