The TV industry's biggest marketing night -- the Emmys -- will avoid some hard NFL hitting this year. But maybe the Emmys need to do some tackling of its own.
CBS was originally slated
to
air the event on Sept. 20. But CBS has some bigger fish to fry earlier that afternoon -- an NFL doubleheader
that includes a big Giants-Cowboys showdown. Typically CBS' NFL coverage rolls into the early hours of prime time.
So the Emmys will t
ake place a week earlier, Sunday, Sept. 13. While this would seem to help the Emmy, there are
biger issues to contend with.
After years of declining ratings, sinking to an all time low a year ago with five reality TV hosts uncomfortably taking over the proceedings, the event
needs to find new reasons for viewers to watch.
USA Today TV critic Robert Bianco says there needs to be some "dignity" involved. He says "On a night when you're
trying to honor the best in the medium, put the snark away."
I'd head in that direction, with no jokes; no music; just awards and matter-of-fact, low-key, acceptance speeches.
Producers have tried everything else and nothing has worked.
Or maybe the Emmys need to go in the completely opposite direction? How about a new Sacha Baron Cohen character floating his
bare butt over the face of Eminem again (see MTV's Movie Awards).
Even bringing out the big stars on one particular night has been an increasingly tough chore. And an earlier September
start means a tougher job in getting TV viewers out of their summertime entertainment and leisure mindsets.
Critics will say no one thinks about TV programming as one big monolithic
industry -- just a bunch of individual shows. Is that key? Also think about this: TV viewing has never been higher. So what's the problem?
Dignity has little to do with it. The Emmys
need to find a way to be cool again.
advertisement
advertisement