• by Wayne Friedman , Staff Writer, August 17, 2010

If you're an Emmy competitor of "Mad Men," go ahead and be pissed at NBC -- but also look long term at the big picture.

The voting hasn't officially closed for the Emmys, but NBC decided to tout its Aug 29 broadcast anyway -- and that has some TV producers' knickers in a twist.

NBC began running "Saturday Night Live" spoof TV ads featuring "Late Night" host Jimmy Fallon -- also host of the Emmy Awards show -- playing a version of Don Draper from AMC's "Mad Men." This angered other TV drama producers looking for big awards, since "Mad Men" has won for best TV drama for the last two years.

We can understand the competitive nature of TV producers. But we're wondering if some of this speaks to what could be ailing TV --- that it needs a little TV promotion oomph, perhaps a little daring. Some say that could come in the form of cross-marketing network TV shows among the broadcasters -- a tactic cable networks do with some ease.

Yet recently broadcast networks had trouble with guests appearing on NBC's "The Jay Leno Show" when it ran Monday through Friday at 10 p.m., because competing 10 p.m. actors from other networks might appear on the show. For example, a guest appearance by Julianna Margulies, from CBS' "The Good Wife," might work at cross-purposes, since her show last year had a 10 p.m. Tuesday time slot.

Though Emmy awards have seemingly been devalued by some executives, they are still awards -- trophies that could possibly push through another TV program deal or perception of great TV work.

Long-term broadcast ratings continue to yield to the gravitational pull of smaller numbers. Blame the Internet, blame marketing, maybe blame the creative process.

You can also blame the fact that broadcast networks all rotate to air the Emmy award show every year, which creates less incentive to build up the value of the show -- unlike the case of ABC, which has the Academy Awards broadcast every year.

Forget about the voting for a second. The concern is about any TV show that gains at the expense of others. Every TV producer is increasing sensitive about getting -- or losing -- an edge. But all this infighting will do little to increase the overall health of the business.