• The Hollywood Reporter, Tuesday, August 31, 2010 10:45 PM

Broadcast executives, in off-the-record conversations with The Hollywood Reporter, have expressed their frustration with airing the Emmys -- a huge promotional postcard for HBO and cable. Having separate shows could solve that problem. That's just one of the ideas circulating after the 62nd Primetime Emmys Awards show drew an on-par 13 million viewers for NBC.

The major TV networks have broached the idea with the Academy of Television Arts & Sciences. Splitting would address a major concern of broadcasters, which have all but abdicated the movie of the week, long-form and miniseries to cable and pay TV. The most notable is HBO, which again was the top winner at the Emmys, both on Sunday and a week earlier at the Creative Arts Emmys. The idea seems to be having one Primetime Emmys show for the series categories, which would air on a broadcast network, and another for the long-form programs, which would air on a cable or pay TV service.

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