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Andrew Wallenstein Editor-in-chief Variety Online writes that the Emmy awards are expanding categories in order to keep up with the new revolution in TV Apps, Second Screen and Social TV.
The Academy’s 12-year-old interactive media peer group — 627 members strong and one of the Acad’s fastest-growing entities — will move from two to five awards in recognition of the growing diversity of offerings in the field.
... Chief among the changes is the establishment of a competitive award for outstanding interactive program, saluting either a standalone experience or one that serves as a companion to a TV program. In the Emmy context, “interactive” denotes anything that encourages proactive engagement from the audience — not to be confused with video content delivered via broadband, such as Netflix’s “House of Cards.”
The Academy also has expanded the existing juried Emmy for creative achievement in interactive media to include four areas of competition: multiplatform storytelling, original interactive program (not tied to an existing TV show), social TV experience and user experience/visual design. Each will be presented at the Creative Arts segment of the Emmys, not on the main broadcast.
The awards are as follows
1. Outstanding Interactive Program
Emmy(s) awarded to the producer(s), organization(s) or team(s) responsible for an outstanding interactive experience associated with a linear program, or for an outstanding original interactive program.
Awarded for the overall creative excellence in the interactive media components of a program or series, or for a wholly original interactive program. Content beyond passive, linear television viewing will be considered, including programming and features that provide access to additional information, extend plots or characters into the interactive realm, create cross-platform environments, or contain elements facilitating individual or community participation and interaction.
Each entry is limited to a maximum of five entrants. Entrants may either be all individuals or all companies, but not a mix of individuals and companies.
2. Outstanding Creative Achievement In Interactive Media
Within the Juried Award, there are four Areas of Competition:
Awarded to the individual or creative team responsible for the creation of story-driven audience interactive experiences related to, or integrated with, a linear program. Such experiences must exist on at least one additional platform other than the linear platform, complementing the storyline of the program. Requires active input from the audience that impacts/influences the story world of the program.
Multiplatform interactive storytelling presents the opportunity for the audience to interact and participate, within a story world established by the content creators, across one or more additional platforms that complement the linear program.
Examples of interactivity may include such features as: behind-the-scenes dialogue with creators, exchanges with characters, tasks that unlock content and drive story forward or provide back-story or richer mythology, social collaboration and interactive ancillary content.
Platforms that enable interactivity may include: Mobile (Smartphone or Tablet), Personal Desktop/Laptop Computer, Over-the-Top set-top box or Console, or Internet- Connected/Smart TV and others.
Emmy(s) awarded to the individual or creative team responsible for the creative excellence of a wholly original, standalone interactive media program or series. Such storytelling experiences may not be derivative of, or related to, an existing linear program or series, and must stand on their own in terms of storytelling, characters and setting. In these productions, the interactive components are integral to the work, and emphasize immersion and engagement in the storyline of the program itself.
Examples include such elements as:
- Crowd-sourced and/or user-generated narratives
- Interactive story competitions, user-developed story lines, or other breakthrough uses of interactive narrative
- Digital media applications that drive story immersion, engagement, or other enhancements in narrative, character development and settings
Emmy(s) awarded to the individual or creative team responsible for the creation of a social experience that supports audience communication and interaction for a linear program or related content. Such experiences extend the storytelling of the program into the fan community, emphasizing the use of social media platforms and/or original online features, tools or apps that harness social interaction. Entries provide opportunities for audience members to interact with each other in an experience created specifically for a program, sharing unique information, interactions and reactions to the show’s content and characters. These elements must go beyond interactive features natively available on the social platform(s).
Examples of interactivity include such features as: text chat/comments, voice/video communication, sharing of content, contextual awareness, recommendations, ratings, quizzes and polls, as well as others.
Emmy(s) awarded to the individual or creative team responsible for the creation of an outstanding user experience design for users of an interactive media experience supporting a linear program or series, or digital platform for viewing such programs or series. User experience is defined as incorporating information design, interaction design, interface design, visual design and graphics for the interactive features of the content presented in the experience. Ultimately, winning entries provide superior usability and performance on the intended platform(s) for the interactive experience.
Fill out the official 65th Annual Primetime Emmy Awards entry form online. A link to the form may be found at www.emmys.tv/awards/65th-primetime-emmy-awards. The entry form includes an area for you to provide your written description of the submitted entry per the requirements detailed for each award below.