Week 6: 04/09/2009
"Primetime Emmy Awards Telecast to Include Interactive Element"
http://itvt.com/story/5556/primetime-emmy-awards-telecast-include-interactive-element
This article details the new feature that allows viewers to vote for the "Breakthrough Performance of the Year," similar to the voting for the Logies. As viewer voting becomes more and more popular due to programs such as Australian Idol, it makes sense that the show executives have chosen to include this element. As Jack Sussman of CBS states, "...their votes play a direct role in shaping part of the Emmy telecast," thus making the viewers feel more involved in the outcome of the show. This in turn should generate more interest in the program and more watchers/voters as today's consumers would much rather feel involved in the show rather than just a watcher. This expansion of interactive TV to include televisions biggest awards show demonstrates society's need to influence the programs they watch and the producers awareness of the profit potential of interactivity. As Jeff Clark, VP of TV.com said that this new interactive element is "...giving these fans the most complete Emmys experience possible." For avid fans of the show, the ability to vote for their favourites in a specific category is an excellent way to feel a part of the action on the night. For me, I'm quite happy to watch and let the program wash over me to be forgotten about the next day, but I'm just not the type of person to be bothered voting in a poll that determines the winner of a category that sounds completely made up - "Breakthrough Performance of the Year?"... I think I'll stick to best actress.
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