Are you surprised to learn that this year’s Emmy Awards aren’t going to be live-streamed online? Of course not. But the social media surrounding the ceremony is growing denser: Twitter and live-streaming initiatives are in the process of gearing up for Sunday’s ceremony.
The @imontheemmys Twitter campaign is currently underway, allowing users to suggest introductions for celebrity presenters both before and during the show. In a press release, Fallon said that “(y)ou can tweet something from your living room and five minutes later it’ll be on TV.”
This is just the sort of interactivity that won host Jimmy Fallon an Emmy for Interactive Non-Fiction last weekend. And, via Twitter, Late Night producer Gavin Purcell confirmed that Late Night‘s social media team will be working on the show.
The same release also announces the show’s official Twitter account (@NBCEmmys) and the show’s official hash tag: #emmys10. That’s right, by the way: We now live in a world where announcing an awards show’s official hash tag is part of the publicity campaign.
On the live-streaming front, Ustream will be live-streaming the Emmys red carpet across NBC.com, AccessHollywood.com, Emmys.com and Ustream.com. Backstage during the ceremony, a live-streamed companion show will be broadcast, also over Ustream. According to the release there will be seven cameras capturing “exciting moments and candid reactions,” including a “Thank You” camera where winners can continue their speeches without getting played off by the orchestra.
Social media has become a proven way for awards shows to engage younger audiences used to the two or three screen experience. Case in point: Earlier this year, the Grammys’ multi-tiered approach to outreach increased their ratings amongst viewers aged 18-34 by 32 percent.
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