Another odd chapter in NBC’s mixed viral video history: it can’t post two of the clips that have the best chance of catching on from the 2010 Emmys. Host Jimmy Fallon knocked it out of the park with an energetic Glee-esque opener to Bruce Springsteen’s Born to Run, a mixed pre-taped and live-action number featuring Jane Lynch, Glee kids, Jon Hamm, Tina Fey, and a cameo by Tim Gunn that quickly got social media buzz. The clip should have been online before the next commercial break for NBC (NYSE: GE) to take advantage of that buzz — and to take ownership before others started passing it around.
Another number paying tribute to the end of 24, Law & Order and Lost, part of it with Fallon channeling Elton John, seemed destined to catch on, at least with fans of those shows. But @NBCLA tweeted back when I mentioned that the videos has yet to post: “Wish we could, but we have restrictions on what we can post online.” A spokeswoman later suggested by e-mail that music rights are the issue.
— The companion show: NBC.com delivered a series of live streams with Ustream throughout the show. Some were voyeuristic, like Green Room Cam, dedicated to destroying the illusion that anything worth watching was going on in there, and the often almost inaudible Producers’ Table Cam. Listening to Jimmy practice jokes and dictate tweets was uneven and at least a couple of times, the real delivery came off flat as a rerun. The Thank You Cam had some fun moments.
— Twitter on air: Good idea, a little off key in practice. NBC went all out in the social media space, especially in trying to incorporate Twitter into the evening. Fans were encouraged to tweet suggestions for introducing presenters to #imontheemmys but the actual use — reading the tweets and the handles — during some intros came off stilted and forced. Creating and paying attention to a back channel makes sense; finding a more graceful way to use it on the air does too. Twitter worked best as an ongoing conversation during the show, especially since it was aired live coast-to-coast giving everyone the chance to take part at the same time.