Creative Arts Emmys Add Three Interactive TV Categories

When the nominations for the 65th Annual Primetime Emmy Awards are announced at 5:35 a.m. on Thursday July 18, a big change will be the number of categories honoring interactive TV. From Variety awards editor Jon Weisman‘s Monday item:

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.

This category can have zero or multiple awards as determined by the Academy’s 12-year-old interactive media peer group, which currently counts 627 members. The other new interactive TV awards categories cover multi-platform storytelling and visual experience/visual design, to go along with the existing brackets of original interactive program (not tied to an existing TV show) and social TV experience.

Last year, Conan OBrien‘s hard-working Team Coco won the Emmy for Enhancement to a Television Program or Series while rides.tv’s Dirty Work beat out What’s Trending and Hashtag Psych Killer for Original Interactive TV Programming honors.