|THE AWARDS SPECIALISTS
AN AWARDS SOLUTION FOR ALL TELEVISION COMPANIES
When one thinks of award possibilities for television programs owned and/or broadcast, one thinks of the
adulation, the marketing possibilities, the confirmation by people inside and outside the industry of the
quality of those programs, the negotiating leverage on the next deal and even, to a certain degree, the
What most people don’t think about is how to become a player. How do you get programs entered? What
awards exist for the kind of programming you’d like to see honored? How do you get nominated programs
in front of the voters? Who are the voters? What does it cost? What are the deadlines? Who handles this
stuff? Lots of good questions with some baffling answers. Until now.
How have you handled it in the past? If you’re like most companies, this seemingly simple, low-on-the-radar
task is assigned to some over-worked, under-paid coordinator or assistant who, in all likelihood, will be
moved up, replaced or just disappear in six to twelve months. So you have to start all over again in the
training process, assuming you even have a training process.
Nominations and awards that honor your talent in front of and behind the camera, your company, your
executives and, most importantly, your programs, don’t happen automatically. In this extremely competitive
landscape, it’s difficult at best just to get on most ballots without a solid understanding of deadlines,
budgets, eligibility requirements and the sometimes very complicated entry process itself.
The Awards Group specialists have been handling key television industry awards for more than a combined
Compare that with your coordinator or assistant. If it’s been working okay for you, that’s great. It’s really
not brain surgery or rocket science, it’s just a lot of hard, dedicated work. If it hasn’t been working for you,
you might want to consider a very cost-effective way to ensure that you’re entered in every awards
competition that is appropriate for your company and your shows.
Television awards occur in what has informally become known as the “awards season.” There are actually
two seasons – the submissions season and the actual awards. While some key awards take place
throughout the year, the primary entry period is mid-summer until the end of the year with nominations
occurring in the summer (as in the case of the Emmys) and in the fall for most other awards. Most awards
ceremonies take place beginning in January (as in the case of the Golden Globes) and are held practically
every weekend throughout February and March.
With some exception, eligibility works on the calendar year. Virtually every award has different qualifying
criteria and entry requirements but the submission effort is always worth it.
The whole idea of awarding television programs, content providers, talent in front of and behind the
cameras, production companies, producers, networks and just about anyone who has anything whatsoever
to do with television programming has, for the most part, been taken for granted. Many people feel it just
has a life of its own and that award contenders have little if any control over the outcome. It’s never been
very high on anyone’s radar. The general assumption is that the awards sort of just happen. In some cases,
they do just happen without any campaigning or fanfare. But in the majority of the cases, it requires a very
proactive campaign to get worthy projects in front of a voting group, given the plethora of projects that are in
the competitive marketplace today.
Getting a show or individual talent a nomination and, most importantly, an award, is a terrific backdoor
avenue to high profile publicity. Headlines and stories are generated just by virtue of being a nominee or a
winner. But therein lies the industry conundrum – what do you put your shows up for? Who takes care of
the entries? Who understands the submission requirements and deadlines? What is eligible? How does
one find out results especially before the trades and industry- at-large find out? How do you get your shows
and other nominees in the consideration pool? Which awards are nominatable and which ones aren’t?
These are just a few of the issues confronting producers, production companies and networks.
The oft-quoted Wayne Gretzsky line applies directly to this situation – “If you don’t take the shot, you can’t
Several years ago, when the hit ABC series “Home Improvement” was at the top of its game, series star Tim
Allen, who had several times been passed over for an Emmy, was by all accounts ripe for an award as
Outstanding Lead Actor in a Comedy Series. He was on the top of all critics’ lists. Then what ensued was
what has since become known as “The Tim Allen Debacle.” No one submitted him. Not his own personal
press rep. Not his agent. Not his production company publicist. Not the network publicity department. No
one. Everyone pointed fingers at the other guy. It was the oversight of all oversights. We’ll never know what
might have been, but it was quite likely that he would have won that year if he had been nominated.
The lesson learned was that everyone seeking an Emmy Award for outstanding achievement should pay
very careful attention to every aspect of the Emmy calendar and submission requirements. Most
companies don’t because it’s a luxury staff position that doesn’t exist so the onus is left to whoever drew
the awards assignment card to stay on top of Emmy issues.
How important is the Emmy Award? There are, arguably, about two dozen key industry awards that are
highly coveted but the Emmy is on the top of the heap. It honors the best of the best. Certainly awards such
as the Golden Globe, the Peabody, the Humanitas Prize, the People’s Choice Awards, the SAG Award and the
various guild awards, to name just a few, are no less important, not to mention the special awards, the niche
awards, the ethnic awards and on and on. But the Emmy is the gold standard.
There are numerous aspects to the Emmy Award. Some of those aspects include the submission process;
the budgeting and funding for the entries and subsequent voter campaign; the attention-getting creative for
the "for-your-consideration" mailers, trade ads and screenings; attendance at the nominations; ticket
ordering; the ticket lottery and, finally, attendance at both the Creative Arts Emmys and the following
primetime telecast of the main show as well as the Governor’s Ball.
Submission requirements, new rules, eligibility requirements and entry forms for each new Emmy season
are typically not available until the latter week of February. This month is the most advantageous time to
start thinking about possible nominees.
EMMY AWARDS STRATEGY
To elevate the profile of your company with Emmy nominations.
To ensure that all worthy and eligible television projects and individuals are submitted and on the ballot.
To formulate and execute a "for-your-consideration" voting campaign.
To report, both internally and externally, any success at the nominations.
Given the nominations results, orchestrate a follow-up voter campaign for the at-home judging.
Given the nominations results, draw attention to the specific nominees.
Given the nominations results, coordinate ticket buys and seat selections at the lottery for company
executives, program producers and non-nominated talent.
Given the nominations results, work the talent on the red carpet at both the Creative Arts and main award
The Awards Group will view all programming that is being suggested or considered for Emmy submission
and make recommendations.
The Awards Group will need broadcast histories, storylines, cast and credit info and any previous
nominations and awards for all programs being explored for awards opportunities.
The Awards Group will handle all aspects of the submission process.
The Awards Group will make recommendations for the "for-your-consideration" voting campaign.
The Awards Group will oversee and execute the "for-your-consideration" campaign.
The Awards Group will attend and report nominations results.
The Awards Group is prepared to oversee and handle any ticket buys.
The Awards Group is prepared to attend the ticket lottery and get the best-possible seating for executives
The Awards Group will work with other PR firms to help gain maximum exposure for all attending talent.
The Awards Group will, upon request, create and maintain an awards database for your company for future
use by corporation communications, sales and marketing, on-air promo, print advertising, investor relations,
updating press kits, all media use and inquiries and virtually any other need that arises.
Clearly the Emmy is not the only award on the awards horizon. Given that television programming falls into
numerous genres and categories, appropriate awards vary greatly. For long range planning purposes, these
awards should be given full consideration well in advance of the appropriate submission time.
There are in excess of 100 key industry awards that might be sought. There are creative arts awards, craft
awards, guild awards, ethnic awards, minority group awards, nationally recognized organization and
association awards, and on and on.
WHAT ELSE CAN WE DO FOR YOU?
• Awards consultation
• Analysis and recommendations
• Budgeting and handling of all entry fees and related expenses
• Facilitation of the entry process including all forms and ancillary submission materials
• Handling the “For Your Consideration” voter campaign including advertising and mailers
• Attendance at nominations and/or procurement of results for internal and external communications
• Attendance at awards ceremonies and/or procurement of results
• Management of ceremony ticketing and seating
• Timely notification of nominations and awards as directed by client
• Press release of nominations results when necessary and appropriate
• Press release of awards when necessary and appropriate
• Database tracking of awards histories for retainer clients
• Awards history research
Some awards come in over the transom and some must be aggressively pursued. The Awards Group
specialists have worked in all phases of awards submission, research and procurement. The Awards
Group specialists have a refined knowledge of awards procedures, structures, issues and a good working
relationship with many of the various awards organizers and sponsoring groups.
While there are never any guarantees about awards, i.e. entering and running a very smart campaign does
not equate with an automatic nomination much less a win, but a well-planned, well-executed approach to
garnering awards will give you the best shot at getting any and all appropriate honors and laurels that are
warranted and deserved. Remember, if you don’t take the shot, you can’t score.