And the Emmy goes to....

The National Academy of Television Arts and Sciences, best known for handing
out the Daytime Emmy Awards, is soon expected to announce an award category to
recognize original video content for computers, cellphones, and other handheld
devices like the video iPod and PlayStation Portable.

The academy already hands out a technical achievement award for new media.
But this will be the first time the group has recognized original content for
cellphones and other devices.

Already several studios are experimenting with creating serials for mobile
phones, many derived from programs already shown on television. The academy
hopes the new category will draw attention to a rapidly growing business
expected to expand further.

"Television is transforming into moving images anytime, anywhere,"
said Peter Price, president of the academy. Price said the academy would
announce the new category soon, when his group will announce that it is
accepting nominations for the 27th Annual Sports Emmy Awards, which will be
given out on May 1, 2006. Price planned to discuss the new category with sports
programming executives. The category will not be included in the prime-time Emmy
Awards, which are overseen by a sister organization.

The
academy is following in the footsteps of film festival organizers in giving out
new-media film awards. Most recently, cellphone maker Motorola sponsored a
mobile-movie category at the Toronto International Film Festival.

Price said the academy came up with the idea for the new category when its
awards committee met in early October. Committee members had noticed reports
suggesting that consumers were getting more entertainment from cellphones and
handheld devices.

Source: The New York Times