LOVE YA, mean it. When it comes to Hollywood cliches, there is one that actually contains some truth -- for the Primetime Emmy Awards, at any rate.
Any producer or network executive who utters the words "It's an honor just to be nominated" usually knows that a major-category nomination can help change the fortunes of a struggling show, attract bigger viewership and even help craft a brand.
For a basic cable network that has just entered the realm of scripted programming, an Emmy can be just the validation it needs. No one knows that better than AMC, whose "Mad Men" racked up 16 nominations and surely was a key to its doubled viewership for the second season opener last week. But FX's "The Shield" was among the first basic-cable series to enjoy the benefits of Emmy's glow when Michael Chiklis won for lead actor in a drama series. "What the Emmy did was cement FX as a destination for scripted programming," says Fox Executive Vice President of Programming Matt Cherniss, who joined the network in May after several years at FX. "That attracted more audience [and] it attracted potentially better talent to the pool."
Ratings and advertising don't rule pay-cable channels like HBO and Showtime, so Emmy attention serves a different purpose: It reminds subscribers why they pay for the service. "The recognition helps in terms of the public perception that there's something going on here that's worth paying the extra money for," says Michael Lombardo, HBO's president of programming.
Some cablers employ the Emmy campaigns in their overall marketing strategy. "We use the Emmy campaign season to help further identify Showtime as a quality original programmer," says Richard Licata, Showtime's executive vice president of entertainment public relations and longtime Emmy campaign strategist, "so that's where I think the value is in a very competitive television landscape. It differentiates you."
Cable networks might have been quicker to take advantage of the attendant marketing value of both nominations and wins, but broadcasters still acknowledge Emmy's importance. "It's a badge, so to speak," Cherniss explains. " 'Arrested Development's' win, 'The Office's' win -- those are things that really helped keep the shows on the air, helped to embolden the networks to stick with those programs. It can still be essential to the life span of a show."
