Television Academy Taps Metal Toad, Playground Group for Redesign and Expansion of its Web Sites

--Says Redesign Will Make Sites More Interactive

The Academy of Television Arts & Sciences said Wednesday that it has hired Web development company, Metal Toad, and creative agency, Playground Group, to spearhead a "user-friendly" redesign and expansion of its existing Web sites. The organization says that the revamp will create three distinct interactive online destinations:, which will be targeted at consumers and fans;, which will be targeted at Television Academy members and the press; and, which will be targeted at academics and others interested in the history and culture of television.

According to the Television Academy, Metal Toad will handle project management, technology and implementation, while Playground Group will oversee creative development. The three revamped sites will be rolled out in various stages prior to the 61st Primetime Emmy Awards ceremony (September 20th). "After a lengthy selection process, we chose the very talented individuals at Metal Toad and Playground Group for these ambitious projects," Frank Kohler, the Television Academy's chief financial and administrative officer, said in a prepared statement. "Their work is first rate and will greatly strengthen our position in the digital arena" Added Metal Toad president, Joaquin Lippincott: "In the Television Academy, we've found a partner that matches our own passion to deliver new, deeply engaging interactions for both its 15,000 members and consumers. Together, we will be creating remarkable online experiences for them." (Note: for more on the Television Academy's ongoing revamp of its Web presence, see the article posted on, June 28th.)

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