Academy of Television Arts & Sciences Launches New

--Site to Offer Exclusive Live Streaming of This Thursday's Primetime Emmy Nominations

[itvt] reported last week that the Academy of Television Arts & Sciences had hired Web development company, Metal Toad, and creative agency, Playground Group, to spearhead a "user-friendly" redesign and expansion of its Web presence that would create three distinct interactive online destinations:, targeted at consumers and fans;, targeted at Television Academy members and the press; and, targeted at academics and others interested in the history and culture of television. The consumer-facing has now launched, and, according to the Television Academy, will stream the 61st Primetime Emmy nominations live at 5:40AM Pacific this Thursday (July 16th).

The Television Academy says that the new site is the "first component in a cross-platform strategy to link television viewers with the people who make television," and that it will offer a range of features including--in addition to live streaming--networking capabilities, and video and other content that was previously unavailable to the general public. "From now until our September 20th Primetime Emmys telecast, will be the premier destination for everything Emmys," Television Academy chairman and CEO, John Shaffner, said in a prepared statement. "Fans will find behind-the-scenes and breaking information, show updates, unique video footage and clips from past telecasts and more. And after the Emmys, the site will continue to evolve, becoming a valuable destination for anyone who loves television."

From July 16th through September 20th, the Television Academy says, will be "all Emmys, all the time." Content on offer, according to the organization, will include exclusive photos from Primetime Emmy events; red carpet fashion galleries; interviews with nominees, past winners and key production personnel; coverage of backstage and press tent activities; and an "insider's view" of the Governors Ball and other Emmy-related celebrations. The site also integrates social media, including feeds from Twitter (@primetimeemmys) and Facebook (Primetime Emmys), and other fan feeds, the Television Academy says. Also, starting in September, the site is slated to feature links to the Television Academy's library of video interviews at

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