In a year that saw Netflix competing with broadcast and cable for primetime Emmys, the Television Academy continues its bid to recognize content in non-traditional and second-screen medias.
Bravo, OWN and Nickelodeon are among the networks whose work was recognized by special juries in the Outstanding Creative Achievement In Interactive Media category, which covers four separate fields: Multiplatform Storytelling, Original Interactive Program, Social TV Experience, as well as User Experience and Visual Design.
The juries, composed of members of the Academy's Interactive Media peer group, were able to choose one winner, multiple winners or no winners in each field. In all four cases, they opted for a single winnere.
“More than ever before, Television has become an interactive medium in which the audience has a role in driving the storytelling, participating as a fan and engaging in community and sponsorship activities,” said Interactive Media peer group governor Lori H. Schwartz.
The Emmys will be presented during the Creative Arts Emmy Awards on Sunday, Sept. 15 at the Nokia Theatre in L.A. Live. An edited version of the ceremony will air on Saturday, Sept. 21 at 9/8c on FXX.
The interactive media winners, with descriptions from the ATAS press release:
Outstanding Creative Achievement In Interactive Media – Multiplatform Storytelling
Top Chef's Last Chance Kitchen • BravoTV.com • Bravo Media, Magical Elves
Bravo Production Team, Magical Elves Production Team, Bravo Digital/Social Team, Bravo Creative Team
Top Chef’s award-winning linear series was expanded into a comprehensive digital “buffet” and tantalizing interactive experience for foodies with the companion Last Chance Kitchen series. This component, available on web and mobile platforms, Bravo’s Now app, VOD and EST, required active input from the viewing audience, which in turn influenced and impacted events on the linear series. Each week, as Top Chef Competitors were eliminated, they got a second chance to battle that week’s winner on this digital series. Fans interacted with the contestants and judges, and even got cooking themselves to determine which of the dismissed chefs would be the last one standing in the digital series and would have a chance to appear on the Top Chef finale. 52% of Top Chef’s on-air audience engaged in Last Chance Kitchen and experienced the series in a collaborative way.
Outstanding Creative Achievement In Interactive Media – Original Interactive Program
The Lizzie Bennet Diaries • youtube.com/lizziebennet • Pemberley Digital, Jay Bushman, Transmedia Producer, Bernie Su, Executive Producer, Alexandra Edwards, Transmedia Editor
The Lizzie Bennet Diaries is the award-winning, record-breaking, modern multiplatform adaptation of Jane Austen‘s “Pride and Prejudice,” based around a fictional vlog kept by Lizzie Bennet, a 24-year-old grad student with an uncertain future, a mountain of debt and her best friend Charlotte behind the camera. When the LBD began in April of 2012 with two videos a week posted at Lizzie’s YouTube channel (http://youtube.com/lizziebennet), there were only four characters appearing on screen. Unbeknownst to the audience, several other characters were conversing with each other over social media which kicked off a rapidly coruscating expansion of the LBD storyworld. Characters that only existed on Twitter soon began appearing on camera and even started their own channels, with one of them posting song recommendations and movie check-ins a full 10 months before they were to ever appear on camera. Throughout the entire process, the LBD characters used their social media presence to interact with the audience, creating an addictive world of engagement, while driving important plot points for the main video through their separate channels.
Outstanding Creative Achievement In Interactive Media – Social TV Experience
Oprah's Lifeclass • Oprah.com/Lifeclass, OWN Digital
The award-winning series Oprah's Lifeclass is a richly interactive, worldwide social experience for millions of students who participate in inspiring conversations with Oprah Winfrey on-air, online and via social media. For each class, Oprah is joined by a hand-picked expert, and together they interact with viewers to share principles and tools that can help people live more meaningful and fulfilling lives. Prior to the scheduled airing of Lifeclass on OWN, key influencers in the social sphere on that topic are given a sneak peek of the episode, and invited to participate in the Sunday night social dialogue. Lifeclass consistently ranks in the top ten “most social shows” in primetime, according to Blue Fin Labs. After airing, the conversations continue throughout the social space and in a digital classroom at Oprah.com, where tools are provided to help viewers reach their own “Aha” Moments via an extensive companion curriculum, including class notes (thanks to Storify) and assessments, and Life Work questions that can be saved in their custom profile.
Outstanding Creative Achievement In Interactive Media – User Experience And Visual Design
The Nick App • Nickelodeon, Nickelodeon Digital
The Nick App is a branded experience that allows kids to watch and play Nick in unprecedented ways. This free App features a moveable tile layout that can be swiped in any direction, promoting discovery and exploration and offering kids instant and on-demand access to more than 1,000 pieces of Nickelodeon-themed content. It includes short-form videos of original skits, sketch and comedic bits, behind-the-scenes clips and photos from Nick stars and animated characters, full episodes, polls, new games, and surprising random hilarity. The Nick App supports the full Nickelodeon on-air line up as well as specials such as the annual Kids’ Choice Awards. The App boasts new content daily and includes fun and funny interactive elements such as the “Do Not Touch” button that triggers an array of disruptive comedy and surprises. Nickelodeon’s goal was to go beyond a typical app that offers free video viewing and instead offer more interactive content, games, and video not seen on television – whenever and wherever the user wants it.