Live 8 on AOL has won the first Emmy Award to be presented for original entertainment programming created specifically for nontraditional viewing platforms, including computers, mobile phones, iPods, PDAs and other such devices. The honor was presented on April 22 at the National Academy of Television Arts and Sciences’ 33rd annual Creative Arts Daytime Emmy Awards ceremony held in New York.
Produced by AOL, Live 8 on AOL debuted on July 2, 2005, when hundreds of the world’s top artists hit stages in Philadelphia, London, Paris, Rome, Berlin, Toronto, Tokyo, Johannesburg, Moscow and Cornwall to help raise awareness of global poverty, just days before world leaders gathered at the G8 Summit in Scotland to vote on aid for poverty relief.
Visitors to multiple AOL sites were able to select six live feeds–from London, Philadelphia, Paris, Berlin, Rome and Toronto–as well as the global feed to watch live video of the concerts. A click of the mouse
enabled viewers to move from London to Paris to Philadelphia, or to have multiple video streams open simultaneously. After the live Webcast, full concerts and individual performances were available on demand.
Live 8 on AOL topped a field of nominees that also consisted of: 24: Conspiracy from Fox Mobile Entertainment; It’s Jerrytime! produced by Ozone, Inc.; mtvU Stand In produced by MTV Networks’ mtvU; Sophie Chase produced by CB Films; and Stranger Adventures Helen Beaumont produced by Riddle Productions.
Peter Price, NATAS president/CEO, said that the response to the new Emmy Award has been extraordinary. “In a little more than two months’ time from our call for entries to the deadline, 74 entries were submitted–more than any other Emmy Award category,” he related. These represent a broad cross-section of what is being done in the broadband arena, and the six nominees display outstanding use of the media, including multiple feeds, interactivity and cross-media approaches as well as entertaining video content.”