Daytime Emmys moving to Vegas and CBS
After last year's show drew a paltry 2.7 million viewers on the CW
Network, which aired the program in the dog days of August, the National
Academy of Television Arts & Sciences is hoping that a change of
scenery and a return to a bigger TV presence will help. CBS will air the
show on Sunday, June 27, so at least it will have a bigger platform to
reach viewers than the CW gave it. It is unclear whether the academy has a one-year or multi-year deal with CBS. The show in the past has rotated among networks like a hot potato.
But ratings for the show have been in a steady decline for the last decade. In 2008, ABC's telecast of the Daytime Emmys averaged just 5.5 million viewers. The last time the program broke more than 10 million viewers was in 2002.
Part of the problem has to do with daytime TV itself. There are fewer
soap operas, game shows and talk shows on broadcast television as local
TV stations program more local news instead. That hardly makes for
exciting awards. For all the inroads cable TV has made in prime time,
daytime there is still primarily a wasteland of reruns.
-- Joe Flint