CBS has made a change to this year's Primetime Emmy Awards, shifting the 61st event from September 20 to September 13. The move means that the Emmys will not air the night before Fall 2009 season starts invading the screen, or in other words, it will take away strong marketing opportunities.
The reason of the move was based on CBS' fear of forcing a delay telecast of Emmys if the initial schedule is kept. The network plans to air NFL doubleheader in the afternoon, and it refuses to put on a risk in case it stretches beyond 8 P.M. "This is better for the live event, the broadcast and our audience at home," said Jack Sussman, CBS exec VP of specials, music and live events.
Consequently, Creative Arts Emmys, which traditionally is held a week prior, is expected to be moved to an earlier date. The nominations announcement, meanwhile, remains scheduled for July 16.
Not everything is downfall though. The new timeslot has given the Emmys a dodge against NBC's "Sunday Night Football" showcase on September 20. It is particularly a milestone because Dallas Cowboys will open their new stadium that stages the match between the team and New York Giants.