Friday, April 23, 2010 11:00 PM ET | By Scotty Gore
(SoapOperaNetwork.com) — In a surprising move, CBS announces plans to air this year’s Daytime Emmy Awards ceremony live from Sin City.
Despite recently cancelling television’s two longest-running daytime dramas and announcing last year that they were no longer interested in carrying the telecast on their network, CBS seems to have had a change of heart. The decision is even more shocking considering the fact that last’s year’s broadcast resulted in record low ratings. Roughly 2.7 million people tuned in to watch the 2009 ceremony, compared with 5.4 million in 2008, resulting in a 0.6 rating and a 2 share among adults aged 18-49.
“Daytime series have a loyal and passionate following,” comments CBS’ Jack Sussman, executive VP of specials, music and live events. Even so, that following has eroded significantly in recent years.
After years of alternating between ABC and CBS (NBC opted out in 2004), the 2009 awards ceremony looked as if it would go unaired for the first time in twenty-five years, following word that both broadcasters had scrapped plans for any current and future Daytime Emmy Award telecasts. The news sent execs scrambling to find a new home for the ceremony, which was eventually picked up by the CW.
According to Herb Granath, chairman of the National Academy of Television Arts & Sciences, “The Daytime Emmy Awards are one of the cornerstones of our business and we are thrilled to be back on CBS. Last year’s show was one of the most entertaining events in our history, and this year’s Las Vegas-based broadcast promises to be even more exciting.”
Associated Television International will produce the ceremony for the second straight, with the group’s president David McKenzie serving as executive producer.
The 37th Annual Daytimne Emmy Awards will air on CBS on Sunday, June 27th, from 9:00-11:00 PM ET from the Las Vegas Hilton Hotel. Nominees will be announced on May 12th.
The Daytime Creative Arts and Entertainment Emmy Awards will be given out on Friday, June 25th, at the Westin Bonaventure Hotel in Las Vegas.