Keke Palmer, Alan Cumming, ‘Reggie Dinkins’ cast
It’s a make-or-break year for the Primetime Emmys. After NBC airs the 78th Emmy Awards on September 14, the current four-network wheel deal – in which ABC, NBC, CBS and Fox take turns broadcasting the annual event – will expire. As of now, no renewal is in effect, which means we still don’t know what the future holds for the show.
I’ve used this column for the past few years to pitch my idea: a “roadblock,” where every streamer and broadcaster would simulcast the Emmys. That would expose the show (and the nominated programs it highlights) to a much wider audience, as opposed to the limitations associated with broadcasting on only one channel at a time.
The concept of everyone getting together in one night – and interrupting the competition for the sake of the overall TV business – had some advantages. Then the Motion Picture Academy struck a mega deal with YouTube to move the Oscars to the platform in 2029 — in a pact reportedly worth close to nine figures.
Now I’m afraid the Television Academy will have YouTube envy and want to make its own deal with a social media platform (Emmys on TikTok? Or Instagram?) or even a global streamer. But I would recommend thinking about it for a long time.
First, unlike the Oscars, the Emmys are not a global event. The Primetime Emmys focus on shows broadcast by American channels for American viewers. Certainly, a number of international series and many British dramas reach the Emmys because they are American co-productions. (Apologies for the Canadian Emmy ineligibility for “Heated Rivalry,” which it wasn’t.) But this is a domestic award, so there’s not much of a selling point for the idea that viewers in Spain or India could tune in to Netflix.
Furthermore, making a deal with just one outlet would alienate everyone else in the Emmy game. Ultimately, I think rivals would be less interested in campaigning for the awards themselves if their competitor had exclusive rights to the ceremony. And there should be a broadcast component anyway — megahits like “Tracker” and “High Potential” remind us that broadcasts still help increase awareness and viewing intent, even for audience members watching these programs on a streamer.
So expand the wheel to include streamers in addition to the broadcast networks, revamp the existing plan – or enthusiastically go for my roadblock idea.
This year, Jesse Collins Entertainment is back to produce for the fourth time, and now they have to come up with a host (or hosts). NBC, of course, has Jimmy Fallon and Seth Meyers on tap, but both have done the gig and I suspect they’re not keen on returning. Look deeper into NBC and Peacock, and there are several options: Keke Palmer (“The Burbs”), Alan Cumming (“The Traitors”) and Amy Poehler (the upcoming “Dig”) come to mind.
A wild choice could be Seth MacFarlane, who produces “Ted” and “The Burbs” for Peacock — and yes, given the talk over the years about his critically acclaimed Oscar hosting gig, this could be redemption.
But my real out-of-the-box pick is the stars of NBC’s “The Fall and Rise of Reggie Dinkins.” This comedy needs more attention, and it would be fun to put Tracy Morgan, Erika Alexander, Bobby Moynihan and Daniel Radcliffe on stage together. Viewers of “Reggie Dinkins” know this cast has hysterical chemistry, and plenty of room for off-the-cuff improvisational energy.
In particular, Morgan and Moynihan could bring some “Saturday Night Live” spirit to the show (and perhaps recruit some of their former “SNL” co-stars). Radcliffe knows his way around a stage. And Alexander could make sure the show stays on track.
At a recent NBC Emmy luncheon, I broached the idea with the cast of “Reggie Dinkins” — and they’re all on board. “That’s a brilliant idea,” Alexander said. “How can we let that happen?” Morgan knew: “That’s Variety, he’s probably going to make it happen!”
Okay, Tracy, let’s see if we can convince the TV Academy to accept my Emmy roadblock pitch… and throw in the cast of “Reggie Dinkins” as this year’s presenter for good measure.
