Ashlee Difuntorum’s recent Forbes article, “The Next Primetime Emmy Awards Broadcast Deal Must Reckon With The Clip Economy,” examines the future of the Primetime Emmy Awards’ broadcast rights and how the television industry’s evolving “clip economy” could reshape the next deal.
In her article, Ashlee explores the future of the Emmy broadcast as the Television Academy prepares to renegotiate its longstanding “wheel deal” among ABC, CBS, Fox and NBC. The current agreement expires this year.
With the current agreement expiring, the Television Academy is reportedly considering options that could include expanding the rotation to streaming platforms such as HBO Max, Netflix and Apple TV+, or pursuing a simulcast model that would allow multiple outlets to carry the ceremony simultaneously.
As Ashlee explains, the traditional economics of award-show broadcasting are being challenged by the way audiences now consume content across social media. “7.42 million people watched the 77th Primetime Emmy Awards on CBS and streaming on Paramount+,” Ashley states. “60.9 billion potential impressions happened on social media platforms like TikTok and Instagram, where acceptance speeches, red carpet moments and viral clips traveled instantly.”
Ashlee examines the legal and business considerations surrounding the rights to clips, including how future Emmy agreements may need to address the distinction between the live broadcast and the content that audiences and creators share afterward. “Emmy moments posted to social media without authorization exist in a legal gray zone. Short clips from acceptance speeches may qualify as fair use, particularly when shared for news or commentary purposes.”
As entertainment companies continue to navigate changing viewing habits and the expansion of content across social platforms, Ashlee highlights how rights agreements must evolve alongside the ways audiences discover, consume and monetize entertainment.
