DIARY: Emmy which way you can says TNT

How much do awards really mean to cable networks? Enough, it seems, that several have debuted highly touted teleflicks in the middle of the night to make sure that they beat awards deadlines.

How much do awards really mean to cable networks? Enough, it seems, that several have debuted highly touted teleflicks in the middle of the night to make sure that they beat awards deadlines.

How much do awards really mean to cable networks? Enough, it seems,

that several have debuted highly touted teleflicks in the middle of the

night to make sure that they beat awards deadlines.



Following the lead of Showtime (which jumped the gun with Lolita last

year), TNT was the latest sneak. The network bowed its Pirates of

Silicon Valley movie, documenting the rise of tech titans Bill Gates and

Steve Jobs, at 1.30 am on May 23, several days before the May 31 Emmy

deadline, but weeks before its ’official’ premiere on June 20.



The unscheduled airing didn’t catch everyone off-guard - around 892,000

caught at least part of it - but the early-hour showing didn’t cut into

the ratings of the premiere: it was one of the year’s most-watched

made-for-cable films.



’We only do it for movies we really believe stand a shot at being

nominated,’ said a TNT rep. ’You notice that we didn’t do it for CHiPs

’99.’



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