The Emmy will be awarded to exceptional programming delivered wirelessly to portable devices, the first expansion of the Emmys since cable-TV shows became eligible for an award in the late 1980s.

While the industry is giving a big nod to Internet and wireless offerings, Walt Disney Co.'s ABC Television is jumping on the media integration bandwagon, offering some of its most popular shows free on the Internet in a two-month trial even though it currently sells its highest-rated TV shows for iPod use.

This trial will be paid for by advertising revenue with the catch being that viewers cannot fast forward through the content, but can only pause and move between “chapters,” avoiding advertising that is technically embedded.

Many industry executives also believe that quality podcasting can only tighten TV’s hold on viewers. “The more immersive the experience, the more people will bond with your content,” said Dave Howe executive vice president and general manager of the Sci Fi Channel.

The top 20 list of podcasts on Apple’s iTunes Music Store regularly includes big names from cable like Cartoon Network, VH1, and ESPN.
 
"In the future, consumers will rely more and more on strong brands to help them navigate the digital world, and we have some of the strongest brands in entertainment," said Anne Sweeney, president of the Disney-ABC television group. "Stay tuned ... because this is just the beginning."

As more companies see the potential and popularity of podcasting and what new doors this type of multi-platform practice offers, the question of “how will this be paid for?” will soon be answered. Advertisers are currently experimenting with different advertising ideas, including paying for pre- and post-content advertising in podcasts.

Sources: Newsweek [Emmy’s], MediaWeek [Podcasting], and Reuters [Disney]