The Emmy award for best comedy given to “Ted Lasso” on Sunday wa san opportunity for Apple Inc. to showcase its streaming TV credentials.
At the same event, a best drama win for “The Crown” landed Netflix Inc its biggest television award till date. The pioneer of video streaming of films and TV shows, Netflix also remained tied with ViacomCBS Inc’s CBS broadcast network to clock the all-time record for the most Emmys in a single year with 44 awards which was achieved by CBS way back in 1974.
The two streaming services now have better and new bragging rights that they can leverage for promoting their offerings in the very competitive industry segment and to woo audiences to ditch conventional TV services for quality online entertainment.
Apple TV+’s “Ted Lasso” was awarded seven accolades at the awards ceremony just within two years of being launched by the iPhone maker. The award for the best comedy actor was given to Jason Sudeikis for his role as an upbeat American coach trying to get together and ensure re-bouncing of a struggling soccer team in Britain.
The team at Apple including “T-Dog” was thanked by executive producer and co-creator Bill Lawrence while accepting the comedy series award.
Apple TV+ had released dozens of original shows and movies since it was launched two years ago and its competing not only with online video streaming services industry leader Netflix but also with other big media companies including Walt Disney Co, AT&T Inc and Amazon.com Inc. Billions of dollars are being spent by these companies to expand their own streaming services.
The number of subscribers to Apple TV+, which offers only original programming, was not offered by Apple. That means that offer menu of the streaming service is smaller compared to its rivals that tend ot offer a large library of older TV shows and movies. A supporting actor trophy for drama “The Morning Show” was won by it last year.
The Emmys had been squarely dominated by HBO till Netflix got into the competition in 2013 as consumers chose to view TV shows and films on video streaming services instead of cable TVs. HBO in the process of being sold by AT&T to Discovery Inc.
This is also the first time that Netflix won an Emmy for a series even though it has been in the nominations every year it has participated. The best limited series award for “The Queen’s Gambit,” the story of an orphaned girl who becomes a female chess champion, was also bagged by Netflix in addition to “The Crown”.
“Thank you to Netflix,” executive producer William Horberg said as he accepted the limited series honor. “You guys did the rarest thing of all these days. You took a chance on risky material and you trusted the filmmakers.”
Thirteen awards at the Emmy awards for “WandaVision,” “The Mandalorian” and other programming was won by Disney’s streaming service, Disney+.
(Adapted from BusinessToday.in)