HBO grabs most Emmy nominations; cable in spotlight

By Paul Thomasch

LOS ANGELES (Reuters) - HBO got the most Emmy recognition of any U.S. network on Thursday as "John Adams" and "Recount" helped the cable channel grab 85 award nominations and burnish its reputation for quality programs.

HBO, the perennial favorite for Emmy nominations, was shut out of the race for best drama series for the first time in a decade but still emerged No. 1 overall thanks to "John Adams," a seven-part production about the second president of the United States.

Starring Paul Giamatti and Laura Linney, "John Adams" had 23 nominations, the most of any program this year. "Recount," the made-for-TV movie about the disputed 2000 U.S. presidential election, gave HBO another 11 nominations.

Behind HBO was broadcast network ABC, with 76 nominations total, followed by CBS with 51 and NBC with 50.

This year's Primetime Emmys, U.S. television's top awards, will be given out by the Academy of Television Arts and Sciences at a gala show in Los Angeles on September 21.

Nominations and wins can provide valuable attention for little-seen shows and could prove particularly helpful this year for a crop of nominees from basic cable, including AMC's "Mad Men," a portrait of the 1960s Madison Avenue advertising industry, and the FX courtroom drama "Damages."

HBO used the critical acclaim and Emmy recognition for the likes of "Sex and the City" and "The Sopranos" to market itself to potential subscribers as a home for high-end shows.

But high marks from critics and Emmy voters do not always translate into stronger revenues for a network, experts say.

That is especially true for broadcast networks like ABC and CBS. Because they depend entirely on advertising dollars to support their programs, viewership is ultimately more important to a show's future than plaudits or awards.

GOOD FOR THE BRAND

Basic cable is under less pressure for big ratings since expectations are lower and cable networks draw some revenue from carriage deals and subscriptions. That means they focus more on building their brand, which is where awards help.

"Cable tends to be a little more patient because they are developing around their brand and an understanding of their audience," said Charlie Collier, general manager of AMC.

John Landgraf, president and general manager of FX, agreed that the ability to concentrate on a smaller slate of shows aimed at a smaller audience gives cable networks the freedom to be more innovative.

"The more sophisticated, bold programming that used to be done at 10 o'clock on broadcast television is now being done on cable," he said. "The fact that we can define success with a smaller group of viewers means that we can be very specific and be the favorite show of a limited number of people."

Boosted by "Mad Men," AMC grabbed 20 nominations and helped set the stage for basic cable's biggest Emmy season ever. "Mad Men" had 16 nominations on its own, including for best drama, best lead actor and best supporting actor.