Tony Awards Dive into the Digital Stream

By Cox, Gordon | Variety, May 14-May 2, 2013 | Go to article overview

Tony Awards Dive into the Digital Stream


Cox, Gordon, Variety


MOBILE MAIN STEM

Second-screen content includes backstage segs, trivia in bid to pique interest of younger auds

Think the Tony Awards and The Walking Dead don't have anything in common? You must only be watching the first screen.

This year the Tonys will launch a second-screen digital destination, with interactive content set to stream during the annual live kudocast on CBS - a measure other TV skeins, such as the AMC zombie hit and HBO's Game of Thrones, also have taken to cultivate fan enthusiasm beyond the TV screen.

Aimed at reaching younger auds on the mobile screens where they live, the Tonys' digital push endeavors to combat a trend that has seen viewership for the kudocast decline in recent years, from 7.4 million viewers in 2009 to around 7 million in 2010 and 2011, and to 6 million last year. The 2013 edition, hosted again by Neil Patrick Harris, airs June 9.

But the digital initiative also takes into consideration an awards show that's long been challenged by the tension between the kudocast's nationwide footprint and the mostly local profile of the new productions being honored.

"One of the issues we have is that the Tonys are the beginning of a conversation with the national audience rather than the end of a conversation, which is what it is for all of us in the industry," says Heather A. Hitchens, exec director of the American Theater Wing, which co-presents the Tonys every year with the Broadway League.

Without the benefit of the multimillion-dollar marketing campaigns that movies get, legit titles usually require two things to achieve pop-culture prominence: longevity and a national touring production. A slew of Tony Awards doesn't hurt, either.

But on the Tonycast itself, the nominated new shows of the season - this year including Kinky Boots, Matilda and Pippin - are, by necessity, being showcased before the general public outside of Gotham knows much about them.

That's where the Tonys' growing digital initiatives hope to come in. Earlier this year, the Tonys and IT partner IBM launched the Spotlight On series, which rounds up info and video spots about the season's eligible shows in order to familiarize viewers with the titles in the running for the awards race prior to the Tonycast itself.

The second-screen content - developed with Echo, the platform behind such offerings for clients including NBC's Dateline and the USA Network - will stream videos, photos, backstage segments, nominee trivia, polls and other tidbits as part of the awards-night conversation. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Tony Awards Dive into the Digital Stream
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.