For the first time, Netflix will head to the ceremony with more
nominations than any other network, with 112. AT&T-owned HBO,
however, will bring its formidable "Game of Thrones," which
scored 22 of the premium cable network's 108 nods.
The two will compete for the television industry's highest
honors with basic cable network FX, broadcast channel NBC and
online services Hulu and Amazon.com Inc's Amazon Prime Video,
just part of the crowd fighting to shine a light on their shows
in a large sea of programming.
"It means a lot to all of these players, all of whom are in
hyper-competition right now to attract our attention," said
Peter Csathy, founder and chairman of consulting and business
development firm Creatv Media.
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HBO and Netflix have fought for viewers since 2013 when the
streaming service launched "House of Cards," a political
thriller that established it as a home for top-quality TV
programming. HBO had long dominated that space with acclaimed
series such as "The Sopranos" and "Sex and the City."
Netflix has since expanded into a wide range of genres, which
helped boost its nominations count with shows such as reality
series "Queer Eye."
HBO has argued that its focus on a smaller, curated slate of
programming ensures quality.
Randall Stephenson, chairman and chief executive of HBO owner
AT&T Inc, on Wednesday called Netflix the WalMart of video
subscription services, while he likened HBO to luxury jeweler
Tiffany & Co.
"It's a very premium, high-end brand for premium content,"
Stephenson said at an investor conference.
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So far, the race is neck and neck after dozens of this year's
Emmys were handed out at events in Los Angeles earlier this
month. HBO won 17 trophies, including best documentary for "The
Zen Diaries of Garry Shandling." Netflix collected 16.
The major awards will be unveiled in a nationally televised show
on Monday.
According to awards experts, HBO's "Game of Thrones" is the
biggest competition to Hulu's "The Handmaid's Tale" for the
prestigious best drama award. Netflix's entries in the category
are "Stranger Things" and "The Crown."
Another streaming service, Amazon Prime, has a shot at the best
comedy trophy with "The Marvelous Mrs. Maisel," as does basic
cable channel FX with "Atlanta."
IndieWire executive editor Michael Schneider predicts Emmy
voters will spread the awards among several streaming services
and traditional networks, but that HBO will continue to reign as
the most-honored outlet overall.
"HBO has more front runners," he said.
(Reporting by Lisa Richwine in Los Angeles; Additional reporting
by Jill Serjeant; editing by Bill Tarrant and Leslie Adler)
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