Nets, Paley Center planning Emmy alternative? (VAR)

By Nancy Tartaglione

Sony Pictures TV chief Steve Mosko is leading an effort to mount an alternative awards show to the Emmys in partnership with the Paley Center for Media, Variety reports, citing unidentified sources. Several networks are said to have been approached in recent weeks about the plan.

Mosko previously served in the voluntary role as president of the TV Academy's foundation but resigned two years ago, he declined to comment to Variety about the proposed Paley venture.

A Paley rep confirmed the group is looking into producing a special honoring TV programs. The rep, however, dismissed talk that it would serve as a rival to the Emmys.

This would not be the first time that frustrated TV industry execs and networks have proposed a competitor to the Emmys, though none of the previous efforts have taken hold as perennial TV events.

In the past, the networks have pursued the idea as a means to take back the spotlight from cable having grown frustrated with the fact that they were airing an Emmy show that increasingly shined much of its spotlight on cable fare.

This time around, says Variety, the issue may be as much about price tag as it is cable's Emmy dominance.

The four major networks are heading into the final year of an eight-year deal in which the Emmy show has rotated among them. The TV Academy was able to negotiate a $52 million fee over the contract's term after HBO played the role of stalking horse by proposing a five-year, $50 million deal.

The networks have already indicated that they expect the next deal to be less generous.

Insiders, according to Variety, say there has been no discussion with the TV Academy yet on renewing the contract.