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Showtime's Emmy Promos Go Mobile

Showtime Networks is cutting the cord with its 2009 Primetime Emmy campaign.
Starting next month, the premium network will offer full seasons of original series, including Weeds and The Tudors to eligible Academy of Television Arts and Sciences members on Apple iPhone and iPod Touch devices. The mobile application was developed and implemented by Transpera, a mobile video delivery and advertising network provider.
Last year, Showtime launched its Emmy campaign online, offering 82 episodes through Brightcove, which Showtime said saved it $100,000. Showtime said Academy members in 2008 watched an average of four full episodes.
Showtime will again offer screeners online, with the Feb. 28 launch of a password-protected site, http://sho.com/foryourconsideration, to be available to voters throughout the June balloting and final August judging periods.
In addition to the Internet and wireless options, Showtime will send out an old-fashioned mailer with program information and select episodes on four DVDs to Emmy voters.
In 2008, Showtime had 21 Emmy nominations -- including outstanding drama series for Dexter and outstanding lead actor in a drama for Michael C. Hall, as well as outstanding lead actress in a comedy series for Mary-Louise Parker -- but failed to win in any category.