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SEPTEMBER 16, 2026


What Is The Point of An Awards Show?


What Is The Point of An Awards Show?

This week the organizers of the Emmy Awards decided to reduce the number of awards presented live on the show from twenty-six last year to nineteen this year. The rationale is that this will free up the show to offer more live entertainment and make it more fun to watch for the television-loving general public.

The move has already been condemned by several industry trade groups including the DGA, SAG-AFTRA and the WGA who all issued a joint statement saying that “the decision to eliminate these categories from the prime-time broadcast devalues the contributions of the talented people the Academy is meant to honor. An awards show dedicated to recognizing excellence should not reduce recognition for the artists whose work gives it meaning.”

The question this raises, though, is who is an awards show really for? I’ve been invited as a speaker to more than dozen events where awards were also presented. Usually it is to recognize people in front of others from their professional or personal community. The Emmys, Tonys, Grammys and Oscars are all different.

They have an audience of industry peers in the room, but they also have a live audience who don’t really care who won the award for Best Cinematography and would rather experience moments such as the red carpet arrivals of stars or the rapport between presenting duos. So maybe the best solution is to have two award shows. The first for the industry and another where the entertainment value of the show is prioritized. What do you think? And will you be watching the Emmys this weekend?

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This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.

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