Similarly, HBO’s fall to second place in the overall Emmy nomination tally shouldn’t be used as an excuse to start spewing hot takes about a Network in Transition.
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Those nominations won’t convince Julia Roberts to do a show for BBC America, but it does send a clear message to series creators and actors that the network can break through the clutter of Peak TV.
BBC America, for example, will get a major boost from having not one but two nominees for outstanding actress in a drama (Sandra Oh for frosh sensation Killing Eve and Tatiana Maslany for the dearly departed Orphan Black). Still, it’s not entirely clear Netflix’s bottom line will be helped all that much by the Emmy love - particularly compared to smaller outlets with much more to gain from awards attention. Having so many nominations, and so many programs with noms, helps it make that case. Netflix spends lavishly on Emmy campaigns in part because it wants to convince top talent their shows and specials won’t get lost amid the service’s ever-expanding array of content. The first thing visitors to the company’s Hollywood headquarters see upon entering are two glass trophy cases filled with the streamer’s various Emmy statuettes. There’s no doubt Netflix execs will be very happy about today’s accomplishment. Netflix chief content officer Ted Sarandos hinted at this in a statement today noting the company’s Emmy nomination haul: “We are particularly enthused to see the breadth of our programming celebrated with nominations spread across 40 new and returning titles which showcase our varied and expansive slate - comedies, dramas, movies, limited series, documentary, variety, animation and reality.” The fact that it racked up more Emmy noms than any other outlet without having one (or, in the case of HBO, two) superdominant shows suggests the service is building hits across many genres. But Netflix has made it clear it’s more interested in having lots of quality shows that speak to lots of different audiences.
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That’s not to say there’s anything wrong with shows with overwhelming nomination counts, of course: It speaks to the overall quality of series like Game of Thrones, Westworld, Saturday Night Live, and The Handmaid’s Tale that voters from so many branches of the TV Academy singled them out for praise. While HBO, NBC, and Hulu all had shows with more than 20 nominations, Netflix’s biggest performer - The Crown - earned a comparatively modest 13 noms. Netflix racked up its dominant tally by having lots of Emmy-approved shows in many categories, rather than one or two overperforming titles - perhaps the best possible outcome for an outlet whose business model is geared toward appealing to as wide an audience as possible. Still, it’s undeniably a milestone moment for Netflix, one which further cements its status as the $8 billion gorilla that’s taken over the TV industry in just a half-decade.
The premium-cable pioneer managed to match its previous performance despite the absence of perennial Emmy powerhouse Veep, which scored 17 nods last year. Netflix’s multibillion-dollar investment in first-run content yielded an impressive 112 Emmy nods, up about 20 percent from its 2017 haul of 91 nominations and more than double its overall tally of 54 a mere two years ago. HBO was hardly a slouch, however: It scored 108 nods this year, just three fewer than the 111 it managed last year. Just five years after launching its first original series, Netflix racked up the most 2018 Emmy nominations on Thursday, ending HBO’s 17-year reign as the Television Academy’s most celebrated network.
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