The National Academy of Television Arts & Sciences (NATAS) has extended its deadline for nominations for its Technology & Engineering Emmy Awards until September 20th.

Through last year, the Academy typically had a September deadline, but this year moved it to August, which it obviously realized was a bit of a mistake.

In the past, the companies that typically submitted awards applications were engineering companies, NATAS CEO Peter Price told CED, but in recent years, “we’ve been getting more and more people from the programming side,” submitting applications for things such as interactive programs.

At the same time, he said, the distinction between engineering companies and creative companies is beginning to blur.

Entries do not have to be revolutionary, paradigm-shifting, discontinuity-producing products either. “The question isn’t is this the biggest breakthrough or the best-watched program,” Price said, “so much as: will this be something that changes the way people act or think?”

The judges, he said, are eager to recognize anything new and exciting, no matter who it comes from. Of the judges, Price said, “their sense of what’s Emmy-worthy – their mindset – is much more open to non-traditional programming and non-traditional technology.”

The Academy might be more open to new ideas because the nominating process itself has been revolutionized by technology. “It used to be – three years ago, ancient history – you had to fill out a form, put it in an envelope, along with a tape, Fedex it, then we had to herd everyone in a room and watch it…,” Price said. “Now? Send us a URL.”

Categories for the 59th Annual Technology & Engineering Emmy Awards include:
* Synchronous Enhancement of Original Television Content For Interactive Use
(Two Screen Environment TV/PC)
* Non-Synchronous Enhancement of Original Television Content (Single Screen TV)
* Creation of Non-Traditional Programs or Platforms
* Best Use of Personal Media Display and Presentation Technology
(PSP, Cell Phone, Personal Media Player)
* Creation and Implementation of Video Games and Platforms
* Best Use of “On Demand” (Consumer Scheduled or Programmed) Technology
Over Broadband Networks For Active Viewing (PC)
* Best Use of “On Demand” (Consumer Scheduled or Programmed) Technology
Over Broadband Networks For Passive Viewing (TV)
* Best Use Of Commercial Advertising on Stand-Alone Broadband Devices
(Personal Computers)
* Best Use for Creation and Distribution of Interactive Commercial Advertising
Delivered Through Portable Broadband Devices
(PSP, Cell Phone, Personal Media Player)
* Best Use for Creation and Distribution of Interactive Commercial Advertising
Delivered Through Multi-Channel Broadband Devices (Digital Set-top Boxes)
* Best Use of Broadband for the Development and Delivery of Commercial Advertising In Video Games (In Game Advertising).

Deadline to enter: September 20, 2007. Nominations will be announced at the Association of National Advertisers (ANA) conference, in Phoenix, October 11-14, 2007. Winners will be announced at the 59th Annual Technology & Engineering Emmy Awards at CES in Las Vegas, January 7, 2008.