TV Emmy Academy Vetoes Fox’s Green Carpet Plan
August 7, 2007 3:28 PM
In a move that would have parted with decades of broadcast tradition, Fox wanted to roll out a green carpet during its presentation of the 2007 Primetime Emmy Awards. But the Academy of Television Arts & Sciences, which considers the traditional red carpet an iconic part of its brand, overruled Fox's request earlier today.
Changing the carpet color was an unannounced part of Fox's green-themed Emmy Awards presentation strategy, which includes employing hybrid vehicles for event transportation, using recycled materials and reducing carbon emissions from the production.
Fox pushed for the attention-getting switch as part of parent company News Corp.'s initiative to combat global warming and promote eco-friendly concepts, but the network was met with strong resistance from the more traditional Academy.
"They are so bound by 'this is how it's always done' that it's like moving mountains trying to get them to agree,” a production insider says.
An Academy insider said their carpet verdict has gone back and forth in recent weeks as the parties debated the plan. "It was red, then it was green, then it was red again," a source says.
The Academy claims sponsor Macy's denied the request, sources say, insisting the carpet remain red since the color matches the store’s signage. Switching the carpet might also have impacted arrivals coverage specials that are traditionally titled and marketed using the "red carpet" brand.
Though Fox was denied a green carpet, the network still convinced the Academy to have a “green” carpet—as in eco-friendly. The carpet will be made from recycled material and donated to a school or library after the event.
CarpetGate Update: A silly story just got sillier. Some representatives now say Fox's proposed recyclable, eco-themed carpet looked more blue than green -- which, follows their implication, makes the veto less of an eco rejection.