The people who bring us The Emmys have decided it's time for a makeover.
The Academy of Television Arts & Sciences launched a campaign Tuesday to rebrand the 68-year-old organization at a time when the concept of "television" is in constant transition.
The first step: streamlining the organization's name. It's now officially called The Television Academy. It has also retooled its logo, giving the Emmy statue silhouette a more modern and athletic look.
"This is the most important and pivotal year in our organization's history," said Bruce Rosenblum, Chairman and CEO of the Television Academy, in a statement. "The academy is expanding, innovating and evolving alongside the dramatic changes in our industry."
The expansion includes the construction of a multi-purpose theater and digital production center on the academy's campus in North Hollywood's Arts District. The academy also plans to establish a tuition-based scholarship program and add to its philanthropic wing's internship program, the statement says. To finance the expansion, the Television Academy is launching a "once in a generation" fundraising effort to bring in $40 million dollars.
Last September, Netflix became the first non-television network to win an Emmy, with "House of Cards" taking awards for best directing, casting and cinematography. Earlier this year, Bruce Rosenblum appointed Netflix Chief Content Officer Ted Sarandos to the academy's Executive Committee.
The Television Academy was already embracing the rapid changes in its industry, according to Jerry Power, executive director of USC's Institute for Communication Technology Management.
"It's a question of where the spotlight has been," Power told KPCC. "When they talk about renaming, what they're trying to do is expand the spotlight so it encompasses much more of what they've been doing."
Power said Netflix might be the hot television disrupter of the moment, but since the industry is changing so fast, viewers could be on to newer ways of watching content on alternative devices as early as next year.
"You're starting to see a lot more kinds of video delivery processes being tried out and tested to reach different demographics," Power said. "I think in the end this is good for people, because we get to see the content we want, when we want, where we are."
He said the CTM recently finished research that shows that roughly 50 percent of consumers use tablets, smartphones and computers as their primary means of watching content.
The Television Academy plans to give more details on its new campaign at its Hall of Fame inductee ceremony Tuesday night at the Beverly Wilshire Hotel. The next primetime Emmy Awards show will be Aug. 25.