MUMBAI: The New York-based National Academy of Television Arts & Sciences has announced plans to institute a new Emmy category for content made specifically for handheld devices including cell phones, PlayStation portables and the iPod video.

The new award will be called the Emmy for Outstanding Achievement in Content for Non-Traditional Delivery Platforms. The award will make its debut at the 27th Annual Sports Emmy Awards on 1 May 2006 and subsequently, will also be presented during the Daytime Emmy, News & Documentary Emmy, and Business & Financial Reporting Emmy ceremonies

Eligible content would include video blogs, Web site programs, mobisodes, and broadband VOD programs. Entries will only be accepted on DVD format. Entries for the new award must have been created specifically for broadband or mobile platforms and must not exceed 20 minutes in length. It will be judged by a panel of media professionals and will reward creativity in editorial content and video production.

The new award was proposed by its National Awards Committee during the latter's October meeting, and subsequently approved by its Board of Trustees "in response to the burgeoning number of individuals and companies announcing plans to produce original programming" for non-TV platforms.