Daytime Emmys Preview: Morning Shows to Face Off

Morning Show Face Off Split - H 2015
AP Images

Morning Show Face Off Split - H 2015

ABC News senior vp Tom Cibrowski talks to THR about the importance of the recognition and the competition 'GMA' is facing.

This story first appeared in the March 20 issue of The Hollywood Reporter magazine.

Since the National Academy of Television Arts & Sciences began handing out a Daytime Emmy for morning program in 2007, ABC's Good Morning America and NBC's Today each have taken home four awards. Though the Emmycast will be presented live April 26 on Pop (formerly TV Guide Network), the awards aren't the gala they were during the heyday of daytime soaps -- and the News & Documentary Emmy Awards, presented every fall in New York, are the news industry's version of the Primetime Emmys. But as ABC News senior vp Tom Cibrowski notes, "An Emmy is an Emmy." He talks to THR about the importance of the recognition.

Do the Daytime Emmys have cachet in morning news?

For the people who work tirelessly and endlessly -- from the graphics artist, to the segment producer, to the makeup and hair people, to the lighting person and the control room PA -- it means a great deal.

But do they mean anything for branding and marketing?

Getting recognized like that is a once-a-year thing. We'd love to have it, and it's great for the staff. [But] I don't think it necessarily resonates with the viewers.

GMA and Today each have four wins. Is this year more competitive?

There are a lot of really good shows in that category. We know we're at top-level competition there. Of course, everybody likes to win.