Daytime Emmys shifting to the CW

First time the awards will air outside Big Three networks

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The Daytime Emmy Awards have found a home on the CW.

The National Academy of Television Arts & Sciences has inked a deal with the network to broadcast this year's ceremony Aug. 30 from the Orpheum Theatre in Los Angeles.

That is two months later than usual for the ceremony and coincides with the CW's fall rollout.

"It is not only a terrifically entertaining show with a core female following similar to our own, but will also give us a promotional platform as we launch our fall 2009 schedule," the CW entertainment president Dawn Ostroff said.

This marks the first time the Daytime Emmys will air on a non-Big Three network.

NATAS approached the CW after CBS, which had alternated with ABC in carrying the event, declined to renew its contract. After ABC also passed, saying it was not prepared to broadcast the ceremony two years in a row, the Academy and the show's first-time producer, Associated Television International, pitched it to other networks.

ATI, which has an option to return next year, plans to shake up the broadcast, amping up the entertainment quotient.

NATAS president and chief marketing officer Frank Radice said this year's show, executive produced by ATI president David McKenzie and Paul Sharratt, will be "more robust and relevant than ever before."

MGM is handling U.S. distribution for the ceremony, which will honor PBS' "Sesame Street" with a lifetime achievement award for "40 years of educational television."