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>> House of Cards.>> The TV industry is handing out its top awards this weekend. And it could be a big year for streaming services like Netflix and Hulu. I'm Reuters correspondent Lisa Richwine. I'm in Los Angeles where the Emmy Awards will be handed out on Sunday night.
And this could be the year that Netflix, Hulu, and possibly Amazon really sweep many of the top awards. They've won a few in the past, but this year they have many strong contenders. For Netflix, their big show is Stranger Things. It's possible it could take home the Best Drama Award.
Which is the top award of the night, the most prestigious award, the last one that's handed out. But competing with Stranger Things is The Handmaid's Tale from Hulu, which is really the first breakout show for Hulu since they have started original programming. What's important for companies like Netflix and Hulu is that they rely on monthly subscribers who can sign up and cancel whenever they want.
They need to generate publicity and get subscribers to stay with them or get new people to sign up. And winning an Emmy Award certainly puts them in the headlines. It lends some prestige to what they're doing. And the executives there think it will help them sign up even more customers.
Now, HBO has been the Emmy favorite for many years. 15 years in a row, it has won more awards than anybody else. But this year, it does not have Game of Thrones in the running. But there is one other big contender, which is This is Us on NBC.
And if This is Us could win Best Drama, that would be a big a shift. Because broadcasters have just been shut out of the Best Drama category. They haven't even been nominated for years. Because the TV industry is changing, the edgier shows are going to cable and now to streaming.
So, if This Is Us can win for broadcasting, it would help make the argument that broadcasters are still in the race for making premium quality shows.>> And I want to tell you about it.