Picture May 17, 2001. In the final seconds of the season seven finale Jennifer AnistonB次元官网网址檚 Rachel reveals sheB次元官网网址檚 pregnant B次元官网网址� but whoB次元官网网址檚 the father?

This was a classic May sweeps cliffhanger, luring viewers and reaping advertising dollars for NBC.

Most shows used to kick off in the fall, air big episodes in November and February, and go out with a bang in May. Baby announcements, marriage proposals and sudden deaths were just a few of the popular plot twists used in spring season finales to hook viewers and build anticipation for the fall season.

Network television still largely follows that model, but tend to operate with different goals. Rather than angling for ratings, those companies are releasing new seasons of popular TV shows B次元官网网址� B次元官网网址淭ed Lasso,B次元官网网址� B次元官网网址淪uccession,B次元官网网址� B次元官网网址淭he Mandalorian,B次元官网网址� B次元官网网址� ,B次元官网网址� and B次元官网网址� B次元官网网址� B次元官网网址� with an eye to recognition.

Everyone wants to be fresh in the minds of voters, said Joyce Eng, a senior editor of the Hollywood awards-centric website Gold Derby.

B次元官网网址淎 lot of networks, streamers and campaigners will capitalize on recency bias,B次元官网网址� she said.

For a TV series to be eligible for a Primetime Emmy, it must air between June 1 and May 31 of the following year. Six episodes of a returning season need to air by May 31 to qualify for a series category. The cast and crew then cross their fingers for nominations, which this year will be announced July 12, followed by the Emmy telecast on September 18, when the awards are handed out.

Limited series have to air all their episodes by May 31 in order to be eligible for nomination. In March, Amazon PrimeB次元官网网址檚 highly anticipated B次元官网网址� B次元官网网址� dropped its 10 episodes in four batches.

It can be a scramble for shows to finish by the end of May: B次元官网网址淭ed LassoB次元官网网址� on Apple TV+ drops its final episode of season three, , on May 31. The fifth and final season of B次元官网网址淭he Marvelous Mrs. MaiselB次元官网网址� returns on Amazon on April 14 and swiftly wraps by May 26.

If a returning series does not release six episodes of its season by the May 31 deadline, the remaining B次元官网网址渉angingB次元官网网址� episodes can be nominated in categories that only require a single episode to enter, such as guest actor.

Season three of premiered June 5, 2019 B次元官网网址� which was too late for Emmy eligibility that year. Rather than sit the year out though, B次元官网网址渢hey found a loophole,B次元官网网址� Eng said. They submitted three episodes that had aired in 2018 during the previous season and earned 11 nominations.

When it comes to scheduling, network and streamer executives maintain tight control over the release-date calendar.

B次元官网网址淭hey choose when we go,B次元官网网址� said Rob Eric, chief creative officer and executive producer of Scout Productions, behind the Emmy-winning reality series This year, he has four series premiering right before the deadline.

B次元官网网址淲e can make suggestions, but really theyB次元官网网址檙e in charge of how that rollout looks,B次元官网网址� he said of the platforms.

Release dates are not always entirely about potential accolades.

B次元官网网址淪ometimes a series is released because itB次元官网网址檚 timely and speaks to whatB次元官网网址檚 happening in the world,B次元官网网址� said Tony Phelan, who created B次元官网网址淎 Small LightB次元官网网址� with Joan Rater. The NatGeo series tells the story of who helped hide Anne Frank and her family.

B次元官网网址淚tB次元官网网址檚 in direct response to whatB次元官网网址檚 happening in the world, specifically in America in terms of division and the rise in nationalism and antisemitism,B次元官网网址� Phelan said of the show.

Still, to end the show in time for award eligibility, B次元官网网址� B次元官网网址� will release two episodes each week on National Geographic, premiering May 1 and ending May 31.

B次元官网网址淗ow did that happen?B次元官网网址� Phelan asked in mock surprise of the reason behind the showB次元官网网址檚 timeline.

It should be noted that shows released in late summer and fall can still garner attention from awards committees B次元官网网址� just a little later. Netflix dropped all nine episodes in September 2021 B次元官网网址� and it was still nominated for last yearB次元官网网址檚 Emmy Awards, including best drama series. Lee Jung-jae also won best actor in a drama series, as the first person to win in the drama category for a non-English speaking role.

The critically acclaimed and popular series debuted its first season last June, but it was too late for the . By premiering in the summer though, the Hulu show shined and wasnB次元官网网址檛 drowned out by competitors. And the Emmy Awards arenB次元官网网址檛 everything: Star Jeremy Allen White cleaned up at the Golden Globes, where he won best actor in a musical or comedy series.

B次元官网网址淭here are just so many shows, so many streaming services, and people donB次元官网网址檛 have the time,B次元官网网址� Eng said. B次元官网网址淔rom the studio and network standpoint, maybe you should pull something like B次元官网网址楾he BearB次元官网网址� and drop it in the summer and build that momentum because that was a word-of-mouth hit.B次元官网网址�

Still, some award shows reign supreme.

Eric Korsh, the president of Scout Productions, distilled the value of award recognition: The Emmys, he said, B次元官网网址渁re about defining the best in television.B次元官网网址�

B次元官网网址擜licia Rancilio, The Associated Press

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