The game marks the first time television viewers can use their wireless phones to play along and compete during the live broadcast of a television event. Starting today, viewers can text the word "Emmy" to number 7777 on Sprint or Nextel phones to access the game and view the line-up of this year's Primetime Emmy categories.

Emmys Airplay Live is designed to allow players to compete against reality TV host Jeff Probst. As the live action unfolds, players can see how their predictions compare with the outcome and how they stack up against Probst, a predetermined group or the national audience. Players accrue points for correct answers and also have the opportunity to score bonus points by answering trivia questions during the live broadcast of the show.

"The Television Academy is always interested in bringing new technologies and new elements to each year's Emmy Awards telecast," noted Alan Perris, Chief Operating Officer of the Television Academy. "We think that Emmys Airplay Live from Sprint will offer terrific entertainment value in conjunction with our telecast."

 Unique features of Emmys AirPlay Live include:

     Live Commentary - Get insight about the Emmy Awards and performances
     Celebrity Contestant - See how you match up against Jeff Probst's picks
     Real Time Polls - Live opinion polls let the viewers voice be heard
     Post Event Polls - Best dressed? Best acceptance speech?

By Sprint