Just like the crew of the starship Enterprise, the Oscars are about to venture into their own final frontier: streaming television. On March 2, Hollywood’s pre-eminent awards show returns to ABC for its 97th edition—and the first that will be livestreamed on multiple digital platforms, including Hulu, Fubo, and AT&T TV.
It’s an evolution that may seem as inevitable as a certain Infinity Gauntlet-wielding despot, but getting to this point was far from a snap. For years, the Academy of Motion Picture Arts and Sciences kept its namesake ceremony behind the barricades of the streaming revolution, even as the Grammys and the Golden Globes rushed into the fray.
In an exclusive interview with ADWEEK, AMPAS CEO Bill Kramer indicates that the show’s complex web of domestic and international partners—including ABC and Hulu’s parent company, Disney—was one of the reasons why the Oscars’ move to streaming was, until recently, stuck in slow motion.
“As the television industry changes, Disney also evolves,” Kramer diplomatically notes, alluding to the Mouse House’s recent moves in the streaming space, which includes consolidating control over Hulu as well as becoming Fubo’s majority owner. “Disney is now at a point in with their evolution of Hulu, ABC, and the affiliates that it’s something we could accomplish this year.”
And Kramer is expecting to reap ratings rewards by finally flipping the streaming switch. “I think we’re going to reach a new audience this year,” he says, eyes dancing like Glinda and Elphaba while picturing the potential 18-49 demo viewership numbers on Hulu. “We’re very excited about that.”
