By LAURA M. HOLSON
LOS ANGELES, Nov. 11 - The newest award in broadcasting excellence gives new meaning to the line Gloria Swanson made famous in "Sunset Boulevard": "I am big. It's the pictures that got small."
The National Academy of Television Arts and Sciences, best known for handing out the Daytime Emmy Awards, is expected to announce on Tuesday that it has created an award category to recognize original video content for computers, cellphones and other hand-held devices, like the video iPod and PlayStation Portable.
The category is to have its debut at the academy's next Sports Emmys presentation, and ultimately be added as a category for other Emmy presentations as well, including those for news and documentary, business and financial reporting and daytime television. The category will not be included in the prime-time Emmy Awards, which are overseen by a sister organization.
The academy already hands out a technical achievement award for new media. But this will be the first time the group has recognized original content for cellphones and other devices, which have gained some acceptance among media-hungry consumers.
Already several studios are experimenting with creating serials for mobile phones, many derived from programs already shown on television. The academy hopes the new category will draw attention to a rapidly growing business that is expected to expand even more as consumers, largely teenagers, adopt new technology quickly.