The National Academy of Television Arts & Sciences is creating an award for Outstanding Achievement in Content for Non-Traditional Delivery Platforms.

This is the first time original content being produced for platforms such as computer, cellphones and mobile devices will be eligible for an Emmy award. The award only recognizes original content; rerun episodes that are available for download are not eligible.

"The timeline of going from our analog world to the digital world has collapsed into months rather than years. The question is, 'How do we as an academy respond to that?'" Peter Price, president of the television academy, told the Los Angeles Times.

The first Outstanding Achievement in Content for Non-Traditional Delivery award will be handed out at the 33rd Annual Daytime Emmy Awards on April 28, 2006.