I don't know what to make of this. On the one hand I like Twitter and use it actively. Only 8-20mil people world wide use the network each day. So it is not a mass medium yet. And it's Cutesy Geek. Almost like the Emmy's doing this erode the street cred of techie chic that Twitter users try to exude.
But my real reason for posting is the creative aspects. This benefits Twitter immensely for exposure. Probably much more than the Emmy's benefit. So did Twitter pay for the exposure is what I am curious about.
And more significantly: Dear Facebook....notice the Emmy's are Tweeting Live!....not updating a Fan Page Live!