The National Academy of Television Arts and Sciences - the body responsible for dishing out niche-market Emmys, including those for daytime TV, sports and news - is to honour original mobile content with a new category of award, the New York Times reports.

Although the US demand for mobile entertainment is small - there are an estimated 500,000 mobile video viewers among the total 193.6 million mobile phone subscribers - some networks are developing custom-made material for people on the move.

The new category of Emmy will be formally anounced on Tuesday and, rather confusingly, awarded as part of the Sports Emmys on 1 May 2006. The criteria for nomination are that the material cannot have already appeared on TV and cannot exceed 20 minutes. ®

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