The Canadian TV industry is abuzz.

The nominees for Geminis in 99 categories have been announced, with attention turning to whether it will be Flashpoint, The Tudors, ZOS: Zone of Separation or Being Erica as possible big winners at the Nov. 14 awards gala from Calgary, airing live on Global Television and Showcase.

Now the challenge, says Christine Shipton, senior vice-president of drama and factual content at Canwest Broadcasting, is to get ordinary Canadians on their living room couches just as excited as the TV execs, stars and producers in the auditorium – and cheering – as they tune in to the gala telecast.

Shipton and her team will be hoping they have the awards gods on their side this year as they goose interest in the Geminis telecast. Last year’s gala ceremony broadcast on the now-defunct E! network was a ratings bust, drawing a mere 62,000 total viewers, according to BBM Canada numbers.

If Shipton is wringing her hands, the Canwest Global exec isn’t showing it.

‘The more we can get buzz around the event, the more Canadians will pay attention to this event, saying, ‘I know who those actors are,’ and hopefully they will tune in to see whether they win,’ she says.

The broadcaster insists it will go all out to promote this year’s Geminis telecast. Look for the Calgary Global affiliate to go big on the local telecast, and Global’s ET Canada to hype the televised awards show through to the big day.

The Geminis telecast, to be executive produced by Lynn Harvey of Toronto’s Enter the Picture Productions and produced by Calgary-based Joe Media Group, will this year be a 90-minute show on a Saturday night, live to tape.

Expect formidable competition from Hockey Night in Canada on CBC.

The recent Emmys show stateside reversed its ratings decline largely on the the skill and charisma of its host, actor Neil Patrick Harris.

Interestingly enough, it is award-winning comedian Ron James – a recurring personality on CBC – who will be hosting live on Global this year, hoping to boost ratings.

His recent one-hour comedy specials – Quest for the West, West Coast Wild, Back Home and Manitoba Bound – bode well in the numbers game as each garnered nearly one million viewers on CBC. They also received critical acclaim (The Globe and Mail called him ‘a comedic tour de force’), and his previous comedy special, The Road Between My Ears, remains the best-selling comedy DVD in the CBC library.

Geminis producers are also hinting at scripted jokes and skits about host city Calgary and local Alberta TV series, including CBC’s Heartland.

‘People will know the show is coming from Calgary, but also will see a show that celebrates a national success story,’ says Joe Novak, president and CEO of Calgary’s Joe Media Group.

Global is expected to bring back a personality-driven focus for the Geminis gala that became its hallmark when it took over from the CBC, put ET Canada on red-carpet patrol and made the industry gathering more of a dress-up ball for popular appeal.

And the Academy will once again fill the audience of Calgary’s BMO Centre on the city’s Stampede Park grounds with ordinary people to generate much-needed excitement.

‘We want the public to be enthusiastic when hearing the nominees, to applaud for their favorites, and to hoot and holler when winners are announced,’ explains Academy CEO Sara Morton.

Novak agrees having ordinary people cheer from their arena seats when winners walk down the aisle, hug and kiss and make acceptance speeches is key to ensuring Academy voters remain in synch with TV viewers.

‘People see and watch TV stars and have a vicarious relationship with them,’ says Novak.

‘It’s a chance to see them. It’s a chance to participate in one of the most important cultural and entertainment mediums called TV,’ he adds.

Additionally, Novak insists the Geminis will be more than a celebration of ratings. He envisions the gala awards show as recognition Canadian TV series have graduated from domestic living rooms to TV sets worldwide.

Flashpoint has a record-breaking 19 nominations. That’s certain to get big play during the national telecast.

And with cultural touchstones Corner Gas and Little Mosque on the Prairie having become mainstream hits in Canadian primetime – even if they aren’t nominated for Gemini Awards this year – the Academy’s Morton insists individual networks can now cheer their own homegrown shows on as they promote the Geminis overall.

‘The industry has matured, there are a lot of tremendous shows being made, being profiled through the Geminis broadcast. I certainly think it’s a compelling show to watch,’ she says.