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from live events to streaming them online. For thosee past three years, the Extra TV platform served as the streaming platform for the Media Access Awards.
Debra Calla, Ben Lewin, Allen Rucker, David Shore, and guest at the MAA
“The status of the Media Access Awards, which was an organization started by Fern Field and Norman Lear in the late ’70s, came up during our conversation. After losing funding, the event had gone dark. For three years nothing had happened with it, and it seemed like people had just moved on,” Deborah Calla recalled.
That conversation sparked interest in MAA again, and a decision was made to resurrect the event.
“On the day of that first event back, I realized that these awards were something extremely important, and I just knew I needed to devote my time to it,” Calla explained,
During a conversation with writer, producer and disabil- ity advocate Allen Rucker, the two recognized their shared commitment to the mission of Media Access Awards. They agreed to work together to ensure ongo- ing growth and success for the important event.
Under their leadership, the event returned as an annual event for the past 13+ years. A subsequent partnership with Easterseals provided the support necessary for growth of the platform.
“Easter Seals saw Media Access Awards as a way to expand into media representation, and we saw partner- ing up with Easterseals as a good way to have greater support for the ambitions we had for the event. So, it was a win-win,” Calla said.
Now in its sixth year, the collaboration between MAA and Easterseals has helped the event grow each year, increasing awareness and promoting inclusive represen- tation in media.
Pandemic Pivot
As with so many things, the COVID-19 pandemic brought unprecedented challenges, forcing MAA to shift
“We went from doing a huge live event at a hotel ballroom to streaming it online. It was definitely a change,” Calla said.
But Calla expressed appreciation for all those who worked hard to continue the mis- sion of MAA during a very difficult time.
The Writers’ Strike and the Impact of AI
Discussing the ongoing writers’ strike, Calla acknowledged the cascading impact of the work stoppages, affecting not only writers but also actors, directors, and other industry professionals. Despite the challenges, she
remains optimistic that such actions are necessary to safeguard the future of the industry.“We are seeing a huge change in the usage of AI in entertainment, and that needs to be addressed. A work stoppage is the only way that you can seriously bring people to the table,” Calla said.
Calla expressed both curiosity and concern about AI. While she acknowledged AI’s impressive capabilities in content creation, she added, “AI was fed data, and data comes from human work. It’s good stuff, but it’s based on original ideas of others’ hard labor, human experi- ence, and that comes from human beings, not from AI.”
Calla believes it is crucial to address the usage of AI in the industry and protect the rights of those who con- tribute their creative labor.
Looking Ahead
The future looks bright for Media Access Awards. Its next event is slated for this Fall. There are discussions underway to potentially expand the MAA reach even further with a new broadcast and streaming partner. Calla explained that those negotiations are ongoing and will likely impact the exact date for the next Media Access Awards event.
The leadership of Deborah Calla and Allen Rucker lead- ership at MAA has had an impact on promoting disabili- ty inclusion and creating a more representative land- scape in media. Despite the current challenges faced by the industry, Calla’s optimism and determination are evident as she enthusiastically talked about the history and future for Media Access Awards.
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MediaAccessAwards.com