Watch out Emmys, the Paley Center is gunning for you.

According to the New York Post, the Paley Center for Media has been quietly working on a rival television awards ceremony. A committee headed by Steve Mosko, president of Sony Pictures TV, Tony Vinciquerra, CEO of Fox Networks Group, and Dick Lippin, chairman of Lippin Group has been working toward a 2012 launch date.

The ceremony would take place in New York during the annual May upfront presentations.

The committee is reportedly at work picking the categories and voting process, hoping to win some favor by addressing the frustrations of current Emmy voters.

To make the awards ceremony more accessible, the committee may allow the general public to vote in some categories. Think a People's Choice/Emmy hybrid with the idea that popular shows get more nods -- more 'NCIS,' less 'Mad Men.'

Other award shows such as the Golden Globes, the SAG Awards, the TCAs and the People's Choice recognize achievement in TV as well as film.

A spokesperson for the Paley Center told the newspaper it's too early to comment on the awards show.