Nellie Andreeva

The Grammy Awards are staying put at CBS for another 10 years. The network, which has carried the music industry’s top awards show since 1973, has signed a new 10-year deal with the Recording Academy to be the Grammy’s TV home through 2021. With the pact, which includes a series of two-hour Grammy specials, all major awards shows are locked in for the better part of the next decade at their long-time networks. Earlier this year, ABC signed a six-year extension to carry the Oscars through 2020, and the Big 4 broadcast networks just closed a new eight-year deal for the Primetime Emmy Awards. Last fall, NBC moved in to secure the Golden Globe Awards through 2018, signing a new eight-year deal with Dick Clark Prods., but that deal is now the subject of litigation between DCP and the Hollywood Foreign Press Assn. Of the smaller awards shows, the Tony Awards will air on CBS at least through 2013 with a new three-year deal signed last fall, while the future of Daytime Emmy Awards is murky as the show has been airing via one-off TV deals for the past three years. In the Grammy announcement, CBS also set the date for next year’s awards — Feb. 12. Here is the official release:

SANTA MONICA, Calif. – June 21, 2011 — The Recording Academy® and CBS announced today a new 10-year deal that will keep Music’s Biggest Night®, the annual GRAMMY Awards® broadcast, on CBS through 2021.  The new agreement further extends one of the longest broadcast partnerships in television history.  CBS has been the broadcast home of the GRAMMY Awards since 1973.  ”The 54th Annual GRAMMY Awards” will take place live on Sunday, Feb. 12, 2012, at STAPLES Center in Los Angeles from 8:00-11:30 PM, ET/PT.

“We are so pleased to continue our longstanding partnership with our friends at CBS, which has grown beyond our signature GRAMMY Awards event,” said Neil Portnow, President/CEO of The Recording Academy.  ”We have consistently collaborated to ensure that a dynamic, fresh and diverse live telecast is presented, and we are proud of the collective growth and results we have achieved.  In recent years, we have worked diligently to develop new GRAMMY programming that celebrates music throughout the year and now, with many more nights of great music and television ahead of us, we look forward to continuing to expand our brand and partnership.”

“We are excited to be the home of the GRAMMYs for another decade and to continue our long and mutually beneficial partnership with The Recording Academy,” said Leslie Moonves, President and Chief Executive Officer, CBS Corporation.  ”The long-term structure of this deal will provide even greater continuity with marketing and sales opportunities for both organizations for an event that continues to grow in size and scope — both culturally and commercially.”

“CBS and the GRAMMYs continue to be a partnership of two great brands combining to create one of television’s most celebrated nights,” said Nina Tassler, President, CBS Entertainment.  ”It is an event that has become an entertainment force in generating audience, social media conversation and music sales.”

In addition to the annual awards telecast, the 10-year agreement also includes the continued annual broadcast of “The GRAMMY Nominations Concert Live!! — Countdown to Music’s Biggest Night,” a one-hour special that sets the stage for the annual GRAMMY Awards telecast with nominations in several categories and performances by past GRAMMY winners and/or nominees.  This year’s special will be broadcast live in Los Angeles on Wednesday, Nov. 30, 2011.  This marks the fourth consecutive year that nominations for the annual GRAMMY Awards will be announced live on primetime television.

The new agreement also includes the addition of a new, two-hour series of GRAMMY specials, details of which will be announced in the future.

The GRAMMY Awards broadcast is one of television’s major events, ranking as one of the highest-rated and most-watched specials, especially among younger viewers.  Ratings for the GRAMMY Awards have soared over the last several years.  The broadcast of “The 53rd Annual GRAMMY Awards” attracted 26.7 million viewers, its largest audience since 2000.  In key demographics, the broadcast averaged 10.8/26 in adults 25–54, 10.0/27 in adults 18–49 and 9.5/28 in adults 18–34 — its best deliveries in these ratings measures since 2004.  CBS Research estimated that more than 61 million viewers watched all or part of “The 53rd Annual GRAMMY Awards.”

In 2010, “The 52nd Annual GRAMMY Awards” delivered 25.87 million viewers, 10.6/24 in adults 25–54, 9.9/24 in adults 18–49 and 9.1/24 in adults 18–34, which marked the best ratings in these key demographic categories since 2004.

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