THE OTHER GRAMMY WINNERS GET THEIR MOMENT SEPARATE CEREMONY COULD MAKE ITS WAY TO TV.

Byline: Fred Shuster Music Writer

After years of grumbling that the National Academy of Recording Arts and Sciences devalues musicians and genres nominated in the pretelecast categories of the Grammy Awards, a separate event will be staged Sunday that may eventually become a TV staple.

Partly because it's ``the right thing to do,'' Sunday night's 3 1/2-hour telecast from Staples Center will be prefaced by a secondary nontelevised production at the adjacent Convention Center for the 90 or so categories not on camera, said Neil Portnow, president of the recording academy.

In past years, about 90 trophies in such genres as classical, jazz, blues and world music, along with technical achievements, were handed out in rapid succession over 90 minutes while camera crews set up for the main event. This year's secondary ceremony will begin earlier in the afternoon and will include a proper reception and full orchestral accompaniment.

A long-running joke in the industry had it that anyone who drove by the venue where the Grammys were held might be able to catch one of the golden gramophones as they were being lobbed out of the auditorium by pretelecast presenters.

``The truth is, even though my category wasn't on TV, it felt really good to be around other musicians who either work behind the scenes or don't have a hit record,'' said rootsy Los Angeles singer-songwriter Dave Alvin, who drew cheers three years ago when he unexpectedly won the Grammy for traditional folk album. ``The categories that aren't seen on TV - we're the shlubs who work in tiny studios behind the scenes in out-of-the-way places. It's like a regular old convention of pipe fitters or mechanics - best engineer, best packaging, best arranger, best album notes. And winning a Grammy is a big deal. Even being a normally sarcastic, skeptical guy, I was sitting there going, 'I like this.' ''

While best engineered classical album or best reggae album may lack the mainstream appeal of Beyonce, Justin and Dido, the academy hopes Sunday's alternative honors ceremony might eventually be broadcast on a cable network the way the Independent Spirit Awards (for indie films) are shown on the Bravo and IFC channels.

``We think it has great potential on cable, possibly,'' Portnow said. ``It's a fascinating show for music fans and musicians. A lot of these very talented people the public never sees.''

Whether presented in front of viewers at home or not, most agree the Grammy trophy carries enormous prestige and value.

``It's a powerful marketing tool,'' said veteran music executive Ian Ralfini, co-manager of Manhattan/EMI Records. ``I also like the idea of showing the earlier awards on TV. Those are people who rarely get any credit in public for their work.''

Major categories, including record of the year, album of the year and song of the year, are always featured on the worldwide telecast. Each year's broadcast also includes the live presentation of at least one lesser-known category, while the names of winners in the remaining 90 or so categories are flashed on screen throughout the evening.

Among countless nominees you probably won't see on TV are, for example, the jazz solo bunch (Chick Corea, Joey DeFrancesco, Keith Jarrett, Pat Martino, Mike Melvoin), the bluegrass gospel album contingent (Blue Highway, Crabb Family, Gaither Vocal Band, Engelbert Humperdinck, Blackwood Brothers Quartet, the Jordanaires & the Light Crust Doughboys, Randy Travis) or those up for choral performance (Dale Warland, Paul Hillier, Edward Higginbottom, Paavo Jarvi, Laurence Equilbey).

``The academy recognizes all different kinds of music,'' said Helen Little, vice president of marketing at WEA Distribution. ``And I think they know that all 105 categories might not make for the most riveting prime-time television. It's great to be on TV, but the idea (behind producing) the telecast is ... what's gonna help sell commercials? If I edited a music video and won a Grammy for it, or I did album art or liner notes and won a Grammy, then I'm being recognized by my peers for my work, and it wouldn't bother me the least bit (not being on TV).''

A full Grammy telecast featuring all 105 honors would probably last a podium-melting seven hours. That takes into account a smattering of musical performances and that awards show perennial - the acceptance speech.

``One Grammy is no more important than another,'' Portnow said. ``The process itself is a level playing field, but we have to cater to a number of different masters when trying to produce an entertaining TV show.''

Ultimately, the dollar sings the song; the main goal of any prime-time special is to rack up advertising. And for those nominees who carry home a trophy, their name will always be associated with the win.

``It's a very powerful marketing tool,'' said Liz Phair, the alternative- rock singer who has been nominated in the past, while her single ``Extraordinary'' spawned a nonclassical producer of the year nod this year. ``It's all about marketing, getting out there and selling the product. If you can attach a Grammy award to it in any way, that turns into a very useful thing.''

Sandra Barrera contributed to this story.

Fred Shuster, [phone]

fred.shuster(at)dailynews.com

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3 photos

Photo:

(1) - Liz Phair

(2) PORTNOW

(3) - Dave Alvin