By SAMANTHA ETTUS
21-SEP-05

This year's Emmy awards delivered surprises beyond the shock of the show's own success…with the viewing audience an astounding 35% higher than last year, there were plenty of highlights to keep people watching again next year. This week we take a peek at three prominent faces from this year's Emmys, how they fared, and what the future holds for them: Emmy host Ellen DeGeneres, Desperate Housewife Felicity Huffman, and sitcom star Ray Romano.

Felicity Huffman
Emmy voters threw Desperate Housewives fans for two loops this season. First, by snubbing Eva Longoria, who was deprived of a nomination while costars Marcia Cross, Felicity Huffman and Teri Hatcher each got the nod. And second, in their stunning final choice this past week. Media and armchair critics alike were battling it out between Hatcher and Cross, yet it was Felicity Huffman who emerged the victor. Through a sea of dropped jaws, the first time winner appeared more stunned than anyone, as the Cinderella of the group finally had her shining moment. In hindsight, the excessive publicity surrounding Huffman's colleagues may have blinded us to Huffman's obvious talent. As the cast member with the richest theater background, Huffman boasts perhaps the strongest dedication to her craft and the least desire to capture gratuitous media attention. While her cast mates have been caught up in catfights and tabloid rumors, Huffman has avoided such unseemly antics. Look for her win to set a new Housewives precedent, as Huffman has proved that remaining above the fray can be rewarding.

Felicity Huffman's Celebrity A$$$$ets

Ellen DeGeneres
Though she didn't face the pressures of Emmy nominees, DeGeneres arguably stared down even greater pressure as the host of the previously ratings-challenged awards show. On the heels of Hurricane Katrina and a record low Emmy ratings slump in 2004, all eyes were on the talk show host cum comedienne. For DeGeneres, who has deep roots in New Orleans and Mississippi, Katrina was as personal as they come. Rather than avoiding the unfortunate juxtaposition of human tragedy and superfluous awards show, she faced the odd timing head on, donning a magnolia on her tuxedo to show support for victims and pointing out that she was no stranger to this kind of night, having presided over the Emmys following the tragedy of September 11th. Managing the role with finesse, DeGeneres avoided overzealously forcing her personality on the show like some past awards show hosts, delicately balancing tastefulness with much needed laughs and proving she truly understands the role of a comedienne.

Ellen DeGeneres' Celebrity A$$$ets

Ray Romano
Though Everybody Loves Raymond picked up an Emmy for best comedy series in its final season, for show creator and star Ray Romano the series' end is bittersweet, as it launches a non-stop dialogue about his next move. After his uber-successful nine-season run as Ray Barone, Romano has a tough act to follow and a lot of opportunities to consider. His likely next move is a leap to the big screen, but his comedic predecessors have found this jump both giant and perilous. (See Jerry Seinfeld, John Goodman and Bill Cosby). Of the three, Goodman boasts the only big screen success, but none has been able to become a movie star. Goodman's good fortune can be attributed to his willingness to take on smaller roles and his deft choice of casts and crew with which to associate. For his part, Romano has had successful voice over film roles but only one real film role to his credit, Welcome to Mooseport, which was an undeniable flop. This was likely due in part to audiences' unwillingness to pay to see Romano at the theater when they could see him at home for free each week. And now that Raymond is in syndication, Romano will continue to be available in homes each night, so the problem may continue for a time. But the long-range forecast for Romano is not all bad; if he plays it smart, he can position himself for a big screen comeback. In order to increase his odds of success, Romano would be wise to lay low for the next year or two and reemerge when his fans are tired of repeats, ready for some new material and wanting more Romano even if it means opening their wallets to get him.

Ray Romano's Celebrity A$$$ets

Remember: the most dependable road to the top is to treat your brand as your greatest asset.

(Samantha Ettus is the author of "The Experts' Guide to 100 Things Everyone Should Know How to Do" (Random House). Contact her at Samantha@celebrityassets.com.)