In an attempt to garner Emmy nominations, NBC executives are playing down the comic-book aspects of Heroes in their promotional push to voters, instead emphasizing the more traditional dramatic elements of the hit series.

NBC has placed ads in industry trade publications, and sent DVD mailers to all 12,000 TV academy members, in hopes of grabbing of Best Drama award for the freshman series. But, The Los Angeles Times reports, science fiction series often get the high hat from Emmy voters. The X-Files received four nominations, but lost each time, and the critically acclaimed Battlestar Galactica has yet to be given a nod.

“I know intellectually [the series] lives in the sci-fi area,” NBC Universal’s Laura Lancaster tells the newspaper. “But for me, it goes back to the characters. … It’s beyond being a genre show.”

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