Advertising show Mad Men, last year's winner for best TV drama, was nominated in 17 categories, as was miniseries American Horror Story to lead the pack of shows, TV movies and miniseries in the hunt for awards when they are given out in September.

British drama Downton Abbey earned 16 nods.

Joining Mad Men and Downton Abbey in the best drama category are psychological thriller Homeland, medieval period piece Game of Thrones and past favourites Boardwalk Empire and Breaking Bad.

In the comedy arena, Modern Family, which like Mad Men won best TV show in its genre last year, pulled in 14 nominations, including best TV comedy.

It will compete in that arena against newcomers Girls and Veep, as well as The Big Bang Theory, Curb Your Enthusiasm and 30 Rock.

"If you look at the acting categories, both comedy and drama, half of the nominees are first timers, and that's very exciting for our business," said Bruce Rosenblum, chairman of Emmy organiser the Academy of Television Arts and Sciences.

First-time nominees include Lena Dunham in Girls, who was nominated for best actress in a TV comedy, alongside another newcomer Zooey Deschanel in New Girl. Nominees for best actor in a comedy include last year's winner Jim Parsons for Big Bang Theory.

Drama categories saw several series place both lead actors and actresses among nominees.

Thriller Homeland put Claire Danes in the race for best actress and Damian Lewis in the hunt for best actor, while Mad Men scored nominations for Elisabeth Moss and Jon Hamm in lead categories and Downtown Abbey earned nods for Michelle Dockery and Hugh Bonneville.