A few weeks ago at work, we had peer training sessions covering various broadcast related topics including how to pitch a TV show. I mentioned the session to a few friends and they were all extremely interested in what I had learned, so I thought why not blog the tips? Yes, pitching for TV hardly qualifies as a new media topic, but that doesn’t mean the post doesn’t belong here. Pitching is required for new media projects to get off the ground as well and if your new media project is video based (think webisodes) these tips are almost completely transferable. So what makes a good TV pitch? Here are the tips:

1. Pitch a format
   Many pitchers make a mistake of presenting a vague idea, but broadcasters want to hear your format. What’s the difference? Formats are very specific detailing how the show will actually function including number of episodes, actors (or host), and key themes that reoccur in each show.
2. Don’t pitch something that you don’t have access to
   Even though you need to be specific, don’t put in your pitch that Howie Mandel is going to host your show unless you have a reasonable expectation you can actually get him. Same goes with actors as stars or for locations you may not be allowed into.
3. Pitch to the right channel
   If you have a show about food, pitch it to FoodTV. If you have a show about home renovation, try HGTV first. Sounds like common sense, but apparently a huge error is actually taking your pitch to the wrong guys.
4. Don’t pitch the channel something they already do
   Channels don’t want to run two copies of the same show. Yes, specialty channels like FoodTV run similar shows, but yours should have a unique selling point that differentiates itself from what they already have.
5. Don’t tell the channel what they need to do
   Bet on the people who work at the broadcaster you’re pitching to knowing their channel pretty darn well. They work on it full time and it’s their job to understand their brand and their audience. Don’t make your pitch preachy and insist the channel should be doing A instead of B. If your show doesn’t fit their channel, find one that does.
6. Don’t diss a hit
   Apparently another common error is a pitcher saying how awful show x is on the network they’re pitching to when in fact it’s a runaway hit. Research what works well on the channel you’re pitching to. You may not like the show, but including that in your pitch just demonstrates that you don’t understand the channel or their audience. Not good.
7. Have a catchy title
   Short, succinct titles that convey what the show is about are best. If your title is catchy and captures someone’s imagination when you say it, it will only help your pitch. Survivor anyone?
8. One compelling image
   If catchy titles are important, so is a thought provoking image that will help someone imagine what your show will be like. Picture the 26 beautiful women holding suitcases for Deal or No Deal. Can the spirit of your show be captured in a single image? Put it in your pitch.
9. One to two page submission, tops
   Your pitch should be a one to two page document that explains what your show is about and how it works. Keep it simple. Don’t include extensive research about why your show’s topic is important, although our tutors did say, “a simple, well-placed statistic is good.” Your pitch should also clearly state your format (see point #1), the unique selling point, the hook, the rising action and the payoff. Sponsorship potential and interactive components are worth mentioning.

10. Brush up on your writing skills
    Almost all the pitches you’ll do will be written. The network will pick up the phone and call you if they’re interested, but rarely do they accept unsolicited pitches in person or by phone.
11. Don’t worry about cost (or do)
    Surprisingly, TV execs don’t expect you to talk about costs in a pitch. However, this is different from mine and my colleague’s experiences pitching webisodes. If you want to pitch something for online, I’d ask the network/channel/site what they expect to see in a pitch regarding costs. Guidelines for pitching are sometimes published on a network’s corporate site.
12. Pitch one network at a time
    Most networks require you to sign a waiver giving them right of first refusal on your pitch while they’re reviewing it. Give them time to turn you down before knocking on the next door.
13. Pitch a production company
    If you’re absolutely new to the TV business, try pitching your show to an independent production company. If you can get them on board, you can pitch the channel with their backing. Most broadcasters accept pitches from anybody, but having a proven company behind your idea can get your idea looked at closer.
14. Pitch a “green” show
    Probably one of the most interesting tips we received was this one. Every channel in nearly every country is looking for a show about the environment in one way or another. But they don’t want to see more pitches about renovating another house to be green or green tips. It’s been done, done, done. The reality show Dumped was given as an example of a different type of green show.
15. Don’t argue a rejection
    The channel will contact you to tell you if your show was rejected. Don’t argue why they’re wrong, simply ask for more information on what their channel is looking for so that you can tailor your next pitch to reach the channel’s goals.

So say you’ve pitched your show and congrats — the channel likes it! What happens next? Lots of phone calls and then in-person meetings. You’ll want to negotiate your rights and royalties with the purchaser. You can hire an entertainment lawyer to help you understand and negotiate the deal. Don’t be surprised if the show that you pitched is different from the final product. Lots of development goes into making a TV show and the experts helping you make the show can help to make it more appealing to their channel’s audience.

Alright, that’s what I took in from the session. I hope you found it interesting. I’m on vacation for the next two weeks, away from Toronto, so I’ll be back posting in 2009!

Canwest has announced that they’re going to be streaming some big name shows online this fall including House, Heroes, The Office, Deal or No Deal, Weeds, Knight Rider (the new series, not the old) and 90210 (also the new one). In addition, they’re going publishing additional webisodes and behind-the-scenes footage not available on TV.

Canwest already offers full episodes of certain shows on their specialty networks, but this marks a dramatic increase in high-profile shows the broadcaster is making available.

No doubt they are looking to compete with CTV’s broadband video library (which has streamed some popular shows in the past) as well as capture more ad revenue dollars in their pre-roll supported video player.

Speaking of their video player, Canwest currently uses the Maven platform for streaming video (which was bought by Yahoo! earlier this year), but they’ve recently undergone a competitive analysis of video players/CMS and last I heard consider Brightcove a possible replacement.

I haven’t reviewed Brightcove in a while, but I use Maven quite regularly and it’s a very problematic piece of software both from the publisher and end user perspective. So in addition to Canwest offering some great shows online this fall, it may be on an improved player. Great news for Canadians who love these shows but have online viewing habits.