Some years ago at a television convention I attended a presentation by Marcy Carsey, the founder of Carsey-Werner Productions, producer of legendary sitcoms The Cosby Show, Roseanne, Third Rock From the Sun, and That Seventies Show, among other hits. Ms. Carsey said that her approach for finding ideas was to review the types of shows that were popular at the time and see what types of shows were not on television. Then she would create a program idea to fill that gap.
For example, some critics and even television executives in the early 1980s believed situation comedies were dying. Their ratings had been declining for years and it had been a long time (in television years) since there was a new hit. Bill Cosby had starred in the hit comedy/drama I Spy, but his subsequent prime time shows -- a sitcom and a variety show -- had much less success.
Ms. Carsey packaged a show idea for a situation comedy starring Bill Cosby and pitched it to all the networks. Any of them could have licensed it -- only third place NBC took a chance on the show. (I'm writing about a time when most of America got their television from the three major broadcast networks). There were no other shows like it on TV, and the Cosby show became one of the most popular situation comedies of all time. Yes, it was well written, acted and directed (see my previous posting about an idea only being as good as its execution) but if the Cosby Show wasn't unique for its time, it would not have been nearly as big a hit.
Her work is full of other examples -- Roseanne was the first show about a working class family to come on in a long time; Third Rock brought aliens back to prime time after a long absence; That Seventies Show was the only show set during that decade, etc. Yes, they were all quality productions, but they also appeared fresh and new.
So as you start 2010, look for the ideas that are not out there. Be unique and original, and your idea will receive more attention.
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