Do you have a program idea, but don't know who to contact at the appropriate network? You can search the network's web site, but that's not likely to have contact information about the specific people you need to pitch. You can send a blind inquiry to their mailbox, but you may not receive a response. LinkedIn can help you.
Linkedin is a professional social networking site: www.linkedin.com. Everyone who creates a profile can then link to people they know through the site. The beauty of linkedin is that it allows you to search by company and by name. For example, let's assume you have a show you'd like to pitch to Spike TV. You can search on Linkedin for people who work for Spike. You can view their profiles to see who works in programming. Once you've identified who you want to contact, you can also see if anyone you're linked to knows that person. Then you can ask your friend to send an introduction on line to the person you want to speak with. If they agree, you now have an introduction to the appropriate person.
Linkedin also has many groups that you can join to increase your connections and learn more about the media business. I'm a member of Media Professionals Worldwide and the International Television Experts Group, among others. These group sites often contain job leads and educational discussions. Remember to focus on specific goals while searching groups. It's easy to spend a lot of time surfing the discussions without advancing your projects and your career.
If you're not on linkedin, give it a try.
Friday, January 29, 2010
Thursday, January 21, 2010
Late Night TV Wars Part Two
Some newspapers reported today that NBC and Conan O'Brien have reached an agreement on a contract buyout. The numbers that were reported estimate a $40 million payout to Conan and severance for his staff. Would you go back to work if your employer gave you a $40 million buyout? Regardless of what you might do, Conan apparently plans to take some time off, and return to TV on another network in the fall.
One thing we can all learn from this -- there's still a great deal of money to be made in television. Apparently, NBC believes they'll make so much more money returning Jay Leno to the 11:35 PM time slot it was worth paying Conan off. Therefore, it's worthwhile for you to spend your time making your own program idea as strong as possible before you pitch it to a network.
Our other lesson is a hard truth to swallow -- sometimes you can have a good idea that doesn't work. The people running NBC certainly thought moving Leno to prime time would make their network stronger -- at least that's what they told the public, their advertisers, and their affiliates. The Daily Show and the Colbert Report are two examples of topical comedy shows that succeed in prime. I'm sure NBC tested the concept on sample audiences and advertisers before committing to it. It just didn't work. As the saying goes, "That's show business." You need to be prepared for the fact that your idea may not become popular. Make sure you have more than one idea to pitch.
One thing we can all learn from this -- there's still a great deal of money to be made in television. Apparently, NBC believes they'll make so much more money returning Jay Leno to the 11:35 PM time slot it was worth paying Conan off. Therefore, it's worthwhile for you to spend your time making your own program idea as strong as possible before you pitch it to a network.
Our other lesson is a hard truth to swallow -- sometimes you can have a good idea that doesn't work. The people running NBC certainly thought moving Leno to prime time would make their network stronger -- at least that's what they told the public, their advertisers, and their affiliates. The Daily Show and the Colbert Report are two examples of topical comedy shows that succeed in prime. I'm sure NBC tested the concept on sample audiences and advertisers before committing to it. It just didn't work. As the saying goes, "That's show business." You need to be prepared for the fact that your idea may not become popular. Make sure you have more than one idea to pitch.
Thursday, January 14, 2010
Late Night TV Wars
TV news, web sites, and blogs have been buzzing all week with the news that NBC is moving Jay Leno's program out of prime time to 11:30 PM, cutting it to a half hour, and placing The Tonight Show at midnight. Conan O' Brien's statement has been all over the internet, so there's no need to quote the entire thing here. This situation provides such a "teachable moment" that I am compelled to point out some sides of the issue that I haven't seen discussed in detail.
1. It's impossible to predict audience tastes five years in the future: NBC made the decision to re-sign Conan and promise him The Tonight Show in 2009 to solve a problem they had in 2004. They assumed that five more years of building an audience would allow Conan to slip easily behind the Tonight Show desk at a time when Jay Leno's audience would be leaving the show. It probably appeared logical at the time -- it was just wrong. Leno was still popular, and NBC, which had very few other hit shows, found themselves scrambling for ideas to keep Leno and honor their commitment to Conan. Had NBC remembered that it's impossible to predict audience tastes five years in the future, they might have left themselves more options.
Therefore, when you're creating your own program ideas, don't spend any time worrying about making them "commercial." No one knows for sure if an idea will become popular until they make it available to the public. The best thing you can in developing your idea is keep it as close to the core of what excited you about it as possible. A good television programmer will respond to your passion.
I'll point out more lessons we can learn from this in upcoming blogs.
1. It's impossible to predict audience tastes five years in the future: NBC made the decision to re-sign Conan and promise him The Tonight Show in 2009 to solve a problem they had in 2004. They assumed that five more years of building an audience would allow Conan to slip easily behind the Tonight Show desk at a time when Jay Leno's audience would be leaving the show. It probably appeared logical at the time -- it was just wrong. Leno was still popular, and NBC, which had very few other hit shows, found themselves scrambling for ideas to keep Leno and honor their commitment to Conan. Had NBC remembered that it's impossible to predict audience tastes five years in the future, they might have left themselves more options.
Therefore, when you're creating your own program ideas, don't spend any time worrying about making them "commercial." No one knows for sure if an idea will become popular until they make it available to the public. The best thing you can in developing your idea is keep it as close to the core of what excited you about it as possible. A good television programmer will respond to your passion.
I'll point out more lessons we can learn from this in upcoming blogs.
Saturday, January 9, 2010
Look for What Isn't There
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.
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.
Thursday, December 31, 2009
Your Program Pitch
Can you tell the essence of your idea in two or three sentences? If you can't, you may not have as good an idea as you thought. You know your idea better than anyone. How do you expect the on-screen guide to summarize your show if you can't?
Your program pitch should be both familiar and unique -- something like "romeo and juliet (instantly familiar) but in outer space with competing sexy alien races (makes it seem like a unique program). That's a one sentence pitch -- it should interest the programmer, producer or audience member enough to want to hear more.
The best pitch ever for a show came from a Head of Programming, the legendary Brandon Tartikoff, to one of his producers, Michael Mann. Brandon Tartikoff was Head of Programming during NBC's glory years, when the network carried the Cosby Show, Hill St. Blues, LA Law, the A-Team, and many other iconic shows.
The story is that Tartikoff gave Michael Mann a piece of paper with two words -- "MTV cops." Those two words inspired Mann to create "Miami Vice," a show that changed not only the look of police dramas on TV, but also spawned an entire fashion look for that time.
When you read "MTV cops," did you think of "Miami Vice?" Do you see it now? Can you put your program pitch into two words? How about two sentences?
If you can't do this, keep thinking about your idea. Strip it to its essentials until you can. When you can create your pitch, write it down. Memorize it and try it on your friends and family until it sings. Then try it on a programming executive or producer.
Your program pitch should be both familiar and unique -- something like "romeo and juliet (instantly familiar) but in outer space with competing sexy alien races (makes it seem like a unique program). That's a one sentence pitch -- it should interest the programmer, producer or audience member enough to want to hear more.
The best pitch ever for a show came from a Head of Programming, the legendary Brandon Tartikoff, to one of his producers, Michael Mann. Brandon Tartikoff was Head of Programming during NBC's glory years, when the network carried the Cosby Show, Hill St. Blues, LA Law, the A-Team, and many other iconic shows.
The story is that Tartikoff gave Michael Mann a piece of paper with two words -- "MTV cops." Those two words inspired Mann to create "Miami Vice," a show that changed not only the look of police dramas on TV, but also spawned an entire fashion look for that time.
When you read "MTV cops," did you think of "Miami Vice?" Do you see it now? Can you put your program pitch into two words? How about two sentences?
If you can't do this, keep thinking about your idea. Strip it to its essentials until you can. When you can create your pitch, write it down. Memorize it and try it on your friends and family until it sings. Then try it on a programming executive or producer.
Wednesday, December 23, 2009
Is Your Life a Reality Show?
Reality shows. They've been a staple of television since its inception, when shows like "Queen for a Day," "Candid Camera," and "Arthur Godfrey's Talent Scouts" showcased 'ordinary' people. However, ever since "Survivor" demonstrated in 2001 that you could create a hit show by putting carefully selected 'ordinary' people in a stressful setting, reality shows have popped up on every network. There is even a reality network.
I received a lot of reality pitches over the years from producers, viewers, and people I met at cocktail parties. The pitch from non-professionals was usually the same: "My job/life is fascinating. I'm sure if you sent cameras to follow me around you'd have a great reality show."
That might be true if you were a cop ("Cops" is still very successful) or a bounty hunter (it's worked out for "Dogg, the Bounty Hunter"). However, the fact is most people's lives are not dramatic and they like it that way. Think your teenagers are tough now? Wait until you put them on television. Be honest -- do you think your job would be easier if cameras recorded your every move? Would you be happier if you got home from work and faced intense dramatic situations every twenty minutes?
If you answered no to the last two questions, please don't try to pitch your life as a reality show. You won't be happy. But say you're still convinced that is your ticket to fame and fortune. Take step two: List the events that take place during that day the might interest an audience. If you can't list at least ten events, your life might not be the stuff of great drama. In an average one hour reality episode, you need at least one dramatic/audience grabbing event each segment -- that's an average of seven to ten each show.
If you've got your ten incidents then start having some fun. Write an outline for a one hour show based on your day. It should be at least two pages long, to make sure that you really have enough incidents to fill up an hour show. Too much work for you? Then you probably don't really want to make your life a reality show. If you don't care enough to write an outline, why should the audience care?
We'll talk about what you can do with your outline in an upcoming post.
I received a lot of reality pitches over the years from producers, viewers, and people I met at cocktail parties. The pitch from non-professionals was usually the same: "My job/life is fascinating. I'm sure if you sent cameras to follow me around you'd have a great reality show."
That might be true if you were a cop ("Cops" is still very successful) or a bounty hunter (it's worked out for "Dogg, the Bounty Hunter"). However, the fact is most people's lives are not dramatic and they like it that way. Think your teenagers are tough now? Wait until you put them on television. Be honest -- do you think your job would be easier if cameras recorded your every move? Would you be happier if you got home from work and faced intense dramatic situations every twenty minutes?
If you answered no to the last two questions, please don't try to pitch your life as a reality show. You won't be happy. But say you're still convinced that is your ticket to fame and fortune. Take step two: List the events that take place during that day the might interest an audience. If you can't list at least ten events, your life might not be the stuff of great drama. In an average one hour reality episode, you need at least one dramatic/audience grabbing event each segment -- that's an average of seven to ten each show.
If you've got your ten incidents then start having some fun. Write an outline for a one hour show based on your day. It should be at least two pages long, to make sure that you really have enough incidents to fill up an hour show. Too much work for you? Then you probably don't really want to make your life a reality show. If you don't care enough to write an outline, why should the audience care?
We'll talk about what you can do with your outline in an upcoming post.
Wednesday, December 16, 2009
Make Your Own Show
When I started in television, everyone dreamed of airing a show on a big network. Unfortunately, making television cost a fortune. Cameras were big and difficult to move, editing required sophisticated and often custom-made equipment. You needed an advertising budget in the millions, not counting the free publicity you got from your network. Because of the high cost you had to get your show on a network in order to have a chance to make your money back.
Today, that's all changed. For a few hundred or at the most a few thousand dollars, you can have access to digital cameras and home editing systems that are as good or better than the ones professionals use. More importantly, You don't need a network. Sites like You Tube exist to provide you with a platform for airing your video. You do not have to convince some network honcho to give your program a chance; you can take it directly to the people, and promote it via the internet.
So if you have a program idea you believe in, don't wait. Make your own show! Buy or rent the equipment, or find a friend who owns it. Write the script. Make the storyboard. Get friends, or family, or people from the local college drama or film program to act in it. Once you have the final product, if you're proud of it, put it up on the internet.
This serves three purposes:
1. It demonstrates your passion for this project. No program idea can succeed unless its creator is passionate about it. If you don't care about the program, why should the audience?
2. You've created a pilot for the show. Some networks require a pilot before they'll consider a program idea. Putting the pilot on You Tube makes it easy for them -- You can send them a link to the site that shows your work, and they can make a determination at their desks.
3. Even if a network passes on the project, the show may catch on. You never know what will resonate with the public until you give them access to it. If your program becomes popular on the web, it will be much easier to sell to a network or even a movie studio.
Don't know how to shoot and edit a television show? Don't worry. There are books and web sites that can give you more information. You can take classes in video production at your local community college. And there are many consultants and production companies that can help you realize your vision if you don't feel confident creating it yourself. Consultants and production companies will expect to get paid, so make sure you have a clear understanding of what you want them to do and what your fee covers.
It's your idea. Why not make your own show?
Today, that's all changed. For a few hundred or at the most a few thousand dollars, you can have access to digital cameras and home editing systems that are as good or better than the ones professionals use. More importantly, You don't need a network. Sites like You Tube exist to provide you with a platform for airing your video. You do not have to convince some network honcho to give your program a chance; you can take it directly to the people, and promote it via the internet.
So if you have a program idea you believe in, don't wait. Make your own show! Buy or rent the equipment, or find a friend who owns it. Write the script. Make the storyboard. Get friends, or family, or people from the local college drama or film program to act in it. Once you have the final product, if you're proud of it, put it up on the internet.
This serves three purposes:
1. It demonstrates your passion for this project. No program idea can succeed unless its creator is passionate about it. If you don't care about the program, why should the audience?
2. You've created a pilot for the show. Some networks require a pilot before they'll consider a program idea. Putting the pilot on You Tube makes it easy for them -- You can send them a link to the site that shows your work, and they can make a determination at their desks.
3. Even if a network passes on the project, the show may catch on. You never know what will resonate with the public until you give them access to it. If your program becomes popular on the web, it will be much easier to sell to a network or even a movie studio.
Don't know how to shoot and edit a television show? Don't worry. There are books and web sites that can give you more information. You can take classes in video production at your local community college. And there are many consultants and production companies that can help you realize your vision if you don't feel confident creating it yourself. Consultants and production companies will expect to get paid, so make sure you have a clear understanding of what you want them to do and what your fee covers.
It's your idea. Why not make your own show?
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