SITE TOOLS
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Pitching Cable 101
By Lisa R. Foeman Have
an idea for cable programming? Chances are you’ll pitch it to Viacom, that media
giant whose revenues topped $12 billion in 1998. Viacom, also the largest educational
publisher in the United States, owns Showtime, Nickelodeon, Paramount Pictures, MTV, VH1,
The Movie Channel, and Blockbuster stores, just to name a few.
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Courtesy Pearlena Igbokwe
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Pearlena Igbokwe,
Showtime |
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How do you successfully pitch a project? For starters, thorough research
is essential. “It’s not just about throwing your project out there. If someone
is going to pitch something to me, they should know what kind of material I’m looking
for to begin with,” advised Pearlena Igbokwe, Vice President of Original Programming
at Showtime Networks, Inc. To ameliorate liability concerns and to increase the chances
that your idea will be heard, it is recommended that a reputable agent, director, or
producer pitch your idea. “You want to get it to a producer who can help you package
and market it in the appropriate way,” Igbokwe suggested. If you forego
representation, but have a strong, solid idea, do display “passion,” urged
Michelle Reid from Nickelodeon Development. It could be a determining factor.
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You should present a treatment, a short synopsis of the
project, along with preliminary budgets and staffing ideas to illustrate how the project
satisfies the network’s programming criteria. Showtime, for instance, looks for
“unique[], provocative, controversial, [and] cutting edge” projects “that
can’t be done on the broadcast networks, either in terms of subject matter or the
approach to the subject matter,” stated Igbokwe. Contrary to this, Nickelodeon
pursues imaginative, zany, uncontroversial, and entertaining stories that provide “a
safe area for kids,” Reid offered
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If the pitch is accepted, a development executive is assigned and a development deal
negotiated that sets forth a list of deliverables (e.g., a script) and the network’s
expectations. The development executive not only provides critical insight into the
network’s internal processes and perspectives, but also serves as the inside advocate
for the project. That’s why establishing a good rapport with this person is
vital in Reid’s opinion.
Upon fulfillment of the terms of the development deal, a pilot may be produced. If
produced, the network then determines whether to include it in its lineup. While many
factors affect this major decision, market research is the primary consideration, cited
Reid.
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| According to market research, people of color comprise a
significant percentage of Showtime’s and Nickelodeon’s audiences. Explained
Reid, “in addition to just showing and providing programming [appealing to this
audience] . . . we’ve really tried to and succeeded in having a very authentic voice
when it comes to programming.” Nickelodeon ensures this “authentic voice”
by recruiting behind-the-scenes, minority talent “who can provide very legitimate and
real perspectives,” Reid added. |
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In an effort to introduce the work of emerging African-American writers
and directors, eight years ago Showtime developed the annual Black Filmmakers Showcase.
Applicants submit a 15-30 minute short film, and Showtime airs the films of the top 3-5
finalists. Of these finalists, one receives a $30,000 grant to develop a short film for
exclusive premiere on Showtime. According to Igbokwe, this is an “invaluable”
introduction to the “whole development process.” That it is! M
August 1999 |
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