Mike Young Prods. knows the pitching rules, which show in the success of its shows like Pet Aliens.

Pitching television animation, like any game, has its rules. Some are hard and fast and others are “house” or “table” rules. You know — those rules that are specific to a region, country or culture. And the game has its players and pros. Animation World Magazine asked the pros about pitching.

First The Basic Rules
Pitching professionals know that there are some basic rules. Tatiana Kober, founder of Bejuba! Entertainment, and Rick Mischel, ceo of Mainframe Entertainment, Inc., provided the basics:

1. Know your property inside and out. Thoroughly know the characters and the premise.

2. Know your buyers and what they are looking for. Don’t pitch the wrong show to the wrong broadcaster.

3. Communicate concisely.

4. Be passionate. Show your passion to get the buyer enthused about the property.

This list of hard and fast rules was echoed over and over again by development professionals at networks, creators/producers and distributors, worldwide.

“Pitching is a personality thing,” said Kober, whose firm is dedicated to wrangling financing and distribution for small- to medium-sized producers, “Pitching is about relationships.”

Regis Brown, evp of Taffy Entertainment, the distribution arm of Mike Young Productions, takes his relationships seriously. He believes that you need three to four face-to-face meetings with a buyer before you can sell a show. Brown meets important broadcasters at MIPCOM, MIP-TV, KidScreen Summit and NATPE. Then he follows up with at least four trips a year to the major broadcasting markets in the world to meet again in person with the buyers. Brown is using this successful sales approach to get their shows, like their new Pet Aliens, sold worldwide.

Heather Kenyon, director of development of original programming, hears hundreds of pitches at Cartoon Network. “The character is the most important thing. In your first meeting you need to tell me who the characters are, what the story is about -- the nuts and bolts of the show,” says the development exec. “Be clear and concise about what your idea is and have a lot of enthusiasm for it. That’s what’s going to sell your show,” she said.

“Don’t walk in and say `we can make it any way you want,” advises Stephanie Graziano, ceo of Graz Entertainment, a development company. “Accept `no’ and don’t compromise. Don’t pitch projects that are not right for the broadcaster,” she said. Graziano tells of a concept she has been working on for two years. She knows is it not what any broadcaster is looking for right now, but has complete confidence it will be right for some network in the future.

Raquel Benitez, ceo/president of the Canada’s Comet Entertainment agrees, “Be receptive, accept critiques, study the studio or people you are going to meet with an understanding of their needs and their working philosophy.”

Knowing the basic rules of the pitch will get you far. Knowing the rules of each territory will make you a better player.