Cartoon Network, Nick and Disney’s hit shows got their shots by knowing what each network needed. Foster’s © Cartoon Network. SpongeBob © Nickelodeon. Kim Possible © Disney Channel.

Creators of animation are so passionate about their ideas they sometimes have blinders on and try to pitch it to just about everyone. The mistake most make is they feel their show is perfect for all networks. They know that Cartoon Network, Nickelodeon and Disney Channel will want it. This is a BIG mistake!

Knowing what the networks are looking for is the most important part of developing a show. “I can’t just develop something because ‘I love it’ or think it is a ‘good idea’ or even because I think the merchandising is brilliant and will generate billions of dollars,” says Bill Schultz, co-ceo, MYP/Taffy Ent. “Those are all important. But, one of my key questions is ‘where am I am going to sell it in the key territories?’“ Schultz should know. He is a veteran of development, having worked at Cartoon Network on Ed, Edd and Eddy and Courage the Cowardly Dog, along with his work at Film Roman on The Simpsons, King of the Hill and Garfield and Friends. As a partner at MYP/Taffy, he has been successful in selling the show, Pet Alien, to Cartoon Network.

“I love the challenge of trying to second guess the networks/broadcasters,” Stephanie Graziano, president for the newly formed company, Fortitude Animation. Under her former company, Graz Ent., she brought The Tick to the screen. “Do you take them literally or read between the lines?” Graziano believes you need to know what networks are currently programming. But in the end, it is important to come in with really great ideas that have been well planned, which might include merchandising partners, a great voice cast or even financing.

“The best pitch meetings I have been in are with creators who love what they do and understand what my network does. Even if the specific isn’t a fit for one reason or another, the respect and knowledge generated by that preparation is the foundation for ongoing communications,” said Alice Cahn, vp/programming and development for Cartoon Network’s new Tickle U block for the young set.

Understanding what the network wants is most important. Development executives don’t have enough hours in the day to see all the pitches they are offered. And they do not want to see pitches that are completely wrong for their programming. So, how does a creator or producer find out what the network wants? Research.

“In order to get to know the broadcaster you intend to pitch to, it is essential to know their programming grid, their ‘motto’ and philosophy as a broadcasting entity,” said Sylvie Belanger, independent producer. “Know who their competitors are and what their current need is in terms of content.” Belanger knows what she is talking about. She recently left her post as supervisor, original production development for TELETOON Canada to pursue her new career.

“There is no one best way to find out about anything: but there are terrific tools at your disposal,” advises Cahn. “The internet is a treasure trove of information, from company websites that have everything from games to speeches to press releases, online is certainly a great place to start.” She also suggests reading every trade magazine and online industry site that tells you what the trends are.