The Independent Television Festival-Development Panel: From Pitch to Production.

"The process of development to many people is a mysterious underworld reserved for the priveleged. In this panel, development executives and development gurus will simplify the process, outlining and explaining what to expect, how to protect yourself and how to move your project up the ladder." -ITV Fest team

Panelists included: Brian Volk-Weiss (Head of Production for New Wave Entertainment; check out our video interview with him in the Beanywood blog.), Stefani Relles (Head of Creative Writer Development branch at Fox international), Brandon Riegg (Director of Development and Current Programming for ABC's Alternative Department), Jake Johnson & Jeremy Konner (Their pilot "This is my Friend" won the Audience Award at last year's ITV festival and was commissioned to be developed into a pilot by NBC.), Richard Schwarz (Manager of Development at Conaco Productions), Sandy Chanley (Founder of Production Partners, Inc.), and Dan Luabetkin (Head of Television Development at Avalon Television)

Many issues and concerns were casually discussed with the audience of producers but here are some tips that seems to ring true for everyone:

When Pitching a new idea or show:

-Do not be rigid, be flexible and willing to work with the executives to make the show happen.

-Be confident and organized; If you seem capable of conducting yourself professionally and effectively in a pitching environment, the executives will take you much more seriously. Also, even if they do not have an interest in that particular idea or show that you are pitching, it will be much easier to get in the door to pitch the next time if you have made a good impression.

Know all the answers-What happens in season 4? You have to be prepared to answer these questions, but still be open to suggestions.

-Some executives say that you should bring a tape if you have a lower budget pilot or highlight reel. Some disagree. This is because some executives are not able to see the idea for what it is worth because of the low production value. Sometimes it could be better to leave it to their imagination after you deliver a solid verbal pitch and have the good writing to back it up. In the event that you have an idea that would be more effective shown (even with low production value), you should get advice before bringing it along to your pitch.

Making the Deal

-Many writers are concerned that their idea will be stolen. Many are so worried about this that they hold on to the idea too tight, and before you know, that ship has sailed.

What is the balance here? Shouldn't you be concerned about how many execs you tell your big dreams to?

The answer is that you need to shift your perspective if you are asking these questions.

Execs do not have any interest in stealing one idea, if they think that you have a good idea, they want to know what else you have got. They think big picture and want the goose that lays the golden eggs, not just the first gold egg that comes into view.

What you need to do to secure your idea, and your own standing in the project is to have something that attaches you to the idea that nobody else can provide. Whether it is your personality, a personality that you have attached to the project, etc. (ie: If you are pitching a show about poker and you have a poker start attached to you and your version of the show, you have much more to offer personally than the next guy that comes in with just an idea.

What about $$$ What about %%% ???

So, they want your show!!! Now what? How much money do get? How much money do they get? Am I getting screwed? I must be getting screwed!!!

Okay, so the big picture is that your show has gotten picked up-good! In negotiating you may feel like you are getting screwed, and I am sure that you are not getting the deal that seasoned writers are. Why??? Your idea is good, right? The answer is simple-You have an idea, ideas are cheap. They have a studio and will turn your idea into a money making reality. I think they have a bit more leverage. You really just need to have somebody educated (a lawyer) by your side to make sure you are not signing your house over and hope your show makes it big.

Again we go back to the shift in perspective-The first deal is nothing! If you are confident in the fact that you are a good-idea-machine, (which you need to be to make it in TV), the execs will work with you over time, and the deals will improve.