The Content London Global Entertainment Formats Pitch 2025 focuses on three key genres: Primetime Entertainment, Reality & Social Experiment and Studio-Based gameshow.
- • Finalists will need to have purchased passes to attend Content London
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- • Finalists will need to be available to pitch live in person during the event on December 2, 2025 and for networking throughout Content London December 1-4, 2025.
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- • Teaser tapes and visuals should be included as part of the submission if available.
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- • Applicants are encouraged to consider if their format has appeal for brand funding and, if so, to outline what kinds of brands and funding options they are looking for.
• The pitchee is responsible for the legitimacy and accuracy of information within the pitch together with any associated IP or copyright issues.
• C21Media assumes no liability for issues arising from projects submitted through the C21 Pitch competitions
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- • Applicants may submit up to two projects.
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- • Projects should be brand new and unsold, and not previously selected for a market pitch event.
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The initial submission should be a one- to two-page document in English that brings your idea to life. It should include:
- • Top-line concept
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- • Episode and series structure
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- • Key format beats
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Please make sure that the genre briefs below are taken into consideration when submitting projects.
Primetime Entertainment
Projects should:
- • Be large-scale entertainment with broad, family appeal
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- • Be big and bold with a unique hook
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- • No subjects are off-limits, but familiar areas – such as talent shows – should take a truly unique approach.
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- • Projects can be studio or location-based.
Reality & Social Experiment
Projects should:
- • Be bold and attention-grabbing
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- • Appeal to 16-34s without alienating older viewers
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- • Have real people and authenticity at their heart.
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- • Encourage binge-watching behaviour.
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- • Address a universal theme and/or attempt to answer a real social question.
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- • Have a clear answer to the question: ‘why?’
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- • No subjects are off-limits, but familiar areas should take a truly unique approach.
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- • Projects in this category should be conceived as multiplatform; digital innovation may be a key component.
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Studio-Based gameshow
- • Studio-based gameshows can cover everything from serious quizzes to physical games, from cooking to dating games.
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- • Projects should innovate, but also demonstrate that consideration has been given to how the format can be produced in volume, in a closed studio environment.
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- • There’s been an upsurge in reboots this year, can you pitch us the show that’s going to become the next multi-year returning gameshow?
Please CLICK HERE to register and enter your project.
- • The Entertainment Format Pitch is open for entries between August 15 and October 24, 23:59 GMT.
From the pool of submissions made between August 15, 2025 and October 24, 2025, up to 10 finalists will be chosen.
- • The entertainment formats pitch finalists will then be invited to participate and to present a live pitch to delegates at Content London on December 2, 2025.
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- • C21 will profile each of the finalists during the event, with interviews about the projects published online and in the Content London Daily.
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- • All finalists will be invited to a networking event during Content London to meet with interested partners.
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- • The winning pitch will receive a marketing package through C21Media worth £30,000 to support development and pre-sales promotion of the show
