Pitch perfect?

The MipFormats International Pitch will take place again this year, with around 60 projects making it through to the competition in Cannes. David Jenkinson caught up with Andrew Zein, of sponsor WBITVP, and some of the judges.

Andrew Zein

In April, more than 60 projects will bid for glory in the MipFormats International Pitch competition, sponsored by Warner Bros International Television Production (WBITVP), to win a €25,000 (US$34,000) development prize.

With contenders from every sub-genre of the business, it’s important creators get the pitch right if they want to impress.

Andrew Zein, senior VP of creative format development and sales at WBITVP, says there are two takeaways from the initiative. “What we’re hoping for is something that is either completely original in an area that we never thought about, or something that presents a really original take that instantly excites.”

For Zein, this still comes from the land of “traditional TV” and while the impact of technology on the formats business is to be considered, he feels: “Projects should be the sort of thing producers and channels can put on air to attract a broad audience. Technology has to enhance an idea, but that idea must be able to stand on its own two feet without being propped up by technology.”

While WBITV is the supporter of the pitch competition, the company puts its trust in the jury to decide the winner. The 2013 jury includes Phil Gurin from The Gurin Company; Remko van Westerloo from SBS Broadcasting; Sune Roland Jensen from TV2 in Denmark; Wall to Wall TV’s Poppy Delbridge; and Erik van der Hoff of Blazhoffski Productions. These seasoned veterans have solid words of advice for those who’ve made it though to the pitch final.

“Pitch an idea you are passionate about,” says Gurin. “Pitch it clearly and understand that being a good idea is not enough. Why would a million people want to watch your show? Pitch it as if you have already produced the show in your mind. Pitch what you want to watch, and pitch what you want to make. And unless you are as great an actor as Daniel Day-Lewis, don’t fake it. Know your show inside and out, and your clarity will carry the day.”

Phil Gurin

Gurin advises that creators pay attention to what is working and what is not working in their territory and around the world, but against being a slave to current trends. “By the time you pitch your show, the next wave will already be upon us. Be surprising and the commissioners will at least enjoy the pitch,” he says. “Overall, create a clear idea with clear sales materials. I have always believed the sizzle reel should explain the full structure of the format, since it will live on in a room with the commissioners long after you have left. Whatever materials you leave behind will have to do the work for you, so it better represent you in the best possible light.”

Delbridge, head of entertainment development at Wall to Wall, adds: “It’s important to look to your audience and be aware of the wider trends. What’s original and fresh? Why are physical gameshows doing better than hoax shows? It’s vital to think about why you are coming up with a format as well as what it is.

“It has to be something you get excited about, something you feel must be on TV, and something that can translate across different territories. What are the key factors in previous big hits? Why does something become a huge hit and something fail? It sounds obvious but these are the things I think about when developing new ideas. One tip is to draw up a checklist of what a hit format needs – and be ruthless about your idea. If it doesn’t tick all the boxes, drop it and move on. It’s a tough market out there without endless slots but there’s definitely space for absolute knock-out ideas. These are the shows I’ll be looking out for. ”

Poppy Delbridge

Van der Hoff adds: “Excite your audience immediately. Use a short clip to introduce yourself and your format to the audience. Let them laugh (or cry). Get them emotional and touch their hearts. Use one key sentence to explain the basis of the format. Keep their attention by making your story exciting and by taking them by the hand into the fantasy you’ve created in your format.

“Be authentic, but make sure your audience can keep up with your story, so be clear and make sure they understand what you mean. Explain why this is such a good, special, important or fun idea. Emphasise the unique selling points. Enjoy the pitch yourself.”

Zein concludes: “Formats divide into a whole range of genres, from large-scale entertainment shows to reality or quiz, and in each of those areas there is probably a desire to find the next big warhorse that can be rolled out in 20-plus territories.

“Across the board, in each sub-genre of format there is opportunity for something new to catch on. Try out your idea and your pitch on people you know and on people who have not heard the idea previously so you can get real feedback on whether or not you are getting across to the audience what you are aiming to get across.”

You can catch up with the pitches during MipFormats, which takes place prior to MipTV in Cannes on April 6 and 7, 2013.