Who's going to broadcast your show?

You've got an idea for a television show that expands the reach of your brand. Before you start shooting your sizzle reel or writing your one sheet pitch, pause. Take a deep breath. Then think about who among the networks and cable channels is right to deliver your baby. You know your brand better than anyone, so now, before you go any further, target partners who understand your idea and have the know-how and track record to reach the audiences you want.

The simplest way to figure this out is:

• Research which channels are broadcasting what
• Pick the ones whose content, style and demographic most closely resembles what you want for your show
• Take a good look at which programs are top-rated on your choice networks. See http://tvbythenumbers.com
• Find out who else is doing similar shows elsewhere. Check outIMDbPro

I’m not suggesting that you pitch a clone of American Idol to Fox. Rather, consider the definitive elements of top-rated shows and ask yourself, why do they work? What makes them so appealing? Why do audiences keep coming back? From there go on to: how can I rework those successful elements so they serve my show ideas? In this way you begin to sharpen your pitch to appeal to your target networks.

It’s also not a bad idea to find out what Fox or Discovery pay for a show that’s similar to yours. Development executives know what they have to spend for a half-hour docusoap or a talent-driven talk show, and you’ll win big points if you shape your in-person pitch, your sizzle reel and your episodic breakdown to reflect this budget range.

How do you find out what networks spend on a show? These numbers are guarded secrets and, barring a blood or love connection with the executive's assistant, you'll probably have to do some digging. One formula is to learn price advertisers pay for a 30-second spot in your chosen show's timeslot. Then count up how many of those spots air around the show and add 'em up. Rest assured, your show's budget will be under that total figure.

As an alternative route to the networks and cable, consider developing your show ideas online. Post videos that approximate what you have in mind and test the waters. Promote them, ask for feedback and build a community of followers. This serves a triple purpose.

• with feedback, your show idea will probably get better
• your audience, by being involved in the process, will grow loyal and
• when you’re ready to go to the networks, they’ll be impressed with your many devoted fans

Have a thought, a comment, a bone to pick? Let us know. We love feedback.

Related blog: Translate Your Brand into Cable Bait and Hooked on Web TV