Step 1: Prepare Your “Sales-Ready” Content Package

Before you even think about sending an email, you need to have your house in order. A buyer won’t take you seriously if you look like an amateur. Your goal is to make it incredibly easy for them to say “yes.”

This means creating a professional and easily accessible Electronic Press Kit (EPK). What’s in it?

• A Killer Poster: Professional, high-resolution artwork that grabs attention and communicates the genre and tone instantly.
• A Compelling Synopsis: Not just a summary. A short, punchy logline and a slightly longer (one-paragraph) synopsis that hooks the reader.
• An Engaging Trailer: A 60-90 second trailer is perfect. It should showcase the production value, story, and emotional core of your content.
• A Secure Screener Link: The full content, hosted on a secure platform like Vimeo with a password. Never send a raw file.
• Key Cast and Crew Info: A list of the main talent involved. If you have any recognizable names, highlight them.

Think of this package as your product’s packaging. If it looks cheap or thrown together, buyers will assume the content is too.

Step 2: Research and Identify the Right TV Channels

Stop sending your content everywhere. It’s the single biggest mistake producers and sales agents make. Sending your gritty crime drama to a family-friendly channel is a waste of everyone’s time.

You need to become a matchmaker. Your job is to find the perfect home for your content. How?

First, analyze their programming. Watch the channel. What shows do they air? What’s the tone? Who is their target demographic? If your documentary is about ancient history, a channel focused on science and technology is a better fit than one focused on reality TV.

Second, look for programming gaps. Are they missing a certain type of show that their competitors have? Your content could be the solution. Frame your pitch around filling that need. For example: “I noticed you have a strong slate of procedural dramas but no serialized thrillers. My new series could fill that gap for your audience.”

This research is your secret weapon. It shows the buyer you’re a professional partner, not just another seller blasting out emails.

Step 3: Find the Real Decision-Makers (The Buyers)

Okay, you’ve found the perfect channel. Now, who do you contact? Sending your pitch to a generic info@ email address is like throwing it into a black hole.

You need to find the Acquisition Executive, Content Buyer, or Head of Programming for your specific genre. Their titles might vary, but their role is the same: they are responsible for finding and buying content.

Where to find them:

• Industry Databases: This is the most efficient way. Platforms built for the media industry often have curated databases of executives and the companies they work for.
• LinkedIn: Search for the channel’s name plus titles like “Content Acquisition.” Look at their profiles to understand their background and what they’ve acquired in the past.
• Trade Shows and Markets: Events like MIPCOM or AFM are built for this. But even if you can’t attend, you can see which companies and executives are participating.

Finding the right person is more than half the battle. A personalized pitch to the right inbox is 100x more effective than 1,000 emails to the wrong one.

Step 4: Craft a Pitch They Can’t Ignore

Buyers are busy. They get hundreds of pitches a week. Yours needs to stand out. The key is to be clear, concise, and confident.

Your initial email should be short. Do not write a novel.

The Perfect Pitch Email Structure:

• A Personalized Subject Line: Mention their channel and your content’s genre. Example: “Pitch: Sci-Fi Series for [Channel Name]’s Audience”
• A Quick, Personal Intro: Show you did your research. “Hi [Buyer’s Name], I’ve been following [Channel Name]’s push into young adult content and was impressed by [Similar Show].”
• The Hook: Your one-sentence logline. Make it punchy.
• The Core Info: Briefly mention the format (e.g., 6 x 1-hour series), genre, and what makes it unique. Link to your trailer.
• The Call to Action: Make it clear what you want. “The full series is available to screen. Would you be open to reviewing the EPK and screener link?”

That’s it. Your only goal with the first email is to get them interested enough to click the trailer and ask for the screener. Save the details for the follow-up.

Step 5: Navigate the Follow-Up and Negotiation

You sent the pitch. Now what? Don’t just sit and wait. If you don’t hear back in a week, send a polite follow-up. A simple, “Just wanted to bring this to the top of your inbox” is often enough.

Once a buyer is interested, the real work begins. Be prepared to discuss:

• License Term: How long will they have the rights to the content? (e.g., 2 years)
• Territory: Which countries or regions are included in the deal?
• Exclusivity: Will they be the only channel in that territory to have the content?
• License Fee: The price for the rights. Be prepared to justify your price based on production value, cast, and market comparables.

This is where having data on similar deals is invaluable. Knowing what other shows in your genre have sold for gives you a massive advantage in any negotiation.