Organized by premier trade publications Television Asia Plus and Asia Image, the Superpitch has for many years been an integral part of the Asia TV Forum. As the TV industry in Asia has evolved, so has the event, with the number of entries ever-growing across both animation and live action, with many different programming genres represented, from most countries across the Asia Pacific region. Apart from exclusive access to top executives from the world’s best-known format companies, prizes worth US$13,000 are up for grabs, including an opportunity to exhibit at ATF 2010 and free advertising space in both Television Asia Plus and Asia Image magazines. For 2009, organizers have made the decision to focus on formats, with key decision makers from all major format production and distribution companies sitting on the judging panel. Entries are welcome from any genre and are expected to include unscripted formats including reality and game-show ideas. Magz Osborne, managing editor of the organizing publications, explains the decision to focus on formats this year. “A good format, as many great formats have proved, can work anywhere in the world. For many broadcasters, choosing to produce a popular format is practically guaranteeing ratings success. These shows have a proven track-record, a production bible, and a universal appeal that resonates across geographic and cultural borders.” “While many great formats have heralded from the US and Europe, worldwide hit Hole in the Wall, which originated in Japan, proves that Asian-born formats can achieve major international success,” says Osborne. “It would be wonderful if Format Superpitch could help discover a great format idea from Asia that could work the world over.” Open to aspiring and experienced professionals in TV production, Format Superpitch invites entries from around the region – with the shortlisted finalists getting the chance to pitch their idea live, at the Asia TV Forum, to a panel of expert judges. The judging panel will comprise commissioning editors and key decision makers from the world’s top format companies, including FremantleMedia, 2waytraffic, activeTV and Armoza Formats. FremantleMedia is one of the largest international creators and producers of entertainment brands in the world, with leading prime time drama, serial drama, entertainment and factual entertainment programming in over 40 territories. The company has production operations in over 22 countries worldwide, providing original local programming as well as local versions of its international TV brands. Every year, its companies deliver over 10,000 hours of original programming to broadcasters around the world. CEO FremantleMedia Asia Patrick Schult says that the secret to a good pitch is to understand the asset base of your idea. “It’s not enough just to have a good idea, what else can you bring to the table? Can you convince a key talent to present the show? Can you offer a location or access to assets that no-one else can?” Schult also advises investing in something visual, whether that’s rushes, teasers, promos or a pilot. “The people you are pitching to are very ‘visual’, they need to be able to visualize the idea so you need to do as much as you can (within your means) to help them do that.” He adds that a word or powerpoint presentation often just is not enough. Founded in 2004, 2waytraffic rapidly grew from an independent start-up to a publicly listed global organisation, and in June 2008 the company was acquired by Sony Pictures Entertainment (SPE). With a diverse portfolio of more than 200 formats, including some of the world’s most successful entertainment properties, 2waytraffic is focused on creating a compelling content catalogue for exploitation over multiple platforms, providing a complete offering for television, mobile and the web. Julian Curtis, sales director for Asia at 2waytraffic advises above all to keep things simple. “I believe the simplicity of the concept is key. The more complicated the rules get the less the audience can be bothered to follow. Next, I would say the execution is another important ingredient. You can have the best concept but if it looks cheap people will switch off. I forget which commissioning editor in the UK said this, but, he wanted something groundbreaking yet tried and tested, this is what any territory wants when buying a format.” Joining Curtis and Schult on the judging panel will be Michael McKay, president active TV. Operating across a range of genres spanning reality, general entertainment, documentary and sports, the production company was founded in Asia by multi Emmy Award winning producer Bertram van Munster (The Amazing Race) and The Amazing Race Asia’s Mckay. Active TV has been commissioned by broadcasters to deliver high quality turnkey productions such as Reel Race (Discovery), Short&Sweet (Movie Network’s Movie Extra), The Amazing Race Asia (AXN) and Carols in the Domain (Seven Australia). Of late it has been securing formats such as Hell’s Kitchen Asia (ITV Global Entertainment), Prank Patrol (MarVista) and developing innovative new formats of its own for broadcast, internet and branded content. On stimulating the Asia Pacific TV industry, McKay says he thinks The Amazing Race Asia has become something of a pan regional template, “and I am confident its success is encouraging others to try a similar approach which is great news. We need to maintain confidence in our local content and continue to take bold steps, despite or even because of, the economic slow down. There may well be a tendency to go ‘cheap and cheerful’ but I think this would be a backward step for the industry.” And fellow Superpitch judge Avi Armoza, founder of Armoza Media International, has this to say. “A good format is one that deals with real human needs or desires: to become famous, to become rich, to find love, etc. Other vital elements of successful shows include drama, humor, risk and excitement. Finding the right combination of these elements is like alchemy – experimentation is required, different mixtures must be tried, and much research and development is required to find the recipe that works.” Armoza says that the search is always on for the next evolution of the format and the next big thing. “A combination of a few genres put together – like factual and game show, or stand-up comedy in a reality show – are always interesting.” And his advice to budding format creators? “Take development very seriously,” says Armoza. “Each aspect of the format should be considered in full – it should be relevant, logical, and exciting – it needs to enhance to the format, not to simply ‘fill in’ space or confuse audiences. Each part of a format must be a necessary part. We often see that if one element of a format fails – such as game play, intro, ending – then the format will not be a success. Even if the format is excellent 90 percent of the time, that questionable or illogical 10 percent will turn viewers off. Take risks! Think outside of the box – don’t turn to the predictable. Create formats that will astound audiences and inspire broadcasters.” Format Superpitch is open to all studios, production houses and tertiary education institutions whose primary base is in any Asia Pacific country, including: Australia, Bangladesh, Bhutan, Brunei, Cambodia, China, Hong Kong, India, Indonesia, Japan, Laos, Malaysia, Mongolia, Myanmar, Nepal, New Zealand, North Korea, Pakistan, Papua New Guinea, the Philippines, Singapore, South Korea, Sri Lanka, Taiwan, Thailand and Vietnam. Contestants are to send in the concept for their new format, which can be in any genre but should be a non-scripted or scripted format, complete with supporting materials. A TV programme format is generally copyrighted, designed to be transferable and with the potential to be adapted or produced under license in other markets, languages. Entrants should be prepared to pitch their idea in person to the judging panel on the afternoon of Thursday 3 December 2009 at the Asia TV Forum at Suntec, Singapore. Entry details, rules & regulations and judging criteria are available at www.onscreenasia.com/superpitch