Comedienne, actress, and judge of Channel M’s K-Pop Star Hunt – Irene Ang is best known in the industry as CEO of Fly Entertainment, a regional artiste management company representing the likes of Allan Wu, who has hosted The Amazing Race Asia and now its Chinese equivalent on Shanghai Media Group’s ICS channel.

Even though Fly Entertainment is not known for its production capabilities, Ang and her team led the pack at last December’s ATA Superpitch to clinch the Best Formats pitch for their reality-competition series Hot Guards; a reality competition in search of the ultimate lifeguard, with looks and a great bod to boot.

Ang points out that while Fly Entertainment is primarily a casting agency, executing producing is something she “always wanted to do but never found the time.”

The timing couldn’t get any better when a proposal to market Bintan’s latest tourism initiative – Treasure Bay Bintan – came knocking at her door. “They’re going to have the biggest manmade crystal lagoon in the world. It’s going to have a lot of water sports and several hotels surrounding the lagoon. There will be entertainment, food and drinks, parties and concerts,” says Ang.

To suit Treasure Bay’s marketing needs, Ang and her team conceptualised a reality format that if properly produced, could extend beyond one season and ensure a longevity that makes sense for a resort with a long-term marketing campaign.

“We created this reality programme with two stars – a male and a female. With each new season, the cast can be refreshed to prolong the series,” Ang explained. But looks alone will not suffice. Ang says that Hot Guards needed stars that come with personality and skill sets as well. Participants will have to execute to perfection CPR, first aid, as well as water rescue exercises amongst others.

Regrettably, at the ATA Superpitch, Ang fell short of completing her presentation within the allocated time. Yet, she credits her win to having thought extensively about brands which she took care to incorporate into her pitch – brands she assured the panel were prepared to back her in her format venture. Ang says that Fly’s events and casting expertise has taught her to always maintain a 360 degrees approach – from sponsorship to brand exposure; to target audience; and even the use of social media.

Ang says her pitch idea considered four underlying factors: the audience’s wants, investors, excitability and feasibility. “When we think of a reality show, we really got to think of what the audience wants, and we went with that,” Ang explains. “The other, is whether it’s gripping enough for investors to want to come in. I think it is important not just pitch great ideas but feasible ones too.”

On feasibility, Ang is keenly aware that in order to make good TV, Fly is better off handing the project to the professionals. Instead of opening a production arm under the Fly Entertainment banner, Ang will partner a production house and has decided instead to build a sales and marketing team; a team she feels the market lacks. The team will be responsible for the business aspects of production; intended to aid the creatives and reduce the risks of running into problems such as cash flow.

A snag in the road to fulfilling this project had come in the form of construction delay at Treasure Bay Bintan, which means the TV project has since been put on hold, but is expected to start production in 2014. The good news is Ang has secured, as a result of Superpitch, a broadcaster who has committed to commissioning the project – FOX International Channels (FIC) Asia. Ang says she was surprised by the continued interest (by not just one broadcaster) for Hot Guards, which remains in preproduction stage.

“We are very, very honoured and shocked that they want our programme. We went for the pitch and truly didn’t expect to win. We were testing the market before we approached the channels and stations. We joined just to gain experience, with the intention to get a feel of how the industry experts would like it. The judges also gave us advice on how to improve on the programme as well as the dangers to look out for. It’s been very educational for me and the team.”