6 Essential Tips for Pitching Your TV Show Concept: Insights from Emmy-Winning Producer Ryan Cunningham
Creating a hit TV show might seem like a big challenge. Well, turn on Miley Cyrus’s The Climb, because we’re breaking it down into steps that can make the process a lot more manageable (and dare we say…FUN?).
Whether you’re a newbie or a seasoned writer, crafting a great pitch, developing relatable characters, and getting the tone just right are all key to getting your show noticed by those Hollywood decision-makers.
This article is inspired by a GOLD Nugget workshop with Ryan Cunningam, an Emmy and Peabody Award-winning producer behind Broad City, Search Party, Inside Amy Schumer, The Last OG, and Flatbush Misdemeanors. At the event, people were able to run their ideas for a TV show (or play or short film or feature or book) by her and get invaluable feedback on what works—and what doesn’t.
We’ve taken her expert advice and turned it into this guide that will help you build a TV show concept that stands out and gets attention. Let’s dive into some of the most important things to keep in mind!
1. Specificity matters
When you’re pitching your show, it’s about getting really specific. As Ryan Cunningham puts it, when crafting your logline “the more specific that you can get with which adjective, which singular adjective you choose that sort of best encompasses this character.” Basically, the more specific you are, the better. Whether you’re describing a character, the vibe of your show, or the plot, avoid being vague. The clearer and more focused you can be, the easier it’ll be for someone to imagine what your show is about.
This applies to your entire idea and pitch. Be sure to choose precise, action-packed words that get straight to the point. Stay away from generic phrases that leave people guessing.
2. Tone is everything
The tone of your show is what gives it life—it’s what makes it feel the way it does. Ryan puts it well when she says, “Even within (the genre of) comedy… 30 Rock’s tone is so specific, it’s so (packed with) jokes per minute… People want to know, what does your show feel like?” So, it’s not just about what’s happening in your show, but how it feels to watch it.
Using “comps” (other shows for comparison), is the industry’s way of standardizing and short-handing these tone descriptions. When choosing your comps, make sure you’re reflecting the emotional tone, not just the setting. For example, don’t just say your show is “like Parks and Recreation”—highlight how it feels emotionally or how the pacing of the humor compares by saying your show has the “small-town spirit of Parks and Recreation.”
Tone affects everything: how characters talk, how they interact, and even the type of music you use. It’s not just about the plot—it’s about the overall vibe. Everyone who talks to you about your show should walk away with an understanding of the TONE, not just the plot.
3. Character development
The best shows have characters you want to follow, flaws and all. Ryan explains, “I want to know what is redeemable about them, and what is going to make us endear to them, and want to follow them.” Your main character doesn’t have to be perfect (and shouldn’t be), but they should be interesting, relatable, and, most importantly, someone the audience will care about.
It helps to have parallel storylines—other subplots that tie in with the main one. These not only add more layers to the story but also give us more insight into the characters’ personalities.
Over time, your audience should get invested in your protagonist, not just because of their main storyline but because of the depth you’ve given them.
The goal is to make your audience want to spend time with your characters—so take the time to develop them beyond the surface.
4. Pitching skills
Once you have your concept figured out, it’s time to pitch it. Ryan wisely advises, “You need to figure out how to be able to talk about it, so that you can get people interested and excited about reading it.” Being able to clearly explain your idea is super important. You only have a short time to capture someone’s attention, so your pitch–whether it’s a chat with friends or a meeting with executives–needs to nail the essence of your show.
When pitching, be ready to talk about more than just the premise. You’ll want to explain the format of your show, what the main characters are like, and why it’s worth watching. Think of your pitch as a chance to answer all the big questions: What’s the show about? Why does it matter? What makes it different from everything else out there?
- Authenticity
One of the most powerful things you can do as a writer is draw from your own life. Ryan encourages, “Don’t be afraid to lean into things that you know or have some experience with or knowledge of.” Use your personal experiences to ground your story in real emotions. The more authentic and real your characters and situations feel, the more the audience will connect.
It’s all about those specific, relatable details—whether it’s something from your own life or a truth you’ve observed. The more genuine and heartfelt your show is, the more likely it is to resonate with viewers. (Yes, even if it’s goofy as hell!)
Creating a show that resonates isn’t just about having a cool idea—it’s about developing that idea in a way that feels specific, authentic, and emotionally engaging. As Ryan Cunningham summed it up at her workshop, “There wasn’t a single story here that was not good or did not have potential to sell… it’s just about the questions that I asked you to help steer you in a direction that makes it more sellable.”
By focusing on getting specific with your concept, setting the right tone, developing deep characters, and staying true to what you know, you’ll be well on your way to crafting a TV show that stands out—and could just be the next big hit.
Want to learn more from Ryan? Check out our Classes page for information on her next class. Her alums go on to get repped, book gigs, win awards, and MAKE THEIR SHOWS!