It sounds like a myth, or some kind of Hollywood urban legend, but some people actually put their own shows on television by buying airtime and selling ads themselves. They make truly independent TV. How does it work? How much do you have to pay for he airtime? Is it easy to get sponsors for your indie TV show? And of course, is it worth it? Producer Brian Speciale shares his insider information on the process…plus, some great tips for producers.



Let’s Be Honest: The TV Business is Hard
Whether you’re a brand new producer/filmmaker or an experienced pro, by now you know just hard it is to break into unscripted television.
When you’re just starting out, you need more than ideas, you have to have put together attractive pitch packages with a real person, place, or thing attached. Then what? You either need to attend pitch fests, cold call TV networks (good luck), or (hopefully!) team up with a production company like our own Joke Productions.
It’s not easy to get started.
When you do get interest from a production company, you now become one of hundreds – may thousands – of potential shows networks are considering. Even if you get lucky and a network orders a pilot, the odds are still against you that you’ll make it to air.
This means that being successful by taking the traditional “break into showbiz” route requires persistence, luck, and playing the Hollywood numbers game.
Personally, it’s a journey we’ve loved, even though it’s been and continues to be challenging. But is there another way to get your show on TV?
Going Totally Indie: Like Brian Speciale
Last month we introduced you to Brian Speciale, and he shared his amazing Shark Tank story. (He won…and his company is on track to do 70 MILLION dollars in revenue this year, selling a product called the COMFY.)
Brian is someone we first met through this podcast and submission portal. He’s done it all, from shooting, to editing, to producing and sound mixing. And he found another way to put his show on TV: Buying airtime from networks, and selling ads himself.

Brian’s independent TV show, HOT SHOTS.
On the up side, he didn’t have to worry about endless pitches to network execs who may or may not get the show, he had total creative freedom, and he was author of his series in every way.
Sounds great, right? But…what are the downsides?
Indie TV Means It’s All On You
Everything is on your shoulders. First, you have to pay up front for the airtime (Brian says once it was $143,000 up front before he had a single sponsor.) Then you have to sell advertising yourself. If you don’t sell the ads, you don’t get your money back, and might even face financial disaster.
Oh, and you still have to produce an engaging television show to broadcast standards along the way…and you have to pay for that, too. So you sell ads not just to pay for the airtime, but to pay for your actual production, which will likely be five to six figures an episode.
But, as Brian says, it IS possible to make incredible money this way. So how’s it all work?
From Brian you’ll learn about:

* The plusses and minuses of making independent television