Pitching: A Bridge from Creativity to Production
According to the Transformation Charter of the Islamic Republic of Iran Broadcasting (IRIB), one of the organization’s key responsibilities is to serve as a strategic hub and promote fairness in the production and distribution of media content. In traditional industries, when a new product is to be developed, the innovator first creates a prototype with personal investment, presents it to a group, and then attracts funding to enable mass production. But in the creative industries, this process is not feasible because the product is unique. You cannot, for example, produce a single film and then replicate it in identical copies for sale. Such a concept simply does not apply in this field.
The question is: How are investors, commissioners, television network owners, and distributors supposed to know that what is being produced matches what was promised and is truly worth investing in? How can they be convinced that the work meets the required quality or even decide to reach out to the producer in the first place?
There have been instances where someone has claimed that their project was not properly presented, or that communication between the commissioner and the producer was unclear, leading to misunderstandings and complaints.
For this reason, a clear and structured method for presenting ideas has long been established around the world. Since executives have limited time, they cannot hold lengthy meetings for every single proposal. Typically, these presentations last about seven minutes.
During this brief window, the presenter outlines key aspects of the project such as the concept, revenue potential, projected costs, and other essential details. This limited time forces the presenter to speak concisely and coherently, while encouraging the audience to make decisions on the spot. This decisive moment is what is commonly known as “pitching”.
We also recommend that an appropriate Persian equivalent be introduced for this term, and that the Academy of Persian Language and Literature formally approve it. This is because “pitching” is different from a simple presentation. A presentation can take many forms and does not necessarily follow a strict format—for example, a student presentation in class—whereas pitching follows a specific structure and set of rules.
In English, the word pitch originally refers to the act of striking the ball in sports such as polo, golf, or cricket—the decisive moment of making the shot. Some have loosely translated “pitching” into Persian as “throw” or “acceleration”, but such renderings fail to convey its precise and standardized meaning.
A Broader Vision: Beyond Short Films
In our country, it is essential both to train producers in this skill and to bring together the right listeners and investors to support them. At these sessions, several investors may even decide to jointly fund a single project. Some organizations announce that they will not invest directly but will guarantee broadcast opportunities if the work is produced. Investors might also choose to participate specifically because a project is slated to air on a particular network.
These events must be professional rather than amateur. Investors have limited time and resources and expect to see projects of professional quality. The track record of participants and the quality of their proposals are reviewed before acceptance. In fact, the organizers evaluate whether the presenter truly shows the potential to become a filmmaker.
At iFilm Network, we have begun with short-term teams and currently provide opportunities for short-film production. In these seven-minute presentations, the project’s revenue potential, chances of success at festivals, and other key features must be clearly communicated. This approach creates synergy among investors and ensures fair and transparent support for creative works.
We have already had a similar experience in the field of animation, which produced very positive results, including the discovery of around sixty professional companies across the country. Now, there is a clear need for such events in other areas of the media industry as well.
Four Languages, One Global Opportunity!
The iFilm network, with its four channels in Persian, English, Arabic, and Dari (reaching audiences in Afghanistan, Tajikistan, and parts of Uzbekistan), covers a vast geographic region and consistently receives strong feedback.
Its Arabic channel, in particular, has drawn excellent responses for example, from the series ‘Nariya’ and the network enjoys positive reception across Central Africa, the Indian subcontinent, India, Pakistan, and beyond. Because of this broad reach, iFilm needs productions that align with its mission. We have therefore decided to adopt the pitching model to establish direct connections with professional filmmakers.
Starting September 23, 2025, the event’s website will open for submissions. Individuals with a track record in short-film production and the ability to develop their concepts can register their ideas. After an initial selection, participants will undergo 90 days of online training to learn pitching skills.Meanwhile, the organizing team will negotiate with investors and buyers (the right audience for these projects) to ensure their presence at the event.
This event will be held alongside the market section of the Sobḥ International Festival, with international buyers and investors also invited to participate. In the festival’s first round, for example, we successfully hosted fifteen buyers. The iFilm network itself will provide financial support for projects that align with its mission.
All overseas broadcasting channels of IRIB will be involved, as they are in constant need of fresh content.
The domestic television division, private-sector partners, and other relevant organizations will also take part.
Moreover, this initiative can serve as an opportunity for organizations such as the Ministry of Energy and the Ministry of Petroleum to convey their cultural and social messages by investing in productions. A case in point is our past collaboration with the Ministry of Energy in the animation sector, which led to a simple yet highly effective public-awareness campaign on energy conservation, encouraging households to keep a thermometer at home.
In the future, we also plan to introduce a “reverse pitch” model where investors and commissioning parties first announce their specific needs, and producers then present ideas tailored to those requirements.
All of this, however, depends on the media clearly explaining the concept to the public so that its impact can reach the highest possible level.
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Responses to Journalists’ Questions:
- In response to the question of whether this event is meant to inject specific content:
We do not impose any filters on proposals and operate fully within the framework of Iran’s Constitution. Approval of projects is based on this principle, not personal taste. Moreover, participants must demonstrate their capability. We cannot connect investors to someone who merely has an idea, only to later find out they lack the skills to execute it.
Our role is that of an organizer; we do not inject personal preferences or tastes into the process. In fact, the iFilm network itself will participate as one of the audiences in the pitching sessions. Our task is to create a space for supply and demand, and cultural awareness needs to be cultivated on both sides. This is a nascent phenomenon, and the organizer’s role is simply to provide the opportunity for producers and investors to meet.
- In response to the question of how iFilm, which primarily broadcasts series, plans to support short films:
iFilm is not simply a network for rerunning series. Feature films also fall within iFilm’s scope of attention and broadcast; we air eight feature films each week. We also have the Department of Dramatic Productions at the Overseas Broadcasting Division, which produces content for both domestic and international audiences such as the series ‘Nariya’ and ‘Gilan’s Daughter’, along with other productions that have been completed and aired. Within this framework, we produce series, miniseries, and feature films. iFilm pursues its own audience while engaging in co-investment projects, which come with their own complexities. The film ‘Fish on the Hook’ was produced under this policy.
iFilm has a dedicated program for the short-film sector, maintaining an active presence and an extensive network in this field. The idea for the pitching event originated from this program. Based on this experience, we realized that we could play a significant role in creating a platform for interaction between supply and demand.
Our long-term vision is to bring participants into the process of series production and feature-film creation. We do not stop at short films; for short films as well, we have established a structured framework for submissions, requiring a minimum runtime of five minutes. By identifying talented individuals through this process, we may connect them with professional producers to create feature films or miniseries.
- Are there similar events in Iran, and what sets this one apart?
The pitching process exists in the production of artistic works in many countries. Organizations such as the Young Cinema Society or other similar bodies could participate in one section of this event.
The platform’s role is to facilitate meetings: representatives of institutions overseeing short films and industry professionals can participate on both sides: supply and demand. We support this dialogue and leverage the capacities of both parties.
All aspects of the event are conducted under formal agreements, ensuring a fully legal framework. The ideas submitted through our website also have legal standing, and the registration can serve as an official reference.
- Will this event include animation and related productions?
This round focuses exclusively on short films; animation is not included at this stage.
However, animation is part of our long-term vision, but for now, our focus remains solely on short films.
- Will the event be held in person or online?
The format—online or in-person—will depend on the countries and participants involved. Many companies around the world today acquire productions through pitching, and this often takes place online. We will make every effort to hold in-person pitching sessions whenever possible; however, the training portion will definitely be online, as it would be difficult for participants to attend in person for two to three months of instruction.
