TORONTO — Tired of being pitched by producers who don’t understand what it wants, Alliance Atlantis Communications is holding free, half-day seminar “Look at Lifestyle” Feb. 25 in Toronto to set them straight.
Toronto-based Alliance Atlantis Communications, which co-produces the “CSI” franchise, has in the past decade transformed itself into a broadcaster with 13 specialty channels — eight of them lifestyle nets.
As Canada’s largest lifestyle broadcaster, it commissions about C$50 million ($40.3 million) in such programming per year, mostly from independent producers.
Kirstine Layfield, senior VP of lifestyle programming and three AAC programming VPs will bring about 200 producers up to date on what AAC is looking for and how it wants to be pitched. “Lifestyle programming is no longer just how-to shows but has evolved toward programs with high production values, dramatic story-telling, strong characters, dynamic hosts and stories of transformation,” the company said. Depending on how the seminar goes, AAC says it may hold others.