10 Rules for Developing TV

Originally published March 7, 2022

Amazon Studios won 12 Globe/Emmy Best Series awards from 2014 to 2020 — Maisel (G, E), Fleabag (G, E), Transparent (G), Mozart in the Jungle (G), Tumble Leaf (3 Es), others… Plus best directing in a comedy series 4 years out of 5, plus BAFTAs, Oscar’s, etc.A  lot for the # of shows we did! Across 71 seasons of adult TV I had an average IMDb rating of 8.1. 

So 10 proposed rules…

1 Edge mindset. Whether it’s tech or content, you must be focused on the next thing, the Edge. Internalize that everything that exists was great but is a bit passé.

Applies to content and tech. The best technologists I have known live in the future. Total confidence. Most people in Hollywood lack tech confidence. No edge — all hedge.

2 Good is bad. We are not here to do good. Only great moves the needle. Always pass on good. Don’t leave the room until the plan is great. 

Harder than it sounds because good seems good.

3. Anti-consensus. Don’t have too many execs. There will be too much process and consensus. Consensus and process are anti-speed and anti idiosyncrasy. Embrace idiosyncrasy because remember: the average opinion is average.

You should have no problem being the only person or team in town that likes an idea. 90% of networks are producing average shows.Many people thought digital video itself was a bad idea. 

Game changing shows are rule breakers

4 No fear. Every rule breaking, great idea and talent comes with fear and haters. Good. It means you’re doing something new and interesting. If everyone thinks your idea is good, maybe it’s middle of the road.

Combine Edge, Great not Good, Avoid Consensus and No Fear —> contrarian, revolutionary mindset. You can’t lead a revolution as the chief consensus builder and people pleaser.

5. One priority. In making shows, you can have only one priority, which is to make great shows. 

But what about my lead-in and my overall deal with…? 

No. Just one priority.

6. Talent. It’s about the talent. If you have all the best ideas and I have the best talent, I win. Allocate time to talent and producers who have a great flow of content. 

Nothing does more to empower talent than web3 which is why it wins in the end.

7 It’s really about the writer. You will never have a better show than you have a writer. You can have the best cast, the best production design, the best costume, the best DP and a B writer and you have a B show. Tried that once.

Note that the right talent is not always obvious, like the writer with ten Emmys from ten years ago. It has to be of the moment. This requires sensibility.

8. Never copy. There was a lot of desire at every network to copy Game of Thrones in 2016. But the next big show will always be different from today’s big show. 

What should we have bought in 2016? Yellowstone, apparently. Great writer. Out of favor genre. Massive hit.

9. Someone said that art is not a cleverness contest, it is an honesty contest. Are the characters real? Is the family a real family that you believe in? If not, it’s artistically compromised & will not be top tier. Very common mistake w network shows

10. You’re an exec, not a writer. Do not try to co write with notes. Give a few high level notes.

Good luck!