AFCC MASTERCLASS: The Art (and Science) of Pitching

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This masterclass aims to provide writers and content creators with the skills to successfully pitch their stories to regional markets.

About this Event

Join instructors from the Australian Film Television and Radio School (AFTRS) in this virtual masterclass which will cover the skills needed to successfully pitch your stories to the screen marketplace. 

This masterclass will cover the fundamentals of story and premise to articulate the emotional impact of the project to your audience. Topics include creating the 3-minute pitch, meeting etiquette, performance, and pitch materials. Writers will learn how to pitch an existing work as a screen idea.

Up to six (6) attendees from this masterclass will be selected to present their pitches at AFCC's Media Critique session, in the presence of representatives from notable media companies. Participants will also receive extended guidance and coaching post-masterclass with one-on-one mentor sessions with the facilitators to prepare and refine their project presentation.

This masterclass is limited to 20 pax only.

In this masterclass you will: 

  • Learn about the pitch, project development and storytelling conventions
  • Explore the important function of how pitches operate socially and culturally
  • Examine approaches and strategies for preparing and executing the successful pitch.
  • Learn how to incorporate feedback to fine-tune your professional skills in pitching.

By the end of the session, you will be able to: 

  • Initiate a pitch for a proposed project and prepare collaterals
  • Present a pitch that will engage the listener emotionally
  • Understand how to adapt your pitch for various professional situations
  • Evaluate and respond to feedback to consolidate your professional pitching skills.


(Please take note of the following before registering for the masterclass):

To participate, attendees must prepare and submit the following:

  • A one-page Curriculum Vitae (CV)
  • One to two page scripted scenes or outline adapted from a book or other content source (please indicate the source).
  • A two to three-minute audio-visual pitch (i.e. video recording) outlining how the pitching masterclass will benefit you.

You may compile and save the above items in an online storage folder (e.g. Google Drive, Dropbox etc.) and include the link in the event registration form.

Do note that should we not receive the above materials prior to the commencement of the masterclass, SBC reserves the right to either cancel or release your ticket reservation.

For enquiries, please contact programmes@bookcouncil.sg.



Peter Herbert

Peter Herbert is a seasoned writer, producer and executive producer for many national and international companies, among them Crawford Productions, PBL Productions, Taffner Ramsay, Beyond International and Granada. He produced the inaugural Comedy Festival Charity Gala in 1992 and created The World Comedy Tour in 2000. He also produced the 34th Annual TV Week Logies, and has created or co-created a number of series, among them Skirts, The Comedy Sale! and The Big Wig for Sky1 in the UK. Working with Caroline Aherne of The Royle Family, he co-created, co-wrote and produced the BBC2 comedy series, Dossa and Joe. Peter has taught at a number of universities in screen business, creative industries and producing. He is currently Head of Screen Business and Producing at the Australian Film Television and Radio School (AFTRS).

Pieter Aquilia

Dr Pieter Aquilia is the Head of Screenwriting at the the Australian Film Television and Radio School (AFTRS). She is a scriptwriter, script editor and director, who has combined her creative practice with a career in academia. Formerly an Associate Dean and Associate Arts Professor for NYU Tisch School of the Arts Asia, she was also Associate Professor and Head of Program at UNSW Asia and University of Newcastle. Her research publications cover International Television Drama, the Globalization of Screen Education, Ethnic and Gender Representation on Screen, and the Media in Asia. 

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