Pixel Brothers’ winning NATPE strategy

Pixel Brothers is back in the game with an upcoming production of 26 half-hour episodes of “The Treasure Hunters Roadshow,” thanks to a successful NATPE showing in Las Vegas.

“We went to NATPE with a very well prepared strategy, the right materials and an experienced showrunner and it paid off,” reports Lauralyn Farwell, Pixel’s VP/media services.

Treasure Hunters Roadshow (THR) of Springfield, Ill. travels to 750 markets each year to buy and sell gold and collectibles to sellers attending their events and paying and paying them on the spot for their treasures.

THR hired Pixel last June to produce a 30-minute infomercial and two spots to promote attendance at the Roadshows.

The infomercial was so successful that THR CEO/owner Jeff Parson wanted to turn it into a TV property — a youthful version of “Antiques Roadshow” — that could be sold to cable or syndication.

Determining that a booth at NATPE in January was essential, Farwell also decided to work with an experienced showrunner. Through LinkedIn she found Reid Davis, president of Entertainment Concepts of L.A., who had decades of program placement experience, to represent them to prospective buyers at the show.

Within three weeks in December, Pixel producer/director Mike Torchia had shot a Roadshow event in Nashville. Then he and editors Rebecca Zaucha snd Daniel Rucci created the critical sizzle reel of the show’s entertaining format to play at their booth, and a three-minute loop that screened on the Conference’s closed circuit.

Their efforts and strategy paid off. “Reid closed several regional affiliate deals and garnered keen interest in international deals,” Farwell says.

“Now we’re trying to hit the saturation point so we can pull the trigger on production. Our goal is to have all the deals in place by April or May and start producing the 26-half hour episodes for fall launches.”

Pixel Brothers, a full-service production company, had handled all the field shoots and post for NBC/Universal’s Jerry Springer and Steve Wilkos’ shows for many years before the syndicator abruptly shifted them to Connecticut in June.

“Treasure Hunters Roadshow” could be the start of a new era for the company.

Pixel Brothers is at 400 N. Wolcott; phone 312/733-7373.