In the UK television show Dragon's Den, the entrepreneurs seeking investment are called pitchers.
The term comes directly from the business practice of making a pitch: a short, persuasive presentation intended to win support, funding or another commercial opportunity. On the programme, each pitcher explains a business idea or existing company, states the amount sought and offers a percentage of the business.
“Entrepreneur” describes who these people are, but “pitcher” describes their role in the programme’s format. That distinction is why the show’s own terminology uses pitchers when discussing the people entering the Den.
A pitch is only the opening stage. The Dragons may ask about sales, costs, margins, ownership and valuation. A successful negotiation can produce an investment, while an offer may be rejected or withdrawn before the episode ends.