Ask for the specific usage first, then price it.

You’ll want details such as whether the image will appear in the show itself, in promotional materials, for how long, in what territories, and on what platforms. Once you know the rights they need, you can decide on a fee you’re comfortable with and send an estimate.

A couple of useful rate references mentioned were the National Union of Journalists freelance photography fees guide and Getty Images licensing rates. Those can help you benchmark a quote.

Don’t expect them to volunteer a budget—buyers and licensing agents often won’t. Also, be aware they may be looking for a quick, inexpensive clearance and could choose another image or workaround if your price is higher than they want to pay. That doesn’t mean you should give it away; it just means you should quote based on the actual usage and what you think is fair.

So the practical first reply is: thank them, ask for the exact rights/usage they need, then respond with your licensing terms and fee.