Glossary: DRTV

lead generation

A two-step offer where the viewer is asked to call a toll-free phone number for more information. The inbound telemarketer captures the lead’s name, address, and phone number. If the lead doesn’t respond within a short time, e.g., two weeks, additional information is sent. As many as five or six mailings may be sent the lead, attempting to procure an order. The advertiser may follow up a lead, additionally or exclusively, with outbound telemarketing.

lead-in

The half-hour program that immediately precedes your infomercial.

lead-out

The half-hour program that immediately follows an infomercial.

leads

See lead generation.

lecture format

Infomercial program structure that generally features a charismatic speaker addressing an audience about his/her infomercial product. Examples: Susan Powter, Covert Bailey, Gary Cochran, Richard Simmons.

light table

A translucent plastic table shaped like a curved “L” on which products are positioned for beauty shots. The plastic allows for special, soft lighting effects from beneath and behind the product.

linear editing

Also known as analog editing. This refers to editing analog video in a linear fashion, adding one image after another into a long string of video cuts. The disadvantage of linear editing is that if you change the length of a cut five minutes into a 30-minute infomercial, you then have to re-edit everything that follows the change.

local access

Generally a specific channel on local cable systems set aside for the local community to program as they see fit. Some cable systems sell infomercial time on their local access channel.

local cable

One of over 11,000 local cable systems servicing communities large and small. Most often owned by a large MSO, but because they are often locally operated, it is possible to buy DRTV media time on a local, community-by-community basis.

logging

The act of recording the good takes and shots and their time code start and stop points. This is the first stage of postproduction—sifting through the many hours of field-shot footage to locate the best shots for the rough, off-line edit.

long form

Any television commercial longer than two minutes. This was the accepted term for an infomercial from 1984 until “infomercial” came into vogue in 1988.

low power TV (LPTV)

Type of broadcast station with a very low power signal that limits the broadcast radius to less than five miles. The FCC began selling LPTV licenses in the early 1980s, but few have gone on the air and fewer still are significantly profitable. LPTV infomercial time is extremely cheap--because few people are watching. Similar to cable local access infomercial time.