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Glossary: DRTV
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- off-line editing
- The electronic assembly of a commercial’s various elements (images, audio, graphics) in a rough, preliminary manner. Off-line editing is usually done on less expensive electronic equipment to reduce hourly cost, since most decisions involve much trial and error. The look of the program is created here.
- on-camera
- A script denotation for a person or thing to appear in the filmed or taped image.
- one time only (OTO)
- An infomercial time slot that is not available on a regular basis but will be sold just this one time.
- one-step offer
- An infomercial/DRTV offer that requests the viewer call the toll-free number (or write) now and purchase the featured product with his/her credit card.
- one-timers
- DRTV product consumers who buy the first product in a continuity program (books, music, skin and hair care) and do not order again.
- online editing
- The final electronic assembly of a commercial’s diverse production elements on high-end, top quality equipment at expensive hourly rates. The off-line edit version is generally translated directly to the online edit session for mastering on one-inch videotape.
- online services
- Computer commercial online services now offer sales and promotional arenas (or “shopping malls”), which some DRTV marketers use to promote their campaigns. (See also Internet and World Wide Web.)
- orders
- Telephone calls to an inbound telemarketing company that result in a product order, as opposed to inquiries and problem calls.
- OTO
- See one time only.
- outbound telemarketer
- Service company that contracts with an infomercial/DRTV marketer to provide trained staff that make outbound sales calls to prospective product buyers. May handle back-end sales, inquiry conversions, credit card upsells and cross-sells.
- owned and operated (O and O)
- TV station that is owned by a major network. Networks can own just a limited number of stations.
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