Glossary: DRTV

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.