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Glossary: DRTV
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- tag page
- Same as billboard.
- talk show format
- Infomercial program format that mimics a talk show.
- tape duplicators
- Companies that duplicate master commercials. Adds toll-free numbers for tracking and distributes to television stations and cable networks for telecasting.
- telecomp
- Term used to describe the electronic communications center of the 21st century, combining a home’s television, fax, radio, stereo system, computer, phone, and security system in one all-inclusive console.
- telemarketing
- The use of the telephone to receive and make phone calls to capture sales.
- telephone service rep (TSR)
- Trained telephone operator making and receiving DRTV-related phone calls to create sales.
- telethon
- Infomercial program format that mimics a PBS or Jerry Lewis telethon with product presenters standing in front of a bank of telephone operators taking “live” calls to order the featured product.
- test media
- Any media time slots where an infomercial has never run or has not run for at least the preceding four weeks.
- time code
- The numbers ascribed to every frame of video and recorded on the address track or an audio channel of the videotape. Each frame (30 frames per second) will have a distinct number attached to it defining hour/minute/second/frame, such as 02:47:21:28 which means: 2 hours, 47 minutes, 21 seconds and 28 frames.
- TiVo
- The electronics company that popularized the Personal Video Recorder. TiVo is currently running into stiff competition from Cable MSOs and other electronic brand manufacturers introducing their own PVRs.
- tonality
- The “look and feel” of a commercial as reflected in its sets, lighting, camera movement, image quality, casting, and message.
- transactional TV
- Another Madison Avenue name for infomercials or DRTV.
- treatment
- A two to six-page exposition on what a DRTV creative will look like and communicate. This is the first stage of script writing.
- TSR
- See telephone service representative.
- tube camera
- The technology (slowly becoming extinct) within video cameras using three tubes to capture and transmit the image.
- two-step offer
- Also called lead generator (see lead generation), a DRTV offer that requests the viewer call a toll-free number (or write) and ask for more information (video or brochure) after which they are considered a lead and are pursued via mail or phone for the actual order.
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