Glossary: DRTV

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.