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The TV film syndication business, though young, already has its traditional forms of communication. Take the way "action" series are talked about. First of all, "action" shows are going— well, "great guns." Some of them are even "white hot action" shows, which is a different thermal intensity altogether. It's the "white hot" ones that usually feature "39 blistering episodes."
Most of these shows have virtues on a Homeric, or compound -epithet, scale; for instance, "excitementcharged" or "thrill -packed." At the very least, a number of them are "brand-new." And inevitably they all lead to a more ennobling kind of action: "action at the cash register."
Many of these shows offer simple, straightforward "thrills and chills." A few declare themselves "a new dimension in TV." This may mean that when the hero is seen to kick a rock, you may be sure his foot won't go through it.
Every one of these shows has indescribable ' 'opportunities for promotion and merchandising." Frequently, these are "built in"— which would seem to present the problem of prying them loose. But never mind now. The chief opportunity may be the "star" of the series. He's usually that "rugged, handsome star of stage, films and TV," and for the life of you, you can't remember in what you've ever seen him.
What are you supposed to do when you're confronted by an "action" series of this sort? You know very well, because it's spelled out for you in words of one syllable: "wire, write, phone!"
You get exposed to this standard vocabulary long enough, and you begin to find it has stopped meaning anything. We'd never use it with our new series, Boots and Saddles— the Story of the Fifth Cavalry, because it just wouldn't fit. If you're a non-network advertiser, looking for prime syndicated product, we'd rather just show you some actual episodes. No other language communicates so well, nbc television films a division of
CNP
CALIFORNIA NATIONAL PRODUCTIONS, INC.