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234 FUNDAMENTALS than the artistic angle—think of your sponsor! Unless the station is in a small town, viewers will have a choice of at least two stations. It is during the first few moments of a program that the viewer decides whether he wants "his money back" in the form of tuning to another station, or sits throughout your production and commercial. It has been proved many times that the average viewer will be quite happy to see a play which is not a Hollywood super production. After all, a trip to the theatre is an event! It entails getting up and leaving one's house, a trip into town, lining up for tickets, and finally getting into a large, darkened audi- torium in company with one or two thousand other people. One is keyed up to see something really great. At home the family goes into the living room and sits down in front of the set, in a familiar atmosphere. They don't expect to see a musical or dramatic ex- travaganza. What they want is entertainment fit for their living room. Some excellent half-hour television features have been pro- duced for less than $10,000. And as time goes on, prices will come down; probably the industry will see the establishment of a central television film-distributing organization handling nothing but films made expressly for television. Everything that applies to live production also applies to the production of films for television, and in some cases with even more meaning. The use of long shots, except for opening and occasional use for effect, is discouraged. The use of two- and three-shots, middle close-ups, and close-ups is essential to the com- prehension of the story by the audience. There is one other factor which enters very strongly into the use of middle and long shots; that is the background. It is essential that this does not detract from the value of the scene and the actors. In a long shot, it is only too easy to overlook this and provide a background into which the characters blend so that they are lost. The choice of colors for the clothes of the characters is also very important. Try to aim for contrasts between the clothes of the men, and in scenes where there are men and women close together it is better to help the viewer by having them exhibit as much difference as possible in their color combinations. On the other hand, the choice of