Sponsor (July-Dec 1951)

SPONSOR One of the 100,000 or more advertisers in America who use TV and/or radio to acquaint and sell the public their individual products and services. S.I. or SPONSOR IDENTIFICATION Also sponsor identification index < S.P.I. I . Percentage of regular and/or irregular viewers of a TV show or personality who can identify the name of the sponsor or are familiar with specific data about the product advertised on TV. SPOT (1) Individual television spotlights directed on a restricted stage area or subject. <2> Specific TV time segments available or purchased for the airing of a sponsored show or commercials. SPOT TV Market -by -market buying of TV time < programs, announcements, participations, station breaks). This method of using TV affords flexibility in adapting a TV ad campaign to time zone, seasonal variations, special merchandising plans, etc. SPOTLIGHT Lamp capable of projecting narrow beam of bright light onto a small area, used in highlighting. (See lighting.) SPREAD (1) An elastic period of time that allows for any increase in the pace of a TV performance. For example, if a half hour, or to be specific, a 29-minute, 30-second show timed 29:10 on the dress rehearsal, the 20 seconds' difference is the spread. <2> To stretch any part of a broadcast for the purpose of filling the full allotted time of the program. SPROCKET HOLE Small hole punched at regular intervals along film to engage with the sprocket teeth in camera, projector, etc. SQUEAK STICK Clarinet player. STAGING DIRECTOR Puts movement into uninteresting TV shows; streamlines action. STAGE SPACING Referring to correct distance between talent and props when they appear in set and on camera. STAGING COORDINATOR (1) Supervisor of production facilities on individual program. <2) In charge of construction, transfer and assembly of settings, and all mechanical and physical materials. (3) Is directly responsible for operation of carpentry and property personnel. (4) Has responsibilities comparable to those of the stage manager in the theatre with regard to all aspects of the program with the exception of talent. STAGING PLAN or BLOCKING A scaled print or plan of the studio or stage floor upon which are recorded the location of walls, settings, doorways, furniture, sound effects, orchestra, the disposition of various properties, and working areas. The "staging plan" is a pre-requisite to all developments, scenic execution, set dressings, and camera movement planning and is used by the producer-director to plot physical action and business prior to rehearsals in the actual setting. STAND BY Cue to talent, cast or crew that TV program is about to go on the air. Also substitute TV show, whether dramatic, musical, or commentary, which is relied upon as an emergency, when allotted time for a show already on air has not been filled. STANDBY or SAFETY A second TV film or recording I original > , usually made simultaneously with original. To be used for duplication should original be lost, damaged, etc. STAR Actor or actress whose appearance in the principal TV role may be regarded as one of the main requisites for the show's acceptive or commercial success. STAR MAKER Also called string bean. The long, thin, small RCA mike similar to Altec tiny mike. STATION BREAK (1) Interval between programs, usually at V\, Vz, or % of an hour. <2> A cue given by a station originating a program to network stations signalling that it is time for individual stations to identify themselves to local audience. STATION REP An organization or individual acting as an agent on a fee or percentage basis to sell a station's time to potential sponsors. STEP IT UP Increase the volume of the mikes or pace or tempo of a show, its action or its music. Note the difference from pick it up or increase in tempo. STET A proof-reading term meaning to let stand as originally written, and to disregard the mark-outs. To stet a cut is to return it to the script. STICK A PIN IN IT Instruction for "The final camera rehearsal was perfect: there will be no changes before the air show." STICK WAVER The musical director or orchestra leader. STILL ilt Photograph of a scene from a show or of the show's leading personality or of some aspect of production. »2> Any still photograph or other illustrative material that may be used in a TV telecast. STING or STINGER A sharp and emphatic music accent or cue to emphasize the visual action. STOCK SHOT A scene not taken especially for the production but from film files or film library, i.e., Eiffel Tower, Statue of Liberty, frequently inserted for atmosphere. iSee cut, top of next column.) STOP Size of the iris in TV camera lens, which is adjustable to admit more or less light. STOP MOTION Film taken by exposing one frame instead of a number of frames at a time. Object or objects are usually moved by hand a fraction of an inch for each exposure according to a predetermined pattern. STOP THE SHOW Applause or laughter from a live or studio audience that's so prolonged that the planned TV events are obliged to halt momentarily. STORY, SCRIPT or SCENARIO EDITOR Manager of TV department responsible for finding, selecting, and adapting stories suitable for use by the individual sponsor, station, network, etc. STORY BOARD A set of drawings used to show sequence of a TV idea, show, announcement, film, etc. Idea being to have one drawing for every change of action or scene, usually including both pictures and script. STRAIGHT READING Delivering or reading material or lines naturally, without undue emphasis or characterization. STRAIGHT UP TV show is on the nose — timed perfectly. STRETCH Instruction given to cast or crew to slow down pace of show to consume time. STRIKE or STRIKE IT To dismantle or take down set, props, etc. and to remove it from the area. STRIP SHOW A serial TV show such as One Man's Family, after "strip," or serial cartoons. STRIPS Vertical light strips. STUDIO A building especially constructed for the production of TV or radio shows, which in its construction embodies all electrical accommodations, acoustical elements, etc., and is suitably equipped with lights, cameras, microphones, grid, etc.. and one or more associated control rooms. STUDIO or STAGE DIRECTIONS Always given in terms of the talent's right and left as he is standing or seated or as he faces the TV camera. STUDIO COORDINATOR Station individual who combines and directs all non-engineering efforts and work. STUDIO MOTHERS Mothers of juvenile 30 JULY 1951 49