Sponsor (July-Dec 1954)

hook (1) in writer's parlance It means to give a surprise ending. -' A program device used to attract tanponse from the audience; e.g., .m offer, a contest (3) A suspense . riding that concludes an episode or Lai. HOOPER Ni w York, Radio and tv reearch firm using phone coincidental .mil diary methods; does local ai 50 tv and radio markets; sample tV, 200-500 diaries radio approx. 600 phone calls; interview period for tv usually first week of the month, radio varies. Delivery date for tv about 20 days, and 30 days for radio. Cost about $1,500 for complete package. Over 370 subscribers. Basic data supplied is radio and tv ratings, share of audience, sets-in-use and for tv only, audience composition, cumulative audiences, weekly audience and uhf penetration. <See Tv Ratings.) HOOPERATING An almost generic term for a program's audience rating as determined by the C. E. Hooper, Inc. quantitative audience measurement service. (See Tv Ratings.) HOP Radio term for volume. HORSE OPERA Tv presentation primarily composed of gunshots, fights, chases and occasionally a plot. Also called oat opus or oater. HOT Too much light on talent, set. HOT BACKGROUND Background light which is too strong and results in lack of contrast and undesirable flat picture. However, may be used to produce special dramatic effects for silhouettes. HOT LIGHT Concentrated beam of light used to emphasize features, proflies or contours Usually a pinpoint HOT SPOT 1 i Small area of scene which has been too brightly lighted or over developed: '2> flare back from bright metallic surfaces. HOT SWITCH The rapid transfer of scene, show or program from one original me, point to another. HOUSE SHOW A package tv show usually owned, written and directed by a ion or network; in contrast to an agency .show which is owned by an mg agency. HUE The most characteristic attribute ol color and determines whether the color is green, red or yellow. (See Special Color Section.) HUSTON CRANE A camera crane that enables the cameraman and the camera to rise off the floor of the studio and to take a position in the air over the action, shooting down or from a high angle. HYPO di To add vitality and interest to a program by changing its format, cast, agency, producer, writer or, sometimes, its sponsor. <2) Slang term for solution used in developing film. HYPERFOCAL DISTANCE The near limit of the depth of field of a lens when focused on infinity, or the distance from a camera to the nearest object in focus when the lens is focused on infinity. When a lens is focused upon its hyperfocal distance, its depth of field extends from exactly half that distance. IATSE International Alliance of Theatrical Stage Employees. Tv stage hands belong to this union. IBEW International Brotherhood of Electrical Workers. Light technicians, engineers and some soundmen belong to this union. ICONOSCOPE The camera pickup tube used by all tv stations for film transmission. "Ike" is the slang term for Iconoscope. I.D. — SHARED I.D. '1' Tv station identification, or call letters. (2) Film I.D., announcing that the program televised is, or was produced from film. '3' I.D. (commercial) is a commercial which combines both the station call letters and a sales message for a product or service, usually 10 seconds long. I.D. standards as accepted by tv stations and the Station Representatives Assoc, have four features: <1> I.D.'s are identified by the agencies and stations as 10 seconds even though the actual commercial station I.D. is only eight seconds; (2) the audio portion of the station identification follows the audio portion of the commercial: < 3 » commercials occupy :,4 of the screen area for station identification; <4> the actual timing is: a. 1'2 seconds '36 frames i open. b. 6 seconds — commercial audio, c. 2 seconds — station iden tification, d. Vz second (12 frames* close. IDEAL TIME A timing on a script that is obtained by back-timing and indicates the desired pace of the telecast. IDIOT SHEET Cue sheets attached to the front of the camera (below the lens* as well as blackboard and printed reminder sheets out of camera range. IKE Slang term for Iconoscope. ILLUSION Effect created for the view er, as opposed to the technical means of creating that effect. IMAGE The photographic likeness as recorded on a tv tube, kine or film. IMAGE-ORTHICON The current supersensitive camera tube developed by RCA which is capable of picking up scenes in semi-darkness or without excessive lighting. IMAGERY < See Special Color Section.) IMPRESSIONISM Building up of general impression in a film by joining together a series of shots of subjects which in actuality are disconnected In space or time or both. IMPULSE BUYING Purchases made without previous intention by people who happen to see products or a display at the point of purchase. IN To begin. IN CLEAR The music, sound or voioe is by itself. INTERIOR SOUNDS Sound of an object, such as a train, as heard from a position inside the object. INTERMEDIATE Color dupe print intended for use as a parent of release prints, called second generation dupes. INKERS Artists in an animation studio who trace the outlines of drawings prepared by animators onto cells. IN THE CAN Completed tv film pro 76 SPONSOR