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To Kiss Or Television really hasn’t been doing right by lovers. In the good old days of the movies, when Valentino went into one of his enthusiastic smooches, every gal in the theater past lipstick -age watched with her shoes off, so she could wiggle her toes in ecstasy. Censors or nof, Hollywood has always condoned kissing. On Broadway, play¬ ers have always been permitted real¬ istic clinches. On TV, though, before a man kisses a girl (or vice versa), a conference is called. The producer, director and continuity acceptance (censorship) de¬ partment discuss the matter thorough¬ ly. A most unromantic prelude to pas¬ sion. As a rule, after lengthy mulling, it’s decided not to have a kiss after all. The reasoning: not doing something is the best way to avoid offending. Actually, there are no strict TV rules on this kissing business. To Kiss Or Not To Kiss has become, if you’ll- pardon the phraseology, a matter of taste. Some time ago, a TV version of a stage comedy, “Reunion in Vienna,” stressed kissing, lots and lots of it. This was bad enough, but during some of the bussing, the actors were just a bit too sincere. Everybody, hardened critics too, objected. So now there’s an unwritten law: No prolonged kisses on TV. Many actors have come to TV via A FRANK DISCUSSION OF A BURNING TV QUESTION Hollywood, where people don’t kiss on the mouth. It’s not supposed to look pretty. In the movies, the man, aiming carefully, lands his smacker on the woman’s upper lip. No such nonsense for actors risen from the TV ranks, however. On TV, a kiss is a kiss. Because of the rapid pace of live TV, actors don’t have time to worry about such technicalities as smearing make-up (color TV may change all that). Nor do actors concern them¬ selves with such rituals as who tilts whose head to which side. Hollywood, in recent years, has spoon-fed au¬ diences the idea that the technique is the thing, but on TV the number- one question is whether people should or should not kiss in the first place. On Studio ' One recently, a couple met after walking out on their re¬ spective spouses. It was kismet, or whatever operates at such moments, and they planned a mad whirl in Spain. But they never kissed. They never got off to Spain, either. You could see why that didn’t happen, but why the ban on kissing? “Not proper,” explained producer Felix Jackson. “They’re married to other people and any such manifestations of affection might antagonize viewers.” Producer Fred Coe had a similar problem in a TV Playhouse drama about a couple and a weekend at Montauk. Naturally, they never got to Montauk. But they did kiss and