10 Questions
What is the primary goal of selling an idea in commercial television?
To generate revenue
At how many stages is salability crucial in commercial television?
Three stages
What is the result of a failure in salability at any stage?
The program will either never reach the air or be off after a brief stay
What is the concept that Ted Bates used to build an advertising empire?
Unique selling proposition
What is the purpose of a unique selling proposition in advertising?
To stimulate a buying appetite in the consumer
Why is it important for a program to have a unique selling proposition?
To distinguish the program from others and stimulate viewers' interest
What is the 'kiss of death' for a show, according to the text?
Viewers saying they've seen it a thousand times
What can make a familiar theme fresh in a program?
A distinct voice
What is sufficient to make a program stand out from others?
A single inventive difference
What is an example of a single inventive difference that can make a program stand out?
Producing a conventional form in an unconventional way
In this lecture, we explore how audiences are unpredictable and how their tastes change. TV programmers have sought a formula for a hit, trying to find a winning combination, but there is no key to success.
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