Aidma to Zilch

In its new edition of the Television Dictionary/Handbook, Sponsor Services Inc. lists 2,200 TV terms, a big jump from the 300 carried in the first (1950) TV dictionary. Some of the more esoteric TV words:

Aidma: Recognized formulas for good commercials. A-attention, I- interest, D-desire. M-memory, A-action.

Back-Time: Timing a script backward from end to beginning.

Belcher: Performer with a frog in his throat.

Bye-Bye: Phrases beginning: "We now leave our studio . . .". "We now take you to . . .", etc.

Cherry Pie: Extra money earned for something other than ordinary work.

Clientitis: An occupational headache caused by a sponsor's unwelcome interference.

Cow Catcher: Isolated commercial at the start of a show.

Dinky Inkie: The smallest of incandescent spots.

Down in the Mud: Music, speech or sound effect extremely low in volume.

Drooling: Padding a show with unimportant talk.

Idiot Sheet: Printed reminder sheets out of camera range.

Quonking: Distracting conversation by individuals not connected with the show.

The Tip: The viewing audience. "Holding the tip" means holding your audience.

Whip Shot: Very fast pan shot that usually blurs scene.

Woof: "On the nose" or O.K.

Zilch: Any unidentified person who walks into TV studio.

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