Radio: 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:...

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