Fundraising Forum: DRTV

Margaret: Can you define long-form vs. short-form? Aside from costs, of course, are certain missions more successful with one form over the other?

Erika: Long-form is anything longer than five minutes; short-form is anything five minutes or less.

Kevin: Long-form is typically hour or half-hour programs. Occasionally, other lengths can arise but are usually on such a limited basis that the investment in creative must be considered. Most short-form purchased tends to be 120 or 60 seconds, again depending upon what individual stations/networks are willing to sell.