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Television is thought of as a visual medium but the bulk of information received from TV is perceived by the ear, one word at a time. To compensate for the lack of `structure' cues as in printed material, the TV script writer must think in terms of pacing, verbal transitions, vitality of expression, and visual images. Sentences should be simple and direct and words unambiguous. He should use conversational tone, not conversation; state points and facts before expounding on them; and pace rather than pack information.