Direct Response Television. Television advertising time inventory purchased with the intent of getting an immediate response (such as via an 800 number with a call to action). DRTV broadcast and cable times are typically sold at a discount based on unused inventory, and the spots may be pre-empted by other paid advertising. There are two forms of DRTV, long form (or informercials) with commercials longer than 2 minutes, and short form with commercials shorter than 2 minutes. The objective is to have the consumer contact the advertiser directly to purchase the product or service.