"They heard the concept," Mr. Schwager said.
You can sometimes hear the concept creak, too: the show's equation of flamboyance with political dissidence is questionable.
He said he agreed to be the host of "Power, Privilege and Justice," which is shown on Wednesday evenings, as soon as he heard the concept.
Once she heard the concept of how American dependence on oil may in a variety of ways help nurture terrorism, her laughter died off.
When viewers hear the concept, Ms. Colleton said, they think, "How can I emotionally invest in that character?" Last season some 2.4 million viewers got over their reluctance and tuned in each week.
Mr. Burnett's background is deep in adventurism, starting with his decision to join the elite British Parachute Regiment at 18, and when he heard the concept, he campaigned to acquire the American rights.
When I first heard the concept of "My First Kafka," I thought it was a wonderful idea, but I assumed it would be one of those books masquerading as being for children when it was really for adults, a cross between "Shrek" and the best-selling "Go the F**k to Sleep".
That's because the second I heard the concept, I knew it would be a big deal.
I was asked to try-out to be a mentor for Scotland and as soon as I heard the concept of the show, I wanted to get involved.
Howard: So in the past, I heard the concept of show rooming described as a negative because people were ignoring it as it was detracting from instore sales.
