Shamberg preferred the term Guerrilla television (the title of his 1971 book), because despite its strategies and tactics similar to warfare, Guerrilla television is non-violent. He saw Guerrilla television as a means to break through the barriers imposed by Broadcast television, which he called beast television.
The group urged for the use of Sony's Portapak video camera, introduced in 1968, to be merged with the documentary film style and television, and later pioneering the use of 3/4" video in their works.