Underwriting
is the term the FCC has used to categorize announcements acknowledging
the supporters of public broadcasting from the business community. By
airing underwriting announcements on WUTC-FM, businesses target a
valuable audience that can be hard to reach on commercial stations.
WUTC listeners tend to be more affluent and better educated. In
addition, your message is heard in a clutter-free environment.
§ R.O.S.
spots will run 7 days a week between 6am-9pm (7am-9pm on weekends).
Underwriter may exclude one program from the mix if desired. § Regular Tier underwriting rates will apply to underwriting schedules of less than 7 days.
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1)
WUTC will not include third party sponsors in an underwriting statement
for any event, whether hosted by a not-for-profit organization or business. 2)
Copy cannot exceed 30 seconds on local programs (27 seconds on
syndicated shows). All copy will be voiced by WUTC staff. 3)
Credits may not include qualitative claims or descriptions. Qualitative
definition: Referring only to the characteristics of something being described,
rather than exact numerical measurement. 2. Indicative only of relative sizes
or magnitudes, rather than their numerical values. A qualitative comparison
would say whether one thing is larger, smaller, or equal to another, without
specifying the size of any difference. As opposed to quantitative. Examples
include the word convenient. 4)
Credits may not contain comparative claims or descriptions. (Voted “Best
Restaurant…”,” Winner of the 2005 award for…”, “With the only ___ available in 5)
Credits may not contain jingles or background music. WUTC reserves the
right to leave in the background music in syndicated programs (at a low level). 6)
Credits may not include personal pronouns: Ex: the words “you” or “your”. 7)
Credits should not contain any information regarding the price of, or
value or savings received from the underwriter’s products or services. No
solicitations of cash, checks, goods or services can be included in a statement
for any non-profit organization, though a benefit can be mentioned. 8)
Credits should not contain any imperative or other language that could
be construed as a “call to action”. 9)
Credits should not contain any
inducement to buy, sell, rent, lease, or to “call” or “visit” the underwriter. 10)
Credits cannot mention any awards given or reward/incentive program or
guarantee offered by the underwriter. 11)
Contests or giveaways of any kind are prohibited. 12)
One established slogan within the text is acceptable.
All
of the above restrictions are due to constraints placed upon public radio
stations by the FCC. If there is a gray
area, please discuss it with us. WUTC reserves the right to give all final
approval for spot copy. Ken Dryden
Development Director (423) 425-4364
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