Underwriting

What Is Underwriting?

In the world of Public TV, underwriters fund programming. Underwriters can be corporations, foundations, associations, government agencies, or individuals. In return for this support, Public TV allows sponsor messages up to :30 seconds in length at the start and finish of each program. These messages are built into the program and must be aired each time the show is broadcast.

For Greater Impact – Impact that Is Credible and Memorable

Sponsor messages on Public TV have a greater impact and are more effective than those broadcast elsewhere because Public TV has such a small amount of non-program material: less than 6 minutes/hour vs. 16 1⁄2 minutes/hour for other network and cable broadcasters.

Public TV’s dignified approach to on-air support is appreciated and respected by its viewers.
The prohibition against “hard sell” spots and the trustworthiness of Public TV combine to make underwriting messages significantly more credible and memorable. Brand marketers can identify their products with the credibility of Public TV and still get their message across.

Guidelines for On-Air Sponsor Messages

Underwriter / Sponsor Messages May:

Be up to :30 seconds in length.
Identify and depict sponsor’s products or services.
Show a logo.
Use a well-established slogan or corporate positioning statement.
Show a telephone number.
Show a Web site address.
Use music or sound effects identifying the company, people, and other voice-overs. (Rights to music must be cleared first by client or agency.)
Make an association between sponsor and program.

Underwriter / Sponsor Messages May Not: