Corporate Underwriting

WHYY Station Policy for Underwriting

FCC and Public Broadcasting - Background

The FCC (Federal Communications Commission) was established by the Communications Act of 1934 and is charged with regulating interstate and international communications by radio, television, wire, satellite and cable. They are charged with regulating radio and TV in the US, including noncommercial radio and TV and enforcement of a prohibition on the broadcast of “advertisements” by noncommercial stations is one the FCC’s responsibilities.

While stations have always been required to identify all entities that financially support the station in exchange for the broadcast of some “matter,” stations in the early years of public radio and TV were not allowed to announce anything more than the name of the “sponsor.” Over the years, recognizing the need for the stations to support themselves financially, the FCC and Congress loosened the restrictions on what stations are allowed to do.

FCC Guidelines Regarding Underwriting

Stations are required to identify entities that provide consideration in exchange for some form of on-air acknowledgment.

•  Stations are not allowed to air advertising

•  Stations are not required to identify those entities providing general station support, but WHYY chooses to do so

The FCC defines advertising as:

•  “Any message or programming material which is broadcast or otherwise transmitted in exchange for any remuneration, and which is intended:

•  “to promote any service, facility or product offered by any person who is engaged in such offering for profit;

•  “to express the views of any person with respect to any matter of public importance or interest; or

•  “to support or oppose any candidate for political office.”

WHYY does not accept the following categories for paid on-air underwriting support:

•  Religious, political or other messaging that advocates a particular point of view (value neutral messaging is acceptable)

•  Distilled spirits, tobacco or firearms

WHYY reserves the right to reject announcements that are inconsistent with WHYY standards and practices.

Underwriting Credits May Include

Stations are allowed to identify, not promote, commercial entities that provide general support for the station. This identification can include the following:

•  The name of the person or entity

•  Corporate mission

•  Location information

•  Telephone numbers and website addresses

•  Audio logos that identify but do not promote

•  Value neutral descriptions of a product line or service

•  Brand and trade names

•  Product or service listings that do not include qualitative or comparative language

Underwriting Credits May Not Include

The following items are not acceptable in underwriting credits or announcements on behalf of for-profit organizations:

•  Price information

•  Calls to action

•  Inducements to buy, sell, rent or lease

•  Comparative information

•  Qualitative information

The FCC’s rules are more lenient for non-profit organizations.

Important note:

An underwriting credit may be promotional even if the information it contains is factually true. The fact that the underwriter’s claim can be proven will not make it acceptable. If the copy violates one of the restrictions listed above, it is unacceptable. For example, even if it were true that an underwriter had received an award or offered the lowest prices in town, the underwriting credit could not refer to these facts.

Underwriting prospects will be notified of WHYY policy, and all requests will be reviewed and evaluated to determine if the organization and/or its copy falls into any of the above categories.

As of 2/06