Local Television Underwriting Guidelines

l. Underwriting Credit Information

    1. OPB Credit Introduction

        2. "Funding for Local Broadcast of (***) has been provided by ____.

    1. Credit Length: All television underwriting credits cannot be longer than 15 seconds or 15 words in length for an exclusive underwriter, and :10 seconds for a shared underwriting credit.
    2. Credit Content: Underwriting credits must name the donor in mission -statement terminology that is neither commercial nor promotional in language. The business or service may be described in value-neutral terms that avoid comparative or qualitative claims. Underwriting credits are to recognize Underwriters only, and no other outside organization or nonprofit.

ll. VIDEO GUIDELINES

    1. The use of corporate logos, still or animated is appropriate
    2. Up to three products may be shown on screen. Products cannot be shown in use or in motion and must be shown in a setting that is plausible, appropriate and value-neutral.
    3. Showing the outside of a business is acceptable if the building is the only representation of an underwriters product. No more than three locations can be listed in a credit.

lll. THE FOLLOWING ARE STRICTLY FORBIDDEN BY THE FCC.

    1. Any solicitation of direct consumer response of any kind, or any call-to-action, whether direct or implied.
    2. Superlative description or qualitative claims about the company, its products or services. Any comparison with other companies, or with other companyâs product or service, whether direct or implied.
    3. Price or value information of any kind.
    4. Any inducements to buy, sell, rent, or lease.
    5. Use of official spokespersons, endorsements, or professional talent that is featured in commercial promotion or the business or product.
    6. Use of personal pronouns in an underwriting credit.
    7. Sound effects intended to promote or depict a product in use.
    8. Music with lyrics. This does not preclude use of musical signatures that are part of a companyâs corporate identity, provide the signature is not an advertising jingle.