Underwriting and Sponsorship on KACV
What is Underwriting/Sponsorship?
In the world of noncommercial public television programming can be underwritten or sponsored by local businesses and/or individuals through financial support. In return for this support, KACV broadcasts underwriter/sponsor spots on the station’s air.
In the world of noncommercial public television programming can be underwritten or sponsored by local businesses and/or individuals through financial support. In return for this support, KACV broadcasts underwriter/sponsor spots on the station’s air.
Why Underwrite or Sponsor Programs?
- Image - Build a Brand
Underwriters/sponsors benefit from the "halo effect" of being associated with KACV and its mission to serve the community. Nearly 85% of consumers believe such marketing creates a positive image for underwriters/sponsors. About 75% of PBS viewers believe that PBS underwriters/sponsors are committed to quality and excellence and almost two-thirds of PBS viewers are more likely to purchase the product or service of a PBS underwriter/sponsor. (Source: Roper Worldwide; PBS Image Study)
- Greater Impact - Credible and Memorable
Underwriter/sponsor messages have greater impact in the low-clutter environment found on KACV. "Hard sell" spots are not allowed by FCC regulations (see guidelines) and this fact makes underwriting/sponsorship messages extremely credible and memorable. PBS' dignified approach to on-air support is appreciated and respected by its viewers.
- Greater Value - Build a Relationship
KACV has unique marketing opportunities for business and individual partners that the commercial broadcasters or cable networks cannot offer. On KACV, underwriters/sponsors build a relationship with the community.
Underwriting/Sponsorship Guidelines
Guidelines for On-Air Underwriting/Sponsor Messages
Underwriting/sponsorship spots are intended to thank and identify underwriters/sponsors. In general, these spots are to maintain a noncommercial sound, in keeping with the noncommercial nature of public broadcasting. Many existing image or business brand spots can work on KACV’s air. Existing spots that do not meet FCC standards may require minor changes.
Underwriting/sponsorship spots are intended to thank and identify underwriters/sponsors. In general, these spots are to maintain a noncommercial sound, in keeping with the noncommercial nature of public broadcasting. Many existing image or business brand spots can work on KACV’s air. Existing spots that do not meet FCC standards may require minor changes.
Underwriter/sponsor messages should:
- Make an association between sponsor and the program or station.
- Indicate support for KACV.
Underwriter/sponsor messages may:
- 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.
Underwriter/sponsor messages may not:
- Use comparative or superlative language.
- Offer price, discount or financing information (including "free").
- Use calls to action which direct the viewer to call, visit, try or compare, etc.
KACV Underwriting/Sponsorship Policy
The purpose of this policy statement is to provide a comprehensive set of rules for announcements appearing on KACV. The intent is to provide the greatest amount of exposure and identification to program underwrites/sponsors without compromising the noncommercial license of KACV.
The Federal Communications Commission (FCC) requires that all underwriters/sponsors be identified by their name and/or logo. Underwriter/sponsors supporting programming on KACV may not be anonymous.
Creative elements:
- Underwriters/sponsors must be identified by name and/or logo.
- The underwriting/sponsorship credit may contain factually descriptive information about the underwriter’s/sponsor’s products or services.
- A corporate positioning statement and the underwriter’s/sponsor’s well-established corporate slogan may be used as long as it is not promotional in nature.
- A company or organization spokesperson may appear on camera (Note: endorsements by a celebrity or person outside the organization are not allowed).
- Address, telephone and web address can be used both on screen and in the audio.
KACV does not accept underwriting/sponsorships from the following groups:
- Tobacco, weapons, alcohol, illicit drugs of any kind
- Pornography/ adult content or themes
- Gambling
- Political and public issues advertising
- Discriminatory or violent messages
- Material that violates laws, rules or regulations
- Messages containing deceptive, fraudulent, misleading or false information
- Material promoting pyramid or multi-level marketing organizations
- Material that advertises products directly to children
- “M” rated video games or “R” rated movies
Because KACV is itself a non-profit organization, the station does not broadcast public service announcements that are not directly related to a station project or initiative. Non-profit organizations wishing to underwrite/sponsor programming on KACV must abide by the same rules and policies that govern all other underwriters/sponsors.
KACV reserves the right to review and approve all messages and sponsorship material. KACV reserves the right to remove previously approved material if the station later determines that the material is not consistent with or does not comply with guidelines.
Additional information about underwriting guidelines for public media can be found by visiting the FCC or PBS websites.