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What is Underwriting?
Businesses, corporations,
foundations and organizations
support programming on
PBS eight by
underwriting specific programs or
time periods. By funding local
public television, managers
cost-effectively achieve public
relations and marketing goals -
while enhancing the quality of life
in their community.
Although similar to traditional
advertising, underwriting differs
from opportunities available with
commercial media primarily in the
presentation of the message and in
the way potential customers perceive
the underwriters. Compared to other
venues, PBS eight
offers a uniquely dignified
environment that is both attractive
and effective. Through consistent
application of PBS guidelines,
credits stand out in an uncluttered
medium that emphasizes a balanced
presentation. Approximately
on-fourth of commercial broadcast
time is dominated by ads and
promotions, but pubic broadcasting
allocates only a few minutes of each
hour to underwriting credits and
promotion of upcoming programs.
Consumers see public television
supports as committed to quality and
excellence and as industry leaders.
Furthermore, a recent national
survey confirms that the public
television brand remains a leader in
developing and maintaining
connections with the consumer.
Because public television serves the
community through its quality
programming and outreach
initiatives, association with this
valued institution enhances image,
while it heightens awareness of
product or service.
Underwriters on public television
receive recognition with an 8-10
second visual and audio
identification. The credit can
include a brief audio tag, the
sponsor's logo, address and contact
information. The Federal
Communications Commission (FCC), PBS
guidelines, and WDSE-TV policies
govern on-air acknowledgement of all
underwriters. Although regulated in
order to provide a balanced
environment, the creative elements
of an on-air credit can take many
unique and exciting forms.
For additional information on
Underwriting on PBS
eight, contact Cheryl
Leeper, Director of Development at
218-724-8567.
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