Underwriting Credit Guidelines

After receiving approval in advance from Auburn Community Television, users are permitted to give aural and/or visual underwriting credit to a person or organization that has paid for, in whole or in part, the production, distribution or promotion of a program cablecast on an Access channel managed by Auburn Community Television/Auburn Area Access, so long as the underwriting credit does not violate FCC rules or regulations, the terms the following guidelines:

A credit. To an individual underwriter shall not exceed ten (10) seconds in length and total Underwriting credits, may not exceed thirty (30) seconds in length during a single break for credits.

The audio shall be a single voice-over announcement identifying the underwriter and the service they provide ,(if appropriate). · Underwriters may be given a credit at the open of every underwritten program and must be given a credit at the end of the program.

If the program is longer than one (1) hour and fifteen (15) minutes, underwriters may receive a credit at the open of the program, at each sixty-minute interval (or at a natural break as close to the hour as possible), and at the close.

If the program is longer than two (2) hours and fifteen (15) minutes, underwriters may receive a credit at the open of the program, at each sixty-minute interval (or at a natural break as close to the hour as possible), and at the close.

A fifth (5th) credit may be given in programs exceeding three (3) hours and fifteen (15) minutes in length, and so on. A complete packet of information regarding underwriting and fundraising procedures are available from Auburn Community Television/Auburn Area Access.

An agreement must be signed with Auburn Community Television/Auburn Area Access before any underwriting or fundraising activities are permitted to occur.

Tips on Evaluating Underwriting Credits

Auburn Community Television evaluates proposed underwriting credits by using guidelines established by the Federal Communications Commission to regulate such credits used by public broadcasting stations. Therefore, Underwriting credits should be made for identification purposes only and should not promote the contributor's products, services or company.

When does a credit promote, rather than identify? In general, underwriting credits that include information beyond that required to identify the underwriter run the risk of being impermissibly promotional. While this is ultimately a judgment call, five practices are not allowed because they cross the line between identification and promotion. These are: · comparative descriptions · qualitative descriptions · pricing information · calls to action; · inducements to buy, sell, rent or lease. · Here 's a summary and several examples of each:

COMPARATIVE DESCRIPTIONS
Donor acknowledgments that contain descriptive language comparing the underwriter s products or services with those of competitors are not permitted. Comparative descriptions usually include words that imply a comparison to others such as-. Best Better More Superior Examples of acknowledgments that include these comparative terms are:".Serving more cities than any other airline.""...With more assets than any other bank."".Featuring the best products in town," The relevant test is not whether each of these statements is true, a statement can be truthful and still be comparative. The issue is whether the statement compares the underwriter's products or services with its competitors. If it does, the statement is promotional and should not be included in the underwriting credit.

QUALITATIVE LANGUAGE
As a general rule, donor acknowledgment that contain qualitative descriptions of the underwriter's products or services are not permitted. Qualitative descriptions include words that describe the features, benefits, advantages, or other qualities offered by the underwriter's products or services. Examples of qualitative words are: Fine, Excellent, Tasty Examples of descriptions that include qualitative words are:"Distributor of fine furniture." "Builder of homes of distinction.""Home made taste in a frozen dessert." "With 20 convenient locations." "Maker of quality products."As mentioned under "Comparative Descriptions," whether these statements are true makes no difference. If qualitative language is used to describe an underwriter's products or services, the acknowledgment serves to promote rather than identify the underwriter and, therefore, would not be allowed.

PRICING INFORMATION
Announcements containing price information are not permitted. This includes any announcement of interest rate information or other indication of savings or value associated with the product. Examples of pricing information are:

"7.7% interest rate now available."
"Making computer power affordable at every desk."
"Office products at discount prices."

CALLS TO ACTION
Announcements that contain a "call to action" are not permitted. Most "calls to action" are addressed directly to the viewer and tell the viewer to take action. Examples of "calls to action" are:'Ask about our IRA'S, 'Stop by our showroom to see a models.""Try product X next time you buy oil.""Enjoy a night out at John's Restaurant."

INDUCEMENT TO BUY, SELL, RENT, OR LEASE
Announcements containing any inducement to buy, sell, rent or lease arc not permitted. Language or descriptions that give reasons for doing business with the underwriter should be suspected of serving promotional rather than identification purposes, Examples are,

"Six months' free service."
"A bonus available this week."
"Special gift for the first 50 visitors."
"Now offering free checking."

With 20 nearby stores to save you time and money. In determining whether an underwriting credit promotes rather than identifies, you need to consider the overall effect of both audio and video. A common misconception about underwriting -credits is that established corporate slogans are acceptable by definition. All slogans, even those that are part of a company's logo, must not contain comparative or qualitative descriptions of the underwriter's products or services, pricing information, calls to action, or inducements. In short, all slogans must be non-promotional.