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Underwriting
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Underwriting Guidelines
An underwriter is to be identified by announcements
that mention the legal name of the funder, or the legal
or recognized name of the funder's business or operation.
In addition, WFIU staff will work with the funder to select
items of information from the list below to further clarify
the identity of the funder:
a. The name of the underwriter's subsidiary
or bona fide operating division, or the name of the underwriter's
parent company.
b. The underwriter's product or service
line, identified by generic name or trade names. Very
brief descriptive phrases may be permitted to describe
the product or service line only if they are clearly objective.
Usually such language would be limited to describing one
of the following characteristics of the product or service
line:
-
origin (e.g., "French wine")
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intended use (e.g., "children's
clothing")
-
form of delivery to consumer or method
of preparation (e.g., "bottled mineral water"
or "draft beer")
-
product content (e.g., "wool suit"
or "fiberglass insulation") without reference
to items generally assumed to be part of the product
(e.g., "hamburgers with mustard, pickles and onions")
Underwriting messages can contain up to three products
(e.g., "Gerry's parlor, offering donuts, ice cream,
and fruit beverages.")
c. The underwriter's corporate slogan if it identifies,
but does not promote, the underwriter or its products. The
slogan must be non-promotional and value-neutral, in that
it identifies the underwriter in objective terms. Permissible
non-promotional slogans often describe aspects of an underwriter's
business, or characteristics of its product(s) in neutral
terms. The slogan must be in use by the business and prominently
displayed on corporate literature such as promotional brochures,
ads, banners, billboards, audio and/or video material.
d. The location of the underwriter's business. This may
be a city or state, or a specific address. In the alternative,
it may be a generic reference to the area served (e.g.,
"serving the South," or "with stores from
coast to coast").
e. Length of time in business (e.g., "providing plumbing
supplies for 25 years").
f. A telephone number or web site (including an 800 number)
if used for identification purposes. The number must be
stated in such a way that no call to action is implied.
g. Underwriting should not exceed 15 seconds in length.
Music or other audio may not be included as part of the
underwriting message.
All underwriting is subject to review by WFIU.
Under FCC rules, regulations and policies, WFIU has a
duty to determine what programming will best serve the
public interest. The selection of spokespersons, format,
subject matter, duration and scheduling of broadcast material
is a matter within WFIU's discretion. WFIU reserves the
right to reject any material.
WFIU does not accept underwriting from political candidates
in support of their candidacy or in support of political
initiatives.
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