South Carolina Public Radio and ETV (SCETV) Underwriting Sponsorship Guidelines
These guidelines seek to preserve the non-commercial nature of South Carolina Public Radio and ETV (SCETV). Our audience values this characteristic as part of what makes public media unique in sound and substance.
It is critical that, in addition to providing exceptional programming, we maintain a non-commercial, uncluttered and intelligent environment, keep our audience engaged during breaks and air underwriting announcements in keeping with our programming values, as well as adhering to FCC requirements. Your underwriting sponsorship support represents a partnership between your organization and SCETV, and demonstrates your commitment to community service and quality programming.
An announcement must identify, but may not promote, the sponsor, its services, facilities or products, using value-neutral language. It may not express the sponsor's views on any matter of public interest or importance. It may not support or oppose any political candidate. And it must be scheduled within natural programming breaks, so as not to interrupt a program. In addition to these legal requirements, on-air sponsor announcements must be in keeping with the noncommercial nature of our station, including the look and sound of the message.
Length of Announcement: :15 seconds
Underwriting announcements may:
• Describe your business in value-neutral terms.
• Identify facilities, services, products or product lines.
• Describe your corporate mission.
• Inform the public of events you offer.
• Include a corporate slogan, if it is trademarked or been in use consistently for at least two years AND meets other FCC and station guidelines.
• Include a web address, phone number or street address for your business.
• Indicate the number of years you have been in business."
Underwriting announcements may not include:
• Qualitative language. (award winning, leading, etc.)
• Comparative language. (better, best, oldest, etc.)
• A call to action. (“visit online, “like on Facebook,” etc.)
• An inducement to buy, sell, rent or lease.
• References to price or value.
• Personal pronouns, unless as part of a slogan (which also must meet FCC and station guidelines).
Non-profit organizations will be held to the same standards as described in these guidelines.
Eligible Underwriting Organizations:
To respect the prohibition against accepting payment for the expression of any "views,“ SCETV does not accept underwriting from political organizations, nor will it accept a message or publication advocating a position with respect to a controversial issue, a political party or a candidate for office.
SCETV reserves the right to determine that an underwriter or the content of a proposed announcement are inconsistent with the station's mission or would undermine community support for the station. In these cases, sponsorship may be declined.
Advocacy, Controversial Issues and Entities
Underwriting by organizations that, as their primary business, seek to influence matters of public concern, either through public outreach on a matter or through affecting the legislative process, is not permitted. Controversial issues and entities will be considered on a case by case basis by applying good faith judgment and “reasonable listener/viewer” thinking. SCETV will not accept sponsorship from candidates for political office, campaign committees, or from organizations whose names by themselves might raise a political, controversial, or divisive issue.
Instrumentalities of Government
Underwriting by governments or instrumentalities of government is permitted under certain circumstances. Underwriting from politically or policy-oriented instrumentalities of government, including foreign countries, will not be accepted. At the same time, we encourage underwriting by government agencies or government funded organizations that are engaged in commerce, tourism or education.
Underwriting by makers and distributors of alcoholic beverages, including wine, beer and distilled spirits, are permitted. Credit language must be restrained in tone, and should not involve product descriptions, other than that necessary to identify the sponsor's line of business.
Underwriting from diversified companies engaged in the manufacture of tobacco products (e.g. Altria, formerly Philip Morris) is acceptable, but specific references to tobacco products are not allowed.
SCETV exercises absolute editorial control over underwriting announcement copy and reserves the right to edit copy to conform to station and FCC guidelines.
Media from Clients for Radio Spots
All Radio underwriting credits will be read by station personnel, no outside voice-overs. Copy should be received by noon at least 3 business days prior to the first air date.
Media from Clients for Television Spots
HDTV Screen Format 16:9 Full Frame
Video Tape Media:
HD CAM is preferred
DVC-Pro is secondary
Can accept BETACAM
Can accept .mov file (for use with Avid Editors)
Can accept .wav or mp3. format
Logos & Artwork:
PC based format
Prefer EPS or PSD (Can accept JPG, TIF, TGA, & PNG)
Size to fit 16 X 9 square pixel
(Larger is better - We can reduce)
Time Line for Television: Copy & Materials
All TV copy and materials should be received by noon on the due date. Please allow at least 7 business days prior to the first air date.
|First Air Date||Copy & Art Due|
|Sat./Sun./Mon.||Thursday (7 business days prior)|
|Tuesday||Friday (7 business days prior)|
|Wednesday||Monday (7 business days prior)|
|Thursday||Tuesday (7 business days prior)|
|Friday||Wednesday (7 business days prior)|