Texas Public Radio - Underwriting

Underwriting messages serve to identify corporate supporters. Delivered live, these announcements include our required preamble plus a 15 second message naming your business along with a brief description. These messages range from the highest rate during Morning Edition to packages that are very affordable in classical music programs. Ask your Corporate Relations Associate about Pick Twelve, the introductory offer that allows you to choose 12 of your favorite programs for a special introductory rate of $500.

Underwriting Guidelines

In the world of public radio, we use a little different jargon than that of the commercial radio industry. We refer to the announcements aired live on our stations, which identify a particular funder and a value-neutral description of their business, as enhanced underwriting credits. The Federal Communications Commission has articulated specific guidelines emphasizing the difference between these permissible donor and underwriter announcements and commercial advertising. In order to maintain compliance with the Commission’s regulations, Texas Public Radio observes the following rules taken from our published “Underwriting Policies and Practices”* dated June, 2001:

Announcements containing price information are not permissible such as “7.7% interest rates are available.”

Announcements may not contain a “call to action” such as “Stop by their showroom” or “call this number.”

Announcements containing an inducement to buy are promotional in nature and disallowed such as “Special gift for the first 50 calls.”

Announcements may not include comparative or qualitative language such as “The best bar-b-que in town.”

In recognition of the non-commercial nature of educational broadcasting and its own non-profit mission, Texas Public Radio will also exercise restraint in composing and presenting underwriter announcements. For example, their length will be limited to a preamble plus 15 seconds; they will be delivered in live fashion; they will not contain audio logos, jingles or sound effects, and no more than two local underwriters will be identified in the same break.

What is permissible? Underwriting announcements may include a factual description of the products or services provided by the business including brand names. It may include the address, phone or web address. In the case of a special event, it may include time, date, and place, as well as ticket reservation information. Two sample credits follow below: