UNDERWRITING

For questions regarding this section, contact PBS Program Underwriting Policy at (703) 739-5291

All underwriting arrangements must be cleared in advance by PBS Program Underwriting Policy (PUP).

The "PBS National Program Funding Standards and Practices" is available from the PUP department or at http://www.pbs.org/producers/guidelines

PBS defines an "underwriter" as a third party that has voluntarily contributed cash to finance, in whole or in part, the production or acquisition of a PBS program. Money from such sources used toward research and development, or for packaging or repackaging a program, ordinarily counts as underwriting as well. Federal law requires that those who helped pay for a broadcast, be disclosed on the air at the time of the broadcast. Therefore we identify all the program underwriters in the underwriting credit pod.

Investment partners, licensing partners and other distribution entities providing cash for the purchase of rights other than broadcast rights on PBS are not underwriters and do not get acknowledgement on air (but must be revealed on the PAA).

PBS requires the complete and accurate Underwriting Credit Clearance form to prevent delays in scheduling and other potential program distribution complications. Please consult the Program Underwriting Policy department if you have questions about its completion.

ON-AIR UNDERWRITING CREDIT POD

Maximum Credit Pod = 60 seconds

Maximum individual credit = 15 seconds

No underwriting credit pod may be more than 60 seconds in length. No single underwriter may receive more than a 15-second credit.

Whenever one underwriter is mentioned all must be acknowledged. Consequently, the underwriting credit pod at the beginning and end of the program will in most cases be the same length. The credits, however, need not be identical. For example, at the top of the program an underwriter duly identified may feature one product or service and at the bottom another product or service.

WHAT IF THERE ARE MORE UNDERWRITERS THAN ALLOWABLE TIME?

Contact Program Underwriting Policy.

Do not list remaining underwriters in production credits.

If you believe there are too many underwriters to be acknowledged on the program, Program Underwriting will help determine what a reasonable cut-off point will be (provide electronically and in writing, a complete list of names and amounts in decreasing order of contribution). Where full disclosure on air is impractical, the remaining underwriters are not to be listed in the production credits. Instead, the underwriting credits may end with the language: "…And others, a complete list is available from PBS."

ON-AIR LOOK OF THE UNDERWRITING CREDIT POD

Silent cards over a static and/or black background are NOT acceptable.

The underwriting credit pod must mirror the production values of the program and flow smoothly with program content and other packaging elements.

FREQUENCY OF THE UNDERWRITING CREDIT POD

The underwriting credit pod must appear at both beginning and end of all factual programs.

The underwriting credit pod must appear at the end of the program and may appear at the beginning. For News and Public Affairs programming and programs involving controversial issues, the underwriting must be disclosed both at the beginning and at the end of the program.

PBS reserves the right to request underwriting credit pods at the beginning and end of other genres of programs.

PLACEMENT OF UNDERWRITING CREDIT POD

Top of Program

Must start by three minutes (3:00) into the program. Top underwriting credit pod should be placed after a program open or program tease in order to separate national underwriting from local underwriting.

Middle of Program

It is at the sole discretion of PBS to determine whether a program will receive a mid-program break and whether that break is long enough to accommodate an underwriting credit pod and/or other transitional elements.

End of Program

The underwriting credit pod may appear either immediately before or immediately after the final production credits. If a program has a content disclaimer, the underwriting credit pod must appear immediately following the disclaimer.

PREAMBLES - "THIS PROGRAM WAS MADE POSSIBLE BY..."

Preamble must be counted in the 60-second allotment.

The introduction or preamble to the underwriting counts as part of the total 60 seconds allotted. Suggestions for preamble can be found in the "PBS National Program Funding Standards and Practices". Using "brought to you by" and any form of the word "sponsor" must be specifically approved by Program Underwriting Policy.

ORDER OF ACKNOWLEDGEMENTS

Viewers Like You MUST be the last element.

Underwriters should be credited in descending order of the amount of their grants. When PBS money has been received by the producer, however, the Viewers Like You credit should always be the last element in the funding bed, regardless of the amount.

PBS AND CPB UNDERWRITING CREDITS

CPB and PBS (Viewers like You) funding are NOT the same.

Producers should use the same voice-over talent as used on the other program packaging sequences.

Funding from the Corporation for Public Broadcasting is distinct and independent from PBS funding (Viewers Like You). Producers should NOT automatically assume that both credits are appropriate and always appear together.

Producers should use a font style that mirrors the design of their program packaging treatment. The "Viewers Like You" text and/or CPB logo should be keyed over images or graphic elements from their program.

The Viewers Like You voiceover:
"This program was made possible by contributions to your PBS station from viewers like you. Thank you."

Or in the presence of other underwriting:
"This program was made possible by (UNDERWRITERS) and by contributions to your PBS station from viewers like you. Thank you."

The Viewers Like You credit MUST contain a visual graphic reading "Viewers Like You," that transitions to a graphic reading "Thank You," available on the PBS toolkit (see TOOLKIT section of the manual). This text should be the prominent focal point on-screen.

The CPB voiceover:
"This program was made possible by the Corporation for Public Broadcasting"

The CPB credit MUST contain a visual treatment with the CPB logo, the tag line "A private corporation funded by the American people" and "cpb.org," available on the PBS toolkit..

ABOUT THE UNDERWRITING CREDIT CLEARANCE FORM

Due 10 weeks prior to the first day of the month of broadcast

Producers should initiate contact with Program Underwriting Policy as early as possible to discuss the proposed credit, especially when anticipating a complex or "highly produced" spot. Be prepared to provide storyboards and video roughcuts.

See "ORION" section of the manual or Forms.

The producer is ultimately responsible for the entire underwriting credit pod and for submitting the Underwriting Credit Clearance Form. Preambles should also be included on the form.

IMPORTANT NOTICE: This manual is a set of "guidelines" and should be treated as such. PBS staff members will continue to consult with producers and provide direct guidance on issues concerning final delivery of programs. Please read through the Red Book carefully and make sure that the members of your production team familiarize themselves with the relevant sections. Updates to the Red Book will occur when information or policies change.

 
Top