PBS must protect its credibility and integrity by ensuring the editorial independence of all content from funders. Under the PBS Funding Standards, PBS applies two tests when evaluating the acceptability of each proposed funder: 

Editorial Influence Test

Content distributed by PBS should be produced with the highest ethical, journalistic, and professional standards. Content must be responsive solely to the needs of the public—not to the interests of funders. No funder may influence, or have the right to influence, content. For this reason, PBS will not accept content if a funder is able to provide editorial input.  In determining compliance with this prohibition, PBS evaluates whether the funder is able to:

• participate in the production process after the initial conceptual stage is complete;
• specify in any detail what the content is about;
• direct the conclusions or opinions of the content;
• provide input on scripts, outlines, rough cuts, or fine cuts prior to distribution by PBS;
• appoint or approve experts to be interviewed or advisors to provide guidance about the content's development;
• influence or contribute to decisions about the scheduling of content for PBS distribution; or
• control distribution of the content.
   

While these particular factors are indicative of impermissible editorial influence, other contextual factors may also be relevant in any given instance.  Each situation is unique and requires specific analysis by PBS.

Perception Test

To preserve the public’s trust, PBS also must guard against the potential perception that a funder has exercised editorial influence, even if no such influence occurred. For this reason, PBS will not accept content if it determines that the audience might reasonably conclude that PBS has compromised its independence or professionalism to a funder.  

The perception of editorial influence can include a funding arrangement that, on its face, appears so self-serving that the audience might readily assume that the primary purpose of the content is to promote the funder’s products, services, or other interests.

In determining whether the audience might reasonably believe that a funder has exercised editorial influence, PBS first evaluates whether there is a connection between the products, services, or interests of the funder and the subject matter of the content. If there is any such connection, then PBS will evaluate whether:

• the connection is incidental to the subject matter of the content;
• the content is part of a continuing series or based on a book that has an established reputation with viewers for independence and integrity;
• the funder seeks to fund an entire series or only select episodes in an ongoing series;
• the content was produced before or after the funding relationship was established;
• the proposed funder is one of many or joined with neutral funders so that it is a minority rather than majority funder; or
• disclosure language is added to the content to make clear that the perceived problematic funder had no editorial involvement in the content.
   

The presence of one or more of these factors may mitigate the potential perception that a funder exercised editorial influence. No one factor is necessarily determinative, however, and other factors may be relevant depending on the circumstances.