This can be a pretty iffy subject, but I wanted to bring this up for discussion because I wondered about this in concern of a local LPFM Christian station in our area.
By the license, the station is indeed a low power FM station, but also a non-profit station as well. Now, we know that does not mean they cannot make money at all, because even non profit ventures require money to pay bills. But the understanding I got was that they could "underwrite" the programs with businesses.
But where do you draw the line in "underwriting" and "advertising". There clearly is a difference that the FCC will allow, which means there are guidelines of what you can and can't do when it comes to "underwriting" time on a non profit radio station.
Generally speaking, I was under the impression that if a business wanted to sponsor, or "underwrite" a show on radio, only the very basics of information should be given. Any more than that, can constitute advertising, especially if there is any mention about the service or product. Let me share an example and see if I can get some response on this:
Lets say a radio station that is supposed to be non-profit gets funded by "Charlie's Tires and Brakes". (ficticious). To me, the right way to mention the underwriting would be like this:
"Today's program was underwritten by Charlie's Tires and Brakes, located on 123 Main Street"
Now if a phone number was given for the business, I would not get bent out of shape but I am not sure if that steps into advertising. Now the wrong way to do it might be like this:
"Today's program was underwritten by Charlie's Tires and Brakes, located on 123 Main Street. If you need new tires or need to have your tires rotated, or need your brakes checked, Charlie Jones is the man to see. He's been in business for 30 years and knows everything there is to know about tires and brakes. That's Charlie's Tires and Brakes, located on 123 Main Street."
To me, the second one sound exactly like advertising, and it defeats the purpose of even saying "underwriting". It's not underwriting because you SAY it's underwriting.
So where are the lines drawn when it comes to this type of advertising. I mean in the most general of terms, underwriting IS a a form of advertising, but the FCC does have limits to what a non-profit radio station is supposed to do. What do you think?
By the license, the station is indeed a low power FM station, but also a non-profit station as well. Now, we know that does not mean they cannot make money at all, because even non profit ventures require money to pay bills. But the understanding I got was that they could "underwrite" the programs with businesses.
But where do you draw the line in "underwriting" and "advertising". There clearly is a difference that the FCC will allow, which means there are guidelines of what you can and can't do when it comes to "underwriting" time on a non profit radio station.
Generally speaking, I was under the impression that if a business wanted to sponsor, or "underwrite" a show on radio, only the very basics of information should be given. Any more than that, can constitute advertising, especially if there is any mention about the service or product. Let me share an example and see if I can get some response on this:
Lets say a radio station that is supposed to be non-profit gets funded by "Charlie's Tires and Brakes". (ficticious). To me, the right way to mention the underwriting would be like this:
"Today's program was underwritten by Charlie's Tires and Brakes, located on 123 Main Street"
Now if a phone number was given for the business, I would not get bent out of shape but I am not sure if that steps into advertising. Now the wrong way to do it might be like this:
"Today's program was underwritten by Charlie's Tires and Brakes, located on 123 Main Street. If you need new tires or need to have your tires rotated, or need your brakes checked, Charlie Jones is the man to see. He's been in business for 30 years and knows everything there is to know about tires and brakes. That's Charlie's Tires and Brakes, located on 123 Main Street."
To me, the second one sound exactly like advertising, and it defeats the purpose of even saying "underwriting". It's not underwriting because you SAY it's underwriting.
So where are the lines drawn when it comes to this type of advertising. I mean in the most general of terms, underwriting IS a a form of advertising, but the FCC does have limits to what a non-profit radio station is supposed to do. What do you think?