WUOT On-Air Copy Guidelines

Insofar as is practical, WUOT underwriting policies shall parallel those that have been established for National Public Radio (NPR) and have been recommended for local underwriting use, and shall concur with current WUOT and Federal Communications Commission (FCC) policies. To help maintain the overall noncommercial appearance of a funding message, copy should identify, but not promote the funder. WUOT management reserves right of approval of all underwriting announcements.

Specifically, underwriting announcements may NOT contain:

Call to action (e.g., “bring your car to us,” “call 974-6167 for more information” or “visit us on the Web at . . .”).
Superlative description, qualitative claim, or subjective statements about the company, its products or its services (e.g., “the best car ever built,” “leading,” “leader,” “leadership,” “a great partnership,” “whimsical” or “electrifying”).
Direct or insinuated comparisons with other companies or with other companies’ products or services (e.g., “when Cadillac just isn’t good enough,” “we’re better than the rest,” “award-winning” or “AAA certified”).
Price or value information (e.g., “only $160 down and $160 per month,” “tickets are $10,” or “admission is free”).
Inducements to buy, sell, rent or lease (e.g., “six months free, when you sign up today” or “on sale now”).
Endorsements (e.g., “recommended by four out of five customers” or “used by professional golfers”).

In addition, underwriting announcements:

May be up to 15 seconds long unless the organization is a nonprofit/not-for-profit and has chosen to air a 30-second announcement (see WUOT guidelines for 30-second announcements).
Must be in third person.
Must begin with “Support for WUOT [or program name] comes from” followed by the underwriter’s name.
Beyond this introductory phrase, an underwriting announcement may repeat the organization’s name a maximum of one additional time and identify the organization through:
    · Neutral description of products, services or
      capabilities.
    · Recognized corporate “official slogan” that identifies
      the company (see WUOT guidelines for official
      slogans).
    · Address of business location(s), and/or a Web site
      address and/or a phone number.
    · Organizational mission.
    · Length of time the organization has been in business.

30-Second Announcements for Nonprofit/Not-for-Profit Organizations

Nonprofit/not-for-profit organizations may underwrite 30-second announcements for an additional per-spot charge. All announcements must conform with FCC and WUOT underwriting guidelines. In addition, copy for these announcements must include the phrase “a nonprofit organization” or “a not-for-profit organization” immediately following the name of the organization (e.g., “Support for WUOT comes from East Tennessee Foundation, a nonprofit organization …”).

Underwriting Credit Samples

Support for WUOT comes from FTB Online Internet Banking from First Tennessee. More information is available at www dot f-t-b dot com.

Support for WUOT comes from the Lewis Group Architects, providing design solutions for educational, health-care, retail and industrial facilities. On the Web at www dot l-g architects dot com.

Support for WUOT comes from the South’s Finest Chocolate Factory. Continuing the tradition, 1889 through today. Offering more than 100 gourmet chocolates and candies. 8078 Kingston Pike and 1060 World’s Fair Park Drive.

Support for WUOT comes from Access America Telephone Company, providing local telephone service, long distance calling, 800 numbers and internet service for businesses in East Tennessee. Online at www dot access a-m dot com or 482-2140.

Support for WUOT comes from East Tennessee Foundation, a nonprofit organization and permanent endowment that receives assets from donors, invests and manages the assets, and provides grant monies for nonprofit projects and programs in 24 East Tennessee counties. The Foundation’s mission is to create permanent resources to enrich lives and strengthen communities in the region. East Tennessee foundation dot org or (865) 524-1223.

Support for WUOT comes from the Knoxville Symphony Orchestra, a nonprofit organization. The next Chamber Classics concert features the works of movie score composers. The Halcyon Trio joins the KSO to perform Lalo Schifrin’s Triple Concerto and Bernard Hermann’s Psycho. Also on the bill are Gabrieli’s Canzone for Brass Choir and the Holberg Suite by Grieg. Performances are Friday, November 5th, at 8 p.m. and Sunday, November 7th, at 3 p.m. at the Bijou Theatre Center. 291-3310.

Additional Information

WUOT is a public radio station licensed to the University of Tennessee and carries no on-air advertising. One of the ways WUOT helps fund its programming and general operations is by seeking underwriting support from corporations, foundations and associations. Federal Communications Commission (FCC) regulations govern all underwriting announcements by public radio stations and National Public Radio (NPR). The regulations require stations and NPR to provide on-air recognition of funders while stipulating that these credit announcements are strictly for identification; they cannot be promotional.

In establishing its on-air credit guidelines, WUOT is sensitive to the expectations of the public radio audience and remains faithful to public radio’s mandate to provide educational, cultural and informational programs independent of commercial obligations or influence. Funds may be accepted from any source. However, WUOT reserves the right to turn down funding if there is any conflict of interest or possible perception of influence on program content. Underwriters are identified by mention of their legal or recognized name. Additional information may be used to further clarify identification but should not promote donors’ companies, products or services. Acknowledgments should not interrupt the continuity of the programs or detract from the content or sound quality of the programs with which they are associated.