UNDERWRITING AT WVUD

We're glad you're exploring the possibility of underwriting WVUD. This information is designed to show how your business and the station can both benefit. Please take the time to read the information and direct any questions to your WVUD representative. We look forward to serving you.

What is Underwriting?

The Federal Communications Commission (FCC) allows companies to "underwrite" programs on noncommercial stations like WVUD, but it does not allow "advertising." Underwriting is similar to advertising, but differs in a few very important areas.

The FCC forbids announcements that issue a CALL TO ACTION. This means that statements like stop in, shop here, call, call now, limited time only, etc. are not allowed. Underwriter announcements also may not contain QUALITATIVE WORDS. Qualitative words such as largest selection, newest model, best in town, finest selection, and state of the art are prohibited. Finally, announcements may not mention or give reference to PRICES. References such as free, sale, discount, clearance, reduced, going out of business sale, and liquidation, are also not permitted.

Underwriting announcements on WVUD are required to follow these FCC guidelines. Our Enhanced Underwriting Announcements:

• identify but do not promote.
• do not call to action.
• use value neutral language.
• do not mention prices.
• are not sold in prearranged 30 or 60-second spots.

What We Can Do

Enhanced Underwriting Announcements on WVUD are recorded by WVUD's production staff. Prerecorded underwriter announcements are not accepted. Announcements may include information which identifies but does not promote the underwriter including:

• the name of the underwriter.
• the underwriter's products and/or services
• the underwriter's corporate slogan (as long as it is not a promotional statement).
• the location of the underwriter's business.
• the underwriter's telephone number.
• the underwriter's web address.

What We Cannot Do

Enhanced Underwriting Announcements on WVUD may not:

• be commercials.
• call to action.
• use qualitative language.
• mention prices.
• endorse a product or service.

Perkins Student Center · Newark, DE 19716 · voice: 302.831.2701 · fax: 302.831.1399
e-mail: WVUD@mvs.udel.edu · WWW: http://www.udel.edu/wvud