Although underwriting is not a commercial message, there is a good deal of creative flexibility available in producing an effective credit that communicates value to viewers and listeners.

Length of Message

Underwriting messages are 15-seconds in length. Not-for-profit organizations can receive up to 30-second messages on TV.

Moving Video

Underwriting credits may contain moving video and/or animation.

Spokespersons

Corporate CEO’s may be featured in a credit and may talk about the company’s support of public television.

Corporate Slogans

Corporate slogans may be used. FCC guidelines may deem some slogans unacceptable if they contain superlatives, calls to action, comparisons to other companies or products, or price or value information.

Products and People

Brand products may be shown, and one specific product may be identified in audio or video. A funder may also mention up to three generic product lines or target markets. People and product may be shown together, as long as the people are not using or demonstrating the product.

Music and Sounds

A television credit may contain music or sound effects, but lyrics may not be sung to a song.
Music and sound effects may not be used in radio spots. All radio credits are pre-recorded by a WXXI announcer.

Addresses and Telephone Numbers

Mail and online addresses may be included in underwriting messages, and telephone numbers can appear as well. A call to action may not accompany either element.

The WXXI Creative Services staff is available to help you create a unique and effective underwriting spot. Please contact a WXXI representative for further information on this service. Please see Examples of WXXI copy.