Development
‘The question of length is really settled’
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A movement among big-market stations to accept 30-second underwriting spots is turning up the heat on PBS to resolve longstanding discrepancies between national underwriting policies and more permissive practices at local stations. Some say six of the top ten stations are accepting the longer spots; others count 19 of the top 20. Among the stations now accepting 30-second underwriting messages are WNET, New York; KCET, Los Angeles; KQED, San Francisco; WCET, Cincinnati; WTVS, Detroit, and KRMA, Denver. The national underwriting that directly supports production of national programs has slipped in recent years, while local stations’ spot sales have grown–probably surpassing the total for national underwriting in recent years. “We can reach 80 percent of the U.S. population with 30-second messages on public television today,” said Keith Thompson, president of Public Broadcast Marketing, a firm that specializes in spot sales on public radio and TV stations.