Underwriting Opportunities

Understanding Underwriting

The significant difference in public radio and commercial radio is underwriting. A commercial radio station broadcasts advertising paid for by the advertisers. For public radio, program underwriters in the form of businesses, foundations, other organizations and even individuals and families, make contributions in support of programming. These underwriters are recognized for their contribution on the air in a format uncluttered with commercial announcements.

KNTU is a non-commercial radio station licensed to the University of North Texas. This noncommercial status prohibits KNTU from selling commercial time and airing commercials. KNTU is allowed, however, to solicit underwriting and air underwriter announcements that may include:

  • Name of the business.
  • Address or location of the business.
  • Telephone number of the business, if it is an integral part of the operation.
  • Value-neutral descriptions of product line or service.

The Federal Communications Commission (FCC) mandates that underwriting announcements may not include qualitative, comparative, or promotional language. A call to action, pricing information, and inducements to buy or sell are not allowed. Final approval of copy is at the discretion of KNTU. These regulations serve to protect the non-commercial ambiance that public radio listeners value so highly.

Advantages of Underwriting

When your organization underwrites on KNTU, you help support an important local programming asset and public service, and provide your business or organization with a significant marketing advantage at the same time. The public radio listener positively identifies the underwriter with the high quality programming found on KNTU.

As an investment in underwriting, KNTU offers your business:

  • An effective complement to ongoing advertising, public relations and marketing campaigns. There is an association with KNTU and The University of North Texas, which strengthens public perception of your company’s commitment to the community and the quality of its products and services.
  • 70% of public radio’s listeners say that a company’s support of public radio has a positive influence on their decision to purchase that company’s products and services.
  • Although underwriting revenue can be treated as a charitable contribution by the station, it may be treated either as a charitable contribution OR as a business expense by the underwriter, pursuant to Section 162 and 170 of the Internal Revenue Code.

If you are interested in underwriting KNTU programming, please contact Richard Edmond at 940.565.3536 or Richard.Edmond@unt.edu.