Re: UMass football

["Bill O'Neill" <billo@erols.com>]

>My understanding is that underwriting announcements must not contain
>exhortations to buy a product or use a service. Other than that, I don't
>know whether there are any differences. I suspect that the FCC's intent
when
>it formulated the rule was that underwriting announcements would be
>short--probably no longer than :15, but I doubt whether that restriction is
>actually part of the rule. I've certainly heard some underwriting
>announcements that must have been :30, and I wouldn't be surprised if some
>are :60.

It seemed to 'evolve,' in terms of how many liberties were taken with u/w
anncmts.  "Slogans" were plugged into the copy.  Then the "slogan" BECAME
the copy!  If your slogan was a kissing cousin of an exhortation (and I've
been called worse!) then it seemed to make it to air.  Next time you hear an
underwriting announcement, check out how much of the copy simply relates the
"slogan" as sales-ish that it may sound.

Bill O'Neill

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