OCTOBER 18, 2005 CHANNEL 33 UNDERWRITING AND SPONSORSHIPS OCTOBER 18, 2005 CHANNEL 33 UNDERWRITING AND SPONSORSHIPS OCTOBER 18, 2005 CHANNEL 33 UNDERWRITING AND SPONSORSHIPS

TO: HONORABLE MAYOR AND COUNCILMEMBERS

FROM: CITY MANAGER

DATE: OCTOBER 18, 2005

SUBJECT: CHANNEL 33 UNDERWRITING AND SPONSORSHIPS

TO: HONORABLE MAYOR AND COUNCILMEMBERS

FROM: CITY MANAGER

DATE: OCTOBER 18, 2005

SUBJECT: CHANNEL 33 UNDERWRITING AND SPONSORSHIPS

RECOMMENDATION

1) Adopt a City Council Policy Establishing Guidelines for underwriting and sponsorships for Channel 33, with rate card; and 2) Establish a Channel 33 Special Revenue Fund to accept donated funds.

BACKGROUND

At their meeting of March 29, 2005 the City Council adopted interim policies to guide programming, video board and sponsorships for Channel 33. The adopted interim policy for sponsorships was the same as the policy proposed in this staff report with an addition of paragraphs 3 and 4 under Video, a modification to the "purpose" of the policy and the "rate card."

In order that the City can begin to accept funds for the sponsorship of Channel 33 programming; accept donations of needed items of equipment; encourage establishment of scholarships for interns; and offer the opportunity for business and individuals to donate funds for Channel 33 needs, a City Council Policy is required. The policy would both establish a special revenue fund for exclusive use of donated funds by Channel 33, and through the "rate card" would describe the type of television "exposure" a donor could expect in return for a donation.

DISCUSSION

At their meeting of September 30, 2005 the Cable TV Committee reviewed Underwriting and Sponsorship Guidelines provided by Gabriella Holt. It was agreed by the Committee that the Guidelines should be rewritten as a City Council Policy. It was further agreed that the "Purpose" of the Policy should be restated as:

The purpose of the underwriting/sponsorship guidelines is to promote or to clearly identify the underwriter /sponsor, not to promote or sell its product or services in accordance with all applicable federal, state and local rulings, regulations and findings.

The proposed policy adds two paragraphs (#3 and #4), discussing the use of "promotional products," under the section heading "Video."

The Committee affirmed that sponsorships could be given/made to either the City or to PVNet. However, it was pointed out that PVNet could not place acknowledgements for its sponsors on Channel 33 in return for donations.

The Committee agreed to ask the Council to approve the "Underwriting/Sponsorship" policy, with "rate card" and create a Channel 33 Special Revenue Fund to accept donations. The Committee discussed the relationship between donations from sponsors and the type of acknowledgement/exposure that would be provided them on Channel 33. The Committee developed a "Rate Card" to also be presented to the City Council for approval.

Rate Card

SPONSORSHIP/DONATION

ACKNOWLEDGEMENT/EXPOSURE

$2,500 donation

The donor will receive program exposure (15 seconds at the start and 15 seconds at the end) for a program of their choice for a period of four months, not to exceed a total of 32 programs over the four-month period.

Equipment donation

For each $500 the donor will receive thirty-two 15-second plays on a random basis over a four-month period.

Respectfully submitted:

Les Evans

City Manager

Attachment: Draft City Policy No. 41

 

CITY COUNCIL POLICY

NUMBER: 41

DATE ADOPTED/AMENDED:

SUBJECT: Underwriting and Sponsorships on Cable Television Channel 33

POLICY:

It shall be the policy of the City Council to authorize underwriting and sponsorships for Channel 33. The purpose of the underwriting/sponsorship opportunity is to promote or to clearly identify the underwriter/sponsor, not to promote or sell its product or services, in accordance with all applicable federal, state and local rulings, regulations and findings.

Video

A. The following video effects are permitted:

  1. Standard or existing corporate logos or slogans, either still or animated, which identify but do not promote.
  2. One corporate mascot (such as the Exxon tiger) or other figure developed as a corporate (rather than product) symbol, accompanied by the company’s name.
  3. Mugs, shirts, or any other paraphenelia that display name or logo, but do not promote.
  4. One specific product line or brand name, after the underwriter’s name/logo. Visual identification of up to three product lines, services or target markets, in addition to the one specific product. Total product identification must be limited to no more than 50 percent of the entire video effect.
  5. Business exteriors that represent the underwriter’s product/services (e.g., bank or hospital).
  6. Location information, such as street address or general reference to area served. The underwriter’s local or toll-free telephone number or "World Wide Web" address (but not both, to minimize clutter) are also permitted.

B. The following practices tend to convey a more "commercial" impression and may not be used:

  1. Products in use or operation for the purpose of demonstrating their capabilities.
  2. Packaged goods (such as food products) shown outside the container or package, or in a prepared state.
  3. Visual identification of tobacco products, distilled spirits, and firearms.
  4. Official spokesperson, company officials, directors or actors posing as "generic" employees.

Audio

A. The following audio techniques are acceptable:

  1. Neutral descriptions of product, service or target markets.
  2. Location information, street address, or general reference to area served. The underwriter’s local or toll-free telephone number or "World Wide Web" address (but not both) are also permitted.
  3. Music and sound effects. However, lyrics sung to music may not be used.
  4. Examples of acceptable underwriting announcements:

    5. "This program was made possible by a grant from ----------------."

    "Local presentation of ------------------------- was made possible by ---------------."

    "This program has been brought to you by ---------------, serving Rancho Palos Verdes for 25 years."

    "We’d like to thank -----------------for their contribution to make this program possible."

    B. The following audio techniques are not permitted:

  5. Comparative claims, such as donor acknowledgments that contain language comparing underwriter’s products or services with those of competitors. Avoid words such as best, better, more, superior.

    6. Examples of acknowledgments that contain these comparative terms are:

    "Serving more cities than any other airline."

    "With more assets than any other bank in town."

    "Featuring the best products in town."

  6. Acknowledgments that contain qualitative descriptions of the underwriter’s product or services. Qualitative descriptions include words that describe the features, benefits, advantages, or other qualities offered by the underwriter’s product or service. Avoid words such as fine, excellent, tasty, or leading.

    7. Examples of acknowledgments that contain these qualitative descriptions are:

    "A leading supplier of automobiles."

    "With 20 convenient locations."

  7. Solicitations, such as announcements that contain a "call to action". Most "calls to action" contain a statement addressed directly to the viewers that tells them to take action.

    8. Examples of acknowledgments that contain "call to action" statements are:

    "Ask about our IRA."

    "Call us at 555-0000."

  8. Announcements containing price information. This includes interest rate information or other indications of savings or value associated with the product or service.

    9. Examples of pricing information are:

    "Office products at discount prices."

    "Making computer power affordable at every desk."

    "8.0% interest rate now available."

  9. Announcements that encourage the viewer to buy, sell, rent, or lease.

Examples:

"Six months of free service."

"Special gift for first fifty customers."

"Now offering free checking."

Other

  1. The credit for any one underwriter may not exceed 15 seconds. The credits sequence for all underwriters of a program may not exceed 60 seconds.
  2. An underwriting credits sequence may appear during the opening and closing credits of any program. For programs that are longer than one hour and fifteen minutes, an underwriting credits sequence may appear no more than once every 30 minutes.
  3. The following "Rate Card" will be applied to determine televised exposure time for various types and amounts of donations:

SPONSORSHIP/DONATION

ACKNOWLEDGEMENT/EXPOSURE

$2,500 donation

The donor will receive program exposure (15 seconds at the start and 15 seconds at the end) on a program of their choice for a period of four months, not to exceed a total of 32 programs over the four-month period.

Equipment donation

For each $500 the donor will receive thirty-two 15-second plays on a random basis over a four-month period.


BACKGROUND:
Cable Television Channel 33 is the educational channel provided by the cable operator as a condition of the cable television franchise agreement with the City of Rancho Palos Verdes.

In order to continue the operation of Channel 33, utilizing a minimum amount of City General Funds, the City Council recognized the need to accept contributions for the sponsorship of Channel 33 programming; accept donations of needed items of equipment; encourage establishment of scholarships for cable TV interns; and offer the opportunity for businesses and individuals to donate funds for Channel 33 operational and capital needs. The Council also recognized the need to define the type of television “exposure” that a donor could expect in return for a contribution. Finally, the Council determined that a Special Revenue fund should be established to insure that financial contributions to Channel 33 would be utilized exclusively for Channel 33 needs.