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APT GUIDELINES FOR PRODUCTION CREDITS
(Revised 2/25/2005)
I. Who May Receive a Production Credit
A. In the interest of public disclosure and editorial accountability, the producer of a program must be identified at the end of the program.
B. An organization that provides funding, but also provides editorial guidance; has a commercial interest; or has a perceived commercial interest in the project should be credited in the production credits, and may not have an underwriting credit.
C. In-kind contributors and closed-caption funders generally receive a thank you credit in the production credits (see Section VI below).
II. Length
A. Production credit roll length is left to the discretion of the producer. The preferred length is :01 credit per 01:00 of program.
B. A producer may have a production credit separate from the credit roll of up to :05 for one producer and up to :10 maximum for more than one producer (divided at the producer's discretion).
III. Placement.
A. Production credits may only appear at the end of the program, and may be placed anywhere before the APT logo.
B. It is permissible to identify the producer in the production credit roll and also include a logo in a separate producer credit.
C. Closing credit elements (production credits, underwriter credits, product offer tag, etc.) may appear in any order at the producer's discretion after the program content and prior to the APT logo.
IV. Content
A. Logos or animated logos for the producing company are permissible, however station channel numbers may not be used.
B. If the editorial content of a program is controversial, or the perception of a conflict of interest exists, the producer may be required to provide a statement that the producer is solely responsible for the content of the program. This is determined by APT on a case-by-case basis.
C. Split screens are permissible.
V. Web Markers and Web Site Announcements
A. Web site markers and announcements are for information purposes only. No reference may be made regarding products or services for sale on the Web site. See below for additional Web site guidelines on children's programs.
1. Web markers:
a. A program Web site and/or e-mail address may appear as a Web marker either
· 2 – 3 times within a 30-minute program
or
· 4 – 5 times during a 60-minute program
b. Each Web site marker during the program may be up to :05 in length and may contain both video and audio. Brief informational text may be used (for example "Learn more about this museum at www.xyz.org" would be acceptable).
c. Web marker text should leave the lower right corner of the screen clear for station bugs.
APT must approve all Web markers at least 12 weeks prior to the release date of the program/series.
2. Web Site Announcement tag:
A Web Site Announcement tag may be placed at the end of the program. The announcement may be up to :15 in length and may contain audio and video. Visuals may include program video, stills, graphics and/or images of the on-screen Web site page. APT must approve the Web Site Announcement at least 12 weeks prior to the release date of the program/series.
a. Spoken Web site announcements by program talent are permissible.
b. There may not be any calls to action in audio or video, including in the addresses or phone numbers. Permissible language might say: "You can find out more information about this topic by visiting our Web site at www.info.org."
APT must approve all Web Site Announcements at least 12 weeks prior to the release date of the program/series.
VI. Web Sites, Toll-Free Numbers, E-mail
A. A producer credit may include an on-air Web site, toll-free number and/or e-mail address. No reference to products or services for sale on the Web site may be made.
B. Not more than two separate Web site addresses may appear in a program, including the program and supplier Web sites.
C. Keywords are permitted if they are not a funder's keyword (in which case they represent a commercial endorsement of the funder and are not permitted).
D. Any mention of Web site, toll-free number or e-mail address must occur before the APT logo.
VII. Web Site Addresses on Product Offer Tags
A Web site address may be included on a product offer tag only as a means for ordering program-related merchandise. Permissible language might say: "To order a copy of this program, please call 1-800-555-5555 or visit www.video.org."
Please refer to separate Product Offer Tag Guidelines for specific requirements for product offer tag production.
a. Standard revenue sharing applies to all merchandise offered on a product offer tag, via toll-free phone number, mailing address and/or Web site URL appearing on the product offer tag.
VIII. In-Kind and Closed-Caption Credits
A. APT permits the on-air acknowledgment of substantial in-kind contributions. However, it should be noted that acknowledgment of in-kind contributors is not required by the FCC.
B. In-kind credits may only appear at the end of the program in the normal text of
the production credit roll. In-kind contributions that are acknowledged in the form of an underwriting credit are granted in some cases, but are subject to APT approval.
C. In-kind credits may identify the product or service provided. No slogans, logos, locations, telephone numbers or Web site addresses are permitted.
D. Program producers do not receive an underwriting credit, even though they may have contributed to the cost of the production.
E. In order to encourage closed-caption funding, closed-caption funders are allowed a separate text card either within the production credit roll or at the program open, for a maximum of :05 seconds. Corporate logos and Web site addresses are permitted for closed-caption funding credits [video only]. The closed-caption contribution must be identified in audio or video : for example, "Closed-caption funding provided by _______ ."
IX. Distributor Credits
A. Distributors are permitted credits and may display a Web site and logo (not to exceed the maximum two Web sites allowed per program).
B. If the distributor supplies a program at no charge, they may receive a distributor credit, or an underwriting credit, but not both.
C. If a program is supplied free of charge, but funding comes from another source, the distributor credit must be at the end of the program.
D. The content of distributor credits is negotiable and evaluated by APT on a case-by-case basis.
X. Children's Programs
A. Production credits may not be longer than :30, including producer/presenter identification.
B. A Web site announcement is permissible. It may not appear before the end of the program content. Audio is permissible, but may not contain a hard sell or call to action (for example "visit our Web site at www.animals.com").
1. Web markers in children's programs are not permitted.
2. Web site announcements in children's programs are permitted for Web sites with entirely educational content only. No e-commerce is permitted.
3. No banner ads or ads of any kind are permitted on the Web site.
4. Underwriter buttons are permitted on the Web site, but must employ a bridge page with an opportunity to return to the site. Underwriter buttons should be designated "sponsored by."
5. Web site announcements should include language like "to learn more about (subject) check out the ________ site at <______.com>." (that is, it should be more than just keying the address) Audio is permissible, but may not contain a hard sell or call to action (for example "visit our Web site at www.animals.com").
6. One Web site announcement of up to :10 is permitted.
XI. Underwriter Web Sites/Toll free Numbers/Stock Symbols
A. Underwriter Web site addresses, toll-free numbers and/or NYSE/NASDAQ Stock symbols may appear in the funder's credit one time, in video only, for a duration of :05 in the lower 1/3 of the screen.
B. There may be no calls to action in the presentation of the address or phone number.
C. Web site addresses, toll-free numbers and stock symbols must appear with the funder's name or logo.
D. A Web site, a toll-free number and stock symbol are permitted.
E. Brand-specific keywords (i.e., "AOL Keyword") are not permitted.
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