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EXCHANGE
AMERICAN PUBLIC TELEVISION
GUIDELINES FOR
PROGRAM-RELATED WEB SITES
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 video characters only in the lower third of the screen. Audio for Web markers is not permissible. Brief informational text may be used, such as "Learn more about this museum at www.xyz.org").
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.
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.
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.
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 site announcements should include language like "to learn more about (subject) check out the ________ site at <______.com>" (ie: it should be more than just keying the address).
2. Web markers within children's programs are not permitted.
3. Web site announcements within children's programs are permitted for Web sites with entirely educational content only. No e-commerce is permitted on the Web site.
4. No banner ads or ads of any kind are permitted on the Web site.
5. 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."
6. One Web site announcement of up to :10 is permitted.
UNDERWRITER WEB SITES
AMERICAN PUBLIC TELEVISON
GUIDELINES FOR UNDERWRITER WEB SITES
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 (for example "AOL Keyword") are not permitted.
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