GOLD CANYON PUBLIC RADIO
About Underwriting Your Community Radio StationKRWV99.3 FM
Thanks for your interest in underwriting Community Radio KRWV. Our station is non-commercial, which makes us different from some other stations that may solicit your business. The information here is designed to help you get acquainted with KRWV and to show how you or your business and our radio station can both benefit from an underwriting relationship. Please take your time and read the information in this document, then feel free to direct any questions to station manager Scott Kramer 602-625-3000 or by e-mail at: firstname.lastname@example.org
KRWV’s STATION PROFILE
KRWV is Gold Canyon's first and only Low Power FM (LPFM) Radio Station, serving Gold Canyon, Apache Junction, Queen Valley, San Tan Valley and Queen Creek at 99.3 FM, and available anywhere online through the TuneIn mobile app for Android, iPhone, Blackberry and other devices.
KRWV is a non-commercial radio station. We have three main objectives:
Serve Gold Canyon with high-quality programming that is entertaining and educational. Serve the region with information that residents can use in their daily lives and that stimulates positive interaction between the local residents and the surrounding community. Educate interested community residents with healthcare programming both live and pre-recorded. KRWV also desires to be relied upon for emergency information ie. weather, amber alerts or natural disaster alerts and information.
OUR COVERAGE AREA
Depending upon local terrain, KRWV has a primary coverage area of five miles and a secondary coverage area of 12 miles from its point of origin. We can also be heard anywhere via the internet, with an online player and through the TuneIn mobile app for Android, iPhone, Blackberry and other devices.
KRWV provides an eclectic mix of music and information unavailable on commercial radio. We are proud to be a source of popular, seldom-played music Smooth Jazz, New Age and World Music and we offer a variety of current adult contemporary music, too.
WHAT IS UNDERWRITING?
Federal Communications Commission (FCC) allows businesses to underwrite or fund programs on stations like KRWV, but it does not allow commercial advertising. KRWV depends on underwriting donations from businesses and individuals to defray operating costs, as well as equipment purchases and repairs. Unlike many other non-commercial stations, KRWV does not receive any funding from the government. Underwriting is similar to commercial advertising, but differs in a few very important areas:
The FCC forbids announcements that issue a CALL TO ACTION. This means that statements like “stop in, shop here, call, call now, limited time only, mention KRWV etc. are not allowed.
Underwriter announcements also may not contain QUALITATIVE WORDS. Qualitative words such as “largest selection”, “newest model”, “best in town”, “finest selection” and “state of the art” are prohibited
Finally, announcements may not mention or give reference to PRICES. References such as “free”, “sale”, “discount”, “clearance”, “reduced”, “going out of business sale” and “liquidation” are also prohibited by the FCC.
Underwriting announcements on KRWV are required to follow all FCC regulations.
Our Enhanced Underwriting Announcements:
identify, but do not promote
do not call to action
use value-neutral language
do not mention prices
can be produced in 10 to 30-second pre-recorded announcements
Enhanced Underwriting Announcements on KRWV are recorded by KRWV's production staff. Underwriter announcements that are not recorded by KRWV are not accepted.
Announcements may include information which identifies, but does not promote, the underwriter including:
the name of the underwriter
the underwriter’s products and/or services
the underwriter’s corporate slogan (as long as it is not a promotional statement, like “Get Met, It Pays”)
the location of the underwriter’s business
the underwriter’s telephone number
the underwriter’s web address
Enhanced Underwriting Announcements on KRWV may not:
be a commercial
include a call to action
use qualitative language
mention any prices
endorse a product or service
(Some examples of announcement texts are included at the end for your reference.)
Why your business should underwrite KRWV…
Your support of non-commercial radio is vital to maintaining the quality of programming and services you and other listeners in the area have come to expect from Community Radio KRWV.
How can underwriting benefit your business?
While underwriting is not commercial advertising, it can provide your firm with some of the same benefits, plus some that commercial advertising can’t offer. Research indicates that Low Power radio is an excellent public relations tool. Listeners have a positive image of companies that support Low Power radio and report their purchasing decisions are influenced by such underwriting support.
Reach our diverse audience…
Because of the wide variety of programming done on KRWV , the listeners are a diversified group of people who share many common interests and lifestyles. KRWV provides programs that appeal to groups that are often ignored by the commercial stations.
Demonstrate your community concern…
Your support of KRWV shows you are interested in contributing to the quality of life in Gold Canyon and surrounding communities.
Expand awareness of your name and presence…
Awareness of your business is expanded each time you are mentioned on KRWV. With our diverse program offerings, you will be able to reach more types of listeners than any single format station!
Enhance your business image…
Your image is enhanced by your association with non-commercial local radio. You will be joining other fine businesses that support our quality radio programming.
You can advertise your association with KRWV, Gold Canyon's first and only Low Power FM Radio Station, in other media (newspapers, Internet, etc.) Advertising that your business is the sponsor of one of the many popular programs on KRWV, or a station event, is an excellent way to increase the public’s awareness of your business. It is a strong statement about your company’s contribution to our community’s well being.
UNDERWRITING PLANS AT KRWV
Thank you for taking the time to learn about underwriting opportunities available at KRWV. Any donation amount is appreciated.
All KRWV underwriters who receive on-air recognition also receive a link to their website in a special section of our site at http://www.goldcanyonpublicradio.org Please contact us for complete sponsorship details.
The following are examples of permitted and prohibited underwriting announcements for your reference:
PROHIBITED ANNOUNCEMENT: “Portions of the broadcast day on KRWV is underwritten by Quik Lube, where you can now get a 10-point oil change and lube for the unbelievably low price of just $12.99. So come on down to 1234 West Main Street in Gold Canyon 480-555-5555 for fast, reliable service and a free gift.”
PERMITTED ANNOUNCEMENT: “Programming on KRWV is made possible in part by Quik Lube, located at 1234 West Main Street in Gold Canyon. Quik Lube provides oil changes using Pennzoil lubricants, tune-ups, and other minor vehicle maintenance services. Our thanks to Quik Lube of Gold Canyon 480-555-5555.”
WHAT’S THE DIFFERENCE?: The first text mentions price and contains two calls to action. It contains statements which include qualitative statements. The second text identifes the sponsor, the sponsor’s address, telephone number, product line, and establishes a relationship to the program. The second text is also permitted by the FCC.
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