TELEVISION PSA ARTICLES How to Package Your TV PSA Synopsis: Typically PSAs are distributed to stations via the mail, thus it is important to use good direct mail techniques in the way you package your PSA...creative design to cut through the clutter, a benefit statement for the station and titles/lengths and kill dates all clearly labeled are some of the factors to be included.
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How High Definition Will Impact PSAs
Synopsis: Whether you are a consumer or are involved in any aspect of mass communications, your media world changed dramatically on February 18, 2009, the date when all full-power U.S. television stations began transitioning from analog to "Hi-def" TV.
Network Clearance - A Producer's Checklist
Public Service Report Newsletter
Synopsis: Each of the "big four" commercial networks has specific requirements non-profit organizations to be considered for public service broadcast time. The article outlines the clearance procedures and contacts for each network, as well as registration with the Philanthropic Advisory Service of the Council of Better Business Bureaus (CBBB) and the National Charities Information Bureau (NCIB). The networks use these organizations to ascertain the non-profit status of organizations seeking network clearance. The names and phone numbers of clearance directors for networks are also listed.
Involving Your Field Network in PSA Program Development
Public Service Report Newsletter
Which is a better way to distribute PSAs - directly from the national level to stations, or by going through your community partners in the field? There are advantages and disadvantages to each technique, and this article details how program planners can bridge the gap between national and local interests.
Getting Credit for Doing Good
Author: B. Goodwill, NBACA News Newsletter, National Broadcasters Association for Community Affairs
Synopsis: The lack of credible and complete television PSA usage data could adversely affect the broadcast industry in its attempt to deflect criticism from the FCC and others regarding the amount of PSAs being aired. Author discusses typical PSA usage and the need for a better method of PSA evaluation to help both broadcasters and non-profits.
Keynote Address
Michael H. Jordan, Chairman, Westinghouse Electric Corp., National Association of Broadcasters.
Synopsis: Mr. Jordan provides an excellent review of major trends which are restructuring the broadcast industry, including high definition TV, competition from other media industries, industry consolidation and demographic changes.
SIGMA Continues to Soar
Author: B. Goodwill, GoodNews Newsletter.
Synopsis: A review of how the A.C. Nielsen electronic monitoring system - SIGMA - was used to document $8.8 million in television exposure for the U.S. Savings Bonds PSA campaign, and the impact of tracking campaigns for longer periods of time. A list of cable networks monitored by Nielsen is also included.
We Have Met The Future and it is the Internet
Author: B. Goodwill, NBACA News Newsletter, National Broadcasters Association for Community Affairs
Synopsis: Article summarizes the advantages of using the Internet for non-profits and broadcasters.
Passive vs. Active TV PSA Evaluation Can Double Reported Values
Author: B. Goodwill, Communicator Magazine National Association of Government Communicators
Synopsis: Results from several national TV PSA campaigns are provided to demonstrate the impact of electronic monitoring, compared to response cards which traditionally were used to evaluate broadcast PSA campaigns.
What's Next in Consumer Media
Author: Richard V. Ducey, Ph.D., National Association of Broadcasters, Keynote Speech, reprinted with permission in Public Service Report.
Synopsis: In this article Dr. Ducey reviews the three ages of mass communication - the Newspaper Age, the Broadcast Age, and the Internet Age, with an outlook on the future of consumer media.
High Definition TV Focus of NAB
Author: B. Goodwill, Broadcast Cafe Newsletter.
Synopsis: A victory in the "must carry" rule, discussions on the Children's TV Act, convergence between TV and personal computers and the public obligations of broadcasters are addressed.
Education Should Be Sole Purpose of PSAs
Author: Ruth Wooden, Advertising Age.
Synopsis: The former president of the Ad Council takes television networks to task for a declining trend in PSA support and rebuts the notion that network promos that air as PSAs or cause related marketing should be counted as PSAs. Article gives specifics on the amount of network support that has been donated by the networks and calls for increased support for important social causes.
Networks Hit on PSA Loads
Author: Richard Katz, Mediaweek
Synopsis: FCC's former Chairman, Reed Hundt and Ad Council former chairman, Alex Kroll criticized broadcast TV networks for a declining level of PSA support provided to non-profits. Hundt threatened to enact quotas to ensure that networks run a certain number of PSAs.
FCC Chief Hundt Urges Anti-alcohol PSA Push; Review
Source: Advertising Age
Synopsis: Former FCC Chairman Reed Hundt called for the broadcast industry to provide a "PSA antidote" to the $700 million the alcohol industry spends on broadcast beer and wine advertising. In a controversial speech, Hundt suggested a one-for-one tradeoff for distilled spirits ads and called for spirits marketers to pay for the anti-alcohol spots.
National Association of Broadcasters Conference Speech
Former FCC Chairman Reed Hundt.
Synopsis: Mr. Hundt outlines major FCC accomplishments during his tenure including promoting digital TV, shortening the six year build-out when digital TV will be available, and a new proceeding that will define the public interest more specifically in a digital age.
TV's Foolish PSA Wrangle
Advertising Age Editorial Review
Synopsis: Broadcasters are making a big mistake in fighting requests from the Ad Council and other non-profits for increased PSA support, particularly in optimum dayparts.
Booz-Allen Executive Forecasts Dramatic Broadcasting Changes
Author: David Tanzer, Public Service Report Newsletter.
Synopsis: A consultant who specializes in the broadcast industry indicates that changing technology will provide the public with many more alternatives to the local broadcast station in the decade ahead. This may result in: lower station ratings, increased pressure on programming that does not generate profit, and erosion of the franchise that stations have with viewers and advertisers.
Let's Clear the Air About PSAs
Author: Jack McGuire
Synopsis: Stations are not obligated to grant a specific amount of airtime to community organizations, this article points out, along with several other tips and facts that can help non-profits get their message on the air in a very competitive environment.