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EXCHANGE
GUIDELINES FOR
ON-AIR PRODUCT OFFERS
Requirements
Merchandise: All merchandise offered must be directly related to the program content. A maximum of three products is permitted.
Merchandise Price(s): Product offer price must appear visually in product offer tag.
Frequency: One product offer tag is allowed.
Duration: Tag may not exceed :30 seconds.
Identification: The presenting station must be identified visually as the offerer. If a non-profit entity is also the offerer, they may be identified with the presenting organization. If the offerer is a for-profit entity, the presenting station must be identified instead.
Examples: "Offer made by WXYZ"
"Offer made by The ABC Foundation and WXYZ"
Ordering information/duration: Ordering information (Toll-free number/Web Site URL/mailing address) must appear on-screen for a minimum duration of :15 seconds. While ordering information may appear on-screen for the duration of the offer, it may be spoken only once.
Web Site addresses on Product Offer Tags: A Web site address may be included on a product offer tag, but 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."
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.
Please refer to separate Web Site Announcement/Marker Guidelines for Web Site Announcement/Marker production requirements.
Talent: The host or talent of a program may not be used to sell the product in voice or video. However, the image of the host on the cover of the item(s) can be shown.
Placement: The product offer tag must appear after program material and before the APT logo.
Please see below for additional guidelines and requirements.
Style and Tone of On-Air Offers
American Public Television must approve all on-air offers and tag video/audio copy. If the tag is not approved by APT, it will be returned to supplier for re-editing if time permits. If time does not permit, APT will re-edit the tag at supplier's expense.
Product offer pricing should be consistent with the objective of enhancing the effectiveness and educational value of the program. Product offer price must appear visually in product offer tag.
All merchandise offered must be directly related to the program content.
Offers must be consistent in tone and substance with the noncommercial nature of public television (i.e., no "hard sells" or calls to action). Phrases such as "only $19.95," "exciting collection," "call now" or "order yours today" are not permissible.
References to credit cards must be generic; no specific audio mention or visual display may be made, for example, to "Visa," "Mastercard," or "American Express." Suggested language: "Credit cards are accepted." Phrases such as "have your credit card ready" are not permissible.
Audio should be low-key, not fast-paced, loud or shrill.
Visuals may include video excerpts, video excerpts inside a mock sleeve, actual product shots, or mock-ups if they bear a close resemblance to the actual product. Video or audio unrelated to the offer is not permissible.
Product offers are not permitted on children's programs.
Placement
The product offer tag must appear after program material and before the APT logo. The order of elements after program material and before the APT logo are at the discretion of the producer.
A product offer tag split-screen with production credits is permissible.
Deliverables
The offer text must be submitted for approval to APT in written form at least 12 weeks before the program release date. APT may require a sample of the product to be offered. APT will provide offer information to licensees.
Fully packaged program masters with merchandise tag and APT logo must be delivered to APT 8 weeks prior to the release date.
Suggested copy
[Title] is available on home video for $_______
plus shipping and handling.
To order your copy, call:
[1-800 number]
Or order online at:
[Web site address]
To order by mail, send $_____ + $_____ shipping and handling to:
Mail order address if applicable]
[____] residents add [___] sales tax (if applicable)
Offer made by [text]:
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