PSA BIBLIOGRAPHY TELEVISION Note: Also click on the Broadcasters Cafe Icon for a review of topical issues affecting the broadcasting industry.
The detailed case study "How to package your TV PSA" can be accessed through our corporate site via password.
Cross Marketing Deals Between TV and Print Media
Broadcasters Café Newsletter
Just when it seems that major multi-media companies sought to divest their print media holdings because they believed there was little strategic value in linking print and TV brands, cross marketing deals between these two media are hotter than ever.Click here to view the article
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.
TV & the Internet
The Internet adds a new dimension to public viewing habits and producers of TV programming are increasingly turning to the World Wide Web to deliver content that was once broadcast on standard TV sets.
The Digital Mindset
The seamless integration of the PC and television is at hand says this author and new digital technologies will fundamentally change the way broadcasters program, produce, market and distribute programming.
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 (also found in Broadcasters Cafe)
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 (also found in Broadcast Cafe)
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 (also found in Broadcast Cafe)
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 (also found in Broadcast Cafe)
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 (also found in Broadcast Cafe)
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 (also found in Broadcast Cafe)
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.
Opening Remarks - National Association of Broadcasters '97 (also found in Broadcast Cafe)
Edward Fritts, President, NAB
Synopsis: NAB's president outlined recent broadcast victories in the "must carry", rule and the award of digital spectrum. He then outlined a series of challenges faced by the broadcast industry due to government requirements or interference, including providing free airtime to political candidates, TV parental guidelines, and new public interest programming mandates.
TV's Foolish PSA Wrangle (also found in Broadcast Cafe)
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 (also found in Broadcast Cafe)
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 (also found in Broadcast Cafe)
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.
Cable Television Developments
Source: National Cable Television Association
Synopsis: Booklet published semi-annually in spring and fall packed with useful information documenting the growth of cable television. It includes subscriber and system growth, the names and addresses of the top 50 Multiple Systems Operators, the top 50 cable systems and over 150 national cable networks either existing or planned.For a copy of the booklet, contact: NCTA, 202-775-3550 or visit their web page by clicking on the NCTA hot link on our home page.
BROADCASTING ORGANIZATIONS Association of Independant Commercial Producers
11 East 22nd Street, 4th Floor
New York, NY 10010
Phone: 212-475-2600
Fax: 212-475-3910
Email: info@aicp.com
Web: www.aicp.comAssociation of Local TV Stations
1320 19th Street, NW, Suite 300
Washington, DC 20036
Phone: 202-887-1970
Fax: 202-887-0950
Email: altv@erols.com
Web: www.altv.comAssociation for Maximum Service TV
1776 Massachusetts Avenue, N.W., Suite 310
Washington, DC 20036
Phone: 202-861-0344
Fax: 202-861-0342
Email: mstv@mstv.org
Web: www.mstv.comAssociation for Women in Communications
780 Ritchie Highway, Suite 28-S
Severna Park, MD 21146
Phone: 410-544-7442
Fax: 410-544-4640
Email: pat@womcom.org
Web: www.womcom.orgBroadcast Education Association
1771 N Street, N.W.
Washington, DC 20036-2891
Phone: 202-429-5354
Email: LNielsen@nab.org
Web: www.beaweb.orgCabletelevision Advertising Bureau
830 Third Avenue
New York, NY 10022
Phone: 212-508-1200
Web: www.cabletvadbureau.comCable and Telecommunications Association for Marketing
201 N. Union Street, Suite 440
Alexandria, VA 22314
Phone: 703-549-4200
Fax: 703-684-1167
Email: ctam@ctam.com
Web: www.ctam.comInteractive Media Association
1019 19th Street, NW 10th Floor
Washington, DC 20036
Phone: 202-408-0008International Radio and TV Society
420 Lexington Ave., Suite 1714
New York, NY 10170
Phone: 212-867-6650
Web: www.irts.orgMedia Ratings Council
200 West 57th Street, Suite 204
New York, NY 10019
Phone: 212-765-0200National Association of Black Owned Broadcasters
1155 Connecticut Avenue, Suite 600, NW
Washington, DC 20036
Phone: 202-463-8970
Fax: 202-429-0657
Email: nabob@abs.net
Web: www.nabob.orgNational Association of Broadcasters
1771 N Street NW
Washington, DC 20036
Phone: 202-429-5300
Fax: 202-775-3520
Email: nab@nab.org
Web: www.nab.orgNational Association of College Broadcasters
71 George St.
Providence, RI 02912-1824
Phone: 401-863-2225
Fax: 401-863-2221
Email: nacb@brown.edu
Web: http://147.4.150.5/~nacb/index.htmlNational Association of Television Program Executives
2425 Olympic Boulevard, Suite 600E
Santa Monica, CA 90404
Phone: 310-453-4440
Fax: 310-453-5258
Email: info@natpe.org
Web: www.natpe.comNational Broadcasting Society
Box 915
St. Charles, MO 63302-0915
Phone: 866-272-3746
Fax: 636-916-3770
Email: NBSPrez@hotmail.com
Web: www.onu.edu/org/nbsNational Cable Television Association
1724 Massachusetts Ave., NW
Washington, DC 20036
Phone: 202-775-3669
Web: www.ncta.comNational Federation of Community Broadcasters
Fort Mason Center Building D
San Francisco, CA 94123
Phone: 415-771-1160
Email: comments@nfcb.org
Web: www.nfcb.orgNIMA International
(Former National Infomercial Marketing Association)
1201 New York Ave. NW, Suite 1260
Washington, DC 20036
Phone: 202-289-6462
Web: www.nima.orgPROMAX
2029 Century Park East, Suite 555
Los Angeles, CA 90067-2906
Phone: 310-788-7600
Fax: 310-788-7616
Email: anush@promax.tv
Web: www.promax.orgRadio & TV News Directors Association
1000 Connecticut Ave. NW, Suite 615
Washington, DC. 20036-5302
Phone: 202-659-6510
Fax: 202-223-4007
Email: rtnda@rtnda.org
Web: www.rtnda.orgTelevision Bureau of Advertising
3 East 54th Street
New York, NY 10022
Phone: 212-486-1111
Fax: 212-935-5631
Email: info@tvb.org
Web: www.tvb.orgWomen in Cable and Telecommunications
230 West Monroe, Suite 2630
Chicago, IL 60606
Phone: 312-634-2330
Fax: 312-634-2345
Email: information@wict.org
Web: www.wict.org
