Getting your TV PSAs cleared by the four major broadcast networks is an important step in your broadcast distribution plan, even though it is difficult to determine the estimated value of network exposure. This is because networks send most PSAs to their affiliates in an "uncovered" feed, meaning they can be pre-empted by paid spots. That being the case, it is almost impossible to differentiate PSA exposure resulting from the network feed from that which occurs when you send a tape to stations. However, one clue that your PSA appeared via a network feed is to examine the time the PSA appeared on air and the network which used it. If you see the PSAs airing on the same network at about the same time - allowing for geographic time differences - it is likely that the PSA was used on the entire network.

Another good reason to get network clearance is that if there is a problem with your PSA copy or visuals, it will be flagged by the networks before distribution begins. By getting network input, the problem can be corrected so you stand a much greater chance of getting your PSAs aired by affiliates. You can almost be certain that if your PSAs are cleared by the networks, you will have few clearance problems at any affiliate stations, as the network standards are very stringent.

To ensure that your PSAs will be cleared by the networks, or not have problems getting aired by their affiliates, your producer needs to know a few of the network rules regarding what you can and cannot say or show in your PSAs:

• The sponsoring organization must be national in scope and dedicated to public service or charitable activities.
  
  
• PSAs cannot, directly or indirectly, promote the sale of commercial products or services, including showing any logos or any other visual references.
  
  
• The campaign cannot deal with sectarian, politically partisan or controversial subject or issues, nor can it be designed to influence legislation or government actions.
  
  
• You should avoid direct appeals for funds in your message. CBS Network policy, for example, says a direct appeal for funds such as "send your check to...or please make a donation..." is not acceptable, whereas statements such as "please help...please support" may be acceptable. When in doubt, contact the networks.

  If you adhere to the formal review procedures required by networks, (very few clients or agencies follow the first one) there are four basic steps to follow for network approval:

  1. Concept clearance: submit draft scripts and visual concepts to the clearance departments of each network (see list below).
     
     
  2. Organizational clearance: if you are a new organization or have not produced PSAs previously - particularly if you are engaged in fund-raising - make sure you are listed with either the Philanthropic Advisory Service of the Better Business Bureau or the National Charities Information Bureau. The networks will likely ask you for proof of your registration. You should also submit a copy of your tax-free certificate (IRS501C-3).
     
     
  3. Dub formats: Your distributor should send VHS approval tapes to each network clearance director for them to review. If the networks accept your PSAs for their affiliate feed, they will notify you or your distributor to send the type of tape formats each of them requires.
     
     
  4. Technical Requirements: All PSAs need to have 60 seconds of audio tone and color bars followed by 15 seconds of slate and 10 seconds of black. Horizontal blanking should be between 10.7 and 11.1 microseconds. Vertical blanking should not exceed 21 lines.
     
     

  After submission of creative concepts or approval tapes, the networks usually respond in writing to let you know if your campaign has been accepted, and if not, the reason for rejection. Often they need substantiation for claims or statistics used in the PSAs, which is normally easily accomplished and then PSAs can be re-submitted.

  Or, the networks may ask for more background information on your organization or cause, beyond observing the procedures in step 2 above. These include providing:
  • An audited annual report on your organization.
    
    
  • Background information on your organization's history, purpose and objectives, and the percentage of your budget used for fundraising.
    
    
  • Samples of materials you plan to distribute to the public, particularly if mentioned in the PSA.
    
  
  
  

  TV Broadcast Network Contacts:

  ABC TV Network   77 W. 66th St., 9th Floor, New York, NY 10023
  212-456-6756, Ms. Joyce Strange, Broadcast Standards.
  

  CBS TV Network   51 W. 52nd St., 5th Fl. New York, NY 10119; 212-975-5769, Ms. Allio Brie, Program Practices

  NBC TV Network   30 Rockefeller Plaza, Room 1204, NY, NY 10112; 212-664-5857, Ms. Heather Auer, Mgr., Commercial Policy Mgr.

  FOX Broadcasting   Louise Carter, On-Air Planning, 10201 W. Pico Blvd. #4370, Los Angeles, CA 90035, 310-369-1329

  If you are launching your first-time PSA effort or have something unique to convey about your program, you should consider getting appointments with network clearance directors. Be advised, however, they are busy people and receive hundreds of PSA submissions for consideration, so you should respect their time demands. As an alternative, send a letter with your PSA concepts (draft copy and storyboards), to the individuals listed above.

  (Updated 11/23/09)