What is Underwriting?

Non-Commercial public radio stations, such as KTUH, are prohibited from selling advertising of any kind; however, they are permitted to allow individuals and organizations to sponsor the station with monetary funds or trade.  In return for this   sponsorship, the station can announce the business or individual periodically during its broadcast.  This is underwriting.

Underwriting has specific guidelines which separates it from advertising.  All underwriting copy is prohibited from containing the following:

1. Calls to Action (words such as "call", "stop by", “check it out”, or similar phrases prompting action)
2. References to price (i.e., actual price, "free", "on sale", etc.)
3. Superlatives (i.e., "best", "greatest", "most reliable", etc.) or other qualitative descriptors
4. Inducements to buy, rent, sell, or lease

Additionally:
5. Other than accepted slogans, words such as "you," "your," "our," and "we" are not permitted. It suggests a personal statement on the part of the station and is therefore not acceptable.
6. KTUH will comply, without exception, with all FCC underwriting guidelines; non-compliance subjects the station to severe penalties.

Underwriting  regulations do allow KTUH to publicly acknowledge sponsors by providing a brief description of the business: its location and services, notable business anniversary or relocation information, as well as telephone numbers and web site information.

*  As an added value, we will also provide a direct link from our
Current Underwriters list to the web pages of our underwriters.

Please Note: All Underwriting copy must be submitted “at least” two weeks prior to the intended air date.

Who Listens to KTUH?

Listeners to KTUH run the gambit from those in elementary and high school, to those who are retired, the majority being college students and young adults.  KTUH broadcasts live 24/7 and covers nearly the entire  island of Oahu with three frequencies, the entire state on digital cable, and the world through an internet  stream.  KTUH is currently one of only two stations broadcasting on the North Shore of Oahu.   

Underwriting Rates:

$30 for a 30 second spot.
$15 for a fifteen second spot.

Fifteen second spots contain only the business name and contact information.  Thirty-second spots can contain additional information such as location, slogan,  event, etc.

You can select specific shows to sponsor, or you can purchase general underwriting, in which we will select the times for you, maximizing your coverage.  A minimum of 5 spots are required.

Please Note:  Each show contains a maximum of 30 seconds of underwriting space per station break.  This means if you select your shows to underwrite, and that show’s underwriting space is at maximum capacity, you will need to select an alternative time slot.

How do I get started?

If you are interested in sponsoring KTUH by becoming an underwriter, please contact the station General Manager at 808.956.7431 or by email GM@ktuh.org.