Commentary

New FCC Head Wonders If PBS, NPR Are Airing 'Commercials'

by Wayne Friedman , Staff Writer, February 3, 2025

The new FCC Commissioner wonders whether PBS and NPR -- the public TV network and the public supported radio network -- are not all that commercial free.

In a January 29 letter, the incoming Brendan Carr, chairman of the Federal Communications Commission, said he was concerned that NPR and PBS broadcasts could be violating federal law by “airing commercials”.

Carr did not offer examples. But we can assume he believes some"‘underwriting" messages have been expanding and moving into the area of "commercial" content. The presumption is that if they are deemed ‘commercials’, then the U.S. taxpayers shouldn’t be helping support NPR and PBS as commercial-free non-profit operations.

PBS and NPR are backed by the Corporation for Public Broadcasting, a private nonprofit corporation that is fully funded by the federal government.

We can wonder if some of this has to do with the length of those messages -- say 5, 10, or 15 seconds in length -- or perhaps it is the wording of the content?

The broader changing media world might have something to do with this. New advertising-formats have popped up on streaming platforms, podcasts, and other media. Platforms are being careful to add some -- but not too much- advertising/sponsorship messaging.

In the streaming TV world, this reveals itself in so-called "limited advertising-supported" platforms. Some of this has been promoted to consumers this way.

Also consider ever shortened messages on the likes of YouTube and social media where the duration of that video or audio messaging can be as short as five-seconds.

All this would seem to reflect on NPR/PBS where short duration ”underwriter acknowledgements.”

PBS deems underwriting messages should be ‘value-neutral’ and ‘non-promotional.’

According to PBS guidelines. a message cannot have a “call to action”, “price or value information”, “superlative description”, “inducements to buy, “endorsements”, or “demonstrations of consumer satisfaction”.

Also some words in the message are prohibited like: ‘efficient, ‘economical’, ‘dependable’, ‘dedicated,’ ‘prompt,’ ‘fair price’, ‘reliable’, ‘excellent’, ‘leading’, ‘luxury’, ‘quick and clear’, ‘very accommodating’, and ‘quality.’

Is this what Carr is looking for?

advertising, broadcasting, fcc, television

6 comments about "New FCC Head Wonders If PBS, NPR Are Airing 'Commercials'".

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Jeff Turner from Freelance, February 3, 2025 at 9:14 a.m.
I wonder if the NPR/PBS guidelines distinguish between podcasts and over-the-air? The podcasts that I listen to all start with something that is indistinguishable from an ad. Here's copy from one currently running in front of Marketplace:

"This marketplace podcast is supported by the Glass Door app. See who's hiring, what they're paying, and join anonymous conversations with professionals like you in the new glass door community. Whether you're job seeking or want to get more out of your current role, Glass door now offers realtime tips for career success from leading voices like best selling author Adam Grant. Make the most of your work life. Find your work people on the glass door app and get ahead together."

If the guidelines you mention are the rule this one fails every test. It's a 30 second ad.

PBS/NPR used to not be like this. It used to be short, one or two sentences at the most. If on video it was a full screen graphic with a logo, not 10 or 20 seconds of sponsor video with copy.

You don't have to defund it to fix it. Just tighten the guidelines and give them teeth.
Reply

Ben Tatta from Operative, February 3, 2025 at 2:18 p.m.

Definitely a gray area for public broadcasters who tend to differentiate ads and sponsiorships on digital vs linear platforms. Since government subsidies were originally tied to broadcast airwaves most of the ad restrictions were associated with conventional linear broadcasts (vs digital, streaming, etc). Will be interesting to see if that changes.

Michael Giuseffi from American Media Inc, February 3, 2025 at 2:32 p.m.

As the new administration is doing with the FBI, USAID and the Justice Department Trunp's people are attacking any department that they percieve to have slighted them. They don't like when the objective truth reported by PBS news and programs call them out so they so, of course, they say PBS biased toward the left. This is just the first salvo by Brendan Carr to defund PBS.

Ben B from Retired, February 3, 2025 at 10:01 p.m.

PBS & NPR can make it on it's own which I've been saying for years and they have rich donors to fund them for at least a year along with those that donate to PBS & NPR. It's a waste of my tax dollars and I shouldn't have to fund them in my opinion. Plus PBS has dull and boring programs and PBS isn't needed anymore but PBS will out live us all. I want my money back defund PBS & NPR now

Elena Dwyer from VillageCare replied, February 3, 2025 at 10:11 p.m.

Those guidelines only apply to terrestrial radio broadcasts, not digital properties like podcasts. Given Mr. Carr's his views on net neutrality and content moderation, and fast tracking of investigations into interviews that have not been favorable to Trump, it's not a stretch to see this as an attack on journalism.

Michael Giuseffi from American Media Inc, February 4, 2025 at 9:13 a.m.

For the record PBS receives 15% of its budget from The Corporation for Public Broadcasting which is federally funded.

Regarding boring television, I dont know about that. To those who want to take away that 15% they may want to catch a few episodes of Frontline. Maybe their eyes would be opened.