The online playing field is in a state of constant evolution. This doesn’t mean you shouldn’t play. It simply means that you need to be flexible and ready to adjust your practices and guidelines to adapt to the shifting landscape.

The need to develop guidelines for digital sponsorship offers unique challenges for public media. The digital space is not regulated by the Federal Communications Commission (FCC) and therefore allows for greater flexibility than on-air. Consider the following as you work to establish or adjust digital underwriting guidelines for your station. Philosophy How far should you go? Most stations seek to retain the noncommercial feel of underwriting when it comes to online sponsorship and are creating…