How can viewers tell when certain cable programming is paid for by a particular person or group?
The sponsorship identification rule requires the identification of the sponsor of any cablecasting which is presented in exchange for money, service or “other valuable consideration.” All political spots must contain a visual sponsorship identification in letters equal to at least four percent of the screen height and the identification must be on the air for at least four seconds. Where the cablecast advertises commercial products or services, a mention of the corporate or trade name is considered sufficient. Sponsorship identification announcements must also be made before and after certain material if inducements are given to the cable system in exchange for cablecasting the material. Where political or controversial public issue spots are sponsored by a corporation, committee, association or unincorporated group or entity, the system operator must keep a list of the entity’s governing officers or directors available for public inspection at the system’s local office for a period of
