Viewers Like You

The phrase "Viewers Like You" is used by the U.S. Public Broadcasting Service to indicate gratitude to its viewer contributors. It appears at the start and end of all PBS television programs as part of their underwriting credits.

History
Prior to 1989, donations by viewers of PBS members were recognised with the phrase "this station and other public television stations" or simply "public television stations" during the funding announcements in many programs (Learn to Read did not mention "public television stations" anywhere, and was just "Funding for this program is provided in part by the Corporation for Public Broadcasting").

On July 1, 1989, PBS standardized this announcement to:

:This program was made possible by the financial support of viewers like you.

This would be accompanied by one of two wordings: "public television viewers" or "viewers like you".

On October 4, 1993, this announcement was slightly changed to:

:This program was made possible by the annual financial support of viewers like you.

and/or:

:This program was made possible by the annual financial support from viewers like you.

This would be accompanied by an on-screen slide with the words "Viewers Like You". In some cases the final portion was shortened to "...and by viewers like you." The "Viewers Like You" statement was usually, but not necessarily always, the last part of this announcement, usually preceded by a reference to the Corporation for Public Broadcasting ("a private corporation funded by the American people") and to one or more other foundations or corporate sponsors. This version may still be occasionally seen today on programs originally produced prior to 1999.

Since November 1, 1999, the PBS underwriting guidelines have required this announcement to follow the form:

:This program was made possible by contributions to your PBS station from viewers like you. Thank you.

Under this new policy, the "Viewers Like You" slide was now required to be followed by another slide reading "Thank You", both now coming at the very end of the underwriter credits. The specific reasons for this new addition are unknown.

PBS usually produces its own versions of the "Viewers Like You" element, often reflecting the system's most recent brand image, although producers are under no obligation to use this version.

There has been an exception with Mister Rogers' Neighborhood, where Fred Rogers has worded the announcement differently as in, for example: The people who give the money to make Mister Rogers' Neighborhood are the people who contribute to this and other public television stations, and the Corporation for Public Broadcasting (and/or The Sears-Roebuck Foundation). This series never used the "Viewers Like You" phrase, but added "We Thank You" on episodes after 2000. Also, 1991-1998 episodes of Sesame Street used the announcement "Funding for this program is provided in part by the Corporation for Public Broadcasting... and by public television stations and their contributors." Also, on pre-1992 episodes, "viewers like you" is not used, CTW instead opting to use "public television stations" as they had done in the past.

On Wishbone, today, they still use the " Funding for Wishbone has been made possible in part by the annual financial support of PBS Viewers Like You".

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