If it is for a commercial entity, the FCC has cited that this type of announcement is not permitted. Their citations focussed on the the limitations of underwriting messages to identify, not promote. I agree with your comments on the longer the message, the more likely it will get flagged.
However, in the example given in the original post, the "business" seems like it is a government agency. This would technically be permitted to air, if that is the case. However, once a station airs commercials for non-profits, while legal, if it becomes prevalent, it could call into question the nature of the station's non-commercial service, which again, can get it into trouble. Thus, the station needs to be careful.
> I have heard a similar spot on a non-comm, promoting a TV
> show that was sort of a talent content for local artists
> that sing the same kind of music the non-comm plays. The
> spot doesn't exactly tell listeners to watch the show, but
> uses the "friendly conversation" format to clearly indicate
> the time and channel, and (IMO) attempt to make the TV show
> sound compelling to the radio listener.
> I didn't believe that it really crossed the line, but I
> could see how overly extensive use of this technique could
> cause underwriting spots to become longer, and the longer
> they get, it seems, the more easily listeners and FCC can
> perceive something to be a commercial. So I think this is
> okay for stations to use now and then, but not as an
> everyday approach.
