NBC opened with an announcement "In Living Color" because it wanted to sell RCA color TV sets. David Sarnoff was the president of RCA.
In 1926, the Radio Corporation of America (RCA) began a new division called the National Broadcasting system to sell its radios. NBC officially started broadcasting on November 15, 1926. It is the oldest major broadcast network in the United States.
During this period Sarnoff started funding research into early Television technoloy.
In 1939, RCA launched regularly scheduled television in America. A small network was set up in the east coast under the name of The National Broadcasting Company (NBC). NBC had until that time been strictly a radio network.
NBC's most ambitious "network" program during this time was the telecast of the Republican National Convention held in Philadelphia in the summer of 1940. NBC became the first television network in the United States.
At first TV set sales were disappointing but soon RCA became the leading seller of TV sets.
World War II put a hold on the development of TV and networks.
However after the war, there was an explosion in the sales of Black and White TV sets.
In 1950, CBS, NBC's rival, won FCC approval for a new color television system. General Sarnoff filed a suit in the United States district court to suspend that ruling but it failed. He appealed to the US Supreme Court. The court again upheld the FCC's decision.
Sarnoff was determined to win the "Color TV War" with CBS so he pushed his engineers to perfect the color system with a signal that could be used on existing monochromatic televsion sets.
CBS was not able take advantage of the color market even though it held its frist color premier on June 14, 1951. The CBS system was incompatible with black-and-white TV sets. Existing color sets were expensive and the price was outside what most people could afford.
Color TV production, however, was banned by the Office of Defense Mobilization in October 1951 due to the Korean War which caused more people to buy the monochromatic sets.
CBS was not able to take advantage due to the NTSC standard. The first NTSC standard was developed by the FCC in 1941 and had no provision for color so their color signal did not work with with black-and-white receivers.
The signal was reformatted in 1953 to allow the color signal to work on monochromatic sets and the FCC approved RCA's system as the new standard.
As a result of the new standard, RCA was able to become the leading manufacturer of color TV sets in the US.
NBC's first all-color prime-time program aired in the summer of 1954. It was called "The Marriage".
CBS had withdrawn its system in March 1953. Sarnoff had won the so-called "color tv war".
RCA and Philco, who worked together on the backward compatibilty system, were now the leading sellers of color sets.
In 1956 Chairman Sarnoff nicknamed NBC, the "Peacock Network", to promote its color programming and to sell RCA's color TV sets. The ability to sell color sets was a huge advantage to NBC and helped lead the network in color programming.
For the rest of the decade NBC continued to push color programming while the other two networks lagged behind, especially ABC, which did not have the financial resources to compete with either NBC or CBS.
CBS was reluctant to change to color because most Americans, at this time, owned black and white TV sets. CBS also had no financial interest in selling color sets as did NBC and its founder RCA.
Early color sets were also bulky and heavy until 1966 when GE introduced a more easier to use and convenient model called the Porta-Color.
This was the first "portable" color television set in America. The bulky and heavier models were also annoying to use and required frequent adjustments to the color.
By 1965, NBC was promoting itself as the full color network with 95% of its prime time schedule in color.
In 1972, sales of color sets finally surpassed sales of black-and-white sets and the remaining hold out to the color revolution daytime programming finally converted to color.
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