NBC’s ‘Must See TV’ Campaign Defined 1990s Dominance and Changed Viewing Habits

Variety explores how NBC’s “Must See TV” marketing campaign created a Thursday night block of hit shows like “Friends” and “Seinfeld” that dominated ratings. The strategy not only secured NBC’s ratings leadership but also transformed American audiences into appointment viewers, shaping how networks scheduled and promoted prime-time television. This retrospective highlights a pivotal moment in TV history that cemented the power of branding in broadcast entertainment.

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