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9 Weaver
now (selling with color even before color is a circulation factor), for those with new programming developed especially for color, and for the promotion possibilities of such special programming.
"We hope to have at least one such program a week from NBC, programmed on a once-a-month basis, replacing regular programming on a right-of-way premise .. .that television is too great and too powerful to be shackled with chains of custom and usage from radio. We must serve all segments and all interests in our population, and there must be an overall program control that makes the rules in the interest of public service and all -segment population service. This is the busi¬ ness of the networks. If our service dwindles, you will use less of it, or pay less for it. That's the end of your responsibility. If we ca¬ ter to the heavy viewers with a flood of trivia, as accused in some quarters, we cannot look to you, or to the advertisers large or small, for your jobs are rightly defined by your interest - the sale of the goods and services of your clients. It is not for you to take the blame if the mission of television is reduced from revolutionizing the individual's understanding of his world, as I believe color television should hold as its mission, to becoming a living room toy to keep the kids quiet.
"The kind of programming we will do in color this Pall will sell color sets just as our program innovations in 1949 and 1950 sold black and white sets. Color is here to stay, and it's very much later than you think."
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NBC-New York, 4/23/54