When was the slogan "living color" dropped from the networks? - Videokarma.org TV - Video

Aussie Bloke · #1 03-19-2005, 09:41 PM

Hi all. As you's know back in the 50s and 60s colour programs used the slogan "living color" eg. "the following program is been brought to you in living color on NBC", "this program is brought to you in living color" quotes from "An Evening With Fred Astaire" clip http://www.kingoftheroad.net/colorTV...tape-high.html . I was wondering what year did the networks drop the "living color" slogan?

When Australia started broadcasting in colour in late 1974 onwards we also used the "living colour" slogan as well particularly on Channel 9. Don't know when we stopped using that slogan but 1974-76 it was in use on the Channel 9 network, I have a 1976 Aussie Bandstand program transferred from a Umatic tape which at the end of the program is the Channel 9 ID with "living colour" below it. I can guess it was dropped in Australia around 1977 or 1978.

Anyways just curious.

Cheers
Troy

Big Dave · #2 03-19-2005, 10:19 PM

NBC dropped the "living color" slogan in about the mid 70's (and the peacock too). I don't know about CBS or ABC.

Joel Cairo · #3 03-20-2005, 01:12 AM

The CBS color bumper was removed in about June of 1968. Not certain about ABC.

NBC was the only American network that actually advertised their shows as being in "living color"... I believe that was a tag line they took from their ownership by RCA.

-Kevin

Celt · #4 03-20-2005, 05:34 AM

RCA used "Living Stereo" on their record albums back then too.

oldtvman · #5 03-20-2005, 12:59 PM

nbc stopped using the animated peacock and the term living color in 1974

wa2ise · #6 03-20-2005, 08:43 PM

Quote:

nbc stopped using the animated peacock and the term living color in 1974

Was that the time NBC switched to that "N" logo that turned out to be similar to Nebraska state's educational TV network?

colortrakker · #7 03-20-2005, 09:04 PM

About a year before, I think. NBC spent $750,000 to come up with it. (Call it blasphemous but it's my favorite NBC logo.)

Steve Hoffman · #8 03-20-2005, 09:48 PM

No, I remember them discussing the new logo (and putting it down) on Saturday Night Live. That show didn't even start until 1975. I also remember going to a taping of the Tonight Show in 1976 (my high-school buddy became a page at NBC) and they rolled the peacock before the show so go figure...

Steve D. · #9 03-21-2005, 01:29 AM

I agree with Steve Hoffman that the "Tonight Show" was the last NBC show to have the Living Color Peacock opening. However, my records indicate the NBC Peacock last displayed its feathers on Dec. 31, 1975.
The animated peacock is still seen from time to time as a nostalgic opening on specials such as network anniversary shows. Also as a part of the 60's montage opening on "American Dreams".

-Steve

bgadow · #10 03-21-2005, 02:46 PM

Hmmm...I don't recall the peacock on the Carson show at all, and used to watch it quite a bit. Maybe my local stations cut it out...or maybe it was only inserted by certain stations? I do remember the "second generation" peacock, used alongside the "N", later replaced by the "third generation" with fewer feathers. See, hanging around color tv sets is hazardous to your health, it causes your tail feathers to fall out!

nasadowsk · #11 03-21-2005, 05:19 PM

I'm guessing that eventually, the NBC peacock will be reduced to 3 feathers, then just one. Though they've been on retro kick lately, I've seen old school NBC logos flashed at times. I like that stuff - I hate companies that try to ignore their history. Speaking of which, remmber that Mercedes Benz ad a few years back with the timeline scrolling accross the screen and their various innovations through the years? anyone else notice it went 1910, 1915, 1920, 1925, 1930, 1950, 1955, 1960....

#12 03-21-2005, 06:55 PM

They skipped 1935-40-45 could it possibly be due to this?

Telecolor 3007 · #13 03-24-2005, 12:50 AM

Great link, Aussie Blok.

Jeffhs · #14 04-14-2005, 03:38 AM

NBC still uses the peacock, although it is much smaller now, has fewer feathers and is no longer animated. (The network also continues to use the old G-E-C chimes from time to time, though today the sound is probably computer-generated, as is the peacock; further, an animated version of the new peacock can on occasion be seen on NBC during the opening sequences for specials and the like.) This symbol has been associated with NBC TV for decades (since shortly after the network began telecasting in color), so when GE bought the network from RCA in 1986 it was decided to keep the bird. Heck, even some local NBC affiliates use the color version of the small peacock somewhere on their station IDs-- for example, the local NBC station in Cleveland uses the color peacock on some of its program ads and promotional blurbs, with the number 3 (the station's channel number) immediately to the left of it. The station also uses a grayish version of the peacock on the front of its news anchor desk. At its former studio building (the station moved to an HDTV-ready studio in a newly-constructed building a few years ago), this station had a large, illuminated color NBC peacock adorning the front of the anchor desk, but since moving to the new studio, that illuminated peacock and its desk were relegated to the newsroom, where it is seldom if ever seen anymore.

Channel 3 also uses a smaller gray peacock with the number 3 partially superimposed on it; this is used mostly for station identification, although the thing also has promotions for certain of the station's syndicated programs, plus time and weather in the corner. The gray peacock with the large 3 is also used in the news studio; it can almost always be seen behind one of the station's two news anchors during the station's evening and midday newscasts, not to mention the local news breaks during the "Today" show and the occasional special report or breaking news story.

#15 04-14-2005, 03:48 AM

The Peacock as used by NBC (and their affiliates) is a trademark and in order for it to be kept in their legal possession they must "exercise" it by using it in SOME manner.

Even Pontiac kept using their Indian Chief head silhouette for many years in order to keep it alive.....at one point the high beam indicator on the dash was in the shape of Chief Pontiac's profile!

If a company lapses in the use of a trademark, no matter how well known it may be to the public, it will eventually revert to the public domain. A company can try to argue prior use etc, but often that's a losing battle. Bottom line, NBC may still be using it not so much out of a reverence to past glory, but to keep their legal right to it.

Anthony