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At one point in the fall of 1997, the brand was used five nights a week, with four sitcoms a night from Monday to Thursday, and two on Sunday. In popular culture, the phrase is most strongly associated with the network's entire Thursday night lineup, including both sitcoms and dramas, which dominated the ratings from the 1980s through the late 1990s.Īs originally conceived, "Must See TV" originally applied to sitcoms only (dramas would normally be promoted separately), and for much of the 1990s the phrase was used several nights a week as an attempt at brand extension.

However, the branding returned for the 2017–18 television season. In 2015, the network canceled comedy programming on Thursdays and switched entirely to dramas. Ratings for NBC's lineup fell during the mid-to-late 2000s, and today the network ranks behind Fox, ABC, and CBS on Thursday nights. Must See TV is an American advertising slogan that was used by NBC to brand its primetime blocks during the 1990s, and most often applied to the network's Thursday night lineup, which featured some of its most popular sitcoms and drama series of the period, allowing the network to dominate prime time ratings on Thursday nights in the 1980s and 1990s. Title card for NBC's 2002 special, 20 Years of Must See TV