Retro Friday: NBC pitches its fall promo campaign, circa 1983


This is a bit of a treat for TV geeks… and a bit of a bizarre throwback to the way things used to be for everyone else. In this 1983 video sent to NBC affiliates, then-marketing head Steve Sohmer pitches the Peacock’s new fall campaign, “Be There.”

Sohmer had just been hired away from CBS by NBC, which was in the ratings dumpster and looking for some marketing heft. This video is classic old school: Sohmer keeps a cigar in his hands at all times. And he can barely contain his excitement for the new “Be There” jingle and campaign. Viewers are gonna be singing along and dancing in front of their TVs, he promises.

Check it out — they sure don’t market the networks like this anymore!

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