< Conversation with a Curator

The Must-Watch Story of NBC’s ‘Must See TV’

Friday, September 25, 2026 
4:00 pm 
The Paley Museum, 25 West 52 Street, NYC
Curator: Jason Lynch

As part of Paley’s NBC100 celebration, join curator Jason Lynch as he looks back on the storied history of “Must See TV,” one of the most successful marketing and branding campaigns in television history. In the ’90s and ’00s, NBC’s Must See TV was home to many of the most iconic and popular television shows of all time, including Friends, Seinfeld, Fraiser, Will & Grace, and ER. The conversation will look at how Must See TV turned those programs into blockbuster hits, and how the campaign became a billion dollar behemoth that ultimately expanded from Thursdays to encompass five(!) nights of network programming. Relive clips and promos from the Paley Archive featuring all of those beloved shows—plus archival Paley interviews with former NBC Entertainment president Warren Littlefield and other top network execs at the time—in this exciting exploration of the highs and lows of Must See TV.

Free for Paley Members, included in General Admission.
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