---
September 18.
Today marks the official relaunch of ABC TV.
For the past few days, the newspapers have been buzzing with advertisements, especially those highlighting the new shows on ABC's schedule. This has created quite a stir, with many eagerly waiting to tune in.
At eight in the morning, vibrant music filled the air as ABC's new logo and promotional animation appeared on television screens. The scene shifted to the studio, where two hosts—an attractive man and woman—sat behind a desk, smiling warmly as they greeted the audience and began the morning news.
ABC's return to broadcasting had captured the attention of industry insiders, including executives at NBC and CBS. At this very moment, the top brass from both networks were gathered in their respective broadcasting rooms, keenly observing ABC's programming.
Even beyond NBC and CBS, industry heavyweights like MGM's Meyer, Paramount's boss, the president of Raiden Hua, and Warner Bros. executives—all of whom had ambitions in television—were tuned in to ABC's live broadcast.
At NBC, where ABC's origins lie, the executives were somewhat dismissive of the competition. As the news segment aired, they casually criticized.
"These young announcers look good, but their broadcasting skills are just average," one remarked.
"Nothing new here—our audience will still prefer our news," another added confidently.
Over at CBS, however, the executives took a more cautious approach.
"Have you noticed the conversational tone of these announcers? It's more relatable, which could appeal to a broader audience," one observed.
"Their style is relaxed and occasionally humorous, unlike the more formal delivery of our news," another pointed out.
"It seems ABC put a lot of thought into this," a third concluded.
The morning news concluded without much fanfare—news programs are a staple on every network, and ABC's was no exception.
Following the news was a five-minute commercial for Barbie dolls, featuring a group of young girls playing various roles with the dolls and dressing them up. Though it was an ad, the production quality made it quite enjoyable.
Next up was "Estee Lauder Teaches You Makeup," featuring Mrs. Estee Lauder herself.
An introduction appeared on the screen:
*"Skin management expert, cosmetic research expert, Mrs. Estee Lauder, President of Estee Lauder."*
This program targeted women, catering to their love of beauty. Most women hadn't had the opportunity to learn makeup systematically—some picked up tips from friends, while others were entirely self-taught. With someone now teaching them proper techniques, it was no surprise that women were eager to watch.
Two female models, both bare-faced, sat next to Mrs. Estee Lauder. She applied makeup to one model, explaining various techniques and the use of different cosmetics as she went along.
In just over half a year, Estee Lauder had expanded rapidly, acquiring several smaller cosmetics companies. Now, the brand offered a full range of products, with over 100 items available.
The transformation was striking. The model who had been made up looked stunning, while the other, still bare-faced, appeared much less attractive by comparison. The contrast was like night and day.
Mrs. Estee Lauder smiled at the camera and said, "Estee Lauder Makeup Time airs every Saturday and Wednesday. We cover more than just makeup; we'll also talk about skincare, maintenance, and fashion, teaching you how to unlock your true charm."
"Remember, whether you're 8 or 80, you can always showcase your beauty. Don't ever give up on looking your best."
"And at 12:30 this afternoon, during TV shopping time, there will be an Estee Lauder sale. You can purchase your favorite cosmetics at prices lower than what you'd find at the counter. Just call in this afternoon to take advantage of these deals."
Executives at NBC and CBS couldn't help but admire the quality of the "Estee Lauder Makeup Time" program. Mrs. Estee Lauder had tapped into a previously unmet need, and it was clear that women across the United States would remember the name Estee Lauder.
And the final words Mrs. Estee Lauder spoke were incredibly persuasive: "Whether you're 8 or 80, don't give up on beauty." It was a sentiment that resonated deeply.
The program ended with another commercial, this time for "Rocky Mountain Mineral Water."
The advertisement showcased the stunning Rocky Mountains—snow-capped peaks, sunsets, forests, and rivers. A modern mineral water factory appeared at the foot of the mountains, where clean, pristine water was bottled.
Ava Gardner, dressed in a glamorous evening gown, appeared on screen, holding a bottle of Rocky Mountain Mineral Water. "Rocky Mountain Mineral Water," she purred, "the sweetness that springs from the heart, the health that's drawn from nature, my beauty is nourished by this water."
NBC and CBS executives were left impressed, recognizing the high production value of ABC's commercials.
The ad concluded with a voiceover: *"The water used in Estee Lauder cosmetics is sourced from Rocky Mountain Mineral Water. The perfect combination of the two offers you the best nourishment."*
The connection between the ads was seamless—a brilliant piece of cross-promotion.
Industry insiders knew that these advertised products were all owned by Hardy, ABC's current boss. It was clear that Hardy had a keen business sense.
The third program was the documentary "Assault on Pearl Harbor," which had been produced shortly after the Japanese attack on the U.S. naval base. The documentary, featuring real footage from the time, had even been nominated for an Oscar. While World War II had ended and the U.S. had dropped two atomic bombs on Japan, the documentary still evoked strong emotions, reminding viewers of the more than 3,000 American soldiers who had died in the attack and the destruction of an entire fleet.
After the documentary aired, a commercial for "HD Security" followed. The ad featured HD security team members—armed with submachine guns and heavy machine guns—dressed in black, exuding strength and authority.
The voiceover explained: "HD Security is composed entirely of veterans who served in World War II. Each member has been through countless battles. A team that defended our nation can now protect your property. Trust HD Security—they are your most loyal and brave guards."
The timing of this ad, coming right after the Pearl Harbor documentary, was strategic and impactful.
At noon, it was time for the "Noon News."
After the news, the screen transitioned to a live broadcast of the studio. The set was filled with products, and in the background, a large billboard read "Estee Lauder Exclusive."
Three hosts—a man and two women—appeared on screen.
"Good afternoon, viewers. Welcome to TV shopping. Some of you might be unfamiliar with TV shopping, so let us explain briefly. It's very simple. We introduce products to you on TV, and if you like what you see, you can buy them directly through our show."
"How do you make a purchase? It's easy! Just look at the billboard behind us—it has our phone number. There are 50 phone lines available. If you see a product you want, simply call us to place an order."
"Today's show is 'Estee Lauder Exclusive,'" the male host explained.
One of the female hosts chimed in, "But why would someone call to shop when they can just go to a store?"
The male host smiled, "The best part about TV shopping is that we offer great deals. We negotiate with manufacturers to bring you the lowest prices."
He picked up a jar of skincare cream. "This is Estee Lauder's skincare cream. It's available at the counter for $8.60."
"But if you order through our TV shopping show, we can offer you a special price. Care to guess how much?" he asked the two female hosts.
They shook their heads.
"Eight dollars?" one guessed.
"Nope."
"Seven dollars?"
"Not even close."
"Six dollars?" they asked, surprised.
The male host grinned, "The price for our TV shopping viewers is…"
"Drumroll, please!" The sound of upbeat music filled the room.
"Just $5.80!" the male host announced proudly.
Suddenly, a price tag dropped down next to them, displaying the special price of $5.80.
"Wow! That's so cheap!" the female hosts exclaimed in unison.
"Yes, just $5.80—a full one-third cheaper."
"Is there something wrong with the product for it to be so cheap?" one of the female hosts asked skeptically.
The male host shook his head. "All the products we sell on TV shopping are in partnership with reputable manufacturers. For example, today's Estee Lauder special is a collaboration with Estee Lauder Cosmetics."
"I also want to assure everyone that there's no need to worry about the authenticity of the products because today, all customers who purchase Estee Lauder cosmetics won't be picking them up from us. Instead, they'll be collecting their products directly from the counter."
"Estee Lauder has counters in 24 cities across the United States, so our sales are limited to these locations. You don't have to pay anything upfront—just make a call to order, and you'll receive a unique voucher number. With this number, you can go to the counter and pick up your selected cosmetics."
"All cosmetics are collected from the counters. While others may pay $8.60, you only pay $5.80. Isn't that a great deal? All it takes is one phone call—no other payment required."
"Today, we're featuring 18 Estee Lauder products, each with a limited quantity. After our introduction, we'll open the ordering lines. Remember, it's first come, first served."
"This skincare cream will be available for just 20 minutes, and the rush starts now!"
The camera cut to a bustling office, where over fifty operators were busy answering phones. The scene was lively and energetic.
And if you're worried about whether people are actually calling to buy—well, Hardy knows how to arrange things. He wouldn't let the scene go cold.