Must See TV (TV4)

Must See TV is a Euroish advertising slogan that was used by TV4 to brand its Thursday and Friday primetime programmes mostly during the 1990s and 2000s, and eatured some of its most popular sitcoms, drama and entertainment series of the period, allowing the network to dominate the ratings on Friday nights in the 1990s, 2000s and early 2010s.

Usage
Borrowed from the American advertising slogan used by NBC to promote it's heavily successful Thursday night lineup of sitcoms and dramas, Must See TV is most strongly associated with the channel's entire Thursday & Friday night lineup, including both sitcoms, entertainment series and dramas, which dominated the ratings from the 1990s through the 2010s.

History
Channel 4's channel controller Paul Appleton first suggested the idea of licensing the Must See TV brand for use in the Euro Republics prior to it's launch in 1995. It was suggested as Channel 4 had already secured the rights to air a proportion of programmes as seen on the NBC strand, including Seinfeld, Friends, Frasier and ER, and also because the channel planned to air many tentacle entertainment programmes on Friday evenings, which the Must See TV brand would help to emphasise.

After the personal blessing of Dan Holm who'd created the brand at NBC, Must See TV Friday was officially announced by Channel 4 upon it's launch in 1995. The launch schedule initially ran from 8pm to 12am and included Don't Forget Your Toothbrush, Seinfeld, Friends, ER and Takeover TV.

Beginning in January 1996, Channel 4 moved ER to Thursday evenings in the 10pm time slot, which together with Frasier and Father Ted made up the new Must See TV Thursday. British medical drama series Casualty was moved to Friday evenings with episodes recieving their terrestial debut after the series had moved to Spark the previous autumn.