Must See TV was 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. Ratings for NBC's lineup fell during the mid-to-late 2000s. The slogan was retired in 2015 amidst NBC's transition to airing more drama series on Thursday nights. The branding returned for the 2017–18 television season but was removed for a second time in the winter of the 2020–21 television season.