In 1991, during one of FOX's regular staff meetings, FOX president Jamie Kellner started talking about the Super Bowl, Kellner believed his network could capitalize on the Super Bowl even though CBS had the rights to air the game.
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Sources:
https://www.revolt.tv/article/2022-07-16/180803/damon-wayans-says-in-living-color-influenced-super-bowl-halftime-shows/
https://www.rollingstone.com/culture/culture-features/super-bowl-half-time-in-living-color-wayans-122887/
https://www.theroot.com/in-living-color-changed-expectations-for-the-super-bowl-1850070619 https://www.mentalfloss.com/posts/in-living-color-changed-super-bowl-halftime-show-1990s