David Rosenthal

The graphics.

None of this existed.

So, this whole vision for Monday Night Football that Rune Arledge and ABC can make happen.

for the NFL and new meteorites for the NFL to sell more revenue.

They've got it all ironed out, all the details.

And right before they're about to sign a deal, Roselle's like, oh yeah, by the way, we have these partnerships with CBS and NBC.

We got to offer this to our partners first.

Which, you know, Roselle, he has this reputation and history treats him as like a

incredibly kind, incredibly accommodating, and I'm sure that's true.

But he had a little bit of Al Davis in him, too.

He knew exactly what he was doing here.

He knew that there was no way that NBC and CBS were going to take this package.

You know, Rune, of course, freaks out.

This is his baby.

So they come in with an over-the-top deal.

ABC gets exclusive rights to Monday Night Football for a new deal, new product, $8.5 million per season.

And the other deal was... The other deal was $40 per season for essentially 15x more content, I think.

And we're going to make it back.

Boy, did they ever.

The first Monday Night Football game that airs that season is watched by 60 million U.S.